Managing Online Reviews: Best Practices

Are you running a small or large business? Reviews from customers have now become a potent tool that influences your brand’s reputation and it doesn’t matter how big or small your business is. Simply put; they have the power to build or destroy a business, sway consumer choices, and even have an impact on your search engine rankings. So, if you’re looking to boost sales and preserve the good reputation of your e-commerce business, you need to keep an eye on your online reviews. As a matter of fact, managing online reviews effectively is no longer an option but a necessity.

Are Online Reviews Even that Significant?

Oh yes, they are! This is just the same as asking if online reviews are important, of course, they are. Online reviews function as a type of social proof, providing prospective clients with information about other people's experiences using your services or buying your goods. Good reviews can improve sales, strengthen your brand's reputation, and foster trust. Well, negative reviews, on the other hand, can turn off potential buyers and can influence the reputation of your business. But, one thing about constructive criticism from negative reviews is that it can provide valuable insights into areas where your business needs to improve.

In addition, studies show that as much as consumers trust personal recommendations, 88% of consumers trust online reviews just the same. Let’s not forget that your online reputation can also improve your local search engine rankings, making it easier for potential customers to find you.

Now that we have established that online reviews can either break or make your business, let’s talk about the first step in managing your online reviews.

Getting Customers to Leave Reviews

Yes, yes… we know that encouraging customers to leave reviews can be such a chore, sometimes, they don’t even feel like it. But, the first step in managing online reviews is to actually encourage them to leave reviews. I mean, the more reviews you have, the more credible your overall rating will be.

Make the Review Process Simpler

Most customers do not have the patience to go through a long review process. So, you need to ensure that leaving reviews is as simple as possible for customers. You can accomplish this by including direct links to your review pages on your website, on your social media accounts, and in follow-up emails. Customers are more likely to leave a review if there are fewer steps to complete.

Know When to Ask

It is important to choose the right time to ask questions. It’s the same when you’re asking for reviews, ask at the right time. When the customer's experience is still fresh in their memory, ask for feedback soon after they have gotten their product or service. Don’t ask the customer to leave you a review when they have pretty much forgotten about what they purchased from you. This is why you need to send out automated emails in response to delivery confirmations or purchase completions. This approach can be very effective.

Offer Rewards

I’m not saying cajole your customers to leave reviews by offering them rewards such as discounts on future purchases or an entry into a giveaway when they leave only positive rewards, however, offering rewards can still encourage more customers to share their experiences.

Best Practices for Responding to Customer Reviews

Why is it necessary to respond to customer reviews? Well, collecting reviews is important for your business, at the same time, responding to reviews is also important. Reviews from customers can be either positive or negative and your response can have a significant impact on your brand’s reputation. Regardless of whether the review from the customer is good or bad, you still need to respond. It shows that you care about your customers’ experience. By responding to customer reviews, you can foster a favorable environment and entice new customers to try purchasing from your business. Here’s how you can respond to both positive and negative reviews:

Positive Reviews:

Everyone loves a positive review! The reviewer just said something nice about your business/brand, it would be considered poor manners if you didn’t thank them. Saying "thank you" can make a big difference in positive reviews. A pleasant customer experience can be strengthened by thanking them for their business and quickly expressing your satisfaction. Personalized replies that highlight particulars from the review might increase a customer's loyalty even further.

Negative Reviews:

For negative reviews, a more tactful approach is necessary when dealing with negative feedback. Acknowledge the customer's concern and extend your apology for any inconvenience they may have caused. It's critical to maintain your professionalism and refrain from becoming defensive. Provide a resolution or ask the client to speak with you privately about the problem. This not only conveys to potential clients that you are dedicated to their happiness but also that you are concerned about their experiences.

Keeping an Eye on and Handling Online Reviews on Various Platforms

Review platforms can be Yelp, Facebook, and Google. It's critical to keep an eye on reviews on all the platforms where your company is listed, this is efficient for review management.

Use Review Monitoring Tools:

You can easily keep an eye on and manage your reviews from one central location to another, using the help of several review monitoring tools like Google Alerts, and Review Trackers, such as Kudobuzz, which can help you monitor brand mentions, reply to reviews, and examine customer feedback. Thereby, making sure that no review is missed and that you can react quickly by automating this process.

Establish a Workflow for Review Management

You need to establish a workflow for review management by providing a well-defined process for handling reviews. Assign tasks to particular team members, establish deadlines for responses, and create templates for handling popular review formats. This will maintain consistency in the communication about your brand and streamline the process.

How To Use Customer Reviews For Marketing Purposes

Online reviews are more than just comments; they are equally important marketing tools that you may use to boost the credibility and visibility of your business/brand. To leverage customer reviews for marketing purposes, you can start by highlighting positive reviews on your website, especially on your product page. It can reassure potential customers and influence their purchasing decisions.

With Kudobuzz Widgets, you can display your latest reviews from various platforms, thereby, keeping your content fresh and relevant. In addition to highlighting positive reviews on your website, you can also share customer reviews on your social media channels to build trust with your audience and improve your brand’s reputation. Think about writing aesthetically appealing posts with quotes from reviews that are positive or even video testimonials.

Don’t forget to include positive reviews in your email campaigns as well, they can increase engagement and conversion rates. Testimonials can increase credibility and boost sales for a variety of purposes, including newsletters, promotions, and new product launches.

Handling and Addressing Fake Reviews

Fake reviews can damage the credibility of reviews and negatively affect the reviews' helpfulness. Dealing with fake reviews can be difficult because they frequently originate from unidentified sources. However, most review sites have procedures in place to deal with fake reviews. Report these reviews to the platform and include supporting documentation for your assertion. You can comment publicly and kindly state that the review is not accurate and that you are looking into the situation while you wait for the platform to take appropriate action.

Fake reviews are a buzzkill, but there are also legal considerations to keep in mind in the case of defamation. Defamation occurs when false information is presented as a fact that harms your business's reputation. While customers are entitled to their opinions, if a review contains false claims that damage your business, you may have grounds for legal action. However, this should be a last resort, as legal disputes can often draw more negative attention to the situation.

Just to add; in handling and addressing reviews, always review the feedback you receive and use it to make informed business decisions. Whether it's product development, customer service improvements, or marketing strategies, customer feedback should play a central role in shaping your business.

Final Wrap!

Managing online reviews can be difficult, especially when they are from several different platforms, ignoring them isn’t an option, they are crucial for your business/brand’s reputation. It’s not just about collecting reviews, but also engaging with the reviewers. By encouraging more reviews, responding appropriately, and leveraging feedback for marketing and improvement, you can build a strong online reputation that drives sales and customer loyalty.

Managing reviews is a continuous process, don’t forget. You need to stay proactive, monitor your online reviews always, and continuously find ways to improve your products and customer satisfaction. Not only will this approach improve your brand’s reputation, but in the long run, it will also foster a loyal customer base that supports your business.