How to Address Negative Reviews Online

How to Address Negative Reviews Online

How to Address Negative Reviews Online

Testimonials have always been an important source of advertising for home service providers, and most professionals in this field cite referrals and word-of-mouth as major sources of new leads. In the digital era, testimonials haven’t disappeared—they’ve moved online, in the form of online reviews. If you’ve ever looked up a new restaurant on Google, you know how influential reviews can be in deciding whether to eat there and just how catastrophic for business a negative review can be. If you get a negative review of your service online, how can you recover?

Determine Authenticity

The first step is determining the authenticity of the review. There are people out there who will post false, negative reviews, and most places where users can leave reviews, Google, Facebook, Yelp, etc., have means for reporting and removing reviews that are not legitimate. If you can’t get the reviews removed—which is often the case, as it is difficult to impossible to prove, with anonymous usernames and all that, if the reviewers were actually clients or had any experience with your company at all—there are other ways to respond.

Respond Professionally

One way is by posting on your social media about the fake reviews; it’s an experience that others can relate to and can ever be a source of humor, especially if the spammers have awful fake names. Another is by responding to the negative review—in a comment on that review, if possible—politely asking for the reviewer to contact you to clarify and rectify their experience. If the review is fake, the person will never get in touch, but other people reading the reviews will see that you take customer service complaints seriously and will follow up with them.

If the review is real, the first step is seeking to rectify the situation. Respond to the review publicly, as described in the last paragraph, and get in touch with the client directly to ask them how you can make good on the situation. In some cases, if you fix the problem, offer a discount on future services, or offer an apology for the error or poor customer service that compelled them to write the review, the client may choose to delete or amend the review.

What If There’s Nothing I Can Do?

If there’s nothing you can or will do to satisfy this negative reviewer for whatever reason, whether because they can’t be satisfied or the issue was monumental, you’re not doomed to sit in one-star purgatory forever. The thing about reviews is that the more you have, the less each individual one counts in the average, just like with grades in school. If you get a C on the test and it’s the only grade in the class, you’ve got a C in the class; but if you got a C on the test but all your other grades were As, you might make out with an A or B in the class. Same applies to reviews. So, solicit positive reviews from other clients, ones you know are satisfied with your service.

Bad reviews suck, and they can have a negative effect on potential customers, especially now that so many people are researching home service pros online, but they aren’t the end-all, be-all. If you get a negative review, determine its authenticity and respond accordingly by addressing the review itself and bolstering your rating with good reviews.

Online reviews are just one part of a strong online presence and digital strategy for home service providers. If you’re ready to improve your digital presence and marketing efforts, it’s time to talk with Evenbound.

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3 Best Free Digital Marketing Tools for Home Service Pros

3 Best Free Digital Marketing Tools for Home Service Pros

3 Best Free Digital Marketing Tools for Home Service Pros

If you’re new to digital marketing, the costs involved can seem a little overwhelming: pay-per-click ads can rack up the $$, as can banner ads and website redesigns. If your digital marketing budget is stretched a little thin these days, there are still plenty of ways to reach your ideal clients online, for free. Here are some of the best free digital marketing tools that you can take advantage of, right now:

Reviews

Home service pros have always relied on word of mouth, and even in the digital era, customer reviews are the best way for you to get the word out to new potential customers about the quality of your services. When potential customers search for service providers, they’re going to look at your reviews, on Google, Yelp, Yellow Pages, Facebook, etc. In the same vein, the five-star rating system has become a popular way to evaluate businesses and has been integrated into most online review platforms. Getting your satisfied clients to leave reviews of your service—even just a 4 or 5 star rating—is crucial to attracting new clients.

 

Google+

Google+ is the new Yellowpages listing you used to pay for, before the internet. If you’re not actively managing your business’s Google+ profile (i.e., the entry for your business that shows up on the right hand side of the Google results for a search of your business) or don’t have one, you need to get on that. It’s free, and it’s often the first thing people will see when searching for your business or the service you provide.

 

MailChimp

If you want repeat customers, you need to keep your company and the great service you provided in your customers’ minds. A great way to do this is with regularly scheduled  email or email newsletters that keep your clients informed on your seasonal service offerings and relevant topics related to their home and home maintenance. MailChimp and similar platforms offer you the ability to design, create, segment and automate email to your client list, for free.

 

Houzz

We love Houzz and we talk about it all the time but it’s worth reminding you all about how useful a tool it can be. You can set up a profile for your business for free, add pictures of your work, get client reviews (reviews are important! See above!), interact with future customers, and get found by people looking for your services in their service provider directory search.

One of the great things about the internet is the proliferation and availability of free tools and resources across all industries and areas of interest. Digital marketing is no exception. Don’t let a small (or nonexistent) marketing budget keep you from cultivating a strong digital preference; make use of the free tools available to you such as Houzz, MailChimp, and more.

If you’d like more information on how to implement these tools into your digital strategy, or would like to talk about other ways to bolster your online presence, we should talk. The Evenbound strategy is tried, and tested, and we’re proven to deliver exceptional results for home service pros. See  exactly how our strategy works for clients like you in the case study below.

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Everything You Need to Know about B2B Reviews

Everything You Need to Know about B2B Reviews

Everything You Need to Know about B2B Reviews

Remember word of mouth marketing? It used to be the number one way for B2Bs to generate qualified leads. Well, online B2B reviews are kind of the new, improved version. B2B buyers love to read reviews about companies they’re considering purchasing from, because it gives them a clearer idea of what to expect, and how to judge the quality of service they’ll be receiving.

The average buyer does about 60% of their research before they even consider contacting a B2B company. And since we live in the 21st century, they do most of that research online. Having a decent amount of online reviews can seriously boost your conversion rates. It’s a way of providing potential clients with the information they need to decide to pick up the phone and call. What’s more, it’s information they largely trust, because it’s given by objective third parties who have had direct contact with your B2B. So what all do you need to know about online review for B2Bs, and more importantly, how can you generate quality online reviews for your B2B manufacturer? Let’s get into it:

Reviews are a search engine ranking signal

First and foremost, if you’ve been looking for a way to boost your B2B’s SERP ranking on Google, reviews can really help. A study conducted by Moz, a respected SEO guru, shows that online reviews account for about 8.4% of Google’s ranking factors. Though that’s not a huge percentage of Google’s ranking algorithm, reviews are certainly one factor that can work to boost your SERP ranking and generate more qualified leads at the same time.

B2B Reviews show up in search listings

When you get reviews on Google, your overall star ranking will show up next to your company name in search listings. Research shows that consumers are more likely to click on starred search result options over those that don’t have any stars. That’s because stars show clients that the business has been vetted, even if only cursorily, by other clients. Google estimates that you can increase click through rates by as much as 17%, just by having star reviews next to your company name in search results.

But what about negative reviews?

We get it, when you open yourself up to reviews from customers, it’s possible that you’ll get the odd negative B2B review. And sure, that’s scary. Your company does everything it can to keep clients satisfied, but there are just some customers who can’t be helped, and they’re often the ones to leave a negative review. Many companies we talk to are concerned about inviting customer reviews for just this reason, but in fact, negative reviews can have more of a positive impact than you’d think.

Believe it or not, most consumers are more likely to trust a company that has a few bad reviews over a company that has all five star reviews. Today’s consumer is very aware of scams where companies buy reviews to boost their overall rating. A few negative reviews show a consumer that people are giving their actual opinions, and the reviews listed are unsolicited.

It definitely hurts to get those negative reviews, but you can also use them to your benefit by replying to the negative commenter, and doing what you can to resolve or explain the situation. Now, don’t try to refute their negative claims, even if they’re wrong or unnecessarily critical. The best thing you can do with a negative review is to comment, say you’re sorry for the commenter’s poor experience, and offer to fix it. From there, it’s up to them. A tactful, apologetic response will go a long way when future customers are looking into your B2B. Whatever you do, don’t respond while you’re angry. That will only make matters worse.

Improve trust in your brand, lower ad costs, boost conversion rates

It’s important to remember that 60 percent of research for a B2B purchasing decision is done before the buyer ever contacts your company. That’s why reviews for B2B manufacturers can be such a great help. They work to make your company stand out from the competition by providing a solid star rating. Additionally, it’s a form of advertisement that costs you almost nothing, except the time it takes to send an email to a client requesting a review. Online B2B reviews on platforms that your ideal clients regularly surf, like Google+ and LinkedIn, will ultimately have a positive effect on your conversion rate. They provide potential clients a barometer with which to judge your products and customer service, and they help to boost your online presence, getting more eyes on your website and your company. So on to the biggest question of all:

How do I get B2B reviews, and where?

It’s easy to say that B2B reviews are great and that you should have them, but how do you get people to write them?

First, it’s important to decide where you’d like to have your reviews show up. The best, most influential platform is probably Google+, because that’s most every researcher’s first stop, but Linkedin, the Better Business Bureau, and Angie’s List are also great options.

From there, devise an email that thanks previous customers for their business, and requests their honest feedback. Your email should make it as easy as possible for people to review you, and should link to those outlets you’re looking for reviews on.

Let them know what’s in it for them, too. There are a variety of incentives you can provide that make writing a review seem more enticing, and work to further your relationships with those existing customers. For example, you might consider entering all reviewers into a raffle where they could win a prize, or you could offer a small discount on their next parts purchase from you. This is a great way to turn first time clients into repeat customers, and it gets you the reviews you were looking for!

The biggest part of successfully requesting B2B reviews is timing. You’ll want to figure out the best time to ask for reviews by determining when people are most apt to fill them out. In most cases, the sooner the better. You want to ask for a review when your excellent customer service is in the forefront of their minds. However, depending on your B2B’s product, it might make sense to wait until they’ve had your product for a few weeks, and are starting to realize the real benefits of your great product. Test out review requests a few ways, and see when you get the highest number of responses. After a bit of trial and error, you should be able to send out review requests that get a pretty good response rate, especially when you’re offering incentives.

Quality online reviews are invaluable. They show Google that you’re a real, legitimate company that does great business, and they offer new potential clients an insight into how your company works, and the level of service you provide.

If you have more questions about boosting your online presence or requesting more reviews for your B2B, feel free to get in touch with us at Evenbound. We’ve been working with B2B manufacturers for some time now, and would be more than happy to answer any questions you’ve got on inbound marketing, online reviews, or web presence. Get in touch with us today!

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