The new world of social marketing can be very powerful, giving your company the ability to compete with much larger corporations. It also gives consumers unprecedented power to review and comment on businesses. While online reviews can potentially present a challenge, they can also be an opportunity to generate good will if leveraged properly.
In research conducted last year, Cone Communications, a Boston-based public relations agency, found that 80 percent of consumers had changed their minds about a purchase because of negative information they had found online. In other words, this isn’t something you can ignore.
Be proactive
The best way to manage the review process is to get out in front of it. At the very beginning of a project, tell the client you’d like them to write a review of their experience on Angie’s List, Yelp, Google, etc. at the conclusion of the work. Be sure you let them know you want to know about any problems that develop along the way. By doing this, not only do you have better control of the reviews, but you also demonstrate your willingness to address issues that come up during the remodel.
Tout your positive reviews
The vast majority of online reviews are positive, so emphasize the good ones your business has generated by highlighting them on your website, through your Twitter account and on your Facebook page. People have a tendency to focus on the negative, so highlight the positive.
React quickly to negative reviews
Negative reviews are a fact of life. The reality is that nobody is going to have completely satisfied customers. In fact, if your site shows nothing but positive reviews, potential clients are likely to doubt their veracity. A few negative reviews offer authenticity.
The key is how you respond to that complaint. Addressing it quickly is important. Reach out to that client and see what you can do to make it right. It’s an opportunity to show other potential clients that you are willing to take care of problems right away. If the client is now satisfied, try to get them to post an updated review that addresses your quick response.
It’s also important to keep your ego in check. Even if you’re “right,” it’s unlikely you’ll come out looking good if you argue with a client online. And don’t waste your time trying to get negative reviews removed. Most review sites won’t do that except in rare instances, such as when you can prove a competitor wrote the review.
Keep an eye out
Set up Google alerts (google.com/alerts) for your company name so you know when anything is posted online about your firm. Google is hit-and-miss with the social media sites, though, so you’ll also want to closely monitor those by using tools like Bing’s social search (bing.com/social). There are also companies, such as TweetAngel, that will monitor Twitter for negative reviews and notify you immediately so you can address them. PR
Online reviews can potentially present a challenge, they can also be an opportunity to generate good will if leveraged properly.
Add new comment
Related Stories
How to Get More Leads with a Stronger Remodeling Brand
Discover how to build a strong brand for your construction company, and learn key strategies to differentiate and attract better leads
Building A Small Projects Division from the Ground Up
Through hard work and careful strategy, Harth Home Services has seen big growth
Helping Remodelers 'Get Their House In Order'
From remodeler to NARI executive to industry consultant, Diane Welhouse uses her expertise to help business owners
Finding Success Online and on the Jobsite
The Molitors started with humble blog beginnings, and now the couple runs an unlikely two-folded business for social media marketing and design-build construction
How Much Are Window and Roofing Contractors Spending on Marketing?
Director of Home Improvement Drew Barto reveals the percentage of revenue replacement window, door, and roofing contractors of various sizes are spending on marketing in 2023
4 Things for Remodelers to Understand About Google Analytics 4
The new era of Google Analytics is here, and it's set to help you make better marketing decisions through in-depth metrics
The Empty Chair: Customer Experience Will Differentiate Your Business
With all signs pointing to a softer market, how can remodelers remain strong and different from the rest? Pro Remodeler's Director of Content Erika Mosse shares real examples.
Marketing Minute: How to Overcome a Drop in Demand
Director of Home Improvement Drew Barto shares tips on how to survive and thrive in periods of lower demand for your products or services
Do You Have a Healthy Marketing Mindset?
Use your marketing calories wisely and form healthy habits today to keep your business in shape