How to manage online reviews

Online reviews determine brands’ reputations and local businesses compete ferociously to be rated at the top. Companies are more likely to appear in Google's so-called 3-Pack, where only three businesses are highlighted in the initial batch of local search results if they have high average ratings and many reviews. According to SOCi research, firms that appear in the first three search results earn 126% more traffic.

According to SOCi, 74% of consumers perform local searches at least once a week, and 56% go to purchase immediately. 89% of customers read reviews before making a purchase, according to Trustpilot. During the pandemic, according to McKinsey, the volume of online customer reviews nearly doubled.

Positive online reviews influence Google rankings. Negative online reviews put off potential buyers. It might be challenging for brands with various locations to manage the massive volume of evaluations effectively. Customers assume you don't care about comments if you ignore both positive input from fans and negative criticism from critics. Negative evaluations that go unanswered affect other customers, and the brand misses the chance to lessen the damage. Additionally, being silent costs a brand a significant insight, causing them to miss helpful customer feedback that advances their operations. Responding to customer feedback is the first step in managing a brand's reputation.

Online reviews playbook

The top priority should be to respond constructively to the reviewer's criticism. The second factor is the perception of how the brand responds to all forms of input with each response.

A prompt response is more valuable than a flawless one. Best practice requires that all reviews receive a response within 24 hours. Respond within a few hours if the review is critical in nature.

Reviews without context are skippable. Not all reviews with a rating but no comment require a response. Ratings affect brand perceptions and ratings, but it is unlikely to respond constructively to a negative rating without any text and context. It's best to move on.

Take sensitive discussions offline. Respond politely and offer to speak offline if someone harshly expresses an opinion. Reach out in private for reviews that make threats of legal action, use obscene or derogatory language, or try to stir up controversy. Request the removal of a review if it violates the website's terms and conditions.

Responding positive reviews

Sincerity is really important. Show your gratitude by taking a moment to provide a customized answer. Use the reviewer's name in the message to thank them for their purchase and reiterate the topic of the review. Invite the reviewer to your office or store. However, avoid going overboard and answering every question with custom answers. Maintain your authenticity.

Responding negative reviews

The reviews should not be taken personally, regardless of how harsh you may feel it is. We all have had the experience of writing or receiving an email or text in the heat of the moment. Avoid that emotional outburst while responding to an online review in public.

Remain composed and formal. Assume the reviewer has good intentions. Do not attempt to correct the reviewer with your comment. Create guidelines for common circumstances. Negative reviews fall into distinct categories, such as subpar customer service, product quality, or uncontrollable external factors. Create a standard approach for each to help you avoid issues like coming off the defensive. Reiterate uplifting messages; keep in mind that your brand aims to provide exceptional service, and if necessary, extend an apology.

Be cautious while playing the incentives and gifts card. A discount might be used to appease a customer who has had a negative experience. However, some insincere consumers use the chance of getting a discount as an incentive to leave a bad review. It is preferable to stop the conversation and later, if necessary, apologize with a discount or gift. Be aware of reviews that are provocative or fraudulent. They may contain hate speech, obscenity, or spam and can be sent by rivals or consumers who seek to hurt your brand. Most websites let you report reviews that don't follow their rules. A reaction can decrease the damage if you cannot have the review deleted immediately.

Review responses boost ratings

It can be difficult to respond to every review correctly, but a smart, thorough reputation management approach is essential for multi-location brands to succeed. Reviews seen online have that much sway. In fact, a study published in the Harvard Business Review demonstrates that review responses eventually increase overall volume and average rating.

SOCi's 2022 Localized Marketing Benchmark Report states that the typical multi-location brand only replies to 36% of its Google reviews. This means that brands can design a response strategy to help the brand become a local favorite and outperform the average rival.

All honest reviews, both positive and negative, provide useful feedback. Positive reviews can be utilized to reward loyal customers and promote repeat customers, and negative reviews can serve as inspiration for change. Create plans for prioritizing your reactions to both positive and negative evaluations, and build your brand based on the opinions of both your supporters and detractors.