What is Your Online Reputation?
Your online image is NOT just your business website. There is much more to it. Google says this:
“Your online identity is determined not only by what you post, but also by what others post about you — whether a bring up in a blog post, a photo tag or a answer to a public status update,” – Google
In a nutshell, your online reputation is made up of everything about your business that exists online. The range of materials that could potentially impact your business’ online reputation is broader than you might realize at initially. Here are just some components of your online image:
1. Comments made about your business on shared media such as Twitter or Facebook
2. Images about your business online
3. Videos about your business (Excellent or Terrible) on YouTube and elsewhere
4. Posts and articles published online about your business
5. Geo-location information broadcast through services like Foursquare
6. Comments that others make about you in shared media or in blog posts
7. Images of your business that others publish on shared media
Even what public say in an email or through instant messaging could potentially be copied and made public.
In fact, if you’re beginning to feel like virtually anything that others do on the Internet could become part of your business’ online reputation, then you’re starting to get the picture.
Now throw in the mobile internet and smart phones, everywhere public can read and write reviews from anywhere. You can see how a terrible review about your business will hit harder and spread quicker than ever previous to.
Why Online Reputation Matters to Local Business
Many local businesses have found themselves in the unenviable position of being lied about, falsely accused, slandered, and attacked online. It’s a growing problem.
The cost is immediate, staggering, and long term.
Here are some ordinary internet search facts you should know about:
95% of internet users do not search past the initially page of search engine results.
80% of the United States population researches a product on the internet previous to purchasing.
72% of those that research will not buy if there’s a negative comment
Just look at these search results for Spas
Who would you start with in these results?
The business with the most stars and reviews, of course! So, you can see how your business’ online reputation can directly impact your bottom line. Now the question is: How to grow, improve, and protect it.
We’ve place together a list of the five most critical things every small business should be doing to protect their online reputation.
When it comes to managing your business’ online reputation, you must be proactive. Reckon of it like a football game, it’s better to be on offense.
You want to be in control of your own results.
What are public saying about your business?
The initially step is to find out what public are saying about your business online. The best way to do this is to simply Google your business name. Are there any reviews about your company on the initially page?
How many spots do your business own on the initially page?
Look at these results for Rainbow Pharmacy:
Do you have positive content and reviews past the initially page? If so, moving these items to the initially page of Google would help your online reputation.
Getting Google Like for Your Small Business
To get your positive content to the initially page of Google, focus on search engine optimization (SEO) for these items. Excellent SEO strategies, by default, combat negative mentions. SEO typically takes at least three months previous to your business will see an impact, but the long-term value is unlike any other online marketing effort.
Your goal is to own the initially page of Google for your business name with all positive content. Remember, 95% of all searchers will never go past the initially page.
If you look at the search results below, you’ll see the Grand Wailea has positive content all over the initially and second pages.
What if there are negative reviews and comments on the initially page?
Be careful. How you respond to these negative items is critical to your business.
The largest thing you can be proactive about when it comes to your business’ online reputation is to actively seek reviews. The two largest are Google and Yelp.
Of course this site is all about the online business directory called Google Places. These listings are free and compiled by Google from various online directories like the online Yellow Pages.
Here is what a place page looks like:
Here is how a place page shows up in Google search results:
What makes this page even more vital now is that Google recently bunged showing reviews from other sites, like Yelp. They now only show Google reviews on your place page.
How to Get Reviews
The best way to get reviews is simply to question. Seek out your most loyal customers and question them to leave a review on Google or Yelp.
You could also offer some sort of incentive, such as 10% off their next stay or buy if they leave a review.
Here’s an example of some incentive cards:
Another fantastic way to get reviews is to keep a small video camera or just use your smart phone to record video reviews.
Then, just upload them to YouTube. Do a small SEO on these videos and they’ll show up on the initially page of Google.
This is a very effective tactic for generating more leads and sales for your business.
Handling Negative Reviews
When you see negative content or reviews about your business online, it’s vital that you act quickly. There is a saying, “Silence is consent.”
Many sites such as Yelp let the business owner respond to the reviews. The longer you wait to respond, the more the makings customers see the negative review and believe it’s a right representation of your business.
Your goal in handling an upset customer should be threefold:
1. They turn from upset to satisfied
2. They post positive things about you and rebut or remove their negative remarks
3. You learn something about your business that will improve it and help to avoid future negative reviews
But initially, is the Criticism Legitimate or Fake?
Unfortunately, there is a small subset of public online who reckon it’s fun to leave terrible reviews about businesses. If you find this to be the case, resist the urge to respond in rage.
Instead, demonstrating concern and wanting to discuss the specifics of their encounter will go a long way towards showing other the makings customers that you are interested in their feedback and want to improve the circumstances.
Empathy is a powerful tool, and being sincerely concerned with their terrible experience is a trait that every business owner should have.
In the case everywhere you’re dealing with someone who simply desires to hurt you, be very selective with your response. If the insult is small, a simple apology will do. As the insults escalate, you must be careful with your answer.
Sometimes, the customer is clearly incorrect because they expect too much for too small. Struggle the urge to call them unreasonable. Instead, say something like this:
“We are very sorry you feel that way and will do everything surrounded by reason to resolve this. If you will contact us, we want to work together to find a solution.”
If the complaint was legitimate, they may contact you. If they are simply being obnoxious, you will likely never hear from them, but at least you were professional in your answer and those who read the review will hopefully see that you were trying to be helpful and address the circumstances directly.
Be Transparent and Reliable
Under no circumstances write fake reviews or question your family tree, or worse, employees to write reviews for you.
These tactics are nearly always found out and will do your online reputation more harm than excellent.
If the Negative Comment is right
* Don’t ignore or hide
* Participate in the discussion and be reliable
* Add response to your website
* Issue statement addressing what has been done
* If it’s honest, get help. Seek out an online reputation management expert
If the Negative Comment is Fake
* Post a professional response
* Politely question for the comment or review to be removed
* Post a response on your website
* Find or make positive content about your business and use search engine optimization to get it on the initially page of Google
*Consult a lawyer
* Use Shared Media
Shared Media is all the rage these days. Facebook and Twitter have given anyone a voice to express their opinion.
Excellent for public, but this can be a challenge for a local business. Mainly in view of the fact that Google shows some Facebook updates in its search results. This is what Tech Crunch had to say:
“The only problem with the new addition is that Facebook is only granting Google access to updates from its 3 million Pages, which are generally for celebrities, politicians, brands, and local businesses” — not your average Facebook user. (Tech Crunch 2010)
How can local businesses take advantage of this new technology to generate more business and help their online reputation?
Set up a presence on the 3 major shared media sites
* Make a Facebook business page
* Make a Twitter account for your business
* Make a Linked In profile for your business
Be a part of the conversation
Participate in shared media. Check you Facebook business page daily and update content regularly. Actively seek out local followers for your Twitter and Facebook accounts.
Most importantly, when you’re commenting on these sites, be yourself. Let your customers know you’re a real self and truly interested in helping them to have a fantastic experience with your business.
Making Positive Content for Your Business
Sticking to our digit one tenant of being proactive in managing our business’ online reputation, we can’t just wait for others to post positive things about our business. We have to go on offense. Here are some of the best ways to do that.
Press Releases
Writing compelling press releases and distributing them crosswise the internet is a fantastic way to get positive content out there. Google thinks highly of most of these sites and will more than likely show the press release in its search results.
Articles
Making positive articles and distributing them crosswise various directories or getting them posted on blogs relevant to your business is another fantastic way to get positive content out about your business.
YouTube Videos
Did you know YouTube is the second largest search engine in the world? Making either informative or amusing videos about your business on YouTube can generate fantastic press and if one goes viral, it could place your local business on the map.
Also, Google owns YouTube, so they like showing videos in their search results.
Other Web Properties
Making a blog or other websites about your business is another fantastic way to own more of that initially page of Google. Sites like Tumblr, WordPress.com and others allow you to make blogs on their sites.
Make sure you read the terms of service on these sites, some of them don’t like anything that looks commercial.
Thank you for taking the time to read through this crash. I’d like to have a chance to talk with you for even just 10 minutes about how our online reputation management services can protect your business and improve your results.
It’s possible that by making a few small changes, you could see huge results.
It’s possible that by making a few small changes, you could see huge results.
So please, contact us to learn how we can help.
