Online Review Management
What is online review management?
Hoy en día, las opiniones de los clientes importan más que nunca, especialmente para las pequeñas empresas. Cada vez que un cliente tiene una experiencia negativa o positiva con rus productos y servicios, puede compartir su opinión al respecto en multitud de plataformas de reseñas en línea: en canales de redes sociales como Facebook, directorios locales como el Perfil de Empresa de Google o plataformas de reseñas especializadas como Yelp. Las opiniones tienen un impacto real en las probabilidades de éxito de tu empresa. La gestión de reseñas en línea consiste en maximizar el número de clientes que comparten sus experiencias positivas y minimizar los problemas que pueden dar lugar a reseñas y comentarios que perjudiquen a tu marca y se compartan de manera online.
Why managing positive online reviews is important?
Word of mouth and professional reviews have always had a lot of influence on customer purchasing habits, but online reviews impact a business’s sales and online visibility in many unique ways that go far beyond this. This is why online review management is an essential marketing activity for all businesses in the digital age. Before trying a business for the first time, many customers check its online reviews and compare them with the competition. In this situation, the business with the best online review profile gets the customers.
Establishing a great review profile for your business will encourage customers, who compare reviews, to pick your business over its competitors. It will also help more new customers to find your business, as many customers use review platforms as a way of discovering new businesses — especially restaurants. Managing reviews is also a great way for bricks-and-mortar businesses to attract more new customers passing through their area. These days we all use our smartphones along with online maps and reviews to find stores, restaurants and services. Often, when on the go, review scores and a company profile are the only info customers have to inform their choice of business. This is why a well-managed review profile is a great thing for local businesses.
Having the best review profile doesn’t just mean having the highest rating. In fact, many marketing studies show that a score slightly below 5 stars is seen as more trustworthy by customers, an overall rating average on review platforms of 4.5 stars+ is a powerful draw for new customers to your business. Especially if your review profile contains appealing pictures of your business and well-written. The ultimate aim of online review management is to establish this type of positive online presence across all key review platforms and local directories that impact your business.
Tip para PYMES:
Setting up business listings and tracking all your reviews across the internet takes a lot of time if you do it manually. Fortunately automated solutions rankingCoach 360 make it possible to track your reviews across the internet and synchronise your business listings across all the top review platforms and local directories with one click.
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How to manage and encourage positive review
Las empresas que logran un perfil de reseñas positivo obtienen una ventaja sobre su competencia. No logran esto por accidente. Las reseñas positivas pueden y deben buscarse activamente. Por ejemplo, usar canales de marketing digital como las redes sociales para establecer una relación con los clientes y, cuando corresponda, alentar a los clientes satisfechos a publicar reseñas en las plataformas que pueden beneficiar a tu empresa y a tu estrategia de marketing digital de muchas maneras diferentes. Es posible que estés buscando aumentar tu visibilidad en Google Maps y atraer a más clientes; obtener más reseñas positivas en tu página de Perfil de Empresa de Google te ayudará con esto. O tal vez tu empresa se dirige a turistas que suelen buscar atracciones turísticas, por lo que deseas trabajar en tu perfil de TripAdvisor. Debes asegurarte de que tu empresa tenga un perfil de reseñas bien administrado en todas las plataformas de reseñas y directorios locales que son importantes. Esto causará una fuerte impresión en los clientes potenciales y atraerá a más de ellos a tu empresa al presentarte de la mejor manera posible.
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Making sure that positive reviews of your business are posted across the most important platforms will also help to balance out the impact of any other less positive reviews. Timing plays an important role in getting this right. Reaching out to customers who are sharing positive experiences on social media as quickly as possible will increase your likelihood of securing positive reviews because the positive experience and association will still be fresh in the customers mind. A Harvard Business Review study found that businesses who responded to all reviews — good or bad — saw a substantial improvement in their overall ratings. Managing positive reviews is the best way of ensuring that customers' positive feelings towards your business are expressed online, and that other potential customers can see this feedback, which will encourage them to use your products and services and help them to find your business.
Tip para PYMES:
Don’t waste precious time monitoring all your reviews and local directory profiles manually by logging in and out of all the different platforms. Digital marketing solutions like rankingCoach Free and rankingCoach 360 monitor these channels for you and inform you when key developments occur with in-feed updates and real-time notifications all in one place.
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Why managing negative reviews is important
If you are not monitoring and managing your online reviews across the internet, it’s likely that there are negative reviews out there that you don’t know about. Not all customers who find your business on search engines and local directories will be immediately convinced to buy from you. Many of them will want to read some reviews and check your reputation on social media first. If they find negative unanswered feedback, many customers won’t ask a business for an explanation; they will simply go somewhere else. 40% of consumers will not use a business with negative reviews. If you are not monitoring your reviews or reducing the impact of negative reviews, you could be losing a lot of customers because of damage to your business’s reputation. 94% of customers have gone elsewhere because of bad reviews. Managing your reviews involves scanning the internet to find any negative reviews or comments and responding to them as quickly as possible to finding solutions to these problems. This is proven to improve overall review scores, also studies show that low scoring reviews are perceived less negatively by other other customers, if they have a timely and well written response from the business being reviewed.
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How to manage negative reviews?
These days many customers see social media and review platforms as an extended form of customer feedback. When they are expressing problems with a business’s products and services they are appealing for a solution. When customers feel that they have been heard and that their complaints have been dealt with, many customers are more than happy to post a more positive review. A key part of improving customer reviews is timing, constructively responding to customer complaints on negative reviews within a few hours will give you the best possible chance of improving your reviews. It will also reduce the amount of time that other customers see a negative review without a response. It isn’t possible for a small business owner to track all the negative reviews across the internet without help. Fortunately software solutions can do all the tracking and monitoring for you, so all you have to do is check your review management feed and respond appropriately to negative reviews.
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How to manage fake reviews
When you find negative reviews, you first need to read them carefully to take in any useful feedback and check for any fake or unfair feedback. For instance, if a customer writes their name on the review or many reviews of your business have been posted in quick succession, you may be able to report these fake or unfair reviews to the review platform. If the customer's complaint is genuine, you need to respond professionally and appropriately to find a mutually satisfactory solution to their problem.
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The impact of online reviews on SEO
La gestión de reseñas online puede mejorar tu perfil de reseñas online y también puede mejorar tus rankings en los motores de búsqueda. Los motores de búsqueda como Google usan las calificaciones de sitios de reseñas confiables como el Perfil de Empresa de Google como factor del ranking. Esto es especialmente importante para las pequeñas empresas que aparecen en los resultados de Google Maps. Tener un perfil más atractivo en el Perfil de Empresa de Google también mejorará la visibilidad de tu sitio. Esto es especialmente importante para las tiendas y restaurantes locales que muchos clientes encuentran en Google Maps. Tener una buena calificación de reseñas también generará más clics en tu perfil, lo que a su vez conducirá a mejores rankings y más visibilidad en los motores de búsqueda.
How to improve your search rankings with review management
Para asegurarte de que tu sitio web obtenga el máximo impulso de su perfil de reseñas, debes configurar el perfil de reseñas de tu empresa en plataformas clave. Reclamar un perfil para tu empresa en el Perfil de Empresa de Google maximizará el beneficio de las reseñas positivas al establecer vínculos cruciales entre las reseñas positivas y tu sitio web. El seguimiento y la respuesta a tus reseñas también beneficiarán los rankings de búsqueda de tu sitio web. Google otorga un ranking en sus resultados a las empresas que responden regularmente a las reseñas publicadas en su página de reseñas del Perfil de Empresa de Google.
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Software tools for managing review
El software de gestión de reseñas online es la herramienta de marketing elegida por aquellos que buscan resultados profesionales. Para administrar tus reseñas positivas y negativas de manera efectiva, debes realizar un seguimiento de tus reseñas por todo el internet. Las grandes empresas pueden emplear agencias externas o su propio equipo para rastrear y administrar estas reseñas con un software de reputación web que cuesta miles de dólares. Esta solución de monitoreo de marca permite a los propietarios de pequeñas empresas realizar un seguimiento de sus reseñas ellos mismos mediante su navegador web o con la aplicación gratuita para smartphones. Esto hace que sea rápido y fácil para los propietarios de pequeñas y medianas empresas proteger y hacer crecer sus negocios online.
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