While local businesses used to be able to rely on the power of word-of-mouth, online reviews and digital presence are now crucial to the success and reputation of businesses.
In addition to website development, citation management and social media activity, a company’s presence is not exclusively in the hands of the entrepreneur. Customers also have a decisive influence by rating the services on platforms such as Google My Business, Yelp, TripAdvisor or Jameda.
Local businesses should take an interest in what customers write about them. Reviews are one of the biggest influencers when it comes to attracting customers. We explain why digital customer reviews are so important and how you should deal with them as a local business.
Customer reviews influence the purchase decision
When searching for products, services and even your company, prospective and existing customers come across reviews from other customers. The famous number of stars and the content of the review texts influence the search of potential customers more than almost any other signal.
With reviews in top positions on Google & Co.
Online reviews not only influence which company or product people choose. They also indirectly influence the visibility of a company in one of the most important channels of all: the search engine.
Search engines register how many and what type of reviews have been submitted for a company on the platforms. The search algorithm evaluates the data found and incorporates it into the ranking of search results accordingly. Companies with good ratings are placed more prominently for relevant search queries than competitors with poorer ratings.
Learn something about your customers
Customer reviews not only help you gain the trust of your target group, but also give you valuable insights into the thoughts and feelings of your customers. Use the honest feedback to improve your services and products.
Although many anonymous reviewers tend to exaggerate, you can read more or less unfiltered on the review platforms what your customers like – and what doesn’t go down well at all. Take the feedback seriously and use it to improve your products and the overall customer experience.
Increasingly important for people and platforms
For local companies in particular, it is worth actively tackling the issue of customer reviews. User-generated reviews are becoming increasingly important, and not just today.
Which companies, products, content or websites are particularly visible is increasingly decided on the basis of feedback mechanisms. Search engines and internet platforms are integrating customer feedback more and more seamlessly into their systems. In addition, the greater the visibility of online reviews, the more interested parties and customers are guided by the opinions of others.
Responding professionally to customer reviews
Dealing with online customer reviews correctly is becoming increasingly important and protects your company from damage to its image and the resulting loss of sales. Digital reputation management is a time-consuming and demanding process. Here are some basic tips for developing a sustainable strategy.
It’s in your hands
Even as a local business, you are not at the mercy of online customer reviews. If you actively deal with the reviews you receive, you can limit the damage caused by bad reviews and use positive reviews to your advantage.
Make your company review-friendly
Make it as easy as possible for customers to rate your company. Draw attention in the store to the fact that customers can rate you, or place corresponding links in newsletters and emails. This will improve the number and content of reviews.
Verify your profiles
Register with all major review platforms and verify that this is your company’s official review profile. Make your profiles as professional and inviting as possible. Search engines and customers will thank you for it.
Deal skillfully with negative reviews
Dealing with negative reviews requires a cool head. Respond to complaints professionally and courteously. Find out why the customer experience was not satisfactory. If necessary, draw conclusions and ensure that weaknesses are rectified.
Respond
Actively respond to the reviews you receive. Enter into a dialog with your customers. Don’t leave your digital reputation to the whims of dissatisfied customers. Use review platforms as tools with which you can get in touch with your customers.
Online customer reviews under control with STADTBEKANNT
STADTBEKANNT is your contact for everything to do with customer reviews and reputation management. We are happy to support you in developing a sustainable strategy for your company. We offer you tools and services that significantly reduce the time required for monitoring and processing customer reviews. We look forward to getting in touch with you and supporting you with any questions you may have on this topic.
