With online marketing comes a online reputation. We all know what that can do for your business. What someone says about a business can make it or break it. Let's face it we all like to get new work from referrals. You did a great job for someone and they told their friends or associates what a good job you did. Here we will discuss the importance of being found on the front pages of search engines and what someone can write about your business -- a concept called SEO (search engine optimization)and "online reputation" or what I like to call a unknown reference or unknown referral.
What are others saying about your business?
Do you know what others are saying about your business? I don't mean what they are saying to their neighbors and friends, although that is important. I'm referring to the relatively new concept of writing a review on Google, Yahoo or one of the many other search engines out there. Let's face it 80% of the population uses these types of search engines today to find just about anything. Today more then ever we are more dependent on our computers and cell phones to give us the info we need. At the same time we are more likely to write a review or give reference to a business that did some work for us that we found on these search engines.
Let's say you are looking for a plumber in Anaheim. You could open the phone book (but who carries one or even has one anymore) or Google "plumber in Anaheim CA" If you choose the later, a Google search page will open with a map in the top left hand of the page, indicating where each of the top 10 plumbers are located. Those plumbers will be listed to the right of the map. Under each listing will be a link: reviews, directions, hours and more. By clicking on reviews you can read what others are saying about their experience with that business. Local review sites such as Google, Yelp, Citysearch and Yahoo! Local are rapidly becoming the "go-to" place for an ever more discriminating consumer population.
Don't ignore review sites
If you serve the local public and ignore these sites, you do so at your own peril. The purpose for all marketing is to give your target market a reason to engage or move forward with contacting your business. With the growing number of local review sites, you could very likely be the winner or the unaware of this new age called online marketing.
Reviews from happy customers can be one of your best new business sources. Negative reviews can devastate your business. This is why it is important to do good work and have those customers write a good review.
By now you might be thinking: "With everything that I now have on my plate, how do I have the time and how do I acquire the skills to manage this?" I suggest the following:
· Become aware: Monitor your reputation by periodically going to the various local review sites and read what others are saying about you. This is valuable data for improving your customer experience, which is the sole reason they do business with you and not your competition. Sign up for Google alerts which can automatically alert you when your business is mentioned in a review, blog, or online document.
· Manage the reviews: Make sure you are showing up on local search sites (contact me directly I will show you how to do this in a cost effective manner). Then respond to the reviews, using as much of the "How to Win Friends and Influence People" tact that you can muster. Do not let uncomplimentary reviews raise your blood pressure no matter how scurrilous. Remember, you are involved in customer relations.
Respond to every negative review
You don't have to respond to every review. However, I highly suggest that you respond to every negative review, otherwise you send the message that you don't care, which only legitimizes the negative reviews and worsens your reputation. Thank the reviewer for calling this to your attention and explain how you intend to correct the problem. Never argue with a customer who posts a negative review.
I recently was looking for a shop to take my car:
I had just moved to the area and was not sure where the best place to take my car for a simple brake job and tune-up. I went online did a little research and found there were two or three different shops in my area that had reviews written about them. Some good, some bad and even some mixed reviews. I took the time to read over them and made a decision based on those reviews. I got my car fixed and I know have a new car mechanic. I also took the time to write my own review about them.
Some tips:
· Never post false reviews on your site or on competitors' sites. At the very least you can suffer embarrassment -- and worse, heavy civil penalties.
· Create automatic alerts to notify you.
· Make sure you are listed on the local search sites and that your profile is complete.
· Study and learn from your reviewers.
Proverbs 22:1 states: "A {good} name is to be more desired than great wealth,"
Do you know your online reputation?
Eric Dean is your local search expert. I have worked with thousands of business owners showing them different ways to get their business found in all the cities they serve. Forward your business questions to 800-285-0484 x 7064 or eric.dean@elocallisting.com
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