There is a saying that “no publicity is bad publicity.” In the online world, this simply isn’t true. A bad review on Google or Yelp is going to cause consumers to look elsewhere for the service or item they need. A blog review or critical article appearing in a web search of your business name will likely outweigh any positive information you give in your own website.
So while you do want people talking about your brand, negative comments can do more harm than good. Controlling what potential customers see online and associate with your brand is called reputation management. It can be an intensive process, but is a key part of a modern marketing strategy. Today, it is important for businesses small and large in almost every industry.
Translating Bad Reviews and Negative Articles to Lost Revenue
Running a business means that there will sometimes be negative feedback. It isn’t possible to satisfy every single customer. But with the internet making it easy for dissatisfied customers to share their opinions with all your potential customers, one piece of negative feedback can translate into lost sales. Here’s how:
- More than 90% of shoppers read reviews before purchasing a product.
- A company with no reviews higher than 2 stars on Google and Yelp will lose up to 90% of customers.
- 60% of consumers say they will avoid a business with negative reviews.
- Almost 50% of customers will only interact with companies that have a 4 star rating or more.
- 95% of searchers look only at the first page of search results, meaning any link on those pages holds more weight.
Reviews and research have become a standard part of the buying process for most consumers. As a result, ensuring that your reviews and the information about your company online is accurate and complementary is now a necessary part of managing your business.
Getting Started with Reputation Management
Reputation management is not only a concern for large, national companies. In fact, local businesses, family owned business, and startups are among those that should focus most on their online reputation. A single bad review will have a relatively larger impact on a business with a customer base that is geographically limited or with less online history.
This means that no matter your business, you should incorporate reputation management into your marketing strategy. But like any marketing, reputation management takes time and effort. If you’re new to the practice, you will need to become familiar with the latest practices in digital marketing and management.
Professional reputation management services, like those provided by Deimira Paa Baidoo, make the process straightforward. We apply our knowledge to your business’s reputation, using proven strategies to reduce the impact of negative publicity and build the positive press around your brand. Contact us today for more information.