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Your Business Is Your Reputation, Managing It Should Be Your Top Marketing Priority!

You’re a business owner and you have a lot on your mind; profits, payroll, operating costs, advertising, maintenance, customer satisfaction, taxes, business regulations, profits, oh , said that one already! It is easy to lose track! And there is one more thing that should be on that list, your online reputation! In fact it should be at the top of the list!  If it is not, then everything else you do is diminished if you don’t have a 5 Star Reputation!

Online Reputation! How do I have time to worry about that? You probably don’t, many businesses are unaware of what people are finding out about them online! Google and the other search engines have changed the game when it comes to keeping up with your business reputation. All your potential clients or customers have to do now is enter your business name in Google’s or some other search engine search box along with your city name and up pops your online reputation score and your business’s reviews, good or bad!
There’s your online reputation for all the world to see!

When was the last time you Googled yourself? Might be a good idea to have someone check on that for you! Most businesses have bad reviews that they are totally unaware of! Some are not even aware that they have any reviews!  And of course some have no reviews!

Unfortunately, this is true for hundreds, if not thousands, of businesses across the country.

Local Business Reviews = Reputation

What people say about your company online has become the single most important reflection of your company’s quality, reliability, and skill. It doesn’t matter if you’re a dentist, a plastic surgeon, a carpet cleaner, or a painter. In Nielsen’s most recent Global Trust in Advertising study, 79% of global consumers indicated they trust online reviews from strangers when making purchasing decisions.

Improving Your Reputation, Your #1 Marketing Priority

Your number one marketing priority should be developing a 5-star online reputation. Why? All your other marketing efforts, whether they be online; SEO, social media, PPC, or offline; direct mail, magazines, radio, or TV, will ultimately lead the consumer to learn more about you online. If you have a less than sterling or non-existent reputation all the money you spend on bringing attention to your business brings people online and right to your reputation!

Most business owners fail to realize is that what consumers want is information that will help them feel confident they’re making the best, most educated decision about their purchase. Today, quite a bit of that confidence comes in the form of online reviews reflecting the experiences of others.

5 Things To Improve Your Local Reviews and Reputation

When it comes to taking an active role in developing, building, and protecting your online reputation, you need to keep five points in mind:
Range – While it might seem as though getting a few positive reviews on Google+ or Yelp is all that’s needed, we advocate a wide-ranging approach to online review management.  There are over 70 different search engines out there! Your business is too important to you and your loved ones to let its success be dictated by one or two companies with no vested interest.

Real – Make sure real client reviews are getting posted. It’s tempting to game the system and pen some glowing reviews, however, it’s not only unethical, you’ll undoubtedly get caught, and that can have some unintended consequences. Encourage your customers to be as specific as possible. A hallmark of fake reviews is lack of specifics.

Recent – It appears that more recent reviews weigh more heavily by the search engines in terms of ranking. For this reason alone, creating a steady stream of new, positive reviews makes sense. Additionally, the fact that more recent reviews pack more powerful social proof with potential customers than older reviews, and you simply must put systems in place to continually gather reviews.

Quantity – Ask yourself: If one dentist has 25 reviews with a 4-star average and the next best has one 5-star review, who are you going to call? Reliability is proven with consistency, particularly where reviews are concerned.
Quality – This one is pretty obvious: The higher your reviews, the better your status will be – within reason. A business with nothing but 5-star ratings can look suspicious but, in general, the more favorable your reviews, the better.

Make Reviews Part of a Comprehensive Reputation Marketing Strategy

While review and reputation building arguably may be the single most important online marketing tactic for local businesses now and beyond, the most successful businesses won’t stop there. Since reviews are most prominently displayed in conjunction with the hyper-local maps of search engines, they don’t generate many leads outside this area.

For the vast majority of businesses serving multiple cities from a single location, reviews should be just one building block in a larger reputation marketing strategy. That strategy should employ SEO to ensure the company’s website ranks near the top in all the cities they serve for their most important buying phrases. The good news is there’s a positive, synergistic relationship between a strong review presence, well-optimized local pages, and an authoritative website.

With the dominance mobile devices display in local purchasing, companies should make sure their websites not only rank highly, but are also optimized for all mobile devices with click-to-call, click-to-map, and other navigable engagement features. You want to remove as much friction as possible between your customer’s need and their ability to contact you.

A Hidden – But Powerful – Benefit of Positive Reviews

Clearly, your business needs to put a review-gathering, reputation marketing culture, and process in place. The investment you make will show increase to your bottom line from the new customers you’ll attract. But there is one other “hidden” benefit that an outstanding online reputation will bring: pricing power.

For years, nearly every business has struggled to defend its price in a world of “me too” competitors. Imagine how easy it will be to respond to “Why should I pay more for your service?” when you can simply reply, “Have you taken a look online to see what our customers say?”

Companies need to leverage the power a 5-star reputation brings. You’ve worked hard to establish your business and sacrificed plenty along the way. Are you willing to let that hard work get flushed down the drain because of a single disgruntled customer or competitor?

You must develop or have a system in place to ensure your biggest fans are louder than your biggest enemies; it will be worth the payoff!