Everybody knows the impact online reviews can have on their business. Consumers today know exactly how to use the internet in order to find out whether a company or product is worth their custom or not. This is why it is also vital that all businesses sign up with an online reputation management company, who are the true experts in handling complaints and reviews.
What an Online Reputation Management Company Has to Deal with
The impact of online reviews has been well-documented. For instance:
- A Yelp rating rising by just one star can lead to a 5% to 9% boost in revenue, according to a study by the Harvard Business School.
- A Bright Local study has shown that 84% of people believe what they read online, trusting reviews as much as personal recommendations.
- A Moz study showed that at least 66% of all purchasing decisions are influenced by online reviews.
None of the above is shocking anymore, but rather present simple facts. What is new, however, is that there are now different types of reviews, and that is something a good online reputation management company knows how to deal with.
Different Types of Online Reviews
- The Skeptical Convert. These are people who didn’t intend to purchase with you but did so anyway and had a good experience. This is a very positive type of review.
- The Praiser. Positive reviews are always good, but some people like to praise a certain element in particular, such as the price, the service, or the product. These reviews are more valuable than generic reviews.
- The Recurring Criticizer. These are customers that have had an issue, perhaps had it resolved, and then experienced the same issue again. It is also possible that the same issue is reported by multiple people. You must pay attention to this and use it to improve whatever the issue is.
- The Industry Expert. If a recognized industry expert says good things about you, that is wonderful, but the damage they can do by leaving negative reviews is much bigger as well. Some people only read expert reviews, so pay close attention to what is being said.
- The Influencer. This is someone who posts reviews on their social media pages or blogs and who has a huge following. They may not be an expert, they simply have a huge reach of people who trust their opinion.
- The Off-the-Wall Reviewer. This is the review that doesn’t make sense at all. It is usually written in poor English and, once deciphered, is not relevant to your product or service at all. This can be because of a simple confusion, whereby they meant to leave their review about a different company, or it can be a malicious attack. Consider this in your response.
A final thing to remember is that there are a lot of people who don’t read individual reviews at all. They simply look at your overall rating. This is why, even if the review is clearly a scam or not addressed to you, you must still take action, because a one star review will significantly impact your rating as a whole.