Engaging with customers, addressing feedback, and maintaining a good online presence can improve your brand and build long-term customer loyalty. These are all parts of reputation management, and this guide was made to help local businesses like yours take the first steps.
Here, you’ll learn what local reputation management is, what tasks you must complete to make it possible, and what resources are available to help you build a powerful reputation over time.
Key Takeaways
- Reputation management is easy to understand and necessary for modern businesses.
- Building and maintaining an online brand reputation requires a lot of work, including monitoring, attracting, and responding to reviews that appear on the internet. This may involve dozens to hundreds of new reviews a month.
- To develop your reputation online, you can use many resources, including review sites, social media sites, your own website, and software tools.
What is Local Business Reputation Management?
Local reputation management is the process of monitoring, maintaining, and improving your business’s online reputation. Your reputation is measured by what comes up when your business name is searched on search engines or review sites relevant to your services.
Statistically, nearly all shoppers check online reviews before they buy goods or services. Prospective customers will listen to current customers, especially for local services such as medical care, where nearly 80% of searchers start with online reviews.
Research shows that most people trust online reviews as much as personal recommendations. Many trust online reviews more than personal recommendations because of the larger sample size.
Think about how this might look in your own life. You might ask a friend to recommend a contractor, and she might give you the name of the company that worked on her house. All you really know is that one person (your friend) had a good experience with that company. However, when you head to Angie’s List or Yelp, you may find that your friend’s recommended company has middling reviews.
A different contractor has dozens of five-star reviews and an overall rating of 4.7 stars. Wouldn’t you choose the second contractor? It’s the same with your company. Getting a lot of positive reviews from your current customers is the most effective way to attract new customers. Then those new customers can post reviews and attract even more customers.
Now you understand why reputation management matters and what it looks like in practice. If you want to start putting it into practice, it may help to know more about how the work is done at each step.
What Kind of Work Does Online Reputation Management Involve at the Local Level?
To improve or maintain your solidly positive reputation, all you have to do is get your customers to post a steady stream of positive reviews on all the major review sites.
You can’t pay them to do it or offer any other financial incentive because that would be legally and ethically problematic (and may not work, as review sites use sophisticated algorithms to identify and filter out inauthentic reviews).
You can follow a comprehensive process that helps you attract reviews and put them to use over time. This involves several steps.
Monitor Your Online Reputation
Actively monitoring your online reputation is crucial for identifying any potential issues or negative mentions early on. Here are some of the main ways local businesses should keep tabs on their brand image:
- Set up Google alerts, social media listening, and review site monitoring to be notified of new online reviews, social media posts, and other web content mentioning your business. Many online reputation management tools provide monitoring capabilities.
- Check major review sites like Google My Business, Facebook, and Yelp regularly to see what customers are saying. Use automated ORM software like ReputationStacker to track your online reviews.
- Keep an eye on social media conversations through hashtag tracking and listening. Set up notifications for when your business name or relevant keywords are mentioned.
Consistent monitoring enables you to address issues in a timely manner before they escalate. It also allows you to spot positive feedback and reviews that you can amplify as part of reputation management.
Get More Positive Reviews
Positive reviews are crucial to a good online reputation. One of the most effective ways to get more positive reviews is to ask your customers for them directly.
You can send a personalized email after a positive customer interaction or add a request to your receipts and marketing materials. It comes down to identifying customers who have positive impressions of your business and using the correct technique to ask them to write reviews.
- A customer transaction ends. In your business, that may happen when the person finishes paying for an item, picks up an item they previously paid for, and pays the final bill for your services. It’s the final moment when you’re done interacting professionally.
- You (or the employee handling the transaction) should politely ask about the customer’s experience; something like, “Did you find what you needed?” or “Were you happy with our service?”
- If the customer responds positively, follow up with, “That’s awesome! If you have a chance, it would mean so much to me if you wrote us a review on [insert review site of your choice].” (If the response to your question is negative, apologize or change the subject, but don’t mention reviews.)
According to Google, customers are 70% more likely to leave a review when a business owner asks. Some best practices for email outreach include:
- Send the request within a few days of the interaction so it’s fresh in the customer’s mind.
- Make it personal by addressing the customer directly and referring to details of their experience.
- To make it easy for them, include links directly to your review profiles on Google, Facebook, or Yelp.
- Follow up with customers who don’t initially leave a review.
It’s also important to make your review links visible across platforms like your website, email signatures, social media bios, and receipts, so customers can easily find them. The easier you make it for your customers to leave reviews, the more reviews you’ll get.
Respond to Negative Reviews
When your business receives negative feedback online, it’s important not to ignore it. Instead, respond to all reviews professionally and try to offer solutions. Here are some tips for how to respond to negative reviews effectively:
- First, thank the customer for taking the time to leave feedback. You can acknowledge their feelings and apologize for their poor experience. However, avoid being overly defensive. For example: “Thank you for your review. I’m sorry we didn’t meet your expectations this time…”
- Next, address any specific concerns mentioned in the review. Provide context or an explanation if possible, but don’t make excuses. Take accountability and show you want to make it right. You may want to investigate the incident further before responding.
- Offer a solution like refunds, discounts, or free services to rectify the situation if appropriate. You can also invite the customer to contact you directly to discuss matters in more detail.
- Finally, show appreciation for the feedback and reaffirm your commitment to delivering high-quality products or services. Let the customer know you value their business.
- Responding calmly and constructively demonstrates your professionalism and care for customers. It also shows future customers how your business proactively handles issues.
With the correct response, you can even turn the person who wrote the negative review from a critic into a loyal customer.
Build Your Online Presence
A strong online presence is critical for local businesses to reach customers. Building a presence can take a long time, but you can start building growth by following these steps:
- Get more reviews on the most important review sites for your business. For most local businesses, the top review platforms will be Google, Yelp, Facebook, and any popular niche sites for your industry.
- Optimize your Google Business Profile with complete information including address and phone number, good photos, and engaging posts. An optimized Google Business Profile helps bring you to the top of local searches and stand out on Google Search and Maps.
- Be active on social media channels where your customers are, like Facebook, Instagram, and Twitter. Post regularly, engage with followers, advertise, and make it easy for people to find and contact you.
- Publish helpful, relevant content on your website’s blog that demonstrates your expertise and authority. Quality content can improve SEO and draw more organic traffic.
- Try to get mentioned or featured on relevant third-party sites like local business blogs and directories. This adds credibility and helps drive referrals to your own online content.
- Encourage happy customers to post about your business on social media. User-generated content and word-of-mouth can greatly boost your online visibility.
Even local reputation management involves a lot of work. To save yourself some effort and give your strategy the best chance of success, you should take advantage of the resources available.
What Resources Can Local Businesses Use for Reputation Management?
| 1. Google My Business | Google Business Profile is a free tool that allows business owners to manage their business information on Google. By claiming, verifying, and optimizing your Google Business Profile, you can ensure that your business information is accurate and up-to-date on Google Search and Google Maps. You can also respond to Google reviews and post updates to your listing, which can help improve your business’s online reputation and attract more customers. For more tips, check out our guide on Google Business Profile SEO. |
| 2. Google Alerts | Google Alerts is a free tool that lets business owners monitor mentions of their business or brand online. With Google Alerts, you can set up alerts for your business name, keywords related to your industry, or even your competitors. This allows you to stay on top of what’s being said about your business and industry online. Using Google Alerts with other reputation management tools and strategies can help you stay ahead of the curve and build a positive online reputation for your local business. |
| 3. Review Sites | Online reviews for local businesses on sites like Yelp significantly shape a business’s reputation. These platforms allow customers to leave reviews and ratings of your business, which can affect your visibility in search results and potential customers’ perceptions. It’s essential to actively monitor your business’s reviews on these platforms and respond to feedback, especially when addressing a negative review, to demonstrate your commitment to providing excellent customer service and help improve your overall reputation across the platform. In addition to monitoring reviews and responding to them, there are several strategies you can use to get your customers to write reviews. This includes actively asking customers to leave a review, making it easy for them to do so by providing links to your business’s profiles on review sites and offering incentives like discounts or free products/services in exchange for a review. Many businesses use reputation management software like ReputationStacker to automate their review management. |
| 4. Social Media | Social media can be a powerful tool for managing your local business’s online reputation. Sites like Facebook allow you to actively engage with customers, build a strong relationship with your audience, and address any concerns or questions they may have. To effectively manage your online reputation on social media, it’s essential to monitor your accounts regularly and promptly and professionally respond to customer feedback. This means acknowledging positive feedback, addressing negative feedback, and taking steps to resolve any challenges that customers may be experiencing. In addition to responding to customer feedback, you can also use social media to proactively build a positive online presence for your business. Sharing updates about your products and services, showcasing customer testimonials, and highlighting community involvement are just some ways to demonstrate your commitment to providing excellent customer service and building a strong presence in your community. |
| 5. Supporting Local Causes | Supporting local causes can be an effective offline way for a local business to build a positive reputation and attract more customers. By investing in their local community, businesses can demonstrate their commitment to social responsibility and build trust with customers. This can include sponsoring local events, partnering with local charities, or participating in community initiatives. Additionally, supporting local causes can also help businesses to: •Increase their online visibility through social media and local press coverage •Build relationships with local influencers and thought leaders •Differentiate themselves from competitors and build a unique brand identity •Attract customers who are loyal to small businesses and willing to support them By incorporating supporting local causes into their reputation management strategy, small businesses can build a strong online reputation and attract new customers who share their values. This proactive approach not only enhances the business’s image, but also fosters a sense of community and loyalty among customers. |
| 6. Industry-Specific Websites | Industry-specific sites can be helpful resources for managing your online reputation. For healthcare facilities and organizations, industry-specific websites can make or break their reputation since patients rely on doctor review sites to research physicians, read and write reviews, and make appointments. For other companies, industry-specific review sites allow customers to leave reviews and provide feedback on businesses in your specific industry. Whether it’s real estate, law, building construction, or any other industry, there’s a good chance that there’s an industry-specific review site that’s most important for your business. By monitoring these sites and responding to reviews, you can improve your online reputation and convert potential customers who are already looking for the type of service that you provide. |
| 7. Online Message Boards | Online message boards, like Reddit, can be a valuable tool for managing your local business’s online reputation. Prospective customers often turn to these platforms to gauge the credibility and reliability of a business. Reddit and similar platforms allow users to discuss a wide range of topics and share their experiences with businesses, products, and services. Monitoring online message boards related to your industry or niche can allow you to gain helpful insights into customer sentiment. Message boards can help business owners identify areas where their company is performing well and areas where there is room for improvement. In addition to monitoring message boards, business owners can actively participate in these communities by responding to customer feedback and addressing any questions or concerns about their products or services. Business owners must exercise caution when approaching online message boards, as these platforms can be unpredictable. Negative feedback can quickly spiral out of control if handled improperly. When engaging with customers on message boards, it’s critical to maintain a professional tone and avoid getting defensive or argumentative. |
| 8. Your Business Website | Your business website is essential for establishing your online presence and managing your reputation. Optimizing your website for search engines and providing valuable content to your target audience can attract more traffic and build trust with potential customers. Some ways to get the most out of your business’s website include: Including a Reviews or Testimonials Page Your website should feature a testimonials page showcasing positive customer reviews. Make it easy for customers to leave a review by including links to your business listings on review sites like Yelp, Google, and Facebook. Creating High-Quality Content Regularly posting high-quality content on your website can help establish your business as an authority in your industry or niche. Consider creating blog posts, infographics, and videos that provide helpful information to your target audience. Optimizing Your Website for Search Engines Optimizing your website for search engines is a crucial aspect of small business online reputation management. It can improve your online visibility and attract more traffic to your site. Search engine optimization can positively impact your online reputation. Potential customers are more likely to trust businesses that appear at the top of search engine results pages. |
After you optimize your website and set up your profiles on review sites, you can easily maintain a positive online reputation by using automated reputation management software like ReputationStacker.
ReputationStacker is a powerful tool that can help small businesses automate the process of getting reviews and responding to them. It also allows you to gain deep insights about your business that you otherwise wouldn’t have access to.
Start Getting More Reviews for Your Business!
Whether you’re leveraging online reviews or creating new social media content, online reputation management is crucial for any local business. With proper monitoring and management, you can build a strong, positive reputation that attracts new customers and inspires loyalty and trust.
An effective online reputation management strategy helps small businesses stand out. You can showcase your brand in the best possible light by proactively seeking reviews, thoughtfully responding to negative feedback, and consistently publishing helpful, high-quality content.
This builds credibility and establishes your business as an authoritative industry leader. Get started with ReputationStacker today.
FAQs
What are the main factors that affect the online reputation of my business?
The main factors that affect your business’s online reputation include the volume and quality of online reviews, social media interactions, customer surveys, and how the business is mentioned in news articles.
What is the cost of reputation management services?
Reputation management pricing varies based on the scope of services offered, from basic monitoring to comprehensive management strategies. Learn more about our flexible pricing tiers here.
What is a reputation management strategy?
A reputation management strategy is a plan that outlines how a business will monitor, influence, and respond to feedback and online mentions.
How does social media affect the reputation of my business?
Social media plays a crucial role in shaping public perception. Engaging with customers through posts and comments can help to build loyalty and improve your business’s image.
What role does review software play in reputation management?
Review software like ReputationStacker helps businesses track online reviews, manage feedback, and automate review requests, making maintaining a positive online presence easier.
How can I handle negative press about my business?
Address negative press directly, clarify any misinformation, and share positive content to help counteract the negative coverage.
What are some key metrics to monitor in reputation management?
Key metrics to track for reputation management include the number of positive vs. negative reviews, average rating across platforms, customer sentiment analysis, and social media engagement rates.
How can content marketing improve my business reputation?
Creating positive content, highlighting customer success stories, and community involvement can improve your brand image and perception.
How do I manage my business profiles across different platforms?
Update and monitor your business profiles on review sites and social media regularly to ensure accurate information and effectively engage with customers. Reputation management software like ReputationStacker can help with this.
