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Online Reviews Management refers to the process of monitoring, responding to, and using customer feedback from online reviews in order to maintain a positive brand reputation.
This is an essential part of digital marketing strategy as it directly impacts your business's online presence and credibility. It involves tracking what is being said about your brand on various review platforms such as Google, Yelp, Facebook, etc.
Online reviews are a key part of the local search process, and they have many benefits for your business. Read on to learn more about the role they play and how they can help your company grow! Over 90% of consumers trust user-generated content (UGC) such as reviews while making purchasing decisions. These reviews provide social proof and are trusted as much as personal recommendations.
Increased Sales
Online reviews are a powerful word-of-mouth marketing tool that can drive sales. They provide outside perspectives on your products and services, helping potential customers make informed decisions about their purchase.
Online customer reviews can be found on many websites, including Google, Yelp, and TripAdvisor. In addition, they can also be submitted by individual customers via email or online forms.
Most consumers read online reviews before making a purchasing decision. They are 63% more likely to trust a brand with online reviews compared to one without them. They are also more likely to make purchases when a company has a good overall rating and a high average star rating (4.2 through 4.5).
It is no secret that online reviews are important to a business’s reputation and success. They can help attract new customers and increase sales, as well as improve your search engine rankings.
In fact, online reviews are so powerful that a study has shown that businesses with more than 200 online reviews can increase their revenue by up to four-fold! This is why online reviews are essential for any business, regardless of size.
Just responding to online reviews can expand your reach to a broader audience than you could reach with traditional advertising. By creating a review page on authoritative sites, you can reach new customers and build a lasting relationship with them.
While it may sound like a lot of work, online reviews are relatively easy to manage and require little effort on your part. Plus, they don’t cost you anything beyond the time you invest in responding to and resolving customer complaints.
Another benefit of online reviews is that they are an inexpensive way to attract potential customers and gain credibility with them. They can be implemented easily and have a quick impact on your business’s success, as opposed to other more expensive marketing strategies that can take a long time to get a return on investment.
Increased Customer Satisfaction
Studies show that people are more likely to buy from a company with positive online reviews. In fact, consumers are 63% more likely to trust a business with online reviews than one without any. In addition, a large majority of consumers (93%) say online reviews influence their purchasing decisions.
Online reviews can help your customers stay loyal to your brand. They can recommend you to their friends and family, which will not only increase your revenue but also boost your reputation.
"As a result, your brand is more likely to grow and retain existing customers. And also add that you are more likely to attract new customers when you take steps to improve customer satisfaction."
For example, you can run a CSAT survey to understand how happy your customers are with your product or service. These surveys are easy to conduct and can be incorporated in any customer touchpoint, making it easier for you to track your performance and improve your customers’ experiences.
In the same way, you can ask for feedback on how well you communicate with your customers and whether you provide the support they need. These responses can help you identify areas for improvement, such as reducing wait times and addressing customers’ concerns.
Another popular customer satisfaction metric is NPS, which measures how loyal your customers are to your brand. NPS isn’t as accurate as a CSAT score, but it can give you an idea of your future loyalty levels and guide your communication with current and potential customers.
You can use a CES (customer experience score) survey to see how easy it is for your customers to interact with you. This metric allows you to measure the overall experience, rather than specific interactions or purchases, and is an important tool to identify your best customers and those most at risk of churning.
Aside from using these metrics to monitor your business, you can also use them to measure the effectiveness of your marketing campaigns. NPS and CES can be used to measure the impact of advertising, customer support, and other aspects of your business, which is crucial for identifying gaps that need to be addressed.
Increased Reputation
Online reviews can have a huge impact on your business reputation. They can help potential customers decide whether or not to buy from your business. They can also increase your brand’s online presence and improve your search engine optimization (SEO).
When people make a purchase, they often look for social proof to reassure them that the product or service will work for them. Positive reviews are a great way to do this, and they help potential customers overcome any hesitations or worries.
They can also increase your customer satisfaction rating and bring in more business leads. You can use a review monitoring tool to monitor and respond to reviews in real time from sites all over the internet, and this will help you increase your reputation.
"A good reputation is important to every business, no matter what type of company you run. It will affect everything from your marketing efforts to your sales and even your profitability and losses."
If you have a bad reputation, it can be devastating for your business. The reputation of a company is often measured by how ethically they behave, how trustworthy they are, and their overall financial performance or profitability.
"This is why it’s so important to address negative reviews quickly and empathetically. It will allow you to show that you care about your customers and are willing to fix the issues they are having."
It’s also vital to close the loop with any customer who has left a negative review, and encourage them to give you feedback on how your company has resolved their issue. This will help you build your reputation and prevent any negative online conversations from occurring in the future.
A business with a bad reputation can suffer significant losses, and their share prices may plummet. An airline company, for example, saw a disastrous drop in profits and share prices in 2013. They were then forced to change their reputation management approach, which helped them bounce back and increase their profits by over a third.
Increased Search Engine Optimization
With more and more people turning to search engines when researching businesses, online reviews are becoming an essential part of a business’s digital marketing strategy. Whether a person is looking for a new restaurant, a vacation destination, or a plumber, they’re likely to use the Internet as their starting point.
Getting on the first page of the SERPs is critical for businesses wanting to drive traffic and sales. In fact, the first three organic listings account for about 50% of clicks and 30% of the total number of searches made on a search engine.
However, despite their importance in driving traffic and conversions, search engine optimization (SEO) techniques are often not easy for businesses to implement on their own. This is because they require a combination of technical and content-related tactics to achieve results.
Aside from boosting traffic and sales, SEO can help a business establish authority in the digital space. This is important because it allows customers to trust a brand and feel that they can rely on it for quality products or services.
"This can be especially helpful for small businesses that have limited budgets and can’t afford to pay for pay-per-click advertising, which typically costs a lot of money. By using strategic research to improve the ranking of a website and its content, search engine optimization can bring in more organic traffic without a large upfront cost."
In addition, many consumers leave reviews to communicate with businesses about their experiences. This not only helps to build a business’s reputation, but it also shows potential customers that the company is willing to listen and respond to feedback.
Another benefit of online reviews for a business is that they provide fresh content for Google to crawl. This fresh content is relevant to your business, products or services and is likely to contain keywords that match a searcher’s intent. Google identifies these reviews as “fresh” content, which allows the search engine to better understand your business and position you higher in the search results. This can also help to increase rankings for targeted keywords and CTRs.
Final Thoughts
Online reviews offer numerous benefits, primarily by providing transparency and trust. They give potential customers a glimpse into the experiences of past users before they make a purchase, helping them make informed decisions.
Positive reviews can significantly boost a company's reputation, increase brand awareness, and drive more traffic to their website. They also provide businesses with valuable feedback that can be used to improve products or services.
Likewise, online reviews can directly influence purchasing decisions and business profits. According to a survey by BrightLocal, 91% of consumers aged 18-34 trust online reviews as much as personal recommendations.
This indicates how powerful online reviews are in shaping consumer behavior. Also, having a large number of positive online reviews improves your SEO ranking, making your business more visible on search engines.
And finally, negative reviews should not be seen entirely negatively; they provide an opportunity for businesses to address customer concerns publicly and show their commitment to customer satisfaction. Thus, effectively managed online reviews can enhance customer loyalty and foster long-term relationships.
Online Reputation Management Services FAQ
What is an ORM service?
ORM services help businesses manage their online presence by monitoring, improving, and protecting their digital reputation across search results, review sites, and social media platforms.
How much does online business reputation management cost?
Costs typically range from $800-$5,000 monthly for businesses. Complex cases or enterprise solutions can exceed $10,000 monthly.
What is the best online review site?
Google Business Profile offers the widest reach and impact for most businesses. Industry-specific sites like TripAdvisor (hospitality) or Healthgrades (healthcare) are crucial for certain sectors.
Which platform is best for reputation management?
Google is the primary focus for ORM due to its dominance in search results. Secondary platforms include LinkedIn for professionals, Facebook for local businesses, and Twitter for real-time reputation monitoring.
Why do people use ORM?
To protect brand value, address negative content, improve search results, manage customer feedback, and maintain a positive online presence that accurately reflects their reputation.
What comes under online reputation management?
Search engine optimization (SEO)
Review management and response
Content creation and publication
Social media monitoring and engagement
Is ORM good or bad?
ORM is ethical when used transparently to present accurate information and engage genuinely with customers. It becomes problematic if used to hide legitimate criticism or create fake positive content.
What is an example of ORM?
A restaurant receiving negative reviews improves its service, responds professionally to feedback, encourages satisfied customers to share experiences, and creates positive content about menu updates and community involvement.
How does ORM work?
ORM combines SEO, content marketing, public relations, and social media management to shape online perception. It involves monitoring mentions, creating positive content, addressing negative feedback, and optimizing search results.
What is an advantage of using ORM?
Advantage: Proactive reputation control and improved brand perception leading to increased trust and business opportunities.
