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Google Update Proves That Reviews Are More Important Than Ever

With the recent announcement from Google that it had redesigned its review monitoring system for its Google Places for Business Dashboard,  you would expect that business would understand how important it is to have a steady focus on garnering customer feedback.

What is great about this new platform is that it will not only provide a summary of reviews from Google + Local, but also other review sites that Google crawls. This is huge as a time saving aggregator for those who monitor their presence online.

Google Plus Local Dashboard

Not sure where to get started? Look no further as I have put together a quick checklist for businesses who are wondering how to get started.

Controlling and Improving Your Online Reputation

If your goal is to control and improve your online reputation, these are the strategies to focus on: your visibility, engagement, incentives and monitoring your accounts.

Visibility

  • Research where you are currently showing in reviews
    • Look in Google + Local Account
    • Type in Search: Business Name+ Reviews
    • Create monthly list of what sites you will send customers to in order to post comments
  • Work with your Website platform to make it easier to find reviews on your website
  • Make sure that in your business physical location that you have posters of your staff, Wall of Fame and other assets to show you use feedback in order to serve customers better

Engagement

  • Ask every person who does business with you. Create a process that engages without overwhelming customers with requests for feedback.
  • Respond to all negative posts. Post short response to bring conversation offline.
  • Respond to 60% of positive reviews as well.
  • Keep responses short. Do not try to defend your business online
  • Make sure you are using Social Media platforms for review postings
  • Create and post video testimonials from customers on website and YouTube.

Incentives

  • Do not give incentives to staff for reviews. It will lead them to create “one and done” accounts that Google and other platforms do not like
  • Do not offer gifts or services to customers in order to get reviews
  • Find creative ways to involve your team.
    • Team breaks a certain goal they get lunch
    • Top reviewer gets on Wall of Fame
    • Have reviews scrolling on a flat screen TV

Monitoring

  • Monitor accounts daily in order to respond accordingly
  • Track amount of reviews on all platforms monthly
  • Read competitors reviews to see how you can capitalize on their failures

Each week, reputation results should be reviewed in weekly staff meetings. If the top leadership does not make this important, it will not happen. Reviews have an impact on buyers of your products and this message needs to be brought to your team.

This is a short version of a process I recommend. If you would like to have a longer version please contact me at glenn[at]pcgmailer.com and I will be more than willing to help.

Looking to learn more about how to leverage your good reviews? Join my free webinar Reputation Marketing: Don’t Let a Good Review Go to Waste on Thursday, December 12 at 1 p.m!





Glenn Pasch

Glenn Pasch is the CEO of PCG Digital Marketing and a partner at PCG Consulting. Glenn continues to author articles for multiple industry publications, blogs and forums as well as continuing his writing online at www.glennpasch.com.

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