The key to engaging your customers
Opinions expressed by Entrepreneur the contributors are theirs.
Behind Review host and Yelp small business expert Emily Washcovick shares a sneak peek from this week’s podcast episode.
“Just over a quarter of your customers will leave a review, only a quarter of them,” said Elizabeth Sexton, Marketing Director of Aligned Modern Health. “This is a good reminder to all of us that your review engagement should be as organic and inclusive as possible.”
Today, customer engagement is critical to business success, but no matter how well you know your target audience or how much you spend on marketing campaigns, chances are you’ll receive negative feedback or worse. : no.
Elizabeth’s team supports multiple placements on multiple review sites, and she shared the key elements of her marketing strategy that drive review engagement.
“There are several actionable marketing tips you can use to drive engagement and help shine a light on positive reviews,” she said. “Paying attention to your review strategy can also show that you value your customer’s opinion, and this can further increase their trust in you.
His first piece of advice is to be open to good and evil. “It’s really good to have bad reviews. But you need a process in place to avoid the panic and reactivity that sets in. So it’s about process rather than panic.
“It could hurt your ego and potentially damage online reputation, but you may find that negative feedback is incredibly valuable. I like to think of the commercial expression: “It’s not personal; it’s business.’ If we get the occasional bad review, that might not be so bad. Real reviews, from good to bad, can humanize your brand. »
Elizabeth encourages business owners to remember that we are all human and that every review, good or bad, is an opportunity to effect positive change. Reaching out to customers who left a negative review can go a long way in rebuilding the relationship and online reputation of the business.
“We actually find, quite often, that a reviewer appreciates this genuine approach so much that they’ll update their review. They might not delete the whole story of what happened, but they might also sharing this positive experience. And it shows that we are making an effort.
The key to customer engagement is authenticity. If your answer isn’t genuine, other customers will likely see it or find out later, either through word of mouth or when they visit each other. Ultimately, authentic responses show that you are committed to creating a better customer experience.
This kind of authenticity also applies to new reviews. Customers should leave reviews on their own, not because someone asked them to post a review. This helps ensure that reviews reflect real experiences that consumers are inspired to share. At Aligned, Elizabeth uses visual cues to remind patients that great service is their priority and that there are ways to share their experience with others.
“We post reviews in all of our locations,” she explained. “We know this type of strategy works because we’ve had direct feedback from patients that seeing these reviews has made them more excited to share their stories. So it’s a way we show, not tell, without making that direct request or solicitation for the Yelp review. We also find that it keeps the conversation top of mind for everyone in our space, including our team members. It motivates them a bit more to be more aware of a 5-star experience and to be able to have those organic conversations if a patient asks about signaling.
Another great way to build engagement is to share positive reviews on social media.
“A lot of people love the cry of a brand they love,” Elizabeth said. “So it’s a no-brainer that helps you build engagement with your online community and increase the reach of [your brand]. It never hurts to take that extra step and reach out: “Thank you so much for your review. It means so much to us. References and reviews are so important. Do you mind if we share this with our community?” Approval is always a great way to further nurture that relationship.”
When driving organic review engagement, keep Elizabeth’s three tips in mind:
- Be open to good and bad reviews. Good reviews are great for morale and reputation, but analyzing the root of bad reviews can help your business grow even more and earn the hard-earned trust of your customers.
- Be authentic. Critics are humans who appreciate decency and kindness. Reaching out to someone who left a bad review helps put a face to the business and can turn a bad experience into a positive one. Likewise, you should never ask for reviews directly. Refining your customer experience and treating people fairly will resonate with your customer base and organically lead to better reviews.
- Build relationships with your reviewers. Posting positive reviews on social media can help extend your brand reach and build your reputation. Asking a reviewer if you can feature them on your social media platform is a great way to start building trust.
Listen to the episode below to hear Elizabeth live and subscribe to Behind the review to hear about new business owners and reviews every Thursday.
Available on: Spotify, Apple Podcasts, Google Podcasts, Stitcher and Soundcloud