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The impact of online reviews

September 26, 2015 by in category Digital Marketing, News with 0 and 0

People today have more choice than ever before when it comes to finding products and services online, and we are all likely to do a little research on a company before we decide to splash our cash on their product or service. One of the ways consumers conduct research is by looking at online reviews which have been posted by previous customers, on platforms such as TripAdvisor, Yelp and Facebook.

Businesses often underestimate the impact that online reviews actually have. Research has shown that a significant number of consumers will be put off from making a purchase by just a single bad review. They really can have a significant impact on people’s decision making process when they are weighing up whether or not to use your company.

As part of your digital marketing campaign, it is important to ensure that you keep a close eye on your reviews. If you do receive negative feedback for any reason, there are some steps you can take to limit the damage.

– Respond to the review and address the points outlined in it. This will allow you to put your side of the story across to potential customers, and will show that you are willing to listen to your clients and learn from your mistakes. If you decide to go with this option, make sure to keep a calm and professional tone.

– Highlight your positive reviews and testimonials by posting them in blogs or on your website. This will help positive comments to stick in your prospective clients’ minds rather than the negative ones.

– Guard yourself against negative reviews before they are actually posted. If a customer has a problem, address it at the time and if possible, send them a follow up email or phone call to see if there’s anything you can to do help the situation. This way you may be able to appease an unsatisfied customer before they vent their frustration publicly by posting negative feedback.

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