Those who intend to build a good brand awareness management strategy for their business cannot underestimate the importance of reviews, which, in addition to ensuring a significant increase in the level of perception among users, can allow you to save significant amounts on advertising. . Studies show, in fact, that elements such as photos, the number of reviews, and the number of responses to reviews influence the level of engagement. In particular, it can be observed that pages that respond to more than 50% of the reviews achieve around 24% more visibility, compared to those that neglect these aspects.
Reviews: Cross and Delight
Thanks to the birth of numerous opinion portals, such as TripAdvisor, but above all thanks to Google Mybusiness, today we can express our opinion about companies or activities and, consequently, influence the choices of other users.
So if until a few years ago we could only rely on word of mouth or specialized guides in various sectors, today it is possible to describe in detail, with the addition of photos and ratings, our stay at a certain hotel, or express a opinion. staff in the kitchen of a restaurant. The reviews
They are therefore a cross and a delight for companies and businesses, many of which over time have been rewarded or condemned by customer reviews.
Therefore, in addition to being economically profitable, it is a good idea to respond to the comments and reproaches of Internet users, even though they may sometimes be offensive.
Respond to reviews: Save time and money
The issue is very simple: customers prefer to trust those who take their opinion into account.
Therefore, spending money, even in large amounts, on advertising on the web, can be somewhat useless, if adequate weight is not given to user criticism and an attempt is not made, at least, to provide them with all the appropriate explanations. .
Responding to reviews is not only a gesture of attention and courtesy towards customers, but also generates concrete and measurable benefits.
In this regard, research carried out in the hotel sector revealed that structures that respond to feedback in less than twenty-four hours, in general, record an increase in occupancy rate equal to 13%, more than structures that take several days. in giving an answer.
The same study also highlighted the correlation between responsiveness and the increase in the average review score of the structures.
All of this shows how online communication with users generates benefits that are often much more advantageous than those of sponsorships and promotions.
It's good to see reviews as a new form of advertising.
Reviews have therefore become a true form of advertising, which administrators and owners of pages and websites must take into account.
Reviews give, in fact, the first impression of a business or company for users searching for information on the Internet. In addition, they are also essential for Local SEO positioning purposes.
There is no more immediate form of advertising than a photo that portrays a hotel room or a photo of a dish that a restaurant chef has just prepared and, as we will see later, even if some negative comments appear, you can always do it. .use to correct the shot and improve the service offered.
The fact is that there is no other tool capable of publicizing its best products and testing user opinions, through comments, photos or shares, in real time. Social proof or social proof is key in marketing
How to respond to reviews
As we have seen, the fundamental rule to follow is to respond as quickly as possible, especially in the case of negative reviews.
A response to those who take the time to leave a comment (whether positive or negative) is a good way to communicate to users your desire to improve and satisfy their needs.
This is why the answers should not be standardized, otherwise there is a risk that clients feel treated like numbers and not like people.
Therefore, it is a good idea to call users by their name, without resorting to outdated or overly formal formulas, such as, for example, "dear customer." A little trust, on the other hand, is useful for breaking the distance and making the conversation more familiar, as well as avoiding writing all the same answers.
At the same time, it is good not to celebrate yourself too much, but to be brief and concise, trying to get straight to the point and taking responsibility for any inconvenience, without accusing subordinates or colleagues.
The bad reviews
Unfortunately, it is not possible to deal with positive reviews alone. A small response, even to those leaving a malicious comment, is a great way to communicate to users that you are ready to take responsibility and admit your mistakes. It is important to try not to take it personally and not get angry, as it is much easier to gain new customers than to regain the trust of those who are disappointed. In this sense, a ploy to change a dissatisfied customer's mind could be to offer them discounts or concessions, in order to have a second chance to change their mind. For example, restaurant owners may offer a reduced-price dinner, inviting the customer to bring some friends. This way, in addition to regaining their trust, you can take advantage of the opportunity to introduce the business to other people. Isn't this the purpose of anyone trying to advertise on the web?
An optimized card with good reviews can fly
An optimized Google My Business listing can fly and rank, appearing locally in an impressive way.
