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“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett
The internet remains a place where people can share almost anything, true or not, and many users sadly take things at face value. Fortunately, there are effective measures you can take to safeguard the reputation of your small business online — and these don’t involve accumulating substantial funds to pay “online ransoms” for the removal of negative content!
Here’s how you can take control and protect your business’s reputation:
Prevention is key. With a staggering 62.3% of people worldwide using social media, it’s crucial to secure your business’s domain name and any similar variations. This limits the ability of others to create lookalike websites that spread misinformation.
For instance, if you own a business named The Cookie Shop and have the domain thecookieshop.ca, securing .org, .com, and other common domain extensions is a wise move.
Additionally, claim your business name on social media platforms, even if you’re not planning to use these profiles immediately. This not only blocks imposters but also aids in establishing your brand when you decide to activate these profiles.
For example, you would want to secure @thecookieshop on platforms like Instagram and Twitter and set up a business page named The Cookie Shop on Facebook.
Moreover, ensure that you claim your profiles on Google My Business and Yelp. Securing these profiles is crucial, but they also serve as tools to enhance your reputation through the encouragement of five-star reviews (which we will discuss further).
What if My Ideal Profile Names Are Taken? Adapt!
For instance, if The Cookie Shop is already taken on Instagram by a different entity elsewhere, you might opt for @thecookieshopCA.
Some celebrities, faced with their names being used by parody or commentary accounts, opt for handles like @therealNAME. Ultimately, the choice should align with what best fits your brand or business.
Hopefully you already do this, but if you don’t, it’s time to start. When your customers have a great experience, encourage them to leave a review on your Google My Business page. You can have Yelp as a second option, but focus on Google both for SEO and to avoid some of Yelp’s underhanded tactics.
The reviews you have online are an important way you signal to prospects that you are trustworthy, and your products and services have great quality.
Don’t be too upset about a negative review, but feel free to respond. The best response is to apologize for the way they feel and offer to take the issue offline to get more clarification and resolve the issue. You don’t want a big discussion in your review comments, but you should show that you’re willing to fix things.
It’s perfectly fine to comment on positive reviews as well, thanking the reviewer and inviting them to come back to your business for another purchase. This leaves a positive impression on both the reviewer and the folks who read it.
What you want to avoid, at all costs, is buying fake reviews. Some small businesses feel like this is the only way they can “catch up” in their industry, but in reality, it puts you much further behind. Customers see right through fake reviews – they know when comments don’t make sense based on your products or services. They also know when reviews or names seem to be computer-generated.
Once you’ve tarnished your reputation with fake reviews, it’s hard to get it back. People simply won’t trust your reviews and testimonials, and those are some of the most powerful marketing tools you have.
Don’t risk it! Build your review profile over time and you’ll be glad you did.
It’s essential to encourage reviews if you aren’t already doing so. When customers have a positive experience, urge them to write a review on your Google My Business page, using Yelp as an alternative. Prioritize Google for both SEO benefits and to sidestep some of Yelp’s questionable practices.
Online reviews are a vital indicator to potential customers of your reliability, and the superior quality of your products and services.
A negative review shouldn’t be a major concern. Responding is advisable but avoid reacting with hostility like what this one chef did after a minor food blogger left a critique, turning a small issue into a viral disaster. A good strategy is to apologize for their dissatisfaction and suggest discussing the matter privately to understand and resolve their concerns. It’s important to manage such interactions discreetly to avoid public disputes, yet it’s crucial to demonstrate your commitment to rectifying issues.
Responding to positive reviews is also beneficial. Thank the reviewer and encourage them to return for future purchases, enhancing both the individual’s and potential readers’ impressions of your business.
Avoid purchasing fake reviews at all costs. Some small businesses might think it’s a shortcut to industry competitiveness, but it sets them back significantly. Customers can easily spot fake reviews as they often contain irrelevant content or appear to be generated by computers. Once your reputation is compromised by fake reviews, regaining trust becomes exceedingly difficult, undermining powerful marketing tools like testimonials and user reviews.
Instead, focus on authentically building your review profile gradually, and you will see long-term benefits.
People enjoy engaging with brands through digital platforms. Remarkably, 60% of Millennials would rather contact a company via social media than make a phone call. Therefore, it’s crucial to check any social media mentions or comments promptly.
Being active and responsive on social networks helps forge a reputation as a business that truly values its customers. While it’s important not to resolve issues publicly, offering a polite response and suggesting taking the discussion offline is ideal.
Responding to questions and comments not only builds relationships with your audience but also enhances your marketing efforts. Ignoring online feedback can lead to significant customer loss, as competitors might seize the opportunity to present themselves as a preferable alternative. Active engagement, rather than relying solely on scheduled posts, is essential.
Sadly, some businesses focus on damaging their competition instead of building their own success. This can manifest as sneaky tactics like negative SEO or outright public insults. While brands like Wendy’s have gained attention for their snarky social media style, this strategy is risky and can easily backfire. It’s far better to highlight how your products and services genuinely transform your customers’ lives for the better.
Establishing a positive reputation requires consistency, patience, and time. Secure your presence on all major platforms, even if you don’t currently use them all. Proactively seek out positive reviews, respond professionally, and above all, emphasize the value you provide instead of attacking others.
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