Reputation Management For Small Businesses

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May 30, 2018, 08:00am EDT |

Reputation Management Tips For Small Businesses

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POST WRITTEN BY

Kalin Kassabov

Kalin Kassabov is a founder and CEO of ProTexting.com, a fast-growing enterprise level text message suite of services.

Does your business have a reputation strategy? If you think that only large brands need to worry about their reputation, you're mistaken. Today, businesses of all sizes must be concerned about what their customers are saying about them. Whether you have a restaurant, spa, dental office, pet supply store or any other kind of business, you need to diligently monitor reviews, comments on social media and other content that affects your reputation.

In my own business, I provide marketing services to many types of businesses. I often tell my clients that when you plan your marketing strategy you should also consider how everything you do reflects on your reputation. Naturally, this includes the quality of your products and your customer service as well. A sterling reputation can carry you far and help you build your business quickly. A poor reputation, on the other hand, can be fatal. Let's look at some innovative ways to build a strong reputation. Building and maintaining your reputation is more complex than it first appears. If you have the attitude that all you have to do is provide great products and customer service, you leave yourself open to problems. Below are some of the key areas to consider for creating an effective strategy for reputation management.

Monitor Online Reviews And Comments

Every business needs to track online reviews as well as comments on social media sites, forums or anywhere customers may be talking about you. The simplest way to do this is to set a Google Alert for your business name. You can also use more advanced reputation management or social listening tools. If you aren't already listed on review sites such as Google and Yelp, make sure you set up accounts. On Google, for example, you need to claim your listing on Google My Business. This not only lets people review you, it makes it easier for them to find you on Google Maps.

It's a good idea to respond to reviews and comments. You always want to address complaints even if it's uncomfortable to do so. Not all negative reviews are fair or even rational. Some are written by impossible-to-please customers. Others could even be placed by unscrupulous competitors. In some cases, you can point out that you have no record of a customer's order. Never get into arguments with customers. No matter how rude the comments, always respond in a reasonable manner. Remember, you're a public business and have a lot more to lose than a relatively anonymous customer posting a review.

Also, don't forget to thank people for leaving positive reviews. I see some businesses that only answer negative reviews. While you need to address complaints, you also want to show your appreciation when you receive compliments. Take the time to comment on all reviews even if it's only a brief: "Thanks, we look forward to seeing you again!"

Your Marketing And Content Affect Your Reputation

Reputation management overlaps with the fields of marketing, PR and brand management. All of these have an impact on your public image. You may have noticed brands getting into trouble by offending people with insensitive ads or inappropriate tweets or other social media content. Your ads, blog posts, tweets, videos and everything else you publish all contribute to your public image and reputation.

Make sure that everyone on your team is on the same page with your policies. This includes anyone who creates content for you, manages your social media pages or interacts with your customers in any way. This goes hand-in-hand with a consistent brand strategy. Using consistent style, tone and layouts in all your marketing and organic content help make your brand more recognizable. It also helps you build a reputation.

Engage With Your Audience

Building a reputation is a collaborative effort between you and your customers. Some customers will proactively help you out by posting great reviews and recommending you to their friends. Most, however, need some nudging. Here are some ideas to help you get your customers on board with helping you.

Ask for reviews. Post links on your website to your review pages on Yelp, Google or wherever you're listed. Put a sign near the counter or register asking people to leave reviews. You can also do this on your brochures, menus or any other materials you produce.
Engage on social media. Monitor your Facebook page, Twitter and Instagram accounts and any other social sites you use. The more engaged you are with your followers, the more likely they are to share your content and recommend you to their friends.
Consider SMS marketing. As my own company offers SMS or text messaging services, I obviously recommend this strategy to my clients. I've found, however, that in addition to being a solid marketing strategy it's also a helpful way for businesses to manage their reputations. People tend to open text messages almost immediately, making it a fast and reliable way to reach people. When you stay fresh in your customers' minds, they're more likely to not only return to your business but also write reviews and recommend you.
Focus on customer service. How you treat your customers is key to building your reputation. People are often willing to forgive mistakes (because everyone makes them) if they feel the business at least makes an effort to set things right. That's why it's so important to train your employees to be courteous, helpful and solution-oriented. You also need clearcut policies on refunds and exchanges if these are relevant to your business.

Building and maintaining your reputation is a long-term endeavor. Your results are based on your daily actions over time. Everything from your marketing materials and organic content to your customer service output has an impact. While your customers are ultimately the ones who determine the nature of your reputation, you have to do your part as well.