Over the last few years, the importance of consumer reviews has increased. Nine out of ten consumers read reviews before purchasing, meaning brands must monitor feedback and engage with reviews — good or bad.
Engaging with reviews is a skill. Done correctly, your brand could engage with the reviewer and educate others who read your response.
Why monitor reviews?
With so many review sites, it’s hard for content marketers to monitor sites, let alone respond to individual comments. So, why should content marketers take on this task? Reviews can help your team:
Make improvements to products or services
Reviews are an organic source of feedback; whether the consensus is good or bad, it’s actionable intel a brand can use. Maybe customers struggle with product assembly, point out features that are lacking, or suggest improvements to customer service — all of it can help the company grow and improve.
Better understand your audience
Reviews can help you understand your target market. While your brand likely collects customer data, reviews can inform customer behavior. You could learn about a customer’s challenges, wants, needs, and lifestyle, which can help you build a stronger customer persona.
Improve customer experiences
Every interaction a consumer has with your brand should be positive, but there are many touchpoints to monitor. Reviews help your brand identify areas for improvement. Maybe you notice a wave of customers complaining about long lines at the register, delayed product shipping, or a complicated online check-out process. You can identify problems and make improvements that elevate the customer experience.
How to engage with reviews
As with any marketing process, you need to put a plan to manage reviews. Consider following these steps to get started:
Identify the review sites you need to monitor
To start, make a list of review sites that your consumers use. You’ll need to shortlist the ones you plan to monitor and respond to. Some of the most common reviews are left on:
- Google Business
- Amazon
- Yelp
- TripAdvisor
- G2
- Angie’s List
You could also set up alerts to be notified of brand mentions online and on social media, or you could research social listening tools to monitor customer feedback in real time.
Plan to check review sites regularly
Since content marketers have so many tasks, scheduling a time to check review sites and write responses is best. Depending on the volume of reviews that your brand receives, you may be able to check reviews every Monday and Thursday morning, for example. Block time in your schedule for this task so it’s not lost in the mix.
Respond to every review
Consumers expect brands to respond to their reviews. In a digital world where consumers are used to instant gratification, they want brands to read and acknowledge their feedback. That
goes for all reviews.
When a consumer leaves a positive review, respond with a thoughtful comment. You should:
- Thank the customer for their kind reviews.
- Use the customer’s name in your response to add personalization.
- Repeat what the customer praises and show gratitude.
- Encourage the customer to reach out with questions.
When a customer leaves a poor review, you might feel compelled to delete or ignore it. Instead, you should:
- Thank the customer for their feedback.
- Acknowledge the customer’s concerns.
- Ask for more details, so you can get to the root of the problem, or present a solution.
- Keep your tone positive and professional.
Consider SEO
Did you know that your review responses can bolster your local SEO? For example, search engines identify keywords found in reviews if someone is looking for an ice cream shop in Detroit. As a result, it’s wise to add keywords to your review responses. Consider adding keywords that focus on your business, like its name, location, and products.
If a customer mentions a product by name in their review, repeat it in your response. If it makes sense, consider suggesting other products to customers in your responses.
Responses should be handled with couth
Tap a member of your team who can respond to reviews with a professional mindset. Negative reviews can be upsetting, but your brand should not be dismissive, rude, or judgemental. While you respond to a single person, remember that your response is public and will be read by others.
Even if a reviewer continues to post scathing reviews, keep cool and offer to speak with the customer privately to learn more about their experience.
Content marketers are often well-versed in writing content, and review responses are no different. However, it’s essential to make a plan. Identify the sites you want to monitor, respond to feedback quickly, and consider crafting a response outline or template to help expedite your follow-up. Above all, remember to maintain professionalism.
