Whether you run a small business or are the head of marketing for a big corporation, there are plenty of tips you might not be taking into consideration when it comes to your marketing strategy.
If you run your own business, you’re probably familiar with that awful feeling that coincides with reading a negative review. You try your hardest to run a business that customers will love and trust, you put in so much effort and yet every once in a while a customer walks away unsatisfied. Not only is it disappointing to read a customer’s angry words, but it’s also troubling when you realize that these reviews are public and can scare away other people.
Anyone who has received a negative review is well aware of the fact that you cannot delete these reviews off of social media or review sites such as Yelp. So once someone publishes a negative review, your only available course of action is to reach out the person who left the review and try to resolve their complaints. Sometimes businesses will either offer a refund for poor service or a malfunctioning product. Or perhaps a business will offer a coupon as compensation to encourage the reviewer to come back or buy something again. Regardless of the specific action you take, the goal is always to assuage the disgruntled customer.
Sometimes businesses panic when they read negative reviews and ask their friends and family to post a plethora of positive reviews in order to improve their company rating or to hide the negative review. However, there is no need to panic. Unless a swarm of negative reviews come rolling in, there is no reason to worry. In fact, a couple of negative reviews can actually be beneficial for your business. Customers are wary of businesses that have a perfect 5-star rating and nothing but positive reviews. There is no such thing as a perfect company or a perfect product, so a perfect rating is unrealistic. When customers see nothing but positive reviews, they might jump to the conclusion that your company paid to have people leave positive reviews. In order to run a successful business, your customers need to trust you. If your company has no negative reviews, customers will be skeptical as to whether or not they can trust you.
No matter how great your business is, the occasional bad review is essentially inevitable. You can’t satisfy everyone, but you can try to make it up to the unsatisfied customers and focus your energy on satisfying your target audience. Moreover, a bad review isn’t the end of the world. A bad review can help build trust because it makes people all the more likely to believe the positive reviews instead of dismissing them as fake.