Review Management – four options for businesses

Do nothing


It’s what a lot of businesses do now. The majority, in fact. Just look at how many plumbers in Chiswick have bothered to get their customers to post reviews:

Advantages:

• We cannot think of any (apart from the fact that it would save someone in your office about half-an-hour a week) but that’s maybe because we have seen all the advantages of taking a proactive stance with reviews for so long now!

Disadvantages:

• You lose a massive opportunity to harness your customers’ goodwill to drive new business
• You allow your competitors to steal a march – and look better on their own websites and in search than you do

Independent review sites – general

Advantages 

• Reviews can be shown to potential customers, via links in emails or in person.

Disadvantages

• They don’t always show in search when Google reviews invariably do
• Beware
  of their business models: do they rely on pushing your reviews down
  unless you pay – often called ‘Premium Listing” –  (Yelp)? 

Independent review sites – specialist

Advantages

• They’re sector specific, so you know that someone looking at them is looking for a business like yours

Disadvantages

• You will be shown alongside all your competitors, often at a disadvantage if you do not pay for a ‘premium listing’ or if your rating or score is not quite as good
• Few of them will allow you to embed reviews without a link to their websites (it’s never advisable to invite visitors to your website to leave to visit a site containing details of your competitors)

Do-It-Yourself


Advantages 

• You save any fees (although you should factor in time spent ensuring your strategy remains current)

Disadvantages

• You are unable to claim that you host verified reviews on your own website (verification self-evidently must be done by someone independent of your business)
• You will need to monitor changes at Google and the relevant review sites (see under ‘Professional – advantages’ below)

Professional Review Management

 
Here we’ll take the disadvantages first!


Disadvantages

• It’s going to cost you. Not a lot, and we would like to think the advantages listed below tip the balance, but it’s not free
• That‘s it, unless you count the time spent in implementing and maintaining our recommended strategy across your business

Advantages

• You will have independently verified – and therefore credible – reviews to show to every single visitor to your website
• You will be able to ask your customers to copy those reviews onto any other open website you choose: Google, TripAdvisor, Yelp and a so on
• You will have someone – HelpHound – monitoring the reviews landscape for you 24/7. Did you notice the introduction of the Google review filter? On January 1? We did. When did we tell our clients about it? On Tuesday January 5 – the first working day after its introduction. The Google Magic 7 replaced by the 3-Pack? Same. Advice to our hotel clients to take care with TripAdvisor’s modified Review Express? Within a week. Important and relevant advice – when you need it
• Full support: had a negative review – on any site? We’ll advise you. Need to understand your G+ page(s): We’ll explain them. Cannot wait to dovetail your reviews with social media? We’ll show you the best way to integrate them with Facebook, G+ and Twitter.

Finally

If we discount the first option (doing nothing) and the second option (getting reviews to sites that don’t show in Google search) the choice is yours; if we have said enough to convince you to at least speak to us about going the professional route just speak to Fiona Christie or Karen Hutchings today.