Users look for opinion and ask their friends and families recommendations all the time. This is the power of social proof and word-of-mouth, reflected in the power of online reviews.
Why review management is important
Online reviews and word-of-mouth definitely isn’t new, but with how much time people spend online and how accessible they are now, they’re more important than ever. A user only needs to look up a brand on the internet, made possible on the go thanks to mobile devices, see a review, and decide where they want to take their business.
On top of that, reviews are also a valuable source of feedback for brands. They offer brands insight on what customers think and what they feel need improving and addressing.
Data varies, but it’s generally agreed upon that the vast majority of users on the internet (about 90%) read reviews before making a purchasing decision. Naturally, leaving reviews unmanaged and unread is a bad idea.
Why reply to reviews
Like with communicating on social media, replying to reviews helps build trust and foster a brand’s relationships with their customers.
There’ll be some things that are commonly mentioned in reviews, which varies depending on what field a brand is in. Being ready with responses for those common scenarios is a good first step, but they’re only a first step.
Responding to reviews
The best way for brands to tackle reviews, positive or negative, is to approach the matter professionally. People write reviews so their opinion can be heard, so positively or negatively, it’s in a brand’s interest to consider every review as a source of valuable information.
Positive reviews are good, of course, but negative reviews are a minefield. But handled properly, they provide valuable feedback, as well as a chance to build a brand’s reputation; customers see brands that take negative reviews well and they’re more likely to trust that brand.
A bad king kong marketing agency review might seem problematic for a brand, but it all depends on how they handle it.