by Andy Curry
Create a Reputation Strategy
So what is a business to do? How do you offset the negativity? Can you ethically create a good reputation that’s not phony?
The answer is, “Yes.”
Here’s what you do.
First, accept you cannot permanently get rid of bad reviews. If you take legal action against Google or Yelp, you better have deep pockets.
Yet, you can constantly gather good reviews and create a process to get good reviews coming in. This is far easier than it sounds. You simply need to create the process and assign an employee to do it. Once you start getting the good reviews, they will push down the bad reviews and make them harder to see and ultimately read. Plus, if you’re overwhelming the reader with good reviews, the bad reviews will lose their impact. In fact, done correctly the bad reviews will appear like the reviewer is a curmudgeon or that perhaps your office just had a bad day and it’s not normally a bad place to go to at all.
And that is the power of reputation marketing. Doing correctly can significantly increase business. Ignoring or mishandling it can be detrimental to your business.
Another thing you should do is submit reviews in key places. Create your own review and authority sites to host those reviews so your customers, patients, and clients can see them. Configure them online to where the reviews you’ve been collecting will permeate the Internet whenever people want to know if you’re worthy of them giving you their money or not.
Next, create a way to monitor whenever bad comments about you are made. When they’re made, you should be notified immediately so you can deal with it accordingly. Consider using services like Google Alerts for this.
Next, have patients or customers complete a survey that is designed to elicit a positive review. Then take that information and post it on your review sites. Remember, you can’t — and should not — post these reviews on Google and Yelp for the customers; only they can do that. But you can post on your own review sites and that is highly encouraged.