Before we buy a product or try a service for the first time, we often seek recommendations from those around us. Everything from where we choose to get our haircut to the online stores we purchase from are guided by the endorsements of our fellow consumers.
While word of mouth was traditionally the only medium available to receive this counsel, through the internet and online reviews, consumers are able to reach a much wider audience with their feedback. And it is becoming increasingly used.
There are two types of reviews that your consumers can engage with and your business can be exposed to:
What are the benefits of Third-Party Reviews?
Customers are more likely to leave honest, open and constructive feedback on a third-party website. Many of these third-party review sites also offer a forum like discussion, allowing customers to bounce ideas and feedback from one another. It is this honest feedback that can pinpoint your flaws and identify your company’s strengths.
The drawbacks to third-party reviews are the lack of control for the business, as well as in some cases the costs associated with them. Yelp for example offers a paid version of Yelp – “Yelp Enhanced Profile”, which costs businesses $300USD per month. This offers advertisement free profiles, call-to-action buttons and photo preferences.
Knowing which of these review sites to interact with, how to engage them, and ways to optimise them can have substantial benefits for your company. Here are just a few options your business can take prior to and after an online review.
Respond to their negative feedback empathetically and apologise for the bad experience they encountered. Remember, the responses are public and available to everyone on that third-party site. If you don’t wish to have a public conversation, invite the individual to contact your privately. Whether public or private, this is your chance to turn a negative encounter into a positive one. Apologising has already shown your company’s ability to grow from and acknowledge its mistakes. You can go a step further by offering a refund or voucher to your business with the promise that the mistake will not occur again.
Social media and the internet have allowed the consumer to be both the receiver of content and the media outlet which is distributing and promoting it. Third-party reviews impact everything from your brands reputation to your ability to hire new staff. It is critical that these websites are optimised to increase your brand awareness, establish legitimacy and attract new customers.
For recruiters, your reputation and income can depend on it, that’s why at Sourcr – we developed tools to help you collect reviews and share them across your website and social pages to boost your online brand.