An experienced marketing and sales professional understands there isn’t a golden nugget or magic bullet that leads a person to make a purchase decision. Ultimately, it’s a culmination of need, desire, emotion, ability, price, knowledge and influence that motivates the action to buy.
Regardless of the situation – purchasing a new car, selecting a vacation destination, choosing a financial advisor, determining where to live, etc. – human behavior has proven people will do any combination of the following:
1) Search online and browse your website
2) Assess online ratings and reviews
3) Review marketing and media resources
4) Engage social channels like Facebook
5) Ask a family member, friend or neighbor
An underlying thread that connects and impacts all these actions is how the consumer ultimately perceives your company/brand. The opinion, or judgment, they form from these experiences is crucial to improving the efficacy of your marketing and sales efforts.
Building and maintaining a positive reputation of your community helps to ensure a more effective sales engagement with your prospects, leads and their family members. When a prospective buyer is better informed on what you believe and how your services will benefit them, you can improve and accelerate their sales journey experience.
In an effort to maintain or improve the perception of your community, one important strategy is online reputation management. How your community is positioned through ratings/reviews is critical because it reflects the customer’s point of view. Plus, ongoing review management demonstrates you are listening and engaging with audiences, and it can positively impact your search rankings.
In measuring the effectiveness of rating/review management, Attane uses a comprehensive approach to evaluate the following elements:
Star rating: How does it compare to the industry average, and is it improving?
Accuracy: Are the online profiles claimed, and is the information current?
Frequency: How many reviews does the community receive and how do those results compare to the industry average?
Engagement: Is the community responding to all reviews?
Sentiment: What is the ratio of positive/neutral/negative reviews, and is it improving?
Channel performance: Are reviews being received across multiple platforms (i.e., Google, Facebook, Caring.com, Senior Advisor)?
Capturing the attention of your target audiences requires a consistent and dedicated effort. A positive perception of your community isn’t built overnight, and it can be damaged in a matter of seconds. But with proper management that remains focused on your community’s purpose, a positive reputation will lead your audiences to ask questions and/or schedule a visit to your community.
In Part I of our Rating & Review Management blog, we addressed effectively managing your ratings and reviews to help support marketing success. In Part II, we share insights into why and how to respond to negative reviews.
Are you curious about learning more about our solution to managing your ratings/reviews? If so, let one of our solution experts provide you with an overview. Let’s Talk!
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