You have a certain reputation with your existing customers. If you treat them right and deliver what you promise, then you have a good reputation. If you do the opposite, then you have a bad one.
You already know where you stand – let’s call this your “actual” reputation.
Although you personally know the inner workings of your business like the date of your birthday, the vast majority of your potential customers do not. They see one thing, and one thing only – your online reviews. Your online reviews make up your “perceived” reputation.
A potential customer is not doing in-depth research on your company. He’s busy. He’s heading over to a review site like Yelp or Avvo, searching for what he needs, checking out perceived reputations, and then making a decision to either call or purchase based solely on what he sees.
They probably don’t. Right now, you probably have a 1, 2, or 3-star rating on one or multiple reviews sites. And you’re probably not a 1, 2, or 3-star business.
This is where we come in. These poor reviews are not indicative of your business overall, but like we just mentioned above… it really doesn’t matter. Potential customers are making decisions off of them whether you like it or not. A few bad eggs have likely already ruined your reputation – we fix this by showing off all of your eggs.
The goal of our online reputation management is to make potential customers see the thoughts of all of your customers. This makes your actual and perceived reputations align perfectly, which makes the phone ring, and ultimately puts money into your pocket.
Glad we caught your attention. As of right now, when your customers leave you and your business, they spiral out of your control. The happy ones don’t do anything to help you, and the select few unhappy ones can harm you. We control this chaos to benefit you.
The first step is creating what we like to call a “perfect funnel”. Customers – both happy and unhappy – go to this page. The happy ones are urged to share their opinions on sites like Yelp and TripAdvisor. This improves your perceived reputation. The unhappy ones are urged to contact you directly so that you have a chance to make them happy. They contact you instead of leaving a 1 or 2-star, angry review, which also improves your perceived reputation.
Once that’s set up, the second step is getting customers to that page. Having it is great, but you need to send all of your customers there for it to be effective. We work with you to create non-intrusive promotional materials for you to use in your sales process. Not only do these materials help you to clean up your reputation, but they also show that you care about the opinions of your customers, which improves your image even further.
The result is your reputation being fixed. Potential clients will no longer see you as the 1, 2, or 3-star business that the bad eggs have made you out to be – they’ll see your actual reputation, and from that, the “big picture” of who you are and what you’re about. Even if you do have a couple of unfair, negative reviews, they’ll be blotted out with the avalanche of beaming, positive ones that you get as a result of working with us.
Is this important? Why yes, it is. Before giving you the hard statistics on the importance of online reputation management, consider your own personal thought process for a moment.
Imagine you’re searching for a product or service. Unless you’re searching for something obscure, there are probably quite a few people offering the exact same thing. Pizza shops, DUI attorneys, suit tailors – whatever it is, there are options for you to choose from.
Without a word-of-mouth recommendation, how do you select a winner? You look at the online reviews. Even if it’s a serious purchase and you’re going to make a few phone calls – maybe you’re trying to find an attorney after being pulled over with a .21 BAC – you’re still going to select the group of potential candidates based on the online reviews that you see.
You do this because customers always want the best experience possible, and online reviews help them determine the company that will give that to them. You’d never consider hiring a 1-star or 2-star attorney to represent you… and would you ever order from a pizza shop that has 1.5 stars when there are 4 and 5-star options right down the block? You probably wouldn’t, unless you had a word-of-mouth recommendation, which most of your potential customers do not.
Your perceived reputation is the first thing people check. And they trust what they see, even if it’s totally inaccurate.
Have a good one? Great, you instantly capture the potential client, and when compared side-by-side to a lesser competitor, you will always win.
Have a bad one? Sorry, but you’re losing revenue. Potential clients contact your competitors every time. Even those specifically considering you have been turned off of the idea – they’re probably now on a review site searching for someone else to give their money to.
Contact us today. Let’s make your perceived reputation reflect your actual one. Let’s show people what you’re really about, and let’s generate you more revenue as a result of that. We’re ORM professionals – it’s what we do.