How happy customers can counter negative online reviews

Online reputation management can be a difficult task for a business owner. No matter how hard a business tries to satisfy customers, someone will inevitably be displeased — and with the Internet at hand, it’s easy to voice frustrations. Luckily, business owners have a built-in method for reputation protection: a pool of happy existing customers. Utilizing the positive feedback of real customers not only counters any negative opinions that might be out there; it also builds interest in your product or service. Here are some helpful tips for jumpstarting your digital PR process.

Harness the power of social review websites.

Social review websites like Yelp continue to grow in popularity as customers turn to each other for an everyday perspective on their business experiences. Try searching Yelp for your business. If you’ve found positive reviews, you can quote them directly on your website, linking to the original review for credibility. Another option is joining Yelp and contacting reviewers directly, asking if they’d be willing to appear in a testimonial on your website in exchange for a free or discounted service on their next visit.

Joining Yelp is also important for countering any negative reviews that might have appeared there. Yelp allows you to respond directly to people who have had a bad experience, apologize for any inconvenience and offer a discounted or free service if they’re willing to try your business again. Often, Yelp reviewers will replace, edit or remove negative reviews after receiving a thoughtful and apologetic email from a business owner. Even if you feel a complaint was unwarranted, the cost of appeasing a vocal customer may be worth its weight in new business.

Other review websites you may want to consult include Citysearch and Angie’s List. Eating and drinking establishments will also want to review their listings on sites like Urbanspoon, Grub Street and Menupages.

Create new content for your business.

Many business owners assume they only need to set up a website to attract customers when their business first opens. Although it’s important to have a Web presence as soon as possible, the most successful small businesses are those that continue to build and expand on their business reputation management practices over time.

One good way to achieve successful internet reputation management is by creating a social media account on a Web 2.0 service like Facebook or Twitter. When created, these accounts require very little effort to maintain and can be linked to from your official website. Both Facebook and Twitter are excellent platforms for advertising specials or discounts because they allow other users to “follow” you for regular updates. For example, you could post a status update on Facebook that says: “We have a few cancellations today for those who need a last-minute appointment,” or post a Tweet that says: “Mention you saw our Twitter account for 15 percent off your purchase.”

By limiting special information and deals to customers who frequently use the Internet, you increase the odds of your business receiving praise and mentions on the Web.

Another strategy is to launch a blog, or online journal, about your business. If you decide to take this route, it’s important that you restrict your blog to positive content only. Fighting back against a negative online commenter not only makes you look bad to new customers but could also potentially drive their rude statements to a higher search rank on Google. Ignore any nasty posts by others, and focus on pleasant topics, like new offerings, profiles of employees and updates on events like renovations and holiday celebrations. By giving your business a human face online, you can reassure customers and make them feel appreciated for supporting your company.

Talk with your “regular” customers.

Most businesses have a few clients who are “regulars,” whether they’re coming in every day for a coffee or every year for an oil change. If you have regular clients who you know are happy with your business, consider offering them a discount or free service in exchange for a positive testimonial on the Web. These exchanges can range from a free cookie for every positive Yelp review to a free massage for a positive paragraph and photo on your company website.

Asking your regular customers for advice on improvements can also be a boon to your business. If they love your burritos but think your restroom could be cleaner, take their advice and then promote it on your website, Facebook page or Twitter account. Sometimes, knowing that a business owner cares enough to address something a customer disliked is enough to get an indifferent customer to give your business another try.

Closely monitoring your reviews is also essential if you want to stay one step ahead of the game.  Reputation.com Review monitoring and response tool can ease the pressure of constantaly monitoring many different review sites by aggregating all reviews under one dashboard and sending you text/email alerts when new reviews are posted.