According to a survey by BrightLocal, 85% of customers trust consumer reviews as much as word-of-mouth. And in the history of advertising, nothing works as well as word-of-mouth. So the question arises, how do you generate positive reviews for your brand? It’s not an exact science, but there are a few rules you can follow to ensure positive feedback.
When the consumers feel your presence on multiple platforms, it not only increases brand visibility but also increases the frequency with which he sees your communication. So if you’re looking for a prolific digital presence, you should definitely communicate in the following platforms.
LinkedIn (If your brand requires B2B communication)
Your websites should also have a comments section where they can leave their genuine feedback. You should consider services like FoodPanda, Swiggy and Zomato if you are a restaurant/food brand.
It is very easy to get lost in the information bombardment that one generally finds online. Your website should be easy to use for your customers (future or present). Whether they want to find information on the services, or they want to look at original content and leave comments, it should be as easy as opening a new email account on Google. Seamless is key. Your website should also be linked to your social media handles. This way your consumers can reach your facebook page and every other such page right from the website and vice versa.
You cannot assume, even for a second, that your customer has all the time in the world. If you’re busy, he/she is three times as busy. Which is why you need to reward him/her for the time she spends on your website. Competitions and contests go a long way in engaging your customers online. The key is to engage them in a competition that educates them about your brand as well as makes them feel good about the time spent there. And consumers always love free stuff!
Your customer’s journey with your brand is very important. Just as is, the moment you decide to request him/her for her feedback. Usually, the following scenarios are deemed great moments to ask your customers.
After they talk about success with your brand experience
When they talk about your brand in a post on social media
When are browsing your website for other products or services you have to offer
If they spread the word of mouth for your brand
On a re-purchase or re-order
When people see real people in brand promotions, they tend to trust them more. Take a look at the Open Network Campaign by Airtel from 2016. Positive testimonials from real customers go a long way in generating more positive customer feedback. Tempest Testimonial from a Real Costumer :
It makes little sense if your customers have to go to a different platform to give their invaluable feedback to your brand. Make sure that they have the option of providing feedback right where they see your communication. This way they will not only write down what comes to their mind immediately, they will also not refrain from providing feedback because it involves going to a different platform.
Every feedback is important – even the negative ones. Which is why it is necessary that you respond to every feedback, no matter how positive or negative. Negative feedback tells you where your brand is lacking, and more than anything it is an opportunity to grow. How you react to the negative feedback builds your brand’s character and makes people feel more/less amicable for your brand, depending on how you respond.
These are a few practices you should avoid at all costs while maintaining a digital presence for your brand.
Never argue with a consumer online – Thank them for their negative feedback and get to correcting what went wrong. Arguing will get you nowhere, especially as the customer is always right.
Never be rude to a consumer – Keepresponses polite, positive and helpful. If you are rude online, it goes on your permanent record; something you wouldn’t want in a 100 years.
Respond to each consumer with a unique statement (do not copy and paste a standard reply) – It shows that you’re investing time for each consumer. If the consumers get a wind that a computer is programmed to respond to them, it will distance them from your brand.
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