In the 1970s, my parents’ friends gathered each weekend to catch up about life, their kids, and what plumber they were using. 

Today, that same “dinner party” occurs on Google reviews, Facebook, and other online review sites. And while the people aren’t friends in real life, the collective wisdom gives people enough confidence to call the plumber that’s getting lots of thumbs up.

It’s super-important that someone in your business is in charge of managing the online review process.

First things first:

Most importantly, spend time making sure your business is consistently creating happy customers.

If customers aren’t consistently happy, spend your time fixing your business. Full stop. 

Good service = the best marketing because it will generate repeat and word-of-mouth business. And you also won’t have to find new customers to constantly replace your unhappy ones.

Once you’ve got happy customers, put someone in charge of online reviews:

I use 5 Star Business because it makes it easier for my customers to leave a review. Since the software on 5 Star Business “senses” what platform a customer is already signed into, there’s less chance of a customer abandoning the process because they forgot their Facebook password.

Any way you do it, reach out to all of your customers and ask them if they’ll do you a favor and post an online review.

Once you get a review, respond to it

If you go here you can see my exact responses to Google reviews, but here’s my response “structure:”

  1. Express “joy and appreciation” for good reviews, “This review made my day!”
  2. Express “concern and appreciation” for the feedback on bad reviews, “This is so helpful for me so I will address with my whole company at the next Team Meeting…”
  3. Point out something specific about their experience with your company: “I saw photos of the mahogany deck that Jay stained, it looks fabulous.”
  4. Mention the person at the company that made them happy – this shows that I’m not an absentee owner.

Why generate online reviews?

  • Your competition is already generating reviews, and it’ll be hard to “catch up” to a competitor with tons in a few years.
  • At some point, someone is going to leave a bad review online. This is normal and expected. Having lots of good online reviews and great responses to reviews helps to “water down” the occasional bad review. 

Be patient!

I aim to generate just two online reviews a month.  Please re-read that sentence and set your expectations low. This is not a sprint, but a marathon.

Understand, it’s much better to consistently get reviews than to get them in fits and starts.

Don’t:

Gather at the holidays and get your relatives to post tons of reviews in one week. Not only are fake reviews against the rules, putting tons of reviews up at one time is a signal that they’re fake. 

Thanks for reading and if you have any questions, leave them in the comments.

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