Negative Reviews: Why You Should Respond

September 12, 2022

Today, the first impression most consumers see for your business is online. And, even when a review isn’t flattering, there’s a big reason you should respond. Google takes reviews into account when they rank you among competitors in the Google Map pack at the top of their search page.

Approximately 97% of consumers start their search online, but where do they end? Will it be on your website or your competitor’s? Google reviews are crucial for getting found and chosen by your customers. As a business person, you are probably no stranger to the occasional (hopefully) negative review. Until recently, people that interacted with your business might talk to their friends and family about their experience. However, it is now much easier to share that experience online with a much farther-reaching audience. And a recent survey reported that over 84% of people trust online reviews more than a personal recommendation from a friend or family member. The perceived lousy experience one customer had now has the potential to reach thousands more online. 

Why Negative Reviews Happen

Unfortunately, negative reviews can happen regardless of your product or service quality, or even how many happily satisfied customers you have. 

A study of over 2,000 American consumers showed that:

  • Over 50% of respondents said they were likely to complain publicly if customer service did a poor job resolving their product or service issue.
  • 88% of consumers have avoided a company because of a bad review on social media.
  • Almost 1 in 8 complainers do so hoping to hurt a company’s reputation.

Should You Respond to Negative Reviews?

YES, even though a negative review may not seem like a big deal, especially if you have a lot of other positive reviews, you should ALWAYS respond and address the situation. Responding lets people know you care about the business.

KMA is a Google-Certified Partner with a specialty in reputation management. We work with clients to help them best deal with negative reviews. Use the tips below to improve your online image:  

1. Acknowledge the Issue: 

In most cases, it is essential to acknowledge the issue even if you do not think the Reviewer is right. Perhaps you can begin your response by simply saying. . . 

“Thank you for providing your feedback and making us aware of this issue.”

You always want to thank them for bringing the situation to your attention. Whether they do not understand your process or are just having an off day, as the business owner, you want to be seen as taking the first step to finding a solution.

2. Apologize:

Again, even if you feel that the Reviewer is wrong, you should always take the high road by issuing an apology. An apology not only appeases the Reviewer but also shows others that you care about providing high-quality service to all your patrons. Here’s an example of how your response continues: 

“We are very sorry that our service did not meet your expectations. It is extremely important to us to set a high standard for ourselves, and we are truly sorry to hear that standard was not met in your experience with our business. Our customer’s satisfaction is our number one priority.”

This apology is sincere and to the point, demonstrating that your business sets a high standard and intends to deliver.

3. Provide an Explanation, if Necessary:

Sometimes, an apology is more than enough to address a situation. There may also be instances where you’ll need to provide more information to clear up a misunderstanding. There are three things to remember when providing an explanation:

  • Don’t make excuses – take responsibility. Be clear about why the misunderstanding occurred.
  • Issue an apology, even if the other party was in the wrong.
  • Offer advice on how to re-engage with your business.

4. Compensate the Reviewer Appropriately:

As a consumer, there’s nothing worse than having a negative experience with a company and having them brush it off like it was no big deal. In their eyes, the fault either has cost them time or money. Offer a discount on their next purchase or be willing to go above and beyond to help the customer find the care suitable for their needs. An apology goes far, but if you’re willing and able to go that extra step, it could mean the difference for future customers seeing how you treat others.

5. Invite the Reviewer to Discuss the Matter Offline:

Offer to resolve the problem offline. In-person or on the phone, you’ll be able to hear their concerns and allow both parties to reach a resolution. Here’s how you can extend that invitation following your initial apology:

“Please contact me personally via email or phone and I would be happy to discuss the issue at your earliest convenience.”

Make sure to provide your name, title, and direct contact information. We do not recommend asking the person to remove the review, as this could worsen the situation. Simply ensure the client feels that their complaint was heard.

If the Reviewer replies to you negatively, simply repeat #5 above, and then no further engagement is needed. NEVER get into an argument online.

SUMMARY:

Even though it may be difficult, responding to a negative review is part of maintaining your integrity as a business. Keeping an even tone with your customers in your interactions online and offline will only help you in the long run.

In a perfect world, every online review your business receives would be positive. Unfortunately, this isn’t realistic. Although it can seem unfair, it’s important to acknowledge negative reviews and prepare for them.

If you ignore negative reviews altogether, customers are unlikely to return. Furthermore, the customer may continue to share their negative feelings about the experience with others offline, which causes even further damage to your business’s reputation in the community.

If you want to be proactive and keep negative feedback offline with a simple solution, get in touch with us to learn more.

2021 Marketing Trends

July 12, 2021

COVID drastically changed the customer journey, with a huge shift to online interactions. Every business had to make changes on the fly to stay afloat, but which marketing strategies should you be using now?

Changes in the Customer Journey

Businesses worldwide have made massive shifts over the past year to adapt to an economy more digital than ever before. Your customers have changed the way they shop. For a while, in-store shopping all but disappeared. We’re thrilled to see real live customers coming through our doors again, but online shopping isn’t going back to pre-COVID levels, if anything it’s still on the rise.

With the explosion of internet shopping, pre-purchase research and customers actively looking to engage with businesses online, some businesses will rise to the top, while others will be lost on page 2 (or worse) of Google. In 2021, we’ve seen the rise of many digital marketing trends, but which online trends will last the test of time?

We’ve outlined the top marketing trends of 2021: 3 predictions for the best new trends coming to marketing, 3 must-haves for any business, and 3 tried and true growth tactics.

Next Hot Thing for Digital Marketing

Here’s a first look at the newest tactics in digital marketing that will position your business at the forefront.

In-Email Purchasing

Email marketing has been around forever. The age old struggle has been getting customers to actually get to your website and make a purchase. 97.4% of emails never receive a click. But what if you could make it even easier for customers to see the products they’re already interested in, without ever leaving their inbox. MailChimp is introducing in-email purchasing very soon. Paired with advanced personalization, your customers could see the items they already viewed on your site and complete the checkout process seamlessly inside their inbox.

Now is the time to start growing your email list and website visitors. See how we help clients launch successful email campaigns from template to send out here.

With in-email purchasing, customers can checkout without ever leaving their inbox.

Voice Search

If you thought the #1 spot on Google Search was important, it’s about to become even more so. In a traditional search, we type out what we want Google to show us and typically read the first 4-5 results before choosing which website to visit. With voice search, you’re only shown one choice: the #1 spot on Google. So, if you’re not #1 on Google, those customers will never see you. It’s no longer enough to be on the first page of a search result, now you have to be #1. To increase your rank, your website needs to be optimized for voice search or bypass the line with Google Search Ads.

Chatbots

Business owners don’t always have time to reply to every message they receive. Customers become frustrated at the lack of response and go to the next business. As your business scales, chatbots are a great way to automate answers to routine customer questions and drive sales. Chatbots are easily installed on social media pages, like Facebook, and even on your website. One of our clients started receiving 54% more messages on Facebook last month after installing a simple chatbot. Chatbots can increase sales 10-100% depending on the industry.

2021 Must Haves

If you’re not already doing these things, you’re already behind.

Video

In 2020, video was voted the #1 type of content customers wanted to see from businesses. Since then, the growth of video marketing has only increased, with video taking over as the most engaged form of content across social media platforms, websites, and digital advertising. As of this year, 60% of businesses are using video to reach their customers, and this year, we’ve launched more new YouTube channels than ever before. Video is great for sales; 74% of people who watched an explainer video about a product subsequently bought it. But, it’s great for Google rankings too; you’re 53x more likely to show up first on Google if you have a video on your website’s homepage.

With video, spine surgeons can make complex procedures easy to understand.

Tracking

Your marketing should yield measurable data you can count on. “Without data you’re just another person with an opinion.” –Edwards Deming, Statistician. One of the first questions we ask of new clients is, “Do you have Google Analytics installed on your website?”. Know exactly which marketing efforts are yielding the best results and start making informed decisions on where to put your marketing dollars, no guesswork required.

Paid Advertising

In 2021, if you want to get your business in front of more eyeballs, you’re probably going to have to pay for it. New changes to social media algorithms are making it harder than ever for businesses to have a high organic reach. You’ve probably noticed your numbers decline on social media and for website traffic. With paid Google and Facebook advertising you can ensure your products and services aren’t just seen, but seen by the right people.

Tried and True Tactics for Growth

The next step for elevating your business to the next level.

People-Centric Marketing

Your customers want to see YOU! Some of the most successful marketing initiatives are all about people. Position your client as the hero in everything that you do. The simple swap of “our surgical techniques are minimally-invasive” to “you’ll recover faster and with less pain” could mean more appointments coming in your door. Also, don’t be afraid to be in front of the camera. Especially these days when in-person interactions are still limited, your customers want to see your photo and videos when they engage with you online. Start small by just posting a cell-phone video explaining your services. You’ll be surprised at the results!

Have Consistent Branding Online

One of the biggest turn offs to a customer is inconsistent branding. If a customer can’t recognize you across your website, storefront, and social media pages, you’re missing a big opportunity for brand recognition. This means your business name, color scheme and photos should follow one theme no matter where a customer finds you online. Consistency is key for Google search too, with more consistent brands ranking higher in Google Search results. At KMA, we’re known for our branding expertise; from award winning logo design to social media updates, we can help your business build brand recognition.

Optimize for Google’s Core Web Vitals

Google’s Page Experience Update launched June of this year, with new metrics called Core Web Vitals as a way to assign a numerical score to how enjoyable your website is to use. Websites that meet these 6 standards are 24% less likely to be abandoned because your customer will find your site easy to use. Sites that meet these requirements also rank higher on Google Search. The bottom line: your current customers will spend longer on your site and more new customers will find you. See how your website currently ranks here.

Watch Bryan’s 3-Minute Video on Core Web Vitals

Every business is different. Reach out for a personalized marketing plan to fit your unique needs at keriganmarketing.com/startup/.

Types of Facebook Ads in 2020 | How to Bring Advertising Success to Your Business

October 21, 2020

Why advertise on Facebook?

Facebook advertising allows your business to connect with users where they already spend a considerable chunk of their time. The average user spends about 38 minutes every day on Facebook. The platform is continuously adapting its algorithm, making it increasingly difficult to connect with your customers organically. If you want to get your products and services on the screens of your target audience, you’re going to have to pay for it.

Facebook advertising allows you to put your advertising dollars to good use. You can reach your exact target audience through their micro-targeting feature. It’s essential to understand who you are speaking to through your ads and which type of Facebook Ad will appeal to them most.

Facebook: Manage Ads Like A Pro

Determine Your Strategy

It all starts with strategy. When setting up a new Facebook Ad campaign, think about the goal for your business. Do you want more traffic on your website? More messages from users? More views on your videos?

Choosing a campaign objective that fits your goals with Facebook advertising is a crucial first step to ensuring a successful ad campaign.

Once you’ve chosen an objective, you’ll be able to create an audience based on the types of individuals you wish to target. You can narrow down the locations in your service area, the age range of users you want to reach, and even by interests in behaviors.

Types of Facebook Ads

There are several different types of Facebook Ads in 2020. Some are very simple to create, like Boosted Posts and Image Ads. Others, such as Instant Experiences and Lead Generation, offer more engaging and immersive experiences for users. It is best to explore various Facebook ad types to determine which perform best for your vertical.

Boosted Posts

The easiest way to start advertising is by merely boosting an existing post from your Facebook Page. The option to boost a Facebook post is located on your Facebook business page on the post itself.

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Boosted posts are simple to create but lack the customization level you can achieve by creating an original ad. We recommend creating original ads (or launching a digital advertising campaign with us) for improved targeting of your audience.

Image Ads

Simple image ads are a great way to get started with custom Facebook ads. This type of Facebook ad is one of the most common on the platform and features a single image with accompanying ad copy as the “caption.”

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Video Ads

Video Ads are highly engaging and appear both on the Facebook Newsfeed as users scroll through their friends’ posts and as an in-stream ad in a series of videos.

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Video Poll Ads

Video ads can go one step further on Facebook mobile ads and incorporate a poll. This brand-new type of Facebook ad shows promising data for increasing brand awareness more effectively than standard video ads. These ads encourage the user to engage with the ad more readily.

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Carousel Ads

Carousel ads feature up to 10 images or videos and are a fantastic way to showcase a collection of products or services. Carousel ads often drive the highest “click-thru rates” of any type of Facebook ad because of their appealing and engaging presentation.

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Slideshow Ads

This type of Facebook ad is an easy way to quickly create a short video ad from a collection of photos, text, and video clips. Slideshow ads load more readily than typical video ads, so they work well in areas with a slow internet connection.

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Instant Experience Ads (previously called Canvas)

These full-screen ads load up to 15x faster than a mobile website but simulate the experience of navigating through a brand’s website.

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Lead Ads

This type of Facebook ad is available only on mobile, making it easy for potential customers to give you their contact information quickly. Further, messenger bots can be used to qualify potential new clients.

Dynamic Ads

Dynamic ads are typically used for remarketing to a user who did not complete a purchase or other conversion action on your site. For example, if someone visits your product page, ads an item to their cart, but then abandons the site, dynamic ads would then advertise that exact item right on their Facebook feed, encouraging them to return to the cart and check out.

Results Are Everything

Don’t make assumptions that the same types of ads that work for someone else will work perfectly for you as well. Best practice is to create various ads and tests that work the best with your particular audience.

There are various tools to monitor your campaign results, including the dashboard within Ads Manager on Facebook. Hiring an agency’s Facebook Ads Management Services offers a time-saving approach so you can focus on running your business.

Our clients receive a monthly, easy to understand analytics report breaking down the results. You’ll know precisely which ads are delivering the most visits to your website, engagement on your Facebook business page, and messages in your inbox from new customers.

Ready for a custom Facebook marketing campaign to start reaching more customers online? Learn more about our Facebook Marketing Services or email [email protected]

Kerigan Marketing Associates

3706 Hwy 98 Ste. 102
Mexico Beach, Florida 32456

(850) 648-4560

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