The Minimalist Guide To Managing Your Brand Reputation Online

A dissatisfied customer, on an average, tells 25 of his friends, while a happy one tells only 15. Seems like if good reviews spread like wildfire, bad reviews would be rushing with light speed. Reviews, and how the masses consume them, are human nature, but this human nature can be fatal for online businesses especially at a time when 8 out of 10 customers treat and trust online reviews just like personal recommendations.

Let me tell you, brand value is diluting. And it marks an uprise of a generation of advocates and influencers that are a part of the crowd our customers identify with.

So here is a quick look at the ways you can ensure that your online brand reputation shines forever like gold and earns you higher AOVs, bigger ROIs, and ever increasing conversions.

How to ensure that each product has at least five reviews

Tip #1: Ask and ye shall receive

Most customers will happily review your product if you ask for it. Just call them up or send a follow-up email. This picture here shows how to get reviews on site through email:

Screen Shot 2015-05-05 at 10.55.46 AMTip #2: Give an incentive for review

For the hesitant ones, incentivise the review process. Run a reward point campaign or a loyalty program. [editor note – the FTC frowns on this practice unless you disclose that the review was incentivized.]

Tip #3: Poach the influencers

Dig out the people whose reviews are most trusted and offer them freebies or trial packs to ensure that each product has been reviewed.

How to manage third-party reviews (off-site)

Screen Shot 2015-05-05 at 10.56.03 AMManaging third-party reviews can get a little twisted if you do not have an automated services like Yotpo, which will syndicate all reviews in one dashboard and give you a chance to monitor and reply them instantaneously.

The first thing you need is a customer content service and second, a Godly omni-presence. Staying social does help, but so does having a profile on every review site. A great idea would be to have a separate profile, maybe on Twitter, to handle customer complaints.

Finally, be open and amiable. A demonstration of ‘respect for your customer’s opinion’ and ‘openness to take up criticism in stride’ will take your business a long way in fetching you repeat, happy customers.

How to build a positive reputation online and leverage customers’ trust

Most of the marketing experts unanimously vouch for one factor that gets most conversions, which is openness for customer opinions.

Step #1: Patiently listen to your customer.

Step #2: Respond instantly, but in an appreciative, comforting tone.

Step #3: Be vigilant.

If you find a great review somewhere, spread it on social media and display it on your site as a badge of honor and proof of great service.

Pay special attention to negative reviews. Do not leave them unaddressed. As much as you try to delight your happy customers through giveaways and discounts, try to make amends with the angry ones too. Apologize with a genuine voice and thank them for pointing out the potholes in your service. Send them goodies or vouchers if they are really unhappy with your service. However, do not do this too often or with everyone as it will encourage bad reviews more than good ones.

Believe it or not, customer reviews boil down to one thing – perceived value or customer expectation. If you set it too high on your website and the product doesn’t live up to it, your customer is going to feel disappointed. Keep the product copy unique and compelling but do not exaggerate its features.

parasParas heads Product Marketing at TargetingMantra, a SaaS company that lets ecommerce retailers create a personalized shopping experience for their customers just like Amazon and Zappos. An expert in Personalization and behavioral targeting, Paras has consulted over 50 clients across the globe on conversion optimization and increasing customer loyalty. He is a serial entrepreneur from IIT-Guwahati and Indian School of Business, who loves to spend his time exploring new technologies. Connect with him on Twitter and LinkedIn.

How to Create the Ultimate New Customer Experience

5216909292_0c9b8121ef_mTell me about your “buy” process.

This simple question causes confusion for many of our small business clients.

In response they might say: “Once a new customer signs on, we send them a contract and maybe even an invoice and start working with them.”

While that does describe the basic process and in some ways is correct, it’s not really the complete answer.

What I am actually looking for is what is your new customer experience?  How do you thank a customer, orient them for the work, make them feel welcome, set them up for success, and turn them into raving fans is the question I am actually asking here.

One of the most powerful tools to accomplish this right off the bat is the new customer kit.

This tool can be used in just about every industry, however, the contents will vary based on a number of factors. Type of sale, price, upsell potential, client life span, and other pieces of information should be considered when creating a new customer kit.

What should be included in every Marketing Kit?

Welcome and/or thank you note
I am sure you have heard it by now: A handwritten note goes a long way these days.  If a handwritten note is not possible, include a printed letter with an actual signature from the CEO. Sure it might not be the most fun signing 100 letters but think of each signature as a new closed sale and the process gets a little more exciting.

A branded invoice
This is where people fall off the map from time to time.  Anything to do with financial transactions should be taken seriously, don’t forget the invoice and fail at one of your first impressions.  Some pieces to include besides basic elements of an invoice: branding (colors, fonts, logos), contact information, URL to website and links to social media profiles.

Contact information for members of the team
More than just a link to a “contact us” page here.  Include actual pictures, actual email addresses, actual phone numbers.  Customers love to have a connect with the people they are purchasing from vs feeling like the are giving their money to a team of robots.

Additional items to include in the Ultimate New Customer Kit:

Introduction to success
Overview on how to get the most out of your products or services.   This could include best practices, FAQs, and “how to” content.

What to expect next
Will you be contacting the client to schedule a demo? Will they receive login details soon? Taking out the wonder and make the process as simple as possible is the goal here.

Pledge to clients
What is your plan to make sure the client is taken care of? What is your Mission? What are your company values? An overview of why you do what you do – how you make the world a better place for your clients.

We appreciate you
A “surprise and delight.” Some kind of gift that the client is not expecting. This could be something related to your products or services or something completely unrelated. Every time I order from Photojojo, I look forward to receiving my little free dinosaur they include with the invoice. Do I need a toy dino? Of course not, but I appreciate the unexpected little bonus and it makes me smile.

Free stuff
Do you have any samples? Could you provide a “try” opportunity to upsell a client to a different product or service? The main focus here is providing something else free to the client with the goal to sell.

Introduction to your Referral Program
Do you have a referral program in place? A client may not be 100% ready to suggest a referral at this stage, however, informing them of the program will help them keep the opportunity in mind as you continue to make them the happiest customer possible.

As you can see, the new customer kit not only provides your customer with the best possible onboarding experience, it also gives you the chance to upsell and ask for referrals making it a very important element in the overall marketing plan.

Now it’s your turn! What do you include in your new customer kit?

Sara HeadshotSara Jantsch is the Director of Community at Duct Tape Marketing.  It is Sara’s job to see to all the little things that make our community members feel appreciated, informed, special and looked after.  She is also a Marketing Consultant and has a strong passion for working with small business owners.

A Simple Approach to The Customer Journey

  • By

Today's Guest Post is by Duct Tape Marketing Consultant, David Smith - Enjoy! If you are a small business owner, you instinctively know it’s a wonderful thing when a customer receives value AND has a very positive experience when they…

Read More

6 Ways to Develop Repeat Customers

  • By

Today's Guest Post is by Duct Tape Marketing's own Kala Linck - Enjoy! You may have heard us talk about the Marketing Hourglass. The Marketing Hourglass refers to the entire customer journey, from when they first hear about your brand,…

Read More