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It is important to remember online reviews on Google, Yelp, TripAdvisor, Golf Advisor, etc. really do matter. According to a new survey conducted by Dimensional Research, an overwhelming 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said buying decisions were influenced by negative online review. It is important to incentivize people you know that had a good experience to write a review and share their positive comments online.
So, how do you encourage your customers to leave reviews? After a customer’s experience, email them a customer satisfaction survey or simply ask them for to review their experience on a specific page. To help encourage someone further to leave a review, giving them an incentive to do so is a good plan of action. Maybe a discount on their next round of golf or a 10% off coupon at the Golf Shop. There are endless possibilities to choose from.
TACKLING BAD REVIEWS
It is also important to think of bad reviews as an opportunity, not a problem. Why ask for feedback if you’re unwilling to act upon that feedback? If a customer leaves a bad review, it is important to listen to them, resolve the issue, and learn from it. You should be constantly monitoring reviews and reaching out directly to anyone that leaves poor reviews to fix the situation. These are good company- to-consumer conversations to have online because it shows a new potential customer that you are happy to fix any issues that might arise.
Advantage Marketing has a three-step process that we advise our clients on when tackling a bad review.
Step1:MaketheCustomerFeelHeard
Listen, ask questions, and then validate the customer’s feelings. Say, for example, “It must have been frustrating for you....”
Step2:FocusonSolvingtheProblem
Be confident that you not only understand where the customer is coming from, but also what you should do to make it up to them and what they truly need to feel the issue has been resolved.
Step 3: Edit the Bad Review
Once the customer is happy, you politely ask them to edit their rating and most will do so.
ONLINE ADVERTISING IS ALWAYS AN OPTION
In closing, the last thing to consider when entering the complicated world of social media marketing is paying to market yourself online.
With online advertising, you can further attract the right eyes to your content. You can market to specific audiences based on age, income, geographic location, personal taste, etc. using interest targeting. This makes it easy to only spend money on ads to those within your specific demographic. Only 10% of your followers on social media will see your organic posts, but you can circumvent third-party booking apps, for example Golf Now, with your own ads. With online advertising, you’re able to differentiate yourself from your competition and control the narrative.
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