The Case for Negative Reviews: Always See the Glass Half Full

By on November 5, 2012

Social media has transformed the effectiveness of B2B marketing in many ways, one of which being real-time reviews from customers and fans in an entirely public sphere. While these reviews are (hopefully) positive, there’s always that one bad apple that feels the need to criticize just for the heck of it.

But don’t let it get you down! Negative reviews are a natural consequence of bringing your brand online and should be taken in stride as a necessary component of your social media marketing strategy.

Now, no one is saying that negative reviews are inherently good. A recent study found that over 70% of consumers said they trust online reviews as much as personal recommendations and 52% said that a positive online review makes them more likely to make a purchase. But when dealing with a negative review, it’s important to see the glass as half-full and not let the opportunity to learn and engage customers slip away.

By addressing concerns publicly you will show fans and followers that the business is driven by more than profits and can offer a human face to an otherwise monolithic B2B brand.

Monitoring your social media channels for poor reviews and engaging with unhappy customers gives you the chance to learn, contribute and hopefully develop a happier, more robust customer base. Offering up the right solutions and incentives to the problem gets people sharing how well you resolved the situation and referring your business across their professional networks.

The point is that businesses should understand that online reviews and social media sites are here to stay. Removing yourself from the conversation not only detracts from your ability to generate new leads, but also from your ability to be a part of the discussion surrounding your brand.

Making a purchase is an emotional process and getting the sale relies on an emotional attachment between customers and your brand. While your brand engagement strategy should focus on generating discussions, sharing, offering incentives to promote, etc., it should also keep in mind that online buyers are real people.

If you begin the process of responding to a negative review from a positive, constructive perspective it will help build your brand from both a product and customer service perspective. But most of all, it’s just a nice thing to do.

 

 

 

Valiant LowitzAbout the Author: Valiant Lowitz

I am a marketing and communications consultant specializing in creative, innovative strategies that drive traffic and profits to online businesses and blogs. I currently work for Ambassador, an online referral marketing platform to drive peer-to-peer referrals that help generate increased sales and revenue to businesses. Email Me


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