Online reputation management (ORM) has evolved into an essential necessity of digital marketing. Any business with an online presence needs to actively manage their online reviews. With many businesses adjusting to the new normal, your online reviews can highlight your customers’ current expectations of you, but also support you as you future proof your business. Online reviews increase your company’s visibility and social proof benefiting your customer growth, customer retention, and repeat business.
But like most marketing channels, it’s critical for your business to take a proactive approach to your online reviews and control the narrative.
What does that look like for online review management? It means having ORM strategies in place that address:
Not only will we help you think about how to tailor an online review management strategy tailored for your business and industry (since different industries have different nuances), we’ll help you implement these strategies with an actionable checklist for you and your team.
Let’s get started.
Table of Contents
How to use this review management checklist
The details we’ll share have a cumulative and compounding effect on your business. The more of these tips and strategies you include, the better your review portfolio will be.
Think 2 + 2 = 400.
These details give you the leverage you need to dramatically improve the results you’re able to achieve from your online reviews.
Treat this checklist like a buffet.
Pick and choose the tools and resources that will work best for your business. I recommend giving all of these details a try as you’ll find your results increase exponentially when used holistically.
The Business Fulfillment Checklist
It doesn’t matter whether you’re running a service or product business. Whether you’re focused locally, regionally, or nationally. Your fulfillment needs to be top-shelf.
This is the basis of every review.
Prospective customers want to know:
a.) Are you safe and trustworthy?
b.) Did you deliver as promised (or over-deliver)?
c.) Have you helped businesses similar to theirs?
Here are a few examples demonstrating the impact business fulfillment has on your business.
Several customers have proclaimed that this restaurant is the best restaurant in all of Chicago. Dig through these five-star reviews and you see something significant. Negative feedback! That’s right, these five-star reviews still mention fulfillment details that can be improved.
Fulfillment plays a significant role in healthcare as well. Patients want to see that the healthcare professional that they’ve selected prioritize them in a time of need. Often times they’re terrified or overwhelmed by the medical issues they face. Good bedside manner is a byproduct of the relationship and intentions hidden beneath.
This example demonstrates the care, guidance, and protection service providers are expected to deliver, even in the legal industry.
Home renovations and repair
Take a look at the highlights in this review. “The response to our call was immediate and promptly scheduled and arrived on time. Work was done in very little time and it was beautiful work.”
Here’s another reason why fulfillment is so significant. You aren’t always privy to the “why.” This customer had a herniated disk injury, the owners at this gym customized his training, enabling him to continue to exercise. He achieved greater mobility after a major back injury.
It’s an unpleasant and uncommon example for the hospitality industry, but it demonstrates the importance fulfillment has on your business.
Here are a few ideas you can use to delight customers with your fulfillment operations.
This can be tough to do.
Eating the cost of a mistake, for example, can be a bitter pill to swallow. It’s far more tempting to hang the mistake around your customer’s neck instead. Fulfillment forms the basis of your review management portfolio. Your ability to deliver on your promises sets the tone for the reviews you receive.
Review Management Audit Checklist
Reviews are the foundation of almost any marketing campaign. At some point, customers will want you to prove or validate the claims you’ve made about your business.
Reviews do that.
Improving reviews then requires that you take stock of your review management campaigns and portfolios with a review management audit.
Here’s a list of the basic details you’ll need to have in place to set your campaigns up properly.
1. Create a review listings audit spreadsheet
Make a list of the mainstream, niche, and specialty review sites unique to your industry.
Examples of specialty or industry-specific review sites could be ZocDoc reviews for doctors, Edmunds.com reviews for auto dealers, Houzz reviews for home services, Zillow reviews for realtors, or Avvo reviews for attorneys.
Search for your business and each location you’d like to verify. You’ll want to verify that you’ve claimed/control each listing.
Next, you’ll want to take stock of (a.) the total number of reviews and (b.) the number of reviews received in the last three months.
Why the last three months?
Because 85% of customers believe local reviews older than three months are irrelevant and not as meaningful. Don’t misunderstand here, reviews older than three months are still valuable as they establish the weight, sentiment, and tone of your review portfolio.
Customers focus on recency because they want to see that you’re still the same amazing company previous reviewers say you are. They want to verify that you haven’t changed, that service quality hasn’t declined.
2. Claim, set up and optimize review site listings (if you're starting from scratch)
If you’re starting from scratch you’ll want to create/claim, set up, and optimize your review site listings. Here are instructions for claiming each of the mainstream sites.
Here is a detailed walkthrough and optimization tutorial for your Google My Business account.
Here is a detailed walkthrough and optimization tutorial for Facebook recommendations.
Here is a detailed walkthrough and optimization tutorial for Yelp.
Here is a video that shows you how to get your business listed on the BBB.
Go through and set up profiles for optimization on each of your niche/industry-specific sites as well. An optimized review profile includes:
3. Set Quarterly Goals
If you’ve read my previous post on review management ROI, you know the value of aggregate reviews in the search results. You’ll want to set specific goals for your review management campaign.
Here’s an excerpt from two posts on this type of goal setting:
These comprehensive guides provide you with the step-by-step details you need to handle review management goal setting profitably.
Why does this matter?
Because prospective customers set the tone here. They decide which review site matters most to them. These review sites are a fundamental part of their decision-making process. Your business should be present on each of the review sites prospective customers use to find what they need.
Strategy and Implementation Review Management Checklist
You’ll need to determine the who, what, where, when, and how of your campaign. Take the time to define your campaign strategy, roles, and responsibilities, details, etc.
1. Set review governance and processes
2. Review generation implementation
How will you acquire reviews? You’ll need to determine whether you plan on using review management software or plan on requesting reviews manually.
You’ll need to:
1. Set up review funnel (landing page with review site links – make it easy to leave reviews). Here’s a demo from Grade.us showing you the ins and outs of your review funnel.
2. Set up email drip campaigns to automate review requests
When determining up your email review request campaigns, there are a variety of ways to think about how you reach out and automate your emails. You’ll want to:
1. Determine your campaign’s cadence.
2. Write copy for email campaigns.
3. Personalize your emails with names placeholders.
4. Include links to review sites or your review funnel.
5. Configure your review management tool with your email service provider.
Here’s a comprehensive list of email templates you can customize. Use these templates to request reviews, get feedback, or earn buy-in from customers.
You’ll want to ensure these are tailored to a specific customer segment in your list. You can segment your customers in a variety of ways including:
Take a look at the segments listed in your analytics. Identify the customer segments that have the greatest impact on your business.
You may also want to:
2. Next, set up a repeatable routine to upload email address/phone number spreadsheets for review request campaigns (if not automated)
Review Marketing Checklist
The more you share your reviews, the harder they work for you. Here’s a set of details you can use to improve the effectiveness of each and every review.
Customer Service Checklist
Customer service is an often neglected part of review management. Many times the decision to write a review (positive or negative) is based entirely on a customer’s recent interactions with customer service.
Customers, for the most part, aren’t unreasonable. They’re aware of the fact that you’re human and that humans make mistakes. They just want you to own, fix, and avoid repeating those mistakes.
Here’s how you provide exceptional customer service.
1. Make sure support knows the product or service
Customers expect your support teams to have in-depth knowledge of the product or service you’re offering. Many customer support teams at large and small organizations aren’t knowledgeable. Why?
Because management would have to pay them more! Knowledgeable reps are exceptionally valuable and for good reason.
2. Monitor competitor/industry sentiment
Do you have your finger on the pulse of the marketplace? Do you know what customers are saying about your competitors and your industry?
You can use tools like:
Additionally, there are a plethora of additional options for you to choose from.
If your customers or competitors are on a particular platform, you’ll want to monitor those platforms accordingly.
In a spreadsheet, include monthly details on:
You’ll also want to analyze the general, overall direction of your review portfolio. You’ll want to analyze the:
It’s also a good idea to integrate the reporting in your review management platform with your Google account, so you can bring your data into their platform. Here’s a detailed breakdown that gives you a small taste of what’s possible with the data you already have.
You’ll want to take stock of your review portfolio consistently to ensure you’re achieving the results you need.
Download the checklist and start executing your online review management plan
Reviews, as you know, are incredibly important.
But they’re underutilized.
Once they’ve received them, most businesses neglect their reviews. They fail to provide their customers with the underlying structure they need to help their business.
They don’t see the connection.
You’re now in the know. Online reviews are kingmakers – if you know how to use them properly. As we’ve seen, online reviews can be used throughout the sales and marketing funnel. But only if your review management campaign has structure – the systems and procedures needed to perform well.
Can you deliver?
You can if you follow the items listed in this checklist. With a clear plan to follow and some upfront preparation, you’ll have the resources you need to run circles around the competition. A complete surprise to everyone, except you.