4 Reasons Why Small Business Owners Must Monitor Online Reviews

“Writers … fall into two groups: those who bleed copiously and visibly at any bad review, and those who bleed copiously and secretly at any bad review.” Isaac Asimov specified writers in this famous quote, but his words could apply to business owners as well. You might be too emotionally attached to read what Yelpers are saying about your brainchild, but someone in your business needs to keep an eye on review sites. Explore four reasons why you shouldn’t ignore those online reviewers.

1. You Get a Second Chance

Of course, you wish your customers would talk to you directly when they have an issue and spread the word to others when they’re happy. Customers don’t always follow that model. Instead, they often choose to leave your business by fuming and venting on a review site.

All is not lost, however. Occasionally, you can reach out to that reviewer, briefly explain why the experience isn’t typical of your business, and entice the person to give you a second chance by offering a free product or service.

2. The Feedback Has Value
Not every negative review is valid. Some customers bring unrealistic expectations or personal issues into your business and leave unhappy. But a pattern of customers complaining about similar issues gives you vital information about your own blind spots and the issues you need to resolve to be successful.

If you can’t tolerate reading your own reviews, at least have someone skim them weekly or monthly and ask your review monitor to tell you if a pattern develops. Those bad reviews can help you improve your business operations.

3. You Get to Respond — Sometimes

Review sites are another opportunity to engage with your customers between transactions and build relationships. The best approach is to respond occasionally, authentically, and tactfully. You don’t have to respond to every post, but if someone writes a particularly nice review, thank the reviewer sincerely.

Responding to horrible reviews is touchy. The trap is that you’ll come across as bristly or argumentative. If a negative review seems completely unreasonable to you, other readers may think so, too, which makes any response unnecessary. The best time to respond is when the reviewer makes a good point. Then, you can apologize to the customer, help the person feel heard, and let that reviewer know you are taking the feedback to heart. Others who read the exchange will appreciate your warmth and openness.

4. Reviews Can Boost Search Rankings
When you encourage customers to leave reviews, and engage with those who do, you build energy around your presence on the Web. An active Yelp page, for example, will come up when someone searches for your type of business. Having a strong showing in Google reviews is one path toward scoring coveted space in the Google Maps “Local 3-Pack” that shows up before organic search results on all devices.

Monitoring review sites can be frustrating and emotionally exhausting for business owners. But having someone in your company read, track, and respond to reviews will help you make the most of this vital source of information and referrals.