The Key to Engaging Your Customer Base


Opinions expressed by Entrepreneur the collaborators are his.

Behind the review host and small business expert from Yelp, Emily Washcovick, she shares a look at this week’s podcast episode.



Aligned Modern Health

“Just over a quarter of your customers will leave a review, only a quarter of them,” said Elizabeth Sexton, marketing director for Aligned Modern Health. “This is a good reminder to all of us that your commitment to review should be as organic and inclusive of the community as possible.”

Today, customer engagement is crucial to business success, but no matter how much you know about your target audience or how much you spend on marketing campaigns, you’re likely to receive negative feedback or, worse, none.

Elizabeth’s team is in charge of various placements in various review sites and shared key elements of their marketing strategy that increase review engagement.

“There are several helpful marketing tips you can use to encourage engagement and help shed light on positive reviews,” he said. “Paying attention to your review strategy can also show that you value your customer’s opinion, and this can further increase their confidence in you.”

His first tip is to be open to good and bad. “It’s really good to have bad reviews. But you need an established process so you don’t panic and reactivity is set up. So it’s all a matter of process about panic.

“It can hurt your ego and potentially damage your online reputation, but you may find that negative feedback is incredibly valuable. I like to think of the business expression, ‘It’s not personal; it’s business.’ If we get a bad review from time to time, it may not be so bad. Real reviews, from good to not so good, can humanize your brand.

Elizabeth encourages entrepreneurs to remember that we are all human and that any review, good or bad, is an opportunity for positive change. Reaching out to customers who have left a negative review can help rebuild the company’s online relationship and reputation.

“We often find that a reviewer appreciates this authentic scope so much that they will update their review. They may not clear the whole story of what happened, but they may also share that positive experience. an effort “.

The key to customer involvement is authenticity. If your answer is not genuine, it is likely that other customers will see it or find out later, either by word of mouth or when visiting. At the end of the day, genuine responses show that you are dedicated to creating a better customer experience.

This type of authentication also applies to new reviews. Guests should leave reviews on their own, not because someone asked them to post them. This helps ensure that reviews reflect real experiences that consumers are inspired to share. At Aligned, Elizabeth uses visual cues to remind patients that excellent service is their priority and that there are ways to share their experience with others.

“We offer reviews at all of our locations,” he explained. “We know this kind of strategy works because we’ve received direct feedback from patients that seeing these reviews made them more excited to share their stories. So this is a way that we show, we don’t explain, without asking this direct question or A request for a review by Yelp. We also find that it keeps the conversation in the spotlight for everyone in our space, including members of our team. 5 stars and be able to have these organic conversations if a patient asks about signage. “

Another good way to strengthen engagement is to share positive reviews on social media.

“A lot of people like a shout out from a brand they like,” Elizabeth said. “It simply came to our notice then [your brand]. It never hurts to take this extra step and get in touch: “Thank you so much for your review. That means a lot to us. Referrals and reviews are very important. Do you mind if we share this with our community?” Approval is always a good way to further nurture this relationship. “

When encouraging participation in the organic review, keep Elizabeth’s three tips in mind:

  • Be open to good and bad reviews. Good reviews are great for morale and reputation, but analyzing the root of bad reviews can help your business grow even more and gain the trust your customers have gained.
  • Be authentic. Critics are human beings who appreciate decency and kindness. Contacting someone who has left a bad review helps to put a face to the business and can turn a bad experience into a positive one. Likewise, you should never ask for reviews directly. Adjusting your customer experience and treating people fairly will resonate with your customer base and organically lead to better reviews.
  • Establish relationships with your reviewers. Posting positive reviews on social media can help broaden the reach of your brand and strengthen your reputation. Asking a reviewer if you can present them to your social media platform is a good way to start building trust.

Listen to the episode below to listen directly to Elizabeth and subscribe Behind the Review for more information from new business owners and reviewers every Thursday.

Available on: Spotify, Apple Podcasts, Google Podcasts, Stitcher and Soundcloud



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