Your online reputation is important
A key area to focus on with your social media efforts is online reviews. Consumers are posting comments on businesses and service providers all over the web. A good review can be great for your business, while a bad review can stop a prospect in his or her tracks.
While review sites differ from market to market, Yelp and Google are the most popular when it comes to consumers reviewing service providers. As part of your social media plan, you should actively and consistently monitor all of your business reviews.
To get good reviews, ask your best customers to go online and give you a ‘plug.’ Many will be happy to do so. Consumers take these comments very seriously and often make purchasing decisions based on them. Keep in mind, however, you cannot completely avoid getting bad reviews—everyone does. When dealing with them, the biggest mistake you can make is arguing with reviewers online. You are picking a fight and at the end of the day, you will only make your company look worse.
As part of your social media plan, try to cushion the blow as much as possible. It is in your best interest to appear responsive to negative reviews, without being argumentative. For example, using the following type of response is always a good strategy: “I’m sorry to hear you’ve had issues with our services. I’d like to do everything I can to help you resolve those issues. We have thousands of satisfied customers who we’ve helped over the years, and I’m sure we can make you just as happy. Please call our store at 555-555-5555 so we can help you out.”
By responding in a helpful, forthright, non-defensive way, you can score your company lots of points with online reviewers. It doesn’t take a lot of time—it just takes consistency.
| The following are just some of the swimming pool builders and landscaping companies using one or more social media platforms to interact with their customers and strengthen their brand: |
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| • Ananda Landscapes Ltd. (Calgary, Alta.)—Twitter • Blue Diamond Pools (Barrie, Ont.)—Facebook • BonaVista LeisureScapes (Toronto, Ont.)—Facebook • Koho Pools and Spas (Barrie, Ont.)—Twitter • Gib-San Pool and Landscape Creations—Facebook and Twitter • Markville Landscaping & Nurseries Inc. (Markham, Ont.)—YouTube • Okanagan Koi and Water Gardens (Kelowna, B.C.)—Facebook and Twitter • Pool & Hot Tub Council of Canada (Brampton, Ont.)—Facebook • Raincityrock & Waterscapes Ltd. (Burnaby, B.C)—YouTube • Seaway Pools (Markham, Ont.)—Facebook and Twitter • Tropical Pool & Spa (Prince George, B.C.)—Facebook |
Todd Bairstow is co-founder of Keyword Connects (formerly Keyword Advisors), a company dedicated to online lead generation for the home improvement industry. He can be reached via e-mail at todd@keywordconnects.com or call (781) 899-3677.
