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The Role of Online Reviews

Your reputation is the most important thing when it comes to your business. There’s no point in having a great branding strategy if your company has a reputation for poor customer service or a bunch of negative online reviews. Just like there’s no point in investing money in advertising your product or service offering if consumers already think poorly of you.

Online reviews play a crucial part in elevating your brand’s reputation. Too many positive reviews may lead consumers to think you’re ingenuine, whereas too many negative reviews may steer people away.

In this blog, we look at how online reviews and reputation management tie into your business strategy and the consequences if not appropriately managed.

The role of online reviews

Influences consumer purchase

The most significant role of online reviews is how it influences consumer purchases. In fact, 93% of consumers say online reviews impact their purchasing decisions. Especially when purchasing from an unfamiliar business, a comprehensive check of reviews is usually completed. If you think about the last thing you bought, there’s probably a high chance you did some research into star ratings (rating businesses – where five-star is are the best and one is the worst) and comments about the product.

Star ratings are so popular – so much so that consumers still trust them, even though 42% of the reviews on Amazon are thought to be fake. However, having negative reviews among these can help the brand appear more realistic.

Builds brand credibility

Put simply; reviews build brand credibility. Receiving good reviews builds up your brand trust and authority. If it’s apparent that customers have had a good experience with your brand, others are more inclined to trust and purchase from you.

Although positive reviews look great, having a mix of positive and negative reviews can also build trust. According to Reevoo, negative reviews can increase conversions by up to 85%. This doesn’t mean that businesses with bad reputations increase conversions. It’s simply referring to the fact that some consumers will be more inclined to purchase if there are a few negative reviews scattered amongst the positive, as it looks more authentic. While we know you’re not going to go out and ask for negative reviews, this should give you peace of mind that a few bad reviews aren’t the end of the world.

Validates expertise

You can’t talk the talk if you can’t walk the walk! Advertising your product or service as ‘the best’ or ‘highly experienced’ is one thing, but delivering these promises is another. Online reviews validate your business in the eyes of prospective customers. They confirm that you can deliver on the product or service you’re offering and that it meets or exceeds expectations.

Anyone can claim how great their business is online, but the likelihood of conversion increases by backing it up with evidence.

Expands reach 

One underrated benefit of online reviews is that they allow you to expand your online presence beyond your website and social channels. Potential consumers can learn about your brand on authoritative third-party sites like Google, Yelp and Angi.

Along with these, online review sites act as customer referrals. If someone has a good experience with your brand, there’s a good chance that they’ll refer you to their network. Word-of-mouth marketing is invaluable to businesses and is a free way to advertise and gain further reach within their industry.

Your online review strategy to elevate your reputation

Having a solid strategy in place is crucial in elevating your reputation. Without a comprehensive reputation management plan, your business risks damaging its reputation without knowing. Here are some things to implement within your management plan.

  • Monitor and respond

Monitoring and responding to online reviews should be a staple within your reputation management plan. Having a broad understanding of the role online reviews play and where these reviews may be posted is crucial. Create a list of all sites that have reviews on your business, and be sure to check them regularly, setting up alerts where possible. When monitoring these reviews and comments, here are some steps to take:

  • Keep a close watch

Remain vigilant here. Check Google, Facebook, and Yelp reviews daily, as they have the power to seriously hurt your reputation if a bad review is posted.

  • Respond promptly

The timing of your response is crucial – especially to potentially harmful reviews. It’s recommended that negative reviews are responded to within four hours. Responding to positive or neutral reviews and comments within 24 hours will ensure you’re keeping on top of your reputation.

  • Follow up

Get on the front foot when it comes to reviews. Not only should you respond quickly, but be sure to follow it up. If you’ve promised someone that you’ll investigate their issue, give updates frequently – even if it’s just to say that there is no new update but you’re working on it. Customers will appreciate the effort you’ve gone to to keep them in the loop. 

  • Take it offline

If you feel as though a comment or review has the potential to spiral out of control, taking it offline may be the best option. Reply to the reviews and let them know that you’re reaching out to them privately to discuss their problem further. Get on the front foot and message them first to show your dedication.

If you’re being sent some not-so-nice messages, read our blog on how to deal with trolls to learn how best to respond.

Increase review volume 

Unfortunately, people are more likely to leave a negative review than a positive one. There are potentially hundreds of people who are satisfied with your product or offering, but they haven’t left you any feedback. The only way to increase your review volume is to ask! Following all interactions, get into the habit of asking for a review. It might feel a little awkward at first, but you increase the chance of customers leaving reviews if they’re prompted to do so. You’ll get a higher response rate with more detailed, actionable information by asking directly after an interaction. 

Still not sure? Here’s why you should invest in your brand’s reputation. 

Optimise your offering based on reviews

One of the best ways to elevate your business is to use reviews you receive to optimise your offering. Negative reviews allow you to fix issues you may not have been aware of. Even positive reviews will enable you to make minor tweaks. For example, if a review reads, “Great product although a little smaller than I expected. Excellent customer service, though. Thank you so much!” you might consider the product in question and whether it’s a recurring theme with customers thinking similar thoughts. If so, you have the chance to tweak the product so it meets expectations.

Online reviews play a massive part in elevating your business. Regardless of whether they’re good or bad, these reviews give you the power to grow your business. They are invaluable with what information they provide you and are a huge part of reputation management. If you need some advice on asking for or responding to reviews, send us an email or DM today.

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Contents

Good work starts with good relationships.

One of our favourite parts of what we do is getting to know the people behind the businesses we work with. Understanding their stories, sharing ideas, challenging each other`s thinking and seeing those ideas come to life.

Joanna Photography is a perfect example of that. We`ve had the pleasure of working with Jo on her brand, and more recently, the tables turned when we stepped in front of her camera for our own branding shoot.

Jo embraced our creative direction, brought her own ideas and perspective to the shoot, and captured our team in a way that felt genuinely us.

There`s something pretty special about being able to support each other`s businesses, collaborate creatively and share a few laughs along the way.

Thanks for being such a wonderful part of our Oraco community, Jo! 🖤

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Open post by oracoagency with ID 18035340923902469
Good work starts with good relationships. One of our favourite parts of what we do is getting to know the people behind the businesses we work with. Understanding their stories, sharing ideas, challenging each other's thinking and seeing those ideas come to life. Joanna Photography is a perfect example of that. We've had the pleasure of working with Jo on her brand, and more recently, the tables turned when we stepped in front of her camera for our own branding shoot. Jo embraced our creative direction, brought her own ideas and perspective to the shoot, and captured our team in a way that felt genuinely us. There's something pretty special about being able to support each other's businesses, collaborate creatively and share a few laughs along the way. Thanks for being such a wonderful part of our Oraco community, Jo! 🖤

Content is easy to make, but content that actually feels like your brand is a little harder.

It`s why we don`t think content should begin with, “What should we post this week?”

It should begin much further back.

What do we want to be known for? What does our audience actually care about? What stories are worth telling? And how can we tell them in a way that could only really come from us?

Because when those things are clear, content stops being a constant search for something to say. You have a much stronger foundation to keep coming back to.

And that`s exactly why we created the Brand Builder Map and Brand Oracle.

Built on our Eight Brand Marks™ methodolgy, the Brand Builder Map and Oracle helps you explore the foundations of your brand, uncover what makes you distinctive and develop the clarity to guide everything that comes next, including your content.

Because knowing what to say starts with understanding who you are, what you stand for and why people should care.

Here`s Kannika behind the scenes capturing some of the content that brings those ideas to life.

Strategy gives you the story and content gives you somewhere to tell it.

Want to build a stronger foundation for your own brand? Explore Brand Oracle and the Brand Builder Map through the link in our bio.

13 0
Open post by oracoagency with ID 18059985584546895
Content is easy to make, but content that actually feels like your brand is a little harder. It's why we don't think content should begin with, “What should we post this week?” It should begin much further back. What do we want to be known for? What does our audience actually care about? What stories are worth telling? And how can we tell them in a way that could only really come from us? Because when those things are clear, content stops being a constant search for something to say. You have a much stronger foundation to keep coming back to. And that's exactly why we created the Brand Builder Map and Brand Oracle. Built on our Eight Brand Marks™ methodolgy, the Brand Builder Map and Oracle helps you explore the foundations of your brand, uncover what makes you distinctive and develop the clarity to guide everything that comes next, including your content. Because knowing what to say starts with understanding who you are, what you stand for and why people should care. Here's Kannika behind the scenes capturing some of the content that brings those ideas to life. Strategy gives you the story and content gives you somewhere to tell it. Want to build a stronger foundation for your own brand? Explore Brand Oracle and the Brand Builder Map through the link in our bio.

Being different isn`t the same as being distinctive.

A business can have a genuine point of difference and still be difficult to remember. It can also offer something remarkably similar to its competitors and become the brand people recognise first.

That`s because differentiation and distinction do two different jobs.

Differentiation gives people a reason to choose you.

Brand distinction gives them something to recognise, remember and associate with you.

And while differentiation often looks sideways at competitors, distinction starts by looking inward. At the stories, beliefs, experiences, relationships and perspectives that already make a business unmistakably itself.

Because the goal isn`t to be different for the sake of it but to become more confidently and recognisably yourself.

Our latest Studio Paper explores Brand Distinction vs Differentiation, why both matter and where lasting distinction actually comes from.

Link in bio to read more.

•

Studio Paper /002
Filed by: Oraco Agency
Reference: SP-002
Photo source: @joannaphotography.au
Filed under: #BrandDistinction #BrandDifferentiation #Branding #BrandIdentity

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Open post by oracoagency with ID 17971503363155444
Being different isn't the same as being distinctive. A business can have a genuine point of difference and still be difficult to remember. It can also offer something remarkably similar to its competitors and become the brand people recognise first. That's because differentiation and distinction do two different jobs. Differentiation gives people a reason to choose you. Brand distinction gives them something to recognise, remember and associate with you. And while differentiation often looks sideways at competitors, distinction starts by looking inward. At the stories, beliefs, experiences, relationships and perspectives that already make a business unmistakably itself. Because the goal isn't to be different for the sake of it but to become more confidently and recognisably yourself. Our latest Studio Paper explores Brand Distinction vs Differentiation, why both matter and where lasting distinction actually comes from. Link in bio to read more. • Studio Paper /002 Filed by: Oraco Agency Reference: SP-002 Photo source: @joannaphotography.au Filed under: #BrandDistinction #BrandDifferentiation #Branding #BrandIdentity

Attention and brand building aren’t always the same thing.

We believe having a perspective is one of the most important parts of building a distinctive brand. But there’s a difference between sharing an opinion because you genuinely believe it and sharing one because you know it will get a reaction.

Trends can be useful, controversial opinions can start conversations, and reach can absolutely be valuable.

But if the perspective you’re putting out there doesn’t align with what you genuinely believe, how you work or what you want your brand to be known for, what is that attention actually building?

Brand strategy is the long game.

Your perspective should have enough conviction behind it that you’re willing to stand by it long after the views, comments and algorithm have moved on.

Attention might make you visible but it’s conviction that will make you memorable.

34 19
Open post by oracoagency with ID 18219181318347292
Attention and brand building aren’t always the same thing. We believe having a perspective is one of the most important parts of building a distinctive brand. But there’s a difference between sharing an opinion because you genuinely believe it and sharing one because you know it will get a reaction. Trends can be useful, controversial opinions can start conversations, and reach can absolutely be valuable. But if the perspective you’re putting out there doesn’t align with what you genuinely believe, how you work or what you want your brand to be known for, what is that attention actually building? Brand strategy is the long game. Your perspective should have enough conviction behind it that you’re willing to stand by it long after the views, comments and algorithm have moved on. Attention might make you visible but it’s conviction that will make you memorable.

We’ve seen some interesting conversations lately about where brand strategy ends and brand identity begins, particularly around whether things like logos, colour and typography are really that important.

Our perspective? They shouldn’t be separated in the first place.

Colour, typography, symbolism, imagery, language and tone aren’t simply aesthetic choices made once the “important” strategic work is finished.
When they’re done well, they’re strategic decisions.

They’re informed by what the brand believes, where it’s going, who it needs to connect with, what makes it distinctive and what we want people to recognise and associate with it over time.

We don’t finish the strategy and then ask, ‘Okay, what should this look like?’

The identity is already taking shape through the strategic process.

Because good brand identity is strategic thinking made visible. Not just decoration!

27 7
Open post by oracoagency with ID 18079763828693187
We’ve seen some interesting conversations lately about where brand strategy ends and brand identity begins, particularly around whether things like logos, colour and typography are really that important. Our perspective? They shouldn’t be separated in the first place. Colour, typography, symbolism, imagery, language and tone aren’t simply aesthetic choices made once the “important” strategic work is finished. When they’re done well, they’re strategic decisions. They’re informed by what the brand believes, where it’s going, who it needs to connect with, what makes it distinctive and what we want people to recognise and associate with it over time. We don’t finish the strategy and then ask, ‘Okay, what should this look like?’ The identity is already taking shape through the strategic process. Because good brand identity is strategic thinking made visible. Not just decoration!

ABOUT THE AUTHOR

Picture of Ellie Travica

Ellie Travica

Content Writer

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