Reviews can be a blessing or a curse for a small practice owner who is trying to increase their popularity, carve a name for themselves, or reach a new demographic. Online reviews are exceptionally important because most individuals in modern times rely upon the internet and popular websites like Yelp, Angie’s List, and others to help them determine whether a practice is worthwhile. This can leave the average practice owner in a bind because negative online reviews can adversely affect profits and patient numbers. What is a person to do when they can’t get feedback from clients who actually like the company?
One solution is search marketing. Search marketing is a new practice tactic where companies gain traffic and visibility using basic search engines like Google or Bing. They do so by generating content that is “Search Engine Optimized” (SEO), or by paying a third party to have the company appear in search listings. This can drum up basic search traffic by having people click on a practice related content. Search marketing doesn’t always lead to reviews, though, which is why it’s important to utilize these concepts in combination with other methods.
Companies like Pozative have recently exploded on the scene to help small practice owners try to streamline their feedback and avoid negative reviews by soliciting positive ones across multiple mediums. Pozative allows users to automate their review system, so patients receive messages asking for feedback. So, if a company that repairs bicycles has accounts on Yelp, Google Plus, Facebook, and more, they can access all of that information through a system developed and provided by Pozative.
Another way to improve reviews is by generating new products or ideas and getting a patent that can then be stored in Google Patents. Google Patents is a search engine that keeps track of applications and issued patents around the world. By having the information in the engine, results will automatically appear in browsers when patients look for similar ideas. This method can be used in combination with others, including basic marketing and the managing of social media accounts.
Reviews frequently affect a customer’s understanding of a business, and one too many negative ones can seriously make or break a company. Everyone knows that the trolls of the internet exist. People who deliberately leave bad reviews when they don’t get their way or business stands up to them. These can be difficult to manage since potential patients are only getting one side of the story.
One way to manage negative reviews is by keeping a constant positive online presence. Respond to reviews with consideration and condolences, and always put forward the impression that the business is doing everything in their power to keep patients happy. Another helpful practice is regularly posting content that has been SEO optimized to generate clicks that lead to customers and reviews. There are numerous guides on SEO, and many freelance writers are willing to create optimized articles for low rates.
Modern businesses have more avenues and items to contend with than their predecessors, who relied on newspaper advertisements, word of mouth, and other marketing techniques. Marketing is simultaneously easier and more complicated now that everyone has access to the internet and a wealth of information in their back pocket. Businesses wary of the dreaded negative review should take steps to protect themselves and focus on keeping as positive of an image as possible.
The easiest way to do so is by using a company like Pozative, which offers an affordable way to manage reviews and navigate search engines. Hiring staff dedicated to social media management is also beneficial, as is maintaining a consistent online presence. Don’t let a couple of negative reviews get you done. The situation is always salvageable, and customers will often leave positive feedback when properly incentivized. Be sure to give the right incentives by understanding search engines, SEO, and the systems that affect reviews.