LinkedIn Strategies

September 20, 2017

One of the most under-utilized social networks, from a business and marketing perspective, is LinkedIn. Despite boasting over 396 million users, the truth is that most of the users have no idea what to do with their LinkedIn account besides collecting connections in a random fashion. It’s actually a very robust business tool that you should be using to grow your brand, your network and your social credibility.

I only have space to dig into a couple of the main ways you should be using the tool but even doing these will put you leaps and bounds ahead of most.

It’s difficult to deny the importance of having a great list these days. Most organizations are using digital communication tools to deliver some of their marketing messages. But one of your largest list sources, your LinkedIn database, is missing out on all of those communications unless you have those connections in whatever email marketing tool you are using.

On the flip side, you have many contacts that you’ve made through the years that are not part of your LinkedIn profile. The reason that’s so vital is that some of those people may well be connected to someone you’re trying to reach. If they’re not a part of your LinkedIn network, you can’t leverage those connections to your advantage.

Here are the step-by-step instructions on how to easily get both done.

Import your email list into LinkedIn and send connection requests

• Log into LinkedIn
• Roll over the “Connections” from the LinkedIn menu and click Add Connections
• From here, you can enter the password to your email address and LinkedIn will go into your email account and match all of your contacts up with their membership directory. LinkedIn will ask you if you want to send a connection request to all of the people who match up with their directory. The first time you follow this process, you’ll likely add hundreds of new LinkedIn connections to your profile.

Why is this important? As I said earlier, the more connections you have in your database, the better you can truly network and ask for introductions, etc. But beyond that, your ability to see leads in LinkedIn’s advanced lead builder is dependent on the number of people in your network (1st, 2nd and 3rd degree connections). If you expand your network, you will increase the number of prospects you are allowed to see.

Once you have imported your email list, remember to communicate with your connections regularly. You should start sharing articles, your company’s Facebook posts, etc. on LinkedIn. Remember, the more people that you have in your network, the more people who will see and potentially share your content.

Export your LinkedIn connection list and import them into your email list

LinkedIn is the only social media platform that allows you to export the email addresses of your connections. By adding them to your database – you can better lead, score and communicate through enewsletters, etc.

• Click on “Connections”
• Click on the gear icon in the upper right corner of the screen
• Click on the Export LinkedIn Connections link under the Advanced Settings option
• Click on the blue Export button and you will be able to download a CSV file with all of your connections’ data
• You should then upload the CSV file to your marketing automation software or email tool of choice

Neither of these action items are a once and done type of a thing. You are adding people to both databases on a regular basis so you need to repeat both the export and import strategies at least quarterly to keep both sides of the system as updated as possible.

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Every dollar is not a good dollar

September 13, 2017

If every dollar looks the same, how do you know which dollars are “good” dollars for your business? The reality is – every dollar is not created equal and doesn’t serve your business in the same way. In fact, some dollars actually cost you money.

Let’s say prospect #1 wants to buy something you don’t do very often and so you’re not as efficient at it as you are in other areas. On top of that, they’re in an industry that you don’t know very well. Earning that dollar is going to be slow and painful with a longer, larger ramp up time.

Even if you see that they have a big pile of dollars waiting to be spent – you might very well never get a chance to earn those extra dollars because you’re probably not going to delight them right out of the gate.

On the flip side, prospect #2 is in an industry that you know like the back of your hand. You know their jargon and quirks. On top of that, they want to buy the product or service that you sell day in and day out. You know exactly how to deliver on their need and you know they’re going to be elated at the results.

Each prospect has the same dollar. But the path you’re going to take to earn each dollar is very different, in terms of your enjoyment, their satisfaction and your potential profitability.

Logic tells us that we should:

• Specialize in terms of whom we serve and what we offer, based on what we’re best at. We can’t know whom to serve until we know who we are.
• We should have a clear picture of who our sweet spot clients are, based on who we are and only go after those prospects
• We should discriminate – rewarding our sweet spot prospects for coming a little closer and making if more difficult for the not so right fit prospects to find/hire us
• We should identify what we do best and not try to be everything to everybody. Saying no is a good thing. Having strategic partners is even better.

Logic may tell us all of that and yet – for many business leaders, sales team leaders and business owners – we can’t get past the fact that there’s a dollar on the table. We want the dollar.

Here’s the truth of the matter. I’m betting that right now you have a customer or two that you are literally paying for the privilege of doing work for them. That’s right — they are so unprofitable, because they’re the wrong fit, that you are losing money every day that you keep them as a client.

Their fees or purchases help with cash flow. It’s money in the door every month. That reality can often mask the truth underneath. You are losing money on that work. Many business owners are surprised when they crunch the numbers and realize one of their largest clients is actually one of their most unprofitable clients.

Before you go out and start pursuing new clients – I want you to evaluate the ones you already have. Crunch the numbers to see if you’re actually making money and rank your clients in terms of profitability. I bet there’s a surprise or two waiting for you.

Once you know which dollars are good dollars for your organization, it will help you target who your next customers should and should not be. Then pursue the right ones with a vengeance, knowing that each one you catch will make your business stronger and in a better position to say no to the bad dollars.

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Gratitude magnified

September 6, 2017

Last week we explored the idea of how smart businesses recognize that gratitude isn’t just a worthy emotion – it’s smart marketing. Everyone wants to be appreciated and today, when businesses must compete for both customers and employees, it’s an important retention tool. We covered how to create a spirit of gratitude inside your organization last week. But how do you expand that out to your vendors and customers as well? Gratitude magnified.

The sad fact is this. You don’t have to do much to get noticed. Your vendors and customers are so used to not being appreciated, you’ll completely catch them off guard by showing a little appreciation. Much like with your internal team, this isn’t about how expensive it is, it’s about how genuine it is.

Let’s start with your vendors. Here are a few ways to let them know how much you appreciate their efforts.

Put the spotlight on them. All too often, our vendors remain in the shadows – quietly helping us serve our clients. But a memorable way to say thank you is to shine the spotlight on them. Of course, they should be asking you for a written testimonial but like most businesses, they’re too busy and it never rises to the top of the To-Do list. Proactively write a letter that specifically states why you value working with them and how they help you and your business.

Put it on letterhead and send them a hard copy for their own use. But don’t stop there. Take snippets of your glowing praise and post it on their Facebook page or tweet about their efforts.

Another way to get them some well-deserved attention is to actively connect them to other potential customers or referral sources. No doubt you know and work with other people they should meet. You can introduce them informally, make LinkedIn connections or better yet – why not throw a referral party and invite all of your vendors to come and meet each other. Odds are – they’re going to make some great connections and remember just who made it happen. That’s gratitude magnified.

For your customers, a more personal touch might be in order. Sure – you can do the holiday card or gift or even hold a client appreciation event. But I believe the more personal you make it, the more meaningful it is.

I’ve written about it before, but there’s something magical about a handwritten note. Think of it as your love letter to your customer. Let them know why you value their loyalty and trust. Share with them how they make your job easier, more fun or more exciting. Don’t type it – no matter how awful your handwriting is. It doesn’t have to be super long but it should be very specific. A generic thank you feels like you sent everyone the same note.

A variation on this would be to help your client experience something important to them at a whole new level. Maybe they’ve always wanted to learn how to bake or they love live theatre or professional hockey. Use your connections to get them behind the scenes at a local bakery for a one-on-one lesson or see if you can score them backstage access after a play or game. The key to this strategy is to go beyond just buying them something. It’s the extra effort that really says thank you. That’s gratitude magnified.

Just a final warning – all of your efforts get drastically watered down if you attach any sort of ask or payback to your act of gratitude. This isn’t the time to ask for more business or a referral. Just be grateful and then be quiet.

I think you’ll be surprised at what you hear in return.

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Show a little gratitude

August 30, 2017

I believe that gratitude is a brilliant marketing strategy. I’m astonished at how many businesses give their customers the distinct impression that they’re a little put out by having to sell them something.

You’ve felt it – the grocery clerk who is too busy chatting to actually make eye contact. The phone rep that can’t wait to get off the phone. The sales pro that doesn’t return your calls, even though you’ve told him you’re ready to buy.

It’s annoying and hardly breeds customer loyalty. But gratitude isn’t just for customers. I believe the smart business owner creates a continuous chain of gratitude and not only is it genuine, but it yields incredible benefits.

Here’s how the chain gets constructed. First – you demonstrate your gratitude to your employees. You then give them the tools to extend that same gratitude to your vendors and clients. Then, you invite your vendors and clients to recognize your employees for serving them well.

See how it goes full circle? When you cultivate and encourage the cycle, it just picks up steam and gets stronger and stronger. It’s like a snowball that keeps growing and accelerating as it speeds down the hill. Pretty soon, it’s been woven into your culture and becomes part of your reputation. That’s a pretty powerful brand attribute.

So how do you make it happen? You develop tools for each group of people in the cycle. Let’s start with the employees.

The good news is that this isn’t about more money. It’s about recognition and appreciation. Everyone wants to be noticed for doing a good job. You start by defining what “a good job” looks like. Be very clear in your own mind what character traits you want on your team. Interview for those soft skills and attitudes.

After you hire the right kind of people – train them well. Don’t just train them to be good at their job, train them to be grateful for the clients who bring the opportunities to your company. Help them understand how each client contributes to the bottom line.

Now – start catching them doing things right. This cannot be left to chance or it won’t get done. Create a peer recognition program, where employees can thank each other for going above and beyond. Read the nominations at an all staff meeting or share them on your intranet. Find a way to publicize the kudos they received. Personally stop by their office (or call them if they’re not local) and thank them for making a difference.

What’s the business rationale for this effort? A study of over 1,700 employees conducted by the American Psychological Association (APA) indicated that more than half of all employees intended to search for new jobs because they felt underappreciated and undervalued. Further research on gratitude and appreciation documents that when employees feel valued, they have high job satisfaction, will work longer hours, build supportive relationships with co-workers and supervisors, and are happy to help the company achieve its goals.

On top of all that – they aren’t looking for other jobs. I don’t know about your industry but in my world it’s getting tougher and tougher to find qualified employees. So we want to keep the good ones that we have.

Beyond the employee peer recognition, there are other things you can do. On your employees’ anniversary with your company, why not acknowledge their contributions and how it’s impacted the company? Or send a note home, telling his/her family how they contribute to your organization.

Celebrate your employees and their wins. Be thoughtful, be personal and be sincere. But most of all – be genuinely grateful.

Next week, we’ll wrap up the cycle of gratitude by talking about how you can cultivate that among your vendors and customers.

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Move the barriers with mobile technology

August 23, 2017

For the last couple weeks, we’ve been exploring the seismic shift in marketing that is being brought about by mobile technology and the new consumer attitude of “I want what I want when I want it.”

Fortunately the same technology can help us connect with and serve our audiences in a way that is meaningful to them. We need to remember that this is not about mobile technology. It’s about an evolution in our behavior as the world around us changes the rules of the game. And we need to evolve along with it.

I promised that this week we’d look at some examples of how brands are using mobile technology to solve problems that are creating buying or opportunity obstacles for their customers. Let’s take a look at a few:

Example #1: Mobile apps and alerts. One of the biggest challenges that doctors, pharma companies and pharmacists have is getting people to actually take their medicines on time and as often as they should. Not only does this impact the patient’s health outcomes, but from a business perspective, when people don’t take their meds properly, the providers lose out financially.

The solution? The Care 4 Today app was created by Johnson & Johnson’s pharmaceutical company, Janssen. The patient or caregiver loads all of their prescriptions into the app and when the patient is supposed to take something – they get an alert on their phone.

Example #2: Augmented reality. We’ve all been there. You’re standing in a store looking at something you want to buy but you aren’t quite sure how it’s going to fit with what you already have. This is particularly challenging for big-ticket items like furniture or large appliances.

Ikea came up with a great fix. With their catalog app, you can preview their furniture in 3D, and you can also use your smartphones to see exactly how the digital items will look in your home. After selecting a piece of furniture, you put the catalog itself on the ground, where it behaves like an anchor for the 3-D image of the chair or table. If you need to rotate the chairs so they face the window, you just rotate the catalog.

Example #3: Wearables/mobile apps and video. The scarcest of commodities for most people is time. People are constantly on the go, traveling, working too hard and too long and still wanting to stay healthy. Those are some pretty big barriers.

This is a solution that most of us are already familiar with because we’re surrounded by it daily. Look to your left and to your right. Odds are at least one of them is wearing a fitness wearable like a FitBit or Jawbone Up. Or they might be wearing an Apple Watch. These devices pair up with a mobile app to track sleep patterns, step counts and other health metrics.

One of the smartest aspects of many of these devices is that it creates a community of wearers who can encourage, challenge and coach each other.

As marketers, all the examples I’ve shared with you over the last few weeks should be a sharp reminder that our audiences are now learning that they can expect real time access, obstacle-free experiences and time-saving customized conveniences. A daunting mix of expectations for sure.

But they should also serve to remind us that the opportunity to actually connect and be of genuine value to our prospects and customers has never been more robust. It’s pretty exciting to realize we’re just at the infancy of this new era and we’ll be the ones who get to concept what’s possible and to carve out the new norms.

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Connect to your audience when and where they need you

August 14, 2017

Last week we talked about these facts in terms of mobile technology in our world today:

• 95% of all text messages are read and read within 90 seconds of receipt
• 65% of all email is opened on a mobile device versus a desktop or laptop
• Mobile is now the first screen worldwide – eclipsing screen time on both PCs and TVs
• There are more mobile devices on the planet than there are people

Our new marketing reality is that consumers are now of the “I want what I want when I want it” attitude and we need to be able to connect with them at that level. Mobile was a major factor in creating this new marketplace and it will be a major factor for us as we work to stay relevant and viable to the audiences that matter to us.

Smart marketers will recognize that this is not about technology. It’s about an evolution in our behavior as the world around us changes the rules of the game.

I promised you some examples of how businesses are using mobile to make connections and want to deliver on that this week. Let’s look at a few:

Delivering time sensitive and/or location specific content to your target market

The truth is, people want to hear from brands when they need something. No one is sitting around, hoping to hear from you just because. So why not let them connect, telling you what and when they want to hear from you?

Example #1: QR codes done right. One of my favorite examples of this is how Robitussin does this. In pharmacies right by the huge wall of cough medicines, you can scan a QR code and you’re taken to a mobile website to diagnose exactly which version of their cough medicine is right for you and your family.

Just answer a few questions about your symptoms and voila, they will tell you exactly which of the bazillion versions is the best fit.

QR codes are like the redheaded stepchild of marketing technology because our industry has used them so foolishly without thinking about the audience experience. But Robitussin got it right. It’s actually helpful and using the technology for the right reasons.

Example #2: Geofencing. This is a feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries. Think of it as a virtual barrier.

A great example of this is the Wal-Mart app. When you’re within a certain radius of a Wal-Mart, your phone will push special coupons, price decreases etc. your way. Not as big as Wal-Mart? Imagine being a locally owned chocolate shop with rabid fans. As they near your location, you could push out the flavor you’re sampling that day or your buy a pound of fudge, get a pound free special.

Example #3: Beacons. Beacons are a low-cost piece of hardware that is small enough to attach to a wall or countertop that use Bluetooth connections to transmit messages or prompts to a smartphone or tablet. They are beginning to transform how retailers, event organizers, transit systems, enterprises, and educational institutions communicate with people within a contained space (think exhibit hall, airport, retail location).

Virgin Airlines uses beacon technology at Heathrow airport to connect to their premium fliers with special offers for things like commission-free currency exchanges and directions to a private security screening area.

Apple Stores use them as well – sending notices about in-store events and helping customers expedite their shopping experience.

Next week we’ll explore how brands are using mobile to solve problems that are buying obstacles for their customers.

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The mobile revolution is not about technology

August 9, 2017

The truth is, we live in a permanent technological revolution. Remember when you didn’t have a cell phone because no one did. Granted some of you may be too young to remember that – but the majority of readers are not. That’s a pretty short window. We’ve gone from not knowing what a mobile phone was to 91% of adults have a mobile device within arm’s reach 24/7 in less than 25 years.

And if anything, things are just moving faster than ever, which means we’d better buckle in because we’re on a never-ending roller coaster.

Consider these additional facts:

• 95% of all text messages are read and read within 90 seconds of receipt
• 65% of all email is opened on a mobile device versus a desktop or laptop
• Mobile is now the first screen worldwide – eclipsing screen time on both PCs and TVs
• There are more mobile devices on the planet than there are people

Mobile has become THE place for media consumption. It’s where people connect on social media, it’s where they watch videos, read, search for where they should eat dinner and, based on their apps – renew their prescriptions, pay for coffee with a quick scan or board a plane. And that’s child’s play compared to what is coming next.

But the important thing for us to recognize from a marketing point of view has nothing to do with the devices. The real mobile revolution is about our behaviors and choices, not the device of the day.

This technology has changed how consumers behave. They are less patient, more demanding, have higher expectations and a lower tolerance for any sort of delay, disappointment or lack of options.

Forget millennials or baby boomers. We’ve become the IWWIWWIWI culture.

The “I want what I want when I want it” attitude is evident in how we consume today. Wait for a TV show to actually be on TV? Forget it. I’ll watch what I want, when I want and I will binge watch as many episodes as I want on whichever device I want. Wait a week for you to get something in stock? I don’t think so. I’ll just order it on Amazon and I’ll have it tomorrow.

A global survey asked respondents to assign a value to their smart phone and the average consumer came up with an implied value of $6,000. Which makes perfect sense, given how we’ve come to rely on the super computers we carry in our pockets every day.

Those are the consumers we’re trying to reach and sell to every day. How should we be taking advantage of this mobile revolution to win the loyalty and buying dollars of these consumers?

As marketers we can and should be using mobile to:

• Deliver time sensitive content to audiences
• Reach out to audiences with location specific information and offers
• Solve problems for key audiences at the exact moment/location they need it
• Create community around a passion or cause or shared need/experience
• Develop a deeper, more meaningful experience or connection
• Accomplish tasks in a faster, easier and better way

One of the realities of this new world is that what used to be unattainable for the average small to mid-sized business is now well within your reach, both in terms of access to the technology and affordability.

Over the next couple of weeks, we’ll look at some of the ways mobile is being used today to connect with consumers, build brands, and drive sales. We’ll look at B2B and B2C examples that are leveraging everything from SMS texts, QR Codes, augmented reality, mobile apps, location/GPS technologies and much more.

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Be helpful or be gone

August 2, 2017

Last week, we explored the idea that email marketing is about earning the audience’s permission to keep talking. I suggested that there were two equally important elements – intent and content – that had to be in sync if you want to stick around in someone’s in-box. Now it’s time to talk about being helpful.

As I said last week, “Intent is really about respect and a genuine desire to help. When we prepare an email campaign, we need to ask ourselves if we’re truly being respectful of the receiver’s time and attention. Yes, of course we want them to become a customer or if they’re already a customer, we want them to buy more. But we have to trade them something of value in exchange for that consideration.”

The something of value is all about the content.

The concept of content is not new. Smart businesses have long understood the idea that if they were helpful before they asked for a dollar, they could earn the trust of the prospect.

What is new is the wide array of places and ways we have to distribute content. Back in the day, we might have a printed newsletter, an 800 number for customer service or demos in our stores.

Today we have websites, email newsletters, eblasts, podcasts, infographics, forums, guest posts, blogs, digital magazines, and that’s just scratching the surface. Suffice it to say – we have lots of ways to be helpful.

Odds are you’re being inundated with “helpful” content every day and odds are, you ignore most of it. Guess what? Your prospects are behaving in exactly the same way. So how do you break through that clutter and actually help?

Don’t just tell. Lead as well: Content that not only informs but also tells your audience what to do with their new knowledge is incredibly valuable. Most content producers fall short here. We tend to spew facts but rarely offer direction, insights or warnings. Use your knowledge to guide.

Be available if they need to know more: When you create great content, sometimes it leaves your audience wanting more. Their natural inclination is to turn to the original source – you. Be available. Include your email address or phone number and invite comments and further questions.

Eliminate fluff: Time is everyone’s most scarce resource so do not waste it. Tell them what they need to know. I’m not saying eliminate context. Context adds value. But filler and fluff just gets in the way. Be a tough editor of any content you create.

Discriminate: The worst content is content that is intended for everyone. The more you can hone in on your most important audience and only that audience – the better your content will serve them. Your goal is to be irrelevant to the masses and indispensable to the few that you actually want to attract and build a relationship with.

Connect the dots: Odds are that what you sell is complicated and it’s not as simple as walking up to a shelf and selecting the exact right choice. But for content to be effective, it has to be served up in bite-sized pieces with an occasional full meal tossed into the mix.

That means it’s difficult to tell the whole story with any one piece of content. To truly be helpful, you need to help your audience connect the dots between bits of information. With links, “if you enjoyed this” guides and organizing your content in a way that allows people to follow the bigger picture.

I know you care about your customers and prospects. Show them how much by creating content with both the right intentions and genuinely helpful information. It’s the least you can do and they’ll reward you with their attention for a very long time.

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Earning Your Spot in their Email In-Box

July 26, 2017

Weird as it sounds, with all of the new technologies, email seems almost old school today. It’s been around for decades and much like other mature mediums, we value and loathe it at the same time.

Part of the loathing comes from the daily experience of being barraged by emails we didn’t ask for, don’t want and that offer no value.  We all suffer from email fatigue.  What the senders forget is that they’re in the receiver’s in-box because they were invited in and have been granted permission to stay.

Until they’re not. Email us too often, or email us nothing of value and you’re quickly asked to leave, either through the unsubscribe link or simply by being ignored.

And yet for most of us, there are some emails we look forward to receiving and when we get them, we actually go out of our way to read them.

What’s the difference?

I believe it’s both intent and content.  When you get those both right, the receiver will not only allow you to stay but actually be open to considering that next action (click on a link, sign up for the webinar, learn more about your product or services, etc.) you want them to take.

Intent is really about respect and a genuine desire to help.  When we prepare an email campaign, we need to ask ourselves if we’re truly being respectful of the receiver’s time and attention.  Yes, of course we want them to become a customer or if they’re already a customer, we want them to buy more. But we have to trade them something of value in exchange for that consideration.

Are we offering them something of value in terms of insights, information or even a reminder of something important?  A realtor sends me an email every month and at the top of the email is a “don’t forget tip” reminding me to do something around my house.  It’s usually something simple like “change the furnace filter every 30 days.” Do I already know I need to do that?  Sure but the reminder often triggers me to do whatever he’s reminding me to do.

I’m not in the market to buy a house right now but I give him permission to stay in my in-box because he’s actually helpful.  He’s also smart enough to know that if he keeps earning the right to email me, then when I finally am in the market for a realtor to help me buy or sell a home or when one of my friends asks for a referral – he’ll be top of mind.

Another aspect of intent is how often are you asking me to pay attention to you?  I am happy to get his email once a month.  If he started emailing me a couple times a week, I’d unsubscribe in a hurry because the value proposition wouldn’t be there for me.  The frequency of your emails shouldn’t be about how frantic you are to sell something but instead; it should be based on how or why you’re being valuable.

I get an email every evening from a company that analyzes the day’s market activities and talks about how the day’s changes will impact what’s going to happen tomorrow.  That information would be stale/less helpful if I received it once a month.  So again, their timing is about me, not them.

Intent is about putting the audience first and being valuable before you ask for anything in return. That makes it much more appealing to envision hiring you down the road.

Next time, we’ll explore the content side of this equation so you can get them both correct every time.

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The reviews aren’t good

July 19, 2017

In the “good old days” when a neighbor or work colleague told you how much they enjoyed a nearby B&B, movie or restaurant, it mattered.  Word of mouth has always been one of marketing’s most potent weapons.  Today – we have word of mouth marketing on steroids with online reviews.

Interestingly, in a wide range of surveys examining the effectiveness of online reviews, the data is pretty telling. Depending on the research, somewhere between 84-90% of us trust online reviews as much as a personal recommendation.

Nearly 9 out of every 10 consumers has used online reviews to influence a purchase and about 40% of us use them on a regular basis as part of our buying process. Most people read between 6-10 reviews and they usually read the most recent reviews first.

Why do we give perfect strangers the same credibility score as our neighbors and friends?

• We believe in the aggregate. One bad review suggests a fluke or someone had a grudge but when there’s a pattern, we’re willing to believe the crowd.
• We assume that the reviewers are people like us who have no axe to grind but just want to be helpful.
• We give more credibility to the “average Joe” than we do to marketing or corporate speak. In other words – I want to hear what other people say about you, not what you say about yourself.

Given both the number of consumers who rely on online reviews and the level of trust they put in them – it’s not something businesses can ignore.   And this isn’t just about restaurants or hotels anymore. Whether you’re a dentist, restaurant, ad agency, professor or an insurance agent – between Angie’s List and all of the specialty lists out there – everyone is being rated.

Interestingly – businesses seem to be adopting the head in the sand approach to bad reviews.  Even though almost every rating site will allow the proprietor to respond, very few do.

That is a huge missed opportunity. Every business owner, CMO etc. should be tracking where their business is being rated and monitoring those ratings.  While the ideal is that you’d respond to all the reviews (odds are there are not that many), you should at the very least react to the negative ones.

Here are some best practices for responding to negative reviews.

• Apologize. Use the words “I am sorry” to acknowledge that they had a bad experience, even if you don’t believe it was your fault.
• Refer to them by name if you can.
• Identify yourself by name and title so they know who is responding to them.
• If there really was a problem – don’t sugar coat it. Admit that you blew it and what you’re doing to make sure the next guest does not experience the same thing.
• After your initial response, if they reply – take it offline. While you want everyone reading the reviews to see that you care, you don’t need to play out the entire conversation online.
• If you feel like you can win them back – offer to compensate them in some way. And no, this will not encourage a bunch of people to leave bad reviews just to get a coupon or free meal from you.
• Talk like a human, not a corporate committee. Use conversational language so they know there’s a human being behind your comments.

No matter what you do – ignoring negative reviews is not an option.  They are too influential to your prospects and when they go unanswered, they’re taken as gospel and can chase away potential business. So settle in and try to make some lemonade out of those lemons.

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