How do you choose the best reputation management company? Here are the details to consider when selecting software or a service.
*Originally posted on December 21st, 2023 and updated on August 15th, 2024.
Most people rely on friends and family for recommendations on the best restaurant for dinner, a landscaper to help take care of their lawn, or a contractor to assist with home improvements.
But, if you find yourself in a new area or traveling without a reliable network, you might need to look elsewhere for guidance. In this case, many consumers turn to online reviews for insight.
75% of consumers ‘always’ or ‘regularly’ read online reviews when browsing local businesses. Customers trust their peers, and if you haven’t been paying much attention to your company’s online reviews, it’s time to make them a priority.
This is why businesses of all types need to have a strategy in play. Whether you’re using reputation management software, a service, a platform, or even doing it yourself - you absolutely have to be attending to customer reviews.
In a word, “yes”. Review management isn’t just important when it comes to showing prospective customers that you’re the real deal. Online reviews also play a huge role in determining your company’s ranking in local search.
Businesses that accumulate more reviews, respond promptly to feedback, and consistently engage with their customers are likely to achieve higher rankings than those that do nothing.
Whether you’re a small business or a major enterprise, review management should be a critical component of your company’s long-term growth plans.
If you're shopping around for the best reputation management company, we have some recommendations to help focus your search.
Formula to identify the best vendor for your business:
As an aside - while it may be tempting to handle reputation management in-house when doing so, you’ll spend more time, money, and resources training an internal team versus outsourcing review management activities to experts.
Let’s cover some of the criteria to keep in mind when researching review management companies so that, when the time comes, you’re well-positioned to make the best decision for your business.
Every business is different. A strategy that works for one won’t necessarily work for all, so take a moment to determine the primary goals of your reputation management package.
Are you mainly looking for a review monitoring service that will free up your company's time and resources? Do you want to focus on building your online presence with more reviews, utilize the software to improve customer satisfaction, or employ social media reputation monitoring?
Reputation management is a strategy that can encompass all of these objectives. By analyzing your business size, goals, current strategy, and industry, you will be equipped to choose a reputation-monitoring service that fits your needs.
Are you mainly looking for a review monitoring service that will free up your company's time and resources? Do you want to focus on building your online presence with more reviews, utilize the software to improve customer satisfaction, or employ social media reputation monitoring? Reputation management is a strategy that can encompass all of these objectives. By analyzing your business size, goals, current strategy, and industry, you will be equipped to choose a reputation-monitoring service that fits your needs.
Not all reputation management firms are created equal.
When researching the best reputation management companies, you should look for one who specializes in your industry.
An industry expert possesses in-depth knowledge of the specific challenges, regulations, and customer expectations within a particular sector. This understanding allows them to tailor review management strategies more effectively, ultimately leading to better online reputation management and improved customer relationships.
While Google is the king of online reviews, different industries will have market-specific review platforms. An expert will know which sites are most relevant and influential for a particular sector, ensuring efforts are focused where they matter most
The best reputation management software will have a centralized platform that supports real-time monitoring and alerts of reviews, mentions, and social media activity. This allows you to receive and respond to customer reviews from multiple sites almost instantly.
It also enables quick responses to potential issues before they escalate into crises. Automated alerts can notify teams immediately when negative content appears, allowing for rapid intervention.
A centralized platform will give you a holistic view of customer reviews and interactions, making it easy to compare your brand image across multiple sites. This comprehensive view is critical for understanding the overall health of a brand's online reputation.
Performance tracking and reporting are fundamental components of an effective online reputation management strategy.
The best reputation management software will have performance tracking that can monitor review volume by department, site, and rating. By regularly reviewing performance data, businesses can identify what’s working and what isn’t, allowing them to refine their reputation management strategies over time.
Detailed reporting provides insights into the customer experience, highlighting what customers appreciate and what needs improvement. By understanding these aspects, businesses can tailor their services to meet customer expectations.
If you do your homework, you’ll quickly be able to tell whether or not a review or reputation management company will be able to help you reach your business goals.
See if the vendor has published any case studies that show off their work with previous clients. If any of the case studies highlight companies that are similar to yours in terms of industry, size, or review management goals, this is a great starting point.
Review management vendors who are experienced in producing results for businesses similar to yours will be well-equipped to understand your particular review management needs and deliver personalized solutions.
That said, the review management motion is largely the same for any local business that benefits from reviews on Google, Facebook, and industry-specific sites. The strategies will vary somewhat for technology companies or e-commerce companies.
If you ask, a review management vendor should also be willing to connect you with its customers. Hearing glowing feedback from businesses about their experience with the vendor will give you peace of mind before signing on the dotted line.
The best reputation management companies will already display customer testimonials on their websites. You want to find a reputable vendor who is proud of their products and performance.
On the flip side, there may be cause for concern if a company doesn't want to connect you with their customers. Steer clear of the vendors that are hesitant to discuss previous client engagements, and instead narrow your search to the vendors that are proud to discuss their achievements.
Additionally, see if the review management vendor has published any statistics about how they’ve been able to affect real change for their customers.
Statistics regarding review volume, negative sentiment, review response time, conversion rates, and outsourced review generation services may shed light on a provider's ability to deliver tangible results for your business.
As your business grows, your online reputation management needs will evolve.
Therefore, it's essential to choose a review management company that can scale with your business, without compromising on quality. Consider whether the vendor can handle an increasing volume of reviews and adapt their strategies to meet your changing needs.
Scalability ensures that your review management efforts remain effective as your business expands, and can save you time and expenses in the long run.
A negative review or spam event can easily spiral into an online reputation crisis. How you respond to the event could potentially strengthen or erode customers' trust in your business.
A seasoned online reputation agency will be prepared to respond swiftly and decisively, mitigating the immediate threat and preventing further damage. This rapid response is crucial in controlling the narrative and demonstrating to customers that the company is proactive and trustworthy.
Good services likely come from good people. It sounds straightforward, but many businesses will partner with review management vendors based solely on their range of services and experience without considering whether they are a good fit.
A robust review response strategy requires ongoing maintenance and optimizations, which means you’ll be working with your vendor frequently.
Real people. No templates. Learn Widewail's approach to review response: here.
Vendor personnel should be easy to get along with, open to suggestions and collaboration, and experienced in serving clients in similar industries to yours.
Yes, it’s important to cover tactics, technology, and strategy. But, equally important is the need to get a feel for the vendor’s client relations style.
It is also essential that a company only uses ethical practices to monitor its online reputation. Strategies such as link spamming, astroturfing, buying fake reviews, and using spam bots may show initial results, but can ultimately harm your reputation, sometimes leading to a permanent ban by search engines or legal trouble with the FTC.
Vendor costs will inevitably factor into your decision. As with most things, you get what you pay for.
Reviews are both a public medium and a direct line to current customers. An outsourced reputation management company should be able to provide the same level of service available in the store, plus review expertise to add to your staff's skill set.
Save yourself the trouble and partner with a reputation management company that strikes the perfect balance of cost and value for your business. Determine your budget before exploring vendor options and be clear about what you hope to spend and the results you aim to achieve.
It’s important to compare strategies before choosing an online reputation management service, so price out how much an internal program could cost.
Make sure to include training and turnover in the estimates. There’s no average on how much review management vendors charge for their services. You could spend anywhere from $100 to $1,000/month. It all hinges on the needs and expectations of your business.
Every business is unique, and a one-size-fits-all approach to online reputation management is rarely effective.
During your evaluation process, ask potential vendors about their ability to customize their services. Can they adapt their strategies to align with your brand voice and values? Are they willing to adjust their approach based on your feedback and evolving needs? Look for companies that offer a comprehensive range of services tailored to your business, such as review generation, review response, and listing services. Flexibility is crucial, as your business requirements may change over time.
Quality review management companies will also offer flexible pricing models that match your size and level of review activity. Customization and flexibility are key indicators of a vendor's commitment to your success.
Outsourcing doesn’t mean you shouldn’t be involved in the work. Quality review management comes from continuous engagement and analysis.
Your vendor should continually be producing new reviews and ensure timely responses to those reviews. But they should also provide you with updates and be available to chat when you have questions.
Your vendor should be keeping you in the loop with all updates or changes to your strategies, but you should also take it upon yourself to ask questions, make suggestions, or request more information whenever necessary.
The best vendors will take a hands-on approach. This applies to both the solutions and customer support.
A people-powered review management service excels at aligning with its clients' particular needs and providing personalized support every step of the way. Ensure you won’t be in the dark with your vendor when it comes to the services you pay for.
To help further, we’ve put together a Buyers Guide — tools and frameworks you can use to make the best buying decision for your business.
Here are some highlights:
Vendor Scorecard:
Feature Comparison:
Budgeting Resources:
- Jake, Marketing
*Originally posted on December 21st, 2023 and updated on August 15th, 2024.
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