Building Your Online Reputation
In the past, dental practices relied on satisfied patients to spread the word with their friends and acquaintances. Today, more and more patients are going online to share their experiences with friends and many others they don’t even know. While reviews have been online for several years for books, electronics and sellers on eBay, reviews are just gaining hold for local service providers. This is an important developing area of the internet that makes sense to cultivate. While what others were saying about your practice was fairly invisible in the past, now word of mouth is online and visible for years.
Following are some excerpts from an October 2, 2009 Wall Street Journal article by Raymund Flandez that suggest some tips for improving your online reputation.
Three Best Ways to Improve Your Online Reputation
By RAYMUND FLANDEZ
These days, a great danger lurks just a few clicks away: the online review. By Googling your company’s name, anyone can read and track your business’s performance – including missteps, poor service or less-than-stellar products.
Protecting your company’s reputation is now a 24-hour vigil. Negative reviews – whether they’re merited or not – can turn away potential customers and vendors, and reflect badly on your company’s brand.
The good news is that small-business owners can be proactive in securing positive reviews by asking satisifed customers to share their experiences. But what if it’s already too late?
Here are the three best ways to improve your online reputation:
1. Reach out immediately to dissatisfied reviewers. Their negative comments don’t need to be the end of the conversation. Small-business owners should attempt a dialogue, experts say, as complainers might improve the review or take down the post. Oguz Ucanlar, president of SpaForever LLC in Chicago, managed to turn around bad reviews on Yelp.com by contacting the aggrieved posters. He apologized, explained the situation and offered the reviewers discounts or a free massage. The result? One bad review was deleted, and the spa’s overall rating went up. “I take it really seriously,” he says. It also helps that Yelp now allows business owners to respond publicly to any customer comment, giving others a window into how the business treats its most finicky customers.
When a bad review surfaces, an apology goes a long way, says Lisa Barone, co-founder of Outspoken Media Inc., a Spring Hill, Fla., Internet marketing company. “Most people just want to be heard,” she says. “They just want to know you’re listening and you care, and that you’re going to try and fix it.”
Keep in mind that a negative review can sometimes be helpful. Case in point: an online customer of Nationwide Candy LLC of Albuquerque, N.M., complained after she received the wrong bubblegum product. Turns out, the candy wholesaler had posted an incorrect image on its site. “It just casted a bad image on us,” says Ken Hanson, its general manager, who immediately corrected the error.
2. Flood search engines with content you can control. Use digital media’s reach to your full advantage, says Evan Bailyn, founder of First Page Sage LLC, a New York search engine optimization company. Mr. Bailyn says he often helps clients put “good publicity on top to knock bad publicity off the first page” of search engine results. To do that, he suggests releasing press releases through prnewswire.com or pr.com and building Twitter, Facebook and YouTube accounts since these social-media sites show up high on search results. “The overall strategy is inundating the Google results with as much good or neutral content as possible so that the bad seems like an anomaly,” Mr. Bailyn says.
3. Appeal to bloggers to review your company or your product. Getting others to weigh in can be an effective way to generate neutral or positive reviews to counteract negative ones. Influential bloggers in your niche market can bring instant credibility to a company. If you already know bloggers in your industry, read or reach others by simply scanning their blogrolls, a handy list (typically placed in the sidebar) of potential contacts. Alert them to news about your product or service as a first step in building the relationship.
For your dental practice, one of the ways you can take control of your online reputation is to invite your satisfied patients to provide reviews. This is easy to do with a simple e-mail invitation that includes a link to your listing on a site such as Google Maps or Yahoo Local where they can write a review. ProspectaMarketing assists dentists with this by building their local online listing with helpful information about the practice and then providing e-mail templates that can be sent to their patients to write reviews. It is easy to implement and just requires some ongoing attention and effort.
Some dentists have concerns about the lack of control over reviews. The best defense is a well-run practice. However, even the best practices may have a dissatisfied customer from time to time. One doctor of an excellent practice had a dissatisfied patient who wrote a negative review and had her husband write a negative review as if he were a patient also. After a phone call to discuss their concerns, they agreed to remove the reviews. Sometimes just showing you hear them and will resolve their concerns will resolve the problem and maybe even create greater loyalty.