Building a business is like building a house — you must pay attention to the little details while ensuring the foundation and framing are solid. Negative comments can stunt growth and leave a bad impression. Knowing what to do when faced with negative online PR can improve your brand image and show potential customers you care.
Have you ever noticed that some companies seem to attract positive comments and mentions? Beneficial branding is intentional. You can improve bad reviews and turn negatives into positives by focusing on a few aspects of your online presence.
Tweak Your Website
Digital PR is a cost-effective way to improve your business’s reputation. A well-designed site centers on keywords the target audience will most likely seek. You can also use specific features to show authority and showcase positive attributes like tools that tie into the services and products you offer.
The “about” page should explain the company’s mission so others can get behind what you do. If you offer guarantees on products or services, share that information on the website. A testimonial or review area is a must. It shows you have happy customers who value what you offer.
Use Social Media to Drive Engagement
Modern social media offers companies a personalized method of engaging customers, and businesses must utilize a strong and positive social presence if they hope to attract and retain customers. As more than a fourth of customers lose trust in a brand after encountering negative social media feedback, the image you project on your social accounts is a vital piece of customer acquisition and retention.
Those who follow you may be longtime clients or interested in doing business with you. Take the time to post helpful content that solves their pain points and shows what you’re capable of as a company. If someone blasted you in a review on a site like Facebook, adding a response on the same platform can show that you care what people think.
Make sure you’re monitoring social media sites for mentions. You can also combat the negatives by highlighting the positive reviews and comments. The more you respond, like and push up the positive comments, the less likely potential customers will get bogged down in the scathing ones.
Personalize Customer Service
Although many brands are turning to artificial intelligence (AI) to improve customer service response times, a personalized touch can make all the difference in how consumers feel about your brand. Send surveys and pay attention to customer requests. A few positive experiences can counteract negative PR.
Respond Immediately and With Transparency
Your response can make or break brand reputation when dealing with negative PR. Have a plan to respond immediately to any comments on social media or negative reviews. Embrace transparency.
You’ve likely noticed some brands will attempt to take a negative comment on social media to direct messaging. Customers feel this is you trying to hide something and not be upfront. Have the discussion, within reason, in full view, including your resolution.
Embrace the Power of User-Generated Content (UGC)
What others say about a brand significantly impacts how consumers view it. Be proactive and get some buzz going about how great you are. UGC is one way to show that you have loyal fans who will sing your praises and can come in the form of testimonials, reviews, videos, social media shares and blog posts.
One user survey showed that 40% of shoppers believe UGC is an extremely important component on their path to making a purchase. Tap in to the power of reputation management by adding a few different types of UGC to your website and social media marketing efforts.
Negative PR Can Be Positive
When you first see a detrimental comment about your brand, the response may be to panic. However, consider every negative PR piece a chance to turn things around. Such conversations give you insight into what drives customers, and you can use the opportunity to show your brand cares. Do whatever it takes to ensure customer satisfaction and turn negative PR into positive marketing experiences.
