There are general review sites, which we'll discuss in this video, including Yelp, Google TripAdvisor and CitySearch. They're also nice but you're going to want to explore that in relation to your own industry. A mix of reviews across several sites is always a wise business move. However focusing on building up the most important sites to you is going to be central to your business success.
- [Voiceover] In the review space you have many review sites, including Yelp and Google, as well as new sites for many industries, including ones for retail and ones for insurance. Each of them is different. Each of them has their own system, and each of them, potentially, you want to be paying attention to. And it's not just about being on one site, you want diversity. You want to show potential customers that you're present in a range of review locations. One question to ask yourself is, which sites do I need to be on? And there are cultural differences to consider.
For instance, in California, Yelp is huge. For hotels in particular we can see Trip Advisor gets a lot of attention. It has its own reviews and bookings eco system. In fact, from my research, there was so many businesses located all over the planet who are asking people to leave reviews on their Trip Advisor's page. For the fine dining end of things, Open Table is one of the places people tend to go, but it seems largely to be based in the U.S. And of course with Facebook, people use the checking in feature as well as reviews, especially for the local type pages, and Facebook has a huge database of businesses that have already got pages, and with all those potential customers, it's definitely one to watch over the coming years.
One of my own specialties is all things Google, and with Google we know more searches happen on www.google.com than anywhere else, and they're really building out the reviews platform using Google Maps combined with Google search, and people like Jay Baer. in his book, Hug Your Haters, which is about customer service, including reviews, but also about Google being at the front in the future. He says that, "Will Google reviews ultimately become "the most important reviews of all? "I wouldn't bet against it." If you want to start understanding any particular ecosystem, the best way is to use it as if you were a customer yourself.
Every time you visit a restaurant, bar, or start using a local designer in your area, have in mind that you'll leave a review for them. This will enable you to understand from a customer viewpoint developments and the importance of a particular review site. When it comes to Google, focus your attention on google.com as well as Google Maps, particularly on a mobile device. One of the things you're going to increasingly find is the ability for people to search, and then filter their results based on the rating itself.
Looking here at some search results for restaurants in San Francisco, you can click on the drop-down next to rating and then select only results that have two star, three star, or four star and above. This will mean that only businesses that have a good star rating as an average, will appear in the filtered results, and you want to be there. When we are talking about these different places, no matter where you go in order to start building them up, the principle is the same.
You want to have many people saying positive things about you. This is about volume and quality. And this is probably already happening in your industry, and across several review sites. So it's time for you to take control of you listings. From there, you can work out a solid plan that will enable you to dominate review sites with all the positive things that people have to say about you. Including, very often, adding their own photos as well as reviews.
With sites like Google and Yelp in particular, this is about community building as much as it's about any individual transaction. You have a great opportunity to find your fans when people are sharing publicly, their opinion about you. The question to ask yourself is, which are the most important sites to get listed on, and then go and set them up.
- Why you can't incentivize (pay for) reviews
- Claiming your listings on different review sites
- Understanding Google reviews
- Using Yelp to get more reviews
- Setting customer service goals
- Asking customers for reviews
- Handing out review cards in store
- Replying to customers
- Dealing with fake reviews