During the monthly marketing roundtable that I host in Atlanta, a discussion arose on the topic of managing a company’s online reputation. One group member gave an example of a company that has more than 200 negative reviews on a single review website. The question was posed, “How can marketing and PR help a company recover from so many bad online reviews?” The short answer is—it can’t.
How many times have you been told by a marketer that you must “tell your company’s story”? One of the recent trends in marketing is for companies to “tell their story.” While there is nothing wrong with telling your company’s story, it may not be enough to truly connect with your customers, especially in the B2B world where purchases are largely transactional and unemotional. A more powerful strategy is to give customers their own story.
Is your B2B company offering incentives to customers for online reviews? If so, you could be doing more harm than good. The most frequently used online review sites, such as Google+ and Yelp, have policies that discourage businesses from offering incentives for reviews. You might be wondering if these policies actually have teeth. As many businesses have found out the hard way, they do.