Updated: Jan 15, 2021
by Alyx holder
We reviewed a few things you can do to add personality to your business. Start by using person-focused imagery on all platforms, take the time to highlight your staff, and get over the fear of using Facebook & Instagram live. Combining all of these efforts, along with the remaining tips below will definitely make your business more personable.
4. Use Conversational Language in Your Site Content
If you are in a field with high specific language and you want a website that is accessible while promoting your industry knowledge, white papers, studies, and press releases may be your place to shine. Though these pieces should still be consumable by your chosen audience, in certain cases it is reasonable to assume a certain level of knowledge. Emails to others in the industry and potential partners can highlight your value AND be easy to digest.
5. Respond to Comments and Reviews
Social media comments and online reviews can be rough, but it is important not to ignore them. Doing so will give your customer base the impression that you don’t actually care about their feedback or opinions, which can be especially detrimental when it comes to complaints and concerns. If these comments and reviews are left unaddressed they can deter new clients and cause serious damage to your overall online reputation.
Instead, use social media and online review platforms like Google My Business as another way to connect with your audience. Respond to all reviews as promptly as possible, no matter how good or bad they are. How you respond may be up for debate, but make sure to maintain a sense of professionalism. When you do respond, be sure to thank the reviewer for taking the time to leave one-- yes, even if it is negative! This may help to diffuse any potential tension and hostility and provide a sense that you are open to their feedback and rectifying the situation if necessary or possible.
Keep responses to negative reviews short and the point: encourage the user to reach out to you directly for assistance or to get more information about the situation. It may also be a good idea to make a comment about your commitment to customer service or the like. This way, anyone who comes across the review in the future sees you addressed the issue, the complaint does not reflect your quality of service, and they feel more comfortable giving your business a chance. Do not engage in online arguments with reviewers or stoop to behaviors like name-calling or blame-shifting. If a comment or review is blatantly false, defamatory, or abusive toward your business or others in your online community, report it, and block the user from future access to your profile.
For positive reviews and comments, longer responses can help to boost their positioning on review boards so future visitors see them first. Be sure to thank the reviewer for their kind words and patronage and encourage them to return. This is also a good opportunity to talk about your commitment to providing high-quality products and/or services. While you don’t want to seem too self-promotional, a sentence or two is fine. Good reviews are essentially free advertising, so feel free to use them for ads, blog content, and anywhere else they may be useful.
These guidelines extend to the comments under your posts and for online questions, too! While you may have a FAQ section on your website or social media profile, not everyone will see it. Make sure to answer any questions you receive about your offerings; otherwise, you run the risk of losing a customer to a competitor who was more present and available to respond.
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