The first rule of managing your inbound marketing is to remain responsive to your online audience. Google, social media platforms, Yelp, Foursquare and trade related review sites make sharing feedback about your business really simple online nowadays. You need to be encouraging people to leave their comments for others to see and share at any available opportunity. Go out of your way to ask for feedback and provide links to your preferred platforms. If negative comments are posted, be sure to respond to them in a timely fashion. This means scheduling in time, daily to check what people are saying about you. If you messed up, be up front about that and apologise immediately and be seen to be putting things right publicly. You want to head off further criticism and even score points for great customer care.
If your webmaster has linked your website to Google, customers searching for your service or product may show your company in the results ahead of others in your locality if you have good reviews there. Any recent uploads of images also will count towards ranking your company higher than your competitors, helping you attract more custom.
Any negative reviews are difficult to account for in terms of custom lost, so minimise the damage by showing you care and are taking on board criticism to improve what you do.
This simple daily practice of monitoring social comments and input should take no more than ten minutes and be part of your wider inbound marketing strategy of maintaining a positive reputation and being seen to be responsive. People will notice and credit you for it.
The key is being prepared for the unexpected with your inbound marketing strategy. In an age where marketing messages are two way, your audience can wreak havoc on your reputation. Marketing strategies which account for risk mean being prepared to acknowledge explicitly and publicly when mistakes have been made and being seen to go all out to make things right with your customers. Audiences will forgive mistakes and welcome good after support online. You can be sure that industry commentators will notice too and having them accommodate glitches with understanding will protect your reputation and ultimately continuing revenues. On the upside, online reparations can create opportunities to really connect with your customers and even build loyalty.