How to Improve Your Business Reputation for Free
As a small business owner, your reputation is everything. It will make or break your business. Warren Buffet understood the value of a good business reputation when he said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
But protecting your reputation in the days of social media is hard. According to the White House Office of Consumer Affairs, an unhappy customer will tell between nine to 15 people about the incident. This number gets amplified when they choose to do it in a social stream. Sometimes it’s not even anything your business did wrong.
How about this TripAdvisor review?
Can someone please get on that?
Sure, we may snicker about some of those bad reviews but when they happen to your business, they’re not funny. So what do you do if your reputation is in need of a little help?
Don’t worry. We have a list of things that can help those minor blips in the road. However, please note these won’t solve major PR problems but they are a start.
Volunteering is the easiest way to build your reputation, and there are so many different volunteer opportunities within your community. You can volunteer on a committee, volunteer with local charities, or volunteer in a leadership role. Speaking of, if you’re looking for a volunteer opportunity involving business...
According to the Shapiro Study, customers who know that a small business is a member of the chamber of commerce, say they are 49% more likely to think favorably about it and 80% more likely to purchase goods or services from the company in the future.
Let’s face it, if your employees are unhappy, they won’t actively promote your business because they don’t feel like a valued part of it. In fact, truly unhappy employees could be spreading more negativity than you realize if they complain to friends and family about you and your business. Find ways to show your employees how much you value what they do.
Or really any team. If you have a lot of kids (and most kids playing sports have parents or guardians with purchasing power) in your community, a great way to be more involved and promote your reputation at the same time is to give back to children. You can also organize adult league games to get others participating and having fun in your community.
When kids hear how cool it is to be an entrepreneur, they will go home and tell their parents and friends all about your business.
Responding to emails, social media posts (good or bad), customer concerns, and questions might be time consuming, but it’s free. It will also increase your customer retention rate. Even if they aren’t happy with the product, they will appreciate that you wanted to make it right.
You don’t always need to have a booth or be selling your products to attend events. Simply attending the event shows that you are supporting people and causes in your community.
Know that not every customer is going to be 100% satisfied. Address bad reviews in a courteous and helpful way, without being defensive. Having said that, I’m not sure how you get less sand on a beach short of ordering up a hurricane (see review at the top of this article). In that case, you may just want to thank them for their suggestion and tell them that many people use baby powder to keep sand stickage on the body to a minimum. Add value. Be helpful.
Ask for Feedback
Ask your fellow business owners and friends to critique your Facebook page, website, and/or storefront. Be open to the feedback they provide, and make any necessary changes that fall in line with your ideal audience.
Don’t Share Anything Controversial on Facebook (or the Internet)
Even if you have strong opinions on a subject, it is much better to keep those to yourself to avoid possibly offending a group of your customers. Your business Facebook page needn’t be all business all the time, off-topic entertainment often gets the most shares and interactions. However, no matter how funny, posts about politics, religion, sexual orientation, ethnicities, and other sensitive subjects are best left off social media. If you’re wondering if it’s appropriate, always err on the side of caution.
Partner with the Local Newspaper to Write a Human Interest Piece on Your Business
Don’t be afraid to ask to be interviewed in the local paper. Creating a good relationship with the local newspaper is a great way to build your reputation and they’re always looking for angles. Just make sure your pitch is not an advertorial. They want human interest and your next sale doesn’t qualify.
Even if the local paper isn’t interested in your story, your customers are. So make sure you share it.
Keep Your Word
Really, this isn’t just a business lesson, it’s a life lesson. Do what you say you are going to do, and people will notice. Go back on your word, and people will notice that, too. No one wants to work with someone they can’t rely on.
Remember, a positive reputation is your business’ backbone, and these suggestions won’t cost you anything but your time!
Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and WritersWeekly. She is a regular blogger at Frankjkenny.com and the Event Manager Blog.