If you don't like what people are saying, change the conversation. - Don Draper
This line straight out of Hollywood may seem glib, but it carries a lot of truth.
People will still buy products with bad reviews. Bad reviews alone can’t kill a product. Just look at all the best sellers on Amazon with thousands of bad reviews.
Changing the conversation can be simplified as making your good reviews more prominent. So how can you do this? Here are three different ways to control the narrative around your store:
Use social media
Share the good experiences people have had with your company on your social media accounts. Social proof gives your customers a mental shortcut they can use to decide whether they can trust you or not. This is one of the best ways to counter negative reviews and build a positive reputation.
92% of consumers are more likely to trust non-paid recommendations than any other type of advertising.
85% of consumers think that online reviews older than 3 months aren’t relevant.
88% of consumers trust user reviews as much as personal recommendations.
Keeping your social media outlets updated with recent reviews is a powerful way to control the narrative around your store. Finding ways to get people to leave reviews will increase trust between you and your customers while also improving your credibility as an online store.
Use video testimonials
Videos continue to be the most powerful format for testimonials. However, it’s incredibly easy for people to tell who’s a real person speaking candidly about a product and who’s a paid actor. Try and get candid reviews of your store from people who visit on a regular basis. You can offer your customers incentives in exchange for their time.
Video testimonials are powerful pieces of content you can post on YouTube, share on social media & rank in search engines. A video testimonial is one of the best things to have pop up when people search for your product or similar products. Instructional videos with real customers are another form of social proof you can use to increase trust.
Take the high road
It’s annoying, but the best way to deal with bad reviews is to take the high road, even if you feel that you're in the right. A disgruntled customer with nothing but time on their hands is bad news for your small business.
Document all your communications with the customer - some disgruntled customers will pick and choose lines from your communications to post to social media and further attack your company. Worst case scenario; you can post the full conversation. Try not to engage with people with too much time on their hands.
It's also worth doing some self-reflection and seeing if there are any areas you can improve your service or customer experience.