I have a client – let’s call her Kris – and she’s got a problem…
She provides a unique service, and primarily markets her business online. A considerable number of prospects, roughly 20%, find her via Yelp, the online review service.
So here’s her problem… The vast majority of Yelp borne prospects don’t fit her carefully crafted ideal client persona. In fact, most don’t seem to take the service she provides seriously at all.

Held Hostage By Sub-Optimal Marketing Channels

Worst of all, she’s essentially held hostage by these low-quality prospects…
-If they’re unhappy with the service she provides, they can write a bad review (regardless of the fact that they shouldn’t have partaken of her service to begin with).
-If she turns away their business, which is her most prudent move considering these prospects are a bad fit, she risks offending them and that can also result in a bad review.

Sadly Kris isn’t alone in this struggle…

Increasingly, small businesses are falling victim to bad reviews and negative buzz on social media sites. The results of which are killing many small local businesses.

There’s No Escape From Yelp or Google Reviews

And in the case of Yelp and Google reviews (the review application built into Google search), there’s nothing business owners can do about it. There’s no way to opt out of participating in either site. Even if a business doesn’t have a profile, customers can create one themselves.

In the face of essentially no-win circumstances, what’s a business owner to do?

Here’s a four-step strategy that will help you mitigate potential reputation damage at the hands ofreview sites like Yelp and Google Reviews.

Stay Ahead of the Game – Monitor Yelp, Google & Social Media Sites

Not sure whether your business has been reviewed on Yelp or Google Reviews? Jump on right now and check. There’s a strong possibility your business is represented there without your knowledge.
If you are, claim ownership of you business’s page, and optimize your profile. No doubt you prefer to provide your own business information and bio, rather than allow a random reviewer to do so.
Monitor those pages on a weekly (or even twice weekly) basis. And if your business is active on Facebook and Twitter, monitor those sites, too. Facebook business pages allow reviews. And Twitter users often mention businesses in unflattering Tweets.
If a bad review appears, you want to know about IMMEDIATELY. This allows you to react quickly and address the review swiftly.

Apologize, Rectify the Situation & Ask For Removal

As a professional service provider, you’ve likely had some level of direct contact with the reviewing party, and as such have their contact information.
If you do, reach out and just apologize. Don’t counter or dismiss their claims. In essence, don’t “fight back.”
Even if the reviewer’s claims are unfounded, such an approach is highly unlikely to garner positive results. If anything, the reviewer will perceive that instead of honestly listening to their criticism, you’re simply reacting defensively.
The best course is to offer a sincere apology, acknowledge the reviewer’s frustration, and ask how the situation can be rectified.
If a suitable remedy is reached, and the client is satisfied, ask if they would consider removing the review.

Ask the Review Site For Help

More often than not, when you contact Yelp or Google Reviews about what you consider to be an unfair or fraudulent review, they will decline to remove it (or get involved at all).
It’s difficult for Yelp and Google Review to determine who’s really telling the truth. And as both services were founded to support consumers, they tend to error in the consumers favor.
But that doesn’t mean it’s not worth contacting Yelp and Google Reviews to plead your case. It just may be that your complaint is the second or third about a particularly egregious reviewer.

Reply to the Review – Tactfully

If the two avenues outlined above fail, your last resort is replying to the review.
But how you reply can impact the situation as much as review. First and foremost, an angry or defensive retort isn’t going help your cause.
Instead…
-Apologize sincerely
-Acknowledge the reviewer’s frustration, and explain how, if you had another opportunity, you would rectify the situation (if you contacted the party directly and offered a remedy, note that offer, too)
-If the review makes unfounded or downright false claims, in a calm and friendly tone, outline how the reviewer is confused, off-base or unfairly representing your business
-In closing, offer a guarantee that other customers won’t be subject to the same treatment
It might feel like replying gives the reviewer unwarranted attention, which is often what they’re seeking.
But allowing a negative review to stand without reaction is tantamount to endorsing said review.

What About You?

Have poor reviews or negative social media buzz impacted your business? Drop by my Google+ page and share your experiences.