Review Management Strategies and Tactics

When a brand wants to improve its online reviews and ratings, the right strategy will make all the difference. Some strategies are slow, others faster. Some work, others get you banned.

Online reviews are an excellent resource for consumers and businesses as they go about their buying decisions. Word of mouth has always been a key player in whether people opt for one product over another, and the wealth of online reviews and rating systems available today are simply the digital versions of this phenomenon.

Yet despite this, online review management remains a significant challenge for many businesses. A large share of companies still lack a formal strategy for monitoring and improving their ratings. Research consistently shows that a substantial majority of consumers will avoid a business after reading negative reviews.

This article serves as a primer to online review management strategy so that you can start taking control of your online reviews today.

Online Review Management Strategies

Because online reviewing is so prevalent, it is normal to be concerned about what people might be saying about your business. Not all review sites are created equal. Most consumers put more stock in a review from a trusted site like Yelp than from an obscure or unverified source.

Many who seek strategies for online review management do so because they hope to delete or mitigate negative reviews. A comprehensive strategy will include at least some of the following:

• Encouraging positive reviews on popular sites like Google Business Profile, Yelp, Angi, Google Reviews, Facebook, and Trustpilot through focused customer outreach, but without bribery.
• Removing negative reviews when possible. Reviews that violate terms of service or promote demonstrable falsehoods are the most common acceptable grounds for removal. If reviews are negative and truthful, your strategy will need to be more proactive.
• Displaying Yelp and other review site badges and signage on websites, storefronts, advertising, or email newsletters to encourage satisfied customers to share their experiences online.
• Establishing a protocol for monitoring and responding to online reviews across all relevant platforms.

Even with a solid strategy in place, some reviews will be difficult to address. Vague or irrational complaints can drag down ratings for no apparent reason, which is why a proactive approach matters.

To counter bad reviews from customers and competitors, business owners must stay proactive. Here are two core tactics that a company like Reputation X can help you develop and implement.

Intercepting the Customer

Businesses that intervene during and just after the sales cycle to request feedback tend to earn better star ratings. They catch customers before they reach review sites, giving them a direct channel to share whether their experience was positive or negative.

Asking whether a customer had a good experience can be automated using review management tools. The premise is simple: if the customer had a good experience, direct them to leave a comment on a specific review site. If they report a bad experience, address it immediately before it becomes a public complaint.

Removing Reviews That Violate TOS

When reviewers violate a site’s Terms of Service, the content can often be removed. Yelp will remove reviews that fall into the following categories:

• Irrelevant
• Inappropriate
• Conflicts of interest
• Violations of privacy
• Promotional
• Intellectual property issues

Should You Pay for Fake Reviews?

No. Here’s why.

Paying people to post positive reviews may seem like a shortcut, but online review fraud can severely damage your reputation. The regulatory stakes have never been higher. In 2024, the FTC updated its rules on fake reviews and testimonials, introducing civil penalties of up to $51,744 per violation.

There is a straightforward alternative: ask for reviews yourself. Rather than waiting for customers to post on their own, encourage them to share feedback on the platforms that matter most to your business. Understanding how to analyze online reviews and feedback can also help you identify patterns and improve the customer experience that drives positive ratings organically.

Review Management as One Piece of the Pie

If you want to build a positive business image for the long haul, you will need to do more than monitor online reviews. A strong review management strategy is important, but it is only one component of your broader digital footprint.

Understanding how positive and negative reviews affect business revenue can sharpen your focus and help you prioritize where to invest your efforts. For a broader view of what is possible, explore effective strategies to improve your online reputation or contact us today for a free consultation.