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Online Customer Reviews

23rd February 2021

Why it’s time to stop seeing online review sites as the enemy and start using them to your advantage

What’s a sure-fire way to help get your company seen, your products and services sold, and your reputation boosted in the right direction? Customer reviews!

During recent years, online reviews have become an essential way for consumers to voice their approval and grievances about a brand and to base their decision to use a business on the reviews of others.

With the immense disruption caused by the pandemic - forcing many businesses to move operations online rather than in ‘physical’ locations - online reviews have moved up a notch in their ranking as an imperative component of brand reputation and digital marketing.

Adding to the enhanced proliferation of online reviews during these tumultuous past 12 months, is the fact we’ve not had much to do other than paw the review portals from our armchairs, distinguishing the good from the bad based on the judgement of our fellow consumers!

In short, now has never been a more important time to ensure your online reviews work for you.

“That’s impossible” you might retort, as online reviews come from the opinions of others, so are out of my control, right?

Not exactly!

Turning negative reviews into positive marketing

There’s a tendency for businesses to believe that a negative review is the end of the world, the beginning of a trajectory decline in reputation and credibility.

The good news is that doesn’t have to be the case, as poor reviews can be turned into positives and even give a business a reputational boost.

Businesses are only human at the end of the day, and we all make mistakes. Receiving negative reviews can add to the authenticity and humanism of a brand, giving it personality and character.

That said, it’s vital that negative reviews are sufficiently acted upon and dealt with. Taking the time and making the effort to politely and professionally deal with a negative review and make improvements to consumer gripes will not only placate the consumer with the grievance but it will help other consumers determine you are a caring, professional company which has your customers’ best interests at heart.

Take the negative review further still by advertising the changes you have made to your products or services to demonstrate how seriously you take feedback from your customers.

Shout far, wide and loud about happy customers

Of course, if you’re garnering positive reviews online, make the most of those too by shouting about them. Use all the digital promotional tools at your disposal to shout from the rooftops about your happy customers, including your social media channels, your website, and even the mailers you send out.

Rather than seeing them as the enemy, use customer review solution to build trust with your customers and prospectives.

Like with any digital marketing platform, it’s better to be visible on online reviews than invisible, even if such visibility is dedicated towards turning negativity into positivity.

Also, as with any digital marketing platform, online review management can be time-consuming. If you’ve not got the time to devote to this vital part of digital marketing, why not let the experts at IVC take care of your digital reputation for you?


All marketing and advertising must be an accurate description of the product or service. It must be legal, decent, truthful, honest and socially responsible (not encouraging illegal, unsafe or anti-social behaviour). There are regulations which restrict what you can and cannot do. As well as the regulations, there are two advertising codes of practice which you need to follow to help you advertise legally. Before you embark upon any marketing, please ensure your communications are fully compliant.

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