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The holiday season is a time when restaurants and retail stores see a significant increase in sales. This is great news for you as a restaurant owner; it’s nice to have a bump in sales as the year draws to a close.
That means you will get an influx of potential new customers reading your online reviews before they visit you for the first time. Perhaps they’ve been sent by friends or family, or through a work connection, they are looking for something new and different. It’s essential your reviews shine a positive light and give them confidence in their visit.
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With more customers visiting, it also means people will be talking more about you online, it’s a fantastic time to get many more online customer reviews, and you want them to be positive.
It’s such a demanding time of year; it’s easy for the staff or kitchen to get overwhelmed, people may not get the level of service they are accustomed to or expected, and emotions run high during the holidays.
This means it’s even more important than ever to monitor and manage your online review sites to what people are saying about their time in your restaurant and responding to them.
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Your Online Reputation Is The Biggest Part Of Your New Customer Marketing Plan
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Aside from your familiar customers, most others will likely search for your restaurant online. They may be looking for your hours, directions to find you if they are new, or to peruse your menu. How you are perceived online is a huge part of your restaurant marketing efforts. It’s the modern-day equivalent and far more sophisticated restaurant marketing strategy than the yellow pages. Everyone will look for you online at some point. You want to look good and be easy to find.
FACT: 98% of your new customers will look at your Google Business listing and 3 reviews about your restaurant.
More than ever during the holiday season, you need to constantly monitor and manage your online reputation and interact with all the new reviews that come in during the busy holiday season. By keeping on top of things, you can ensure that any negative reviews are dealt with quickly and effectively while promoting your business’s positive aspects.
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The 3 Crucial Steps To Managing Your Online Reviews
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Online review management is the process of monitoring and managing the sites that list your restaurant but that you don’t own, like Google, Trips Advisor, and Yelp. It includes ensuring the accuracy of the information, responding to positive and negative reviews, and monitoring them frequently.
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Step 1 – Claim Your Sites: Claim and optimize your Google Business Listing and top review sites (Yelp, TripAdvisor, Facebook). If you haven’t claimed your business profile, you’re losing money – because it diminishes the credibility of your brand. Claiming the sites gives you more control over your online reputation and what is said about your business online. When a restaurant doesn’t claim its online review sites, the “algorithm” scrubs the internet. It makes their best guess about your address, map location, hours, contact information, and description. It can easily get it wrong.
Worse, if your sites aren’t claimed, you can’t respond to negative or positive reviews – which can result in customers thinking that you don’t care about their opinions. Claiming your online review sites allows you to see how your restaurant is being talked about online and if there are any negative reviews that you need to address. When you respond to reviews, you’re showing your customers that you care about their feedback and are willing to work on improving your restaurant based on their suggestions.
When you claim your sites, it builds credibility for your restaurant. This can help to attract new customers, who will see that you’re a legitimate business and that you’re dedicated to providing them with a great experience.
Every time you claim your business on a major platform, you also provide details about your company and build links to your website and social profiles. This ultimately helps with your SEO ranking, getting you higher in search results and building your following on social media.
Once you’ve claimed your site, you have access to some basic analytics to understand how your business is comparing. You can find out how many people found your business during a specific time or where people searching for your business live, which can help you target new customers.
Claiming your online review sites is an important step in managing your online reputation and building trust between you and your customers. This can help to improve customer loyalty, and it can also lead to more positive online reviews.
Step 2 – Interact With Your Online Reviews: Reviews of your business on Yelp, TripAdvisor, or Google will take place, whether you like it or not. It won’t help if you hide your head in the sand or hope for a low number of negative reviews.
Reviews are an excellent way to get a quick insight into how your customers think about your business because often, they aren’t comfortable being honest while in-house. They provide a way to hear feedback about their experience, and often they will give valuable upgrades or suggestions for improvement. Do you know the specific things that customers appreciate best? If you know what these things mean, you can take the right actions and keep going.
Responding to ALL online reviews is a key component of online reputation management. During the holiday season, you can expect an influx of new online reviews – both good and bad. Responding to all of them is important to show your customers that you are paying attention to their feedback.
Respond to positive ones with heartfelt thanks and a personal comment. Be careful simply cutting and pasting the same response repeatedly; the sites will think you are automated and down-promote you.
Negative reviews allow you to apologize for any problems they might have experienced and try to take the conversation offline and make it right for them. Most sites allow them to edit their response if they want to change their review.
Overall, managing your online reputation is essential during the holiday season. Due to the increase in customer volume, be prepared for an influx of online reviews, and most importantly, be responsive to all online reviews.
Step 3 Create a Repeatable System: Maintaining a positive reputation can be the difference between growing your sales and losing customer faith. Aside from your own website, how your business is presented on your social media sites and your online reviews are your most valuable new customer online acquisition tool.
Social media is a valuable marketing tool for independently owned restaurants and must be addressed. And, like everything in business, you need a system. With the proper tools, a solid system does not have to be the headache you might expect it to be, and if you ignore it, the headache will be bigger! With a smart strategic plan, you can make managing the tasks of organizing review processes easier.
It’s especially important during the busy holiday season when online reviews can make or break your business. Here are a few tips for creating a system for monitoring your online reputation regularly:
- Create a list of key online review sites that matter to your business. There are dozens of online review sites, but not all are relevant to your restaurant. Focus on the sites that are most important to you – the ones that have the biggest impact on your bottom line and the ones that come up highest when you search for your restaurant type in your area.
- Schedule a regular and frequent time to review the sites – we recommend daily, if not weekly, especially during the holidays.
- Monitor social media channels for mentions of your business. – Social media is another great way to monitor what people say about your business online. Follow hashtags people use about your business, notably #yourrestaurantname
- Respond to every review, regardless of its tone. – Even if a review is negative, it’s important to respond to it. Thank the customer for their feedback, and let them know you’re taking steps to address the issue. This shows other potential customers that you’re responsive and care about your customers’ satisfaction.
- Reach out to the customer online and offline. – If a negative review seems particularly egregious, reach out to the customer online and invite them back for another visit. Try to do this as soon as possible to avoid any potential reputation issues arising from their negative experience.
- Use positive reviews in the rest of your marketing. What others say about you is invaluable to convincing others to dine with you. Use positive comments on your website, in social media marketing, in your marketing, and in-house.
The holiday season is a busy time for restaurants, and it’s important to be mindful of the potential pitfalls that can come with an influx of online reviews. But it also presents a great opportunity to impress new customers and keep your existing ones returning. The restaurant industry is competitive; by keeping an eye on your online reputation, you increase the chances of ranking higher on local searches than your competitors. By creating a system for monitoring online reviews regularly, you’ll have much better control over your success.
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Does this sound a little overwhelming?
If it does, register now for a FREE Online Review Analysis by a DFY Restaurant Review Expert. We will analyze your entire Online Reputation, evaluate how you rank against your competition and tell you how you can get more NEW CUSTOMERS using your review sites for less than a Starbucks a day.
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Michael Thibault
Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.
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