As part of our digital marketing services, HVAC Webmasters provides reputation management, which includes our reviews and local SEO tool; DataPins. As you probably know, online reputation influences consumer behavior in 2021. People now trust internet reviews as much as personal recommendations. It is critical to monitor and enhance your reputation on platforms like Google My Business, Facebook, and Yelp, among others. Our team can help you do that.
What is Reputation Management for HVAC?
Reputation management is the practice of influencing consumers’ perceptions of your business online. Typically, reputation is achieved through positive online reviews on Google, Facebook, and other popular platforms but may also be influenced by social proof, such as award badges, certifications, and proof of work displayed on your main website.
Why Heating & Cooling Companies Should Care About Reputation
Reputation impacts heating and cooling companies by increasing or decreasing engagement, leads, and sales. A good reputation established with positive online feedback can increase sales by 150%. Conversely, up to 60% of consumers say a negative review makes them not want to use the company. With this in mind, how you handle your online feedback will directly impact your bottom line.
Elements of Online Reputation
Most people think of reviews when they consider their company’s online reputation, but other aspects also come into play. For example, brand mentions are another indicator of a company’s standing and perception online. In addition, social proof, such as award badges, certifications, and proof of previous work can also influence the perception of your company.
When another company or website mentions your brand, it can impact your reputation. Some mentions come with a link to your website, while others merely mention your name. Of course, linked mentions hold more value than unlinked ones, since they can transfer link equity from one website to another, serving as a virtual endorsement. Still, there is recent evidence that unlinked mentions can also contribute to SEO, and it’s something worth monitoring.
Online reviews are a crucial aspect of local search engine optimization. Statistics show that 73 percent of consumers place more trust in local businesses with positive reviews. That means two things for your HVAC company. First, you must generate reviews on platforms like Google, Facebook, and Yelp. Second, the majority of these reviews must be positive. While perfect 5-star ratings may seem fake, grading between 4.5-4.8 is ideal for companies.
Your website should display social proof in the form of badges, certifications, and proof of work. You can ask the institutions who recognized your company to provide digital badges for use on your website, and some associations will email these regardless. For proof of work, you can upload unique photos of your staff, or you can use a tool like DataPins which allows you to publish pins each time you perform a job. These pins come with geo-schema to help with Google Maps rankings.
Get More HVAC Reviews in 2021
You might be wondering, how does an HVAC business go about generating reviews for its company? Consider these strategies:
- Ask For Them: Here’s a novel idea, ask a customer to leave a review after completing their service
- DataPins: Opt-in to automated review requests with the DataPins tool
- Email Signature Links: Embed links to your review profiles, along with a sentence or two encouraging customers to leave reviews
- Social Media: Use social platforms like Facebook and Instagram to encourage online reviews
- Website Links: Embed links to your review profiles in the footer of your website
DataPins: Reputation Management Tool
DataPins solves HVAC companies’ reputation management challenges in one powerful tool. The DP tool sends automated review requests after each job so that customers can conveniently leave reviews via short links in their text messages and email inboxes. Besides review generation, BrandREVU also allows contractors to drop pins, create social proof for your website, and boost local SEO rankings.
Social proof increases conversion rates and enhances online reputation for heating and cooling professionals. When combined with higher rankings on Google Maps and Google Search, DataPins increases both impressions and conversions, which is the key to online success in 2021. HVAC companies looking to boost their reputation in the new year should inquire about DataPin’s powerful features as soon as possible.
Responding To Negative HVAC Reviews
Review management is not a one-time deal. The process is ongoing as new reviews are published across various platforms. A quandary for many small business owners is how to respond to negative reviews. The key is to view them as a PR opportunity to show other consumers how professional your business is. By focusing on a solution and looking to resolve the issue professionally, you will not only turn a distressed customer into a more satisfied one, but you will publicize your customer-first attitude to the general public. In responding to negative feedback, incorporate the following qualities:
- Customer First: Even if the reviewer is holding a grudge and embellishing their dissatisfaction, always make them feel like your main priority
- Follow Up: Attempt to continue this public conversation in private by asking for the reviewer’s phone number or email address
- Professionalism: Never engage in trivial dialogue with an angry customer, and refrain from using insensitive language or vulgarity
- Resolution: Your response should work towards a solution, whether that’s a discount, an apology, or some other form of compensation
Because internet users place more trust in companies with largely positive feedback, maintaining a good standing on review platforms is important. A few bad reviews are inevitable if you are in business for a long enough period. The key is to overwhelm these occasional bad reviews with an abundance of positive feedback. This will “drown out” negative feedback and help your star rating stay at or above that critical 4-star mark. If you find that your star rating is below 4, a re-evaluation of your company policies, specifically as they pertain to customer service, should most likely be completed. HVAC Webmasters can help you create a strategy for acquiring reviews and handling negative reviews, and integrating positive feedback.