Content Marketing Blog mint

Content Marketing Blog

Lemons into Lemonade

How Negative Reviews Can be Used to Drive Positive Traffic

It’s no surprise that the internet can be a mean place at times. For a small business, negative reviews online can feel particularly aggressive and personal. Unlike the Amazons and eBays of the world with their deep pockets, there’s no PR team to deal with public criticism or cushion the blow.

According to strategist Neil Patel, "earning perfect reviews isn’t critical for your business." In fact, negative reviews can actually help your business in unexpected ways.1 It may seem counter intuitive but receiving negative criticism can help you improve your content and your digital strategy in more ways than one.

Turning Reviews into Resolutions

Hearing criticism about your business can be a tough pill to swallow. Putting a bruised ego aside, it’s also the perfect opportunity to highlight your customer service. As Patel says, "Customer service is not just about assisting a purchase. It’s about solving any problems that come up before, during, or after a purchase and preventing them from happening again."

When responding to negative comments, it’s important to have a game-plan ahead of time. Make sure to respond within 24-48 hours and offer an explanation or solution to make things right.2 It’s normal to feel defensive, but don’t let your emotions get in the way of a purely professional situation. How you respond to criticism will not only show your work ethic, but also a more human side to your business.

All Publicity Is Good Publicity

When you’re looking to purchase a product online, where do you look for a credible opinion? If you’re like most users, you’ll look at the comments to get a general perspective of a product - and often, a negative opinion will help you decide your case because they make the product and the seller feel credible. According to Statista, "85% of consumers look for negative reviews in order to make informed purchase decisions." This number rises to 91% among 18-29-year-old consumers.3 Having a diverse array of opinions, including a few negative reviews, helps search engines verify the legitimacy of businesses online.4

Negative reviews also add to the total number of reviews on your site, positively affecting its SEO presence. Even sites like Google reassure their clients that a few negative reviews will not affect their ranking in the algorithm. However, brands can use their reviews as research by examining their products, their target audience and how the two can support each other successfully.

Don’t see your negative review as a failure. See it as a learning curve and an opportunity. Time and again, we see cases of good customer service online, turning complainers into life-long clients. The key to growth is learning from the criticism and steering on a clear path to success with positivity and information in your back pocket.

If you’re struggling to rank higher in the search engines and build your brand’s success online, we at MintCopy are here to help. From our offices in Mississauga, Canada, we’re a team of dedicated writers and digital strategists with a passion for SEO.

Use our online form to get in touch today. Follow us on Facebook, LinkedIn, and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.