Marketing Guides

managing local listings and reviews

Chapter 5: Managing local listings and review sites

In addition to your social media, you should also be aware of other places that your business is being discussed and reviewed. Depending on your industry and business model, this may include review sites like Yelp, local listings like Google+, and employer sites like Glassdoor.

And while you likely won’t have as much control over this content as the content on your social media accounts, there are a few steps you can take to manage your reputation on them:

Claim your company profiles

Before you can manage the comments on listings and review sites, you need to claim your company’s profiles on Yelp, Google+, and Glassdoor. This typically just involves verifying a phone number and address, and you can do it in under 10 minutes.

From there, you should look for other industry-specific listings on sites that include your company. If there’s an option to register your company and update your profile with correct information, do so. Even though there may not be much on the site at the moment, this will make it easier to address any issues down the line.

Develop a strategy for responding to reviews

Unlike social media, there’s no need to come up with a posting schedule or create new content for review sites. Consumers don’t visit them to see what you have to say about your business – they visit them to read about other consumers’ experiences with you (and in the case of Glassdoor, how you treat your employees).

This means that there’s a lot less regular work involved. However, you should still check your pages on a regular basis and have a strategy for responding to reviews. And much like with social media, you should never try to delete reviews.

If you see a negative comment about your business, your immediate response may be to get defensive and respond unprofessionally. But as you may recall from the saga of Amy’s Baking Company in 2013, this is a terrible idea. 

Instead, address the reviewer’s concerns and ask how you can fix the issues going forward. If you show that you genuinely care about their opinion or that their experience wasn’t typical of your business, they may even update with a positive review.

Chapter 4: Managing your reputation on social media                Chapter 6: The importance of outreach