Playing to Win: How Strategy Really Works

by A.G. Lafley and Roger L. Martin

The book is co-authored by A.G. Lafley, former CEO of Procter & Gamble, and Roger L. Martin, a renowned business strategist. Together, they share their insights on how to develop and implement effective business strategies. At the core of “Playing to Win” is the concept of making deliberate choices about where to compete and how to win.

My thoughts – This book offers a deep dive into strategic thinking and planning, which is crucial for any business, regardless of size. The principles discussed by Lafley and Martin, although based on a large corporation like P&G, are surprisingly applicable to small businesses. I appreciate the analytical approach to choosing where and how to compete. It’s a refreshing perspective that challenges conventional small business marketing strategies.

Small Business Big Money Online

by Alex Harris

Harris focuses on leveraging online platforms to maximize profits for small businesses. This book is perfect for those who want to understand how to effectively use social media, SEO, and online advertising to boost their business.

My thoughts – Harris nails it with actionable online strategies. I appreciate the focus on maximizing ROI using social media and SEO. It’s a solid investment for any business looking to expand its digital footprint.

The 1-Page Marketing Plan

by Allan Dib

Simplifying marketing into a single page, Dib’s book is ideal for small business owners who need a clear and concise plan. This book helps you create a straightforward strategy to streamline your marketing efforts.

My thoughts – Dib simplifies marketing strategy effectively, but I’m skeptical about the one-page approach. It seems overly simplistic for complex marketing needs, although it could be a good starting point for small business owners.

Guerrilla Marketing

by Jay Conrad Levinson

A classic in the marketing world, this book introduces innovative, low-cost marketing tactics that are perfect for small businesses. Levinson’s strategies are designed to be effective and budget-friendly.

My thoughts – Levinson’s low-cost tactics are ingenious. The book is a treasure trove of creative ideas that are perfect for businesses with tight budgets. It’s a must-read for anyone looking to make a big impact with minimal investment.

Building a StoryBrand

by Donald Miller

Miller teaches business owners how to clarify their message and connect with customers through storytelling. This book is excellent for those who want to create a compelling brand narrative.

My thoughts – I listened to this as an audiobook while kayaking. I finished and immediately started it again. Miller’s approach to branding through storytelling is powerful. It aligns well with creating impactful brand messages that resonate with clients. Highly recommended for developing a strong brand narrative.

Influence: The Psychology of Persuasion

by Robert B. Cialdini

Understanding the psychology behind why people say “yes” is crucial in marketing. Cialdini’s book is a foundational read for small business owners looking to improve their persuasion skills.

My thoughts – This is one of my favorite marketing books. Cialdini’s book is foundational, but it’s more psychology than direct marketing strategy. While it’s insightful, I prefer books that offer more straightforward marketing tactics.

Youtility: Why Smart Marketing Is about Help Not Hype

 by Jay Baer

Focused on creating helpful and valuable content, Baer’s approach is particularly effective for small businesses aiming to build long-term customer relationships.

My thoughts – Baer’s concept of ‘Youtility’ aligns perfectly with providing value to clients. This book gets a big thumbs up for its focus on long-term customer relationships over short-term gains.

Contagious: How to Build Word of Mouth in the Digital Age

by Jonah Berger

This book is all about making your business or product so compelling that it becomes naturally word-of-mouth. Berger provides insightful tactics to make your small business talk-worthy.

My thoughts – Berger offers a great perspective on viral marketing. However, some tactics seem a bit hit or miss for small businesses. It’s useful, but I recommend applying these ideas judiciously.

Duct Tape Marketing

 by John Jantsch

Jantsch offers a step-by-step guide to developing and executing marketing strategies for small businesses. His approach is practical and straightforward, making it a great read for those new to marketing.

My thoughts – Jantsch’s practical approach is spot on. The step-by-step guide is exactly what small businesses need. It’s a straightforward, no-nonsense book that I highly recommend.

The Referral Engine

by John Jantsch

Focusing on the power of referrals, this book is essential for small businesses looking to leverage their existing customer base to attract new clients.

My thoughts – Jantsch’s emphasis on referrals is good, but I find some of the methods a bit outdated in the digital age. It’s a decent read but needs to be supplemented with more current digital strategies.

Each of these books offers unique perspectives and actionable strategies that can help local small businesses amplify their marketing efforts. Whether you’re new to business or looking to refine your existing marketing plan, these reads are sure to provide valuable insights and tools for success.

Remember, the key to effective marketing for small businesses lies in understanding your audience, leveraging your unique strengths, and being innovative in your approach. These books provide the foundation and inspiration to help you achieve just that.

I am all about digital marketing. It’s the best way to reach the biggest audience for the least amount of money. However, digital marketing will never reach every single one of your potential customers. Some are more “offline” than others and reaching them will require different approaches to get their attention. So once you have all your basic digital channels covered, what methods are most effective for reaching niche offline audiences?

Guerrilla marketing tactics are a creative and cost-effective way to generate buzz and attract attention to your brand in the real world. The term guerrilla can conjure some negative connotations for people, but it simply means thinking outside of the most basic approaches. So along those lines, here’s a list of ten unique guerrilla marketing ideas tailored to the Leesburg area that will not only showcase your business but also engage and build your brand with the local community. Get ready to think outside the box and make a memorable impression with these innovative strategies!

1. Sidewalk Chalk Art: Create eye-catching and artistic chalk drawings or messages related to your business on the sidewalks. When aiming to create anticipation for an upcoming product launch, direct people to a local event, or simply maintain your brand’s prominence, bespoke chalk art, and stenciled street art have proven to be effective means of capturing interest and conveying your message. Make sure to obtain the necessary permits and ensure the designs are respectful to the community.
2. Pop-up Events: Organize pop-up events in local parks, farmers’ markets, or community gatherings, where you can showcase your products or services and engage directly with potential customers.
3. Collaborative Murals: Partner with a local artist to create a mural on your storefront or a visible wall in the area. Use this opportunity to celebrate Leesburg’s history, culture, or landmarks while subtly incorporating your brand into the design.
4. Flash Mobs: Gather a group of enthusiastic participants to perform a well-rehearsed flash mob in a busy area of Leesburg. The performance could include dancing, singing, or acting – just make sure it connects to your brand in a memorable way.
5. Scavenger Hunt: Organize a scavenger hunt throughout Leesburg with clues related to your business and local history. Participants can follow the clues to various locations, ultimately leading them to your store or a promotional event and some kind of fabulous prize.
6. Branded Bike Rides: Sponsor a local bike ride or host your own, providing participants with branded gear like t-shirts, water bottles, or bike accessories. This promotes both your business and an active, eco-friendly lifestyle within the community.
7. Local Charity Partnerships: Collaborate with a local charity or non-profit organization for a joint fundraising event, creating a win-win situation for both parties. This will help your business gain positive exposure while supporting a good cause.
8. Temporary Event Venue: Transform an unused parking lot or outdoor space into a temporary event venue where you can host movie nights, mini-concerts (Remember the Loudoun Summer Music Fest?), or product demonstrations, inviting the community to enjoy a memorable experience tied to your brand.
9. Creative Business Cards: Design unique, eye-catching business cards that double as useful tools or items, such as bookmarks, magnets, or even seed paper that can be planted to grow flowers. Hand them out at local events or leave them at strategic locations around Leesburg.
10. Free Samples or Giveaways: Offer free samples of your products or small giveaways at busy locations in Leesburg, such as the Town Green or Village at Leesburg Shopping Center. Be sure to include your branding and contact information, encouraging people to learn more about your business.

Digital marketing is an effective way to reach a wide audience at a low cost, but it may not reach all potential customers, especially those who are more “offline.” To target niche offline audiences, consider guerrilla marketing tactics – creative, cost-effective strategies that generate buzz and attract attention in the real world. These innovative strategies can showcase your business, engage the local community, and leave a memorable impression, effectively targeting those offline audiences.

The Rise Of Online Platforms and The Brand Stack

As websites became destinations and amassed users, they became platforms with their own ecosystems. Platforms like Facebook, Google, Bing, and Apple have matured and included pages for individual businesses within their systems. These allow businesses to express their brand within the platform, but the brands don’t own those pages; the platforms own them and can take them away.

I like to refer to these four essential online platforms as The Brand Stack. It’s a crucial element in local business marketing, and it can help small businesses increase their online presence, attract new customers, and foster strong relationships with existing ones. This article will explore how the Brand Stack can benefit local businesses and provide guidance on utilizing these platforms effectively.

1. Google Business Profile – Google Business Profile, formerly known as Google My Business, is a powerful tool that allows businesses to manage their presence on Google Search and Maps. Creating a detailed Google Business Profile can help local businesses:
   • Increase visibility in local search results.
   • Share important business information, such as hours of operation, contact details, and location.
   • Showcase positive customer reviews and ratings.
   • Post updates and promotions directly on their Google Business Profile.
   • To get started with Google Business Profile, businesses should claim and verify their listing, complete their profile with accurate information, and encourage customers to leave reviews.

2. Facebook Business Page – A Facebook Business Page is an essential social media platform that enables local businesses to connect with their target audience. By creating a Facebook Business Page, businesses can:

• • Share updates, promotions, and events.
  • Engage with customers through direct messages or comments.
  • Utilize targeted advertising to reach potential customers.
  • Integrate with other marketing tools, such as Instagram and WhatsApp.
  • To make the most of their Facebook Business Page, local businesses should regularly post engaging content, respond to customer inquiries, and use Facebook Insights to analyze their page’s performance.

3. Bing Location Pages – While Google dominates the search engine market, Bing still commands a significant share of searches. Bing Location Pages offer local businesses another opportunity to increase their online visibility. To make the most of Bing Location Pages, businesses should:

• • Claim and verify their listing on Bing Places for Business.
  • Provide up-to-date and accurate business information.
  • Encourage customers to leave reviews on Bing.
  • Utilize Bing Ads for targeted advertising.

4. Apple Maps for Business Pages – Apple Maps is the default mapping application for millions of iPhone users. Apple Maps for Business Pages allows businesses to claim their listing, ensuring their information is accurate and up-to-date. To optimize their presence on Apple Maps, businesses should:

• • Claim their Apple Maps listing through Apple Maps Connect.
  • Provide essential business information, such as hours of operation, contact details, and location.
  • Encourage customers to leave reviews and ratings on Apple Maps.

Maximize Your Brand Stack for Local Marketing Benefit

The Brand Stack, comprised of Google Business Profile, Facebook Business Page, Bing Location Pages, and Apple Maps for Business Pages, offers local businesses a powerful combination of online platforms to maximize their visibility and customer engagement. By leveraging these tools effectively, local businesses can strengthen their online presence, attract new customers, and create lasting connections with their existing clientele. It’s time to embrace the Brand Stack and unlock the full potential of your local business.

Furthermore, a well-defined brand aids in marketing efforts to attract potential employees who align with the business values, and can often command a premium price, significantly contributing to the overall business success and longevity.

Why Customer Retention Matters

Customer retention simply means the ability of a business to maintain ongoing relationships with its customers, turning them into repeat buyers and brand advocates. Focusing on customer retention offers several benefits for local businesses:

1. Increased profitability: Acquiring new customers can be up to five times more expensive than retaining existing ones. By investing in customer retention, local businesses can reduce marketing costs and improve profitability.
2. Enhanced reputation: Satisfied, loyal customers are more likely to recommend your business to friends and family, leading to valuable word-of-mouth marketing and a stronger reputation in the community.
3. Better understanding of customer needs: Regular interactions with your loyal customers provide valuable insights into their preferences, enabling you to refine your products and services to better meet their needs.

Strategies to Improve Customer Retention

To build a loyal customer base, consider implementing some of the following customer retention strategies:

1. Provide exceptional customer service – Great customer service is the cornerstone of any successful retention strategy. Make sure your staff is well-trained, friendly, and responsive to customer needs. In addition, go above and beyond to resolve any issues or concerns in a timely manner.

2. Personalize your offerings – Personalization is key to building strong customer connections. Use customer data to tailor your products, services, and marketing communications to individual preferences. Additionally, consider hosting special events or promotions exclusively for your loyal customers.

3. Engage with your community – As a local business in Loudoun County, community engagement should be a top priority. Participate in local events, support charitable organizations, and collaborate with other businesses to foster a sense of camaraderie and goodwill. This will help establish your business as a valued member of the community and encourage customer loyalty.

4. Offer a loyalty program – Loyalty programs incentivize repeat business by rewarding customers for their continued support. Design a program that offers exclusive discounts, freebies, or other perks to your most loyal customers. Make sure the program is easy to join and understand to maximize participation.

5. Solicit and act on customer feedback – Regularly seek feedback from your customers through surveys, social media, or face-to-face interactions. Use this feedback to identify areas for improvement and demonstrate your commitment to customer satisfaction.

6. Stay in touch through email marketing – Email marketing is an effective way to maintain contact with your customers and keep them informed about your latest offerings, promotions, and news. Send personalized, engaging content that adds value and encourages customers to stay connected with your business.

7. Ensure a seamless online and offline experience – A cohesive online and offline experience is essential for building customer loyalty. Ensure that your website, social media presence, and in-store experience are consistent, user-friendly, and reflective of your brand identity.

Customer Retention Efforts Are Great For Your Bottom Line

Customer retention is vital for the long-term success of local businesses, particularly in Loudoun County, with its massive influx of new residents. By implementing some or all of the aforementioned strategies, you can build a loyal customer base that drives profitability, enhances your reputation, and makes your business stand out in the community you serve.

Apple is slowly trying to pry eyeballs away from Google. While Google pays Apple billions of dollars each year to keep its search engine as a default for Apple products, Apple is slowly building out infrastructure to compete with Google directly. The latest development is Apple Business Connect, a tool that allows businesses of all sizes to claim their location place cards and customize the way key information appears to more than a billion Apple users across Apple Maps, Messages, Wallet, Siri, and other apps.

This move also severs the dependency on Yelp information by bolstering its own property for businesses on Apple Maps. Business Connect pages now support native reviews instead of relying on a feed from Yelp which may very well be the best part of the new design.

From Apple: “We created Business Connect to provide Apple users around the world with the most accurate information for places to eat, shop, travel, and more,” said Eddy Cue, Apple’s senior vice president of Services. “Apple Business Connect gives every business owner the tools they need to connect with customers more directly and take more control over the way billions of people see and engage with their products and services every day.”

A Welcome Addition to Local SEO with Apple Business Connect

This is a great opportunity for businesses to get better information to consumers earlier in their path to purchase and the interface makes it easy to update and correct. While it does represent another property that is not owned by the business, it does provide a good place to promote your brand and should be included in your business Brand Stack (Google Business Profile, Facebook Page, Bing for Places, and Apple Maps)

We are currently updating all of our clients on this new feature and would love to help other local businesses in Northern VA.

If you are looking for help with your Local SEO and other marketing, contact us and let’s talk about growing your business.

Marketing Your Unique Selling Point

The term Unique Selling Point (USP) is a bit of jargon (which I despise), but it is accurate in this case. It’s what makes your business stand out from a crowd of similar businesses and helps consumers sort out if you are the right match for their needs.

For example, you might be a dentist and offer weekend hours to accommodate your clients’ work schedules. Or maybe in an updated version of this in the post-pandemic world, you may offer initial meet-and-greet consultations via Zoom calls. Now I know it will be rare to come up with something absolutely unique, but when you package all of your business attributes together and then leverage your location, you will have a USP for a specific audience.

In other words, let’s say I’m looking for a dentist, but I’m a little picky about chairside manners so I’d like to meet them before I’m numbed up. I start looking online, and there are several that say they offer Zoom initial consults, but hey this one is right down the street from me. Done and done.

How to Determine Your Unique Selling Point 

It’s actually an interesting exercise to think about what makes your business unique and who your best customers should be. Sometimes there are aspects of your business that you take for granted that are actually good selling points if consumers are aware of them. What if almost all of your employees have a tenure of more than 15 years? This might not jump out as a unique attribute, but in an economy where employees are hard to find, it speaks volumes about the quality of a business and the reliability and dedication of the employees. Your USP should be a collection of attributes that can be configured into a narrative that tells the story of your business that will appeal to the customers you want to reach. With that, you can craft messages that will get through the flood of ads and stand out in order to connect with your best potential customers and grow your business.

Sponsoring a local sports team or event can be a great way to support your community and help promote healthy competition and physical activity. It can also be a good opportunity for businesses to get a healthy dose of brand marketing and potentially attract new customers. The decision to sponsor will depend on your business circumstances and the specific details of the sponsorship opportunity. Your marketing dollars are precious, so it’s important to understand the possible value of the dollars invested. While it may seem like a charity donation, there can be some marketing value in certain sponsorships so you need a way to assess what works best for you by considering the potential benefits and drawbacks before making a decision.

What Are Potential Drawbacks to Sponsorships?

One potential drawback of sponsoring a local sports team is the cost. Sponsorships can be expensive, and it’s important to carefully consider whether the potential benefits are worth the investment. Additionally, there is no guarantee that sponsoring a sports team or an event will result in increased business or a positive return on your investment.

What Are the Benefits of Sponsorships?

Some potential benefits of sponsoring a local sports team include supporting your community and promoting healthy competition and physical activity. It can also be a good opportunity for businesses to get their brand out in the public eye and garner some favorable consumer sentiment by supporting local sports.  This may also attract new customers but it will not be a conversion that is easily tracked. Sponsoring a sports team can also be a good way to build relationships with other local businesses and organizations, which can lead to future collaboration and opportunities. Additionally, sponsoring a sports team can be a good way to show your support for a cause or issue that is important to you.

What Does a Good Sponsorship Package Include?

A good sponsorship package is one that provides a win-win situation for both the sponsor and the sponsored team or event. It should clearly outline the benefits that the sponsor will receive in exchange for their support, such as advertising opportunities, and recognition at events and on their website while at the same time, providing benefits for the team or event, such as financial support or access to resources. A good sponsorship package should also be flexible, allowing for negotiation and customization to meet the specific needs and goals of both parties.

Some things to look for would include:

• Prominent display of your brand. Simply including your name is ok but it’s better to get your logo placed prominently. It’s also important for graphics to be handled by professionals so they are sized and placed correctly. 
• Sponsorship links on the website: This has become a very important aspect of quality sponsorship packages. A short value proposition for your business with a properly structured link to your website is valuable for local SEO efforts and costs the sponsoring organization very little. 
• Charitable status: A legitimate 501C3 will allow you to write off the expense as a charitable donation.

A Good Sponsorship Is An Exchange of Value

Local businesses are often approached by organizations seeking donations and sponsorships and it can be uncomfortable to have to say no. So if you can turn it into a conversation about the sponsorship and the value exchange they are asking you to participate in, it makes it an actual marketing decision instead of a blind donation. While it can be very fulfilling to see your company name on the back of team jerseys or a huge banner at a popular event, it’s so much better to know that it may actually help you as well as the organization you are giving your hard-earned dollars to.

The eclectic tastes and expectations of consumers can be hard to predict. While every business sells a defined group of products and/or services, consumers’ perception of what that group should include is often slightly different. Knowing what people are really looking for allows businesses to sell more because they can offer appropriate inventory and design better experiences for customers. Major brands like Coca-Cola and Target invest huge sums of money to fund consumer studies to glean this valuable information, but for small businesses, that’s not an option. The good news is that two common web tools may already be built into your website that can help you mine this valuable information.

Include a Search Feature on Your Site

All of the major Content Management Systems include a simple way to add a search feature to your site. This is a helpful tool for visitors if your site contains a large volume of content and if it’s linked to your analytic tools it can show you what visitors are typing into that search field.

Think about it from the standpoint of your customers. They get to your site and don’t want to spend a lot of time digging so they type in the brand name or service they are looking for into the search field. If they don’t find what they are looking for on your site they may leave and if you are not tracking what they typed in you will never know why. More importantly, if you see a large number of visitors looking for a product or service that you are not currently offering, this is what is commonly referred to as an opportunity.

Site Search 

In Google Analytics (and others), there is a feature called, Site Search. By default, it is not active because not all sites include a search feature, but once it is set up, it allows you to monitor and track in-site search queries to start building a dataset. For instance, it can provide the geographic area of the search, the amount of time the user spent on the site after their search, and much more. Sometimes it can reveal a desire for a brand you are not currently carrying, or for a more extensive selection of examples of your work. Regardless of your industry, the data provides a powerful snapshot of real consumer behavior.

Another Important Reason to Install Analytics

If you have a website and you don’t have any analytic tool installed, you really need to install one now. Without it, you are working blind. The amount of data it will provide across the board is an incredible marketing tool and the addition of Site Search just adds greater insight to understanding your website, and visitors. It’s simple to set up and will start generating results immediately.

So set up Site Search today and see what your customers will start telling you.

If you are unfamiliar with the setup Google created a simple tutorial to set up site search in Universal Analytics here: Site Search Set-up.

Site Search in Google Analytics 4 (GA4)

Site Search on GA4 is already preconfigured in GA4 properties. To check the settings and adjust for your site follow these steps:

1. In GA4, go to the settings for the property you want to enable site search.
2. In the Property Settings section, click on the “Data Streams” tab.
3. Find the data stream for the website you want to enable site search for, and click on the “Edit” button.
4. Scroll down to the “Site Search” section.
5. Enable the “Site Search” toggle, and enter the query parameter that identifies the search terms in the URL. For example, if the search terms appear in the URL as “?q=search+terms,” you would enter “q” in the Query Parameter field.
6. Save your changes.

Once you have set up site search, GA4 will automatically track the search terms that users enter on your website. You can view this data in the Site Search reports in the “Behavior” section of GA4. These reports will show you which search terms are being used, how often they are being used, and how well they are performing. This can help you understand what your users are looking for on your website, and make improvements to your site’s search functionality.

UPDATE: If you are using GA4 you will not find the search terms in the data reports. It’s in the data collection, but there is not yet a widget that displays the terms that people used on your site when they used site search. I found a great setup tutorial that works around this shortcoming by setting up a custom dimension in GA4 over at Analytics Mania called:  How to Find Search Terms in Google Analytics 4.

So since they are so important you need to have a proactive way to generate a good stream of new (hopefully positive) reviews. These are typically tools like Grade.Us, BirdEye, or other systems that create email or SMS drip campaigns that reach out to your customers gently requesting that they review your business based on their recent experience with you.

These systems also include the ability to address negative sentiments by offering to redirect input directly via email rather than a negative review. Google is a little sensitive about this. They don’t want you to prevent your clients from providing a negative review so you must include a pathway for them to do so if they wish to, but the reality is that unhappy customers just want to be heard so direct feedback is often better for them and it can be invaluable for your business.

Negative Feedback Reveals Opportunities to Improve Your Business

This is the aspect of reviews that often falls by the wayside and it can be worth more than the reviews themselves. What you get when you ask people about their experience with your business is sometimes the unvarnished truth. That is something that is hard to come by in personal interactions. This kind of customer-centric viewpoint can help you improve your business services and become more appealing to the customers that you want to attract and serve.

Is The Customer Always Right?

I am not naive enough to tell you that all of the negative feedback you get can or should be addressed. Sometimes circumstances conspire and a customer interaction just goes off the rails. All you can do is apologize or agree to disagree with the customer. Some customers will never be satisfied and the interaction just has to be chalked up as a failure. The reality in this day and age is that the customer is NOT always right. You can’t please everyone but in some of those criticisms, there is a goldmine of fails waiting to reveal the path to making your service better.

Negative Feedback Can Be A Gift, So Don’t Take It Personally

Nobody likes criticism, but business owners need to know what their customers are experiencing. I work with many types of businesses from medical professionals to tradesmen and retailers, and all of them have room for improvement. Addressing negative experiences will help you grow your good business into a great business. The most important thing to remember as you review negative feedback is that it is not personal. You run a business to serve your customers. Try to remove your feelings from the equation and listen to what your customers are telling you. This is important. If you take it personally then when you try to mitigate the issue in your organization, those bad feelings will move right down the chain of command and ruin the opportunity to grow your business.

How Can I Effectively Deal With Negative Feedback?

If you already have a pipeline in place for cultivating and managing reviews, then you have probably already seen some success as well as some form submissions from dissatisfied customers. It is imperative that you have a system in place to deal with these form submissions. If you simply read them when they come in and then set them aside, they will never be addressed.

Create a system. Here’s what that might look like.

1. Create a schedule where once a month you export all the form submissions created by the system. Typically you can export them as comma-separated values (CSV) and then open them in Google Sheets or Excel.
2. Create categories for the issues. Are they problems with specific personnel? Are they related to systems you have in place (billing or scheduling for example)? Are there issues with a product you sell or use? Add a column to your spreadsheet for the categories you choose.
3. Try to identify the touchpoint. Once you have identified the type of issue, try to identify the person or system step where the trouble occurred. Create another column for this information.
4. Talk to team members to brainstorm solutions. It’s important not to turn this into a blame game. Remember this is an opportunity to improve not a trip to the woodshed.
5. Respond to the person that submitted the criticism. For direct correspondence, take the time to thoughtfully respond to the complaint. Don’t try to defend your business; simply explain the issue and offer any amends you can. On the other hand, if you are replying to a negative review that already made it online make sure you use the reviewer’s name and recap their specific complaint. Don’t go into specifics of how you can make amends, rather request that they contact you directly and then work with them. Google provides good guidance for this as well here.
6. Repeat monthly

Embrace the Anxiety of Negative Feedback

It is a distinctly unnatural perspective to look at negative feedback as an opportunity; believe me, I get that. I have to go through a mental perspective check before I look at someone’s complaints. But what I have found and in doing so been able to relate to my marketing clients is that there is opportunity in it. If you begin to hear themes in complaints, you know there is a need for change. So before it gets to that point start running your negative feedback through a system like I have described and see how you can improve your business.