By Michael Anderson, President of @need Marketing
Your reviews do a lot of work for you. According to a 2024 study, 33% of people always read reviews before making a purchase from a local business, with 77% of consumers surveyed saying that they always check at least two review platforms in their search, like Google, Yelp, or Facebook. Families turn to these online reviews before making such an important decision as choosing the right funeral home.
But maintaining the benefit of your reviews also requires some work on your end. The same study found that 88% of consumers would use a business that replied to all of their reviews. On the other hand, only 47% would use a company that doesn’t respond to reviews at all.
Not every review requires the same response, however. Let’s dive into how best to respond to different types of reviews.
What to Do with Spam Reviews
Spam reviews happen, and when they do, don’t respond. Instead, you should report it.
If you get a spammy review on Google, report it immediately, and Google will likely address it.
Unfortunately, one of the worst platforms for spam reviews is Facebook, where spam reviews are a dime a dozen. You should still report it, as the more people who do, the more likely Facebook will do something about it.
What to Do with Negative Reviews
Negative reviews can be tricky. You take a lot of pride in caring for your community, and it can sting to hear that someone was disappointed in their care.
It likely goes without saying, but responding right away after the initial sting might not be the best idea. Once you’ve stepped away to give yourself time for that sting to wear off, take a note from Disney’s H.E.A.R.D. model, which is how the company trains their customer service team to provide world-class care. The model asks you to: Hear, Empathize, Apologize, Resolve, and Diagnose.
It's always a good idea to offer your reviewer the chance to continue the conversation. Be sure to leave your contact information and let the reviewer know that you’re receptive to their feedback and happy to discuss more in a private format.
What to Do with Positive Reviews
When you receive positive feedback, it is a perfect opportunity to show gratitude. Thank them for taking the time to leave the review. From there, you can use that review as a part of your social proof and utilize it in all different forms of marketing, from billboards to social media ads. You can also optimize your website to display your social proof by using a review widget or through manually promoting your Google Review rating on your website.
Word-of-mouth advertising is one of the most effective forms of marketing, and a positive review is one of the best ways to get it. My team at @need Marketing is well-versed in helping our funeral home and cemetery partners handle online reviews, and we’ve seen it all. If you have questions about managing your online reputation, we’re here to help. Visit atneedmarketing.com to learn more about our services and get in touch.
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About the author: Michael Anderson is the president of @need Marketing, a full-service agency helping funeral homes connect with their communities through creative and strategic methods. He uses his personal background in the funeral profession and extensive experience in sales to provide partners with effective marketing strategies that are relevant for funeral homes. He can be reached at manderson@atneedmarketing.com.