If you recall from Part I of this series, we explained the three Local Ranking Factors: Distance, Relevance, and Prominence. We’ve covered why all three are essential and what they mean for your salon or spa. But in this blog, we’re going to focus on Prominence, or how well-known your business is in online search.
Prominence helps your business attract not only new clients but also drive additional engagement from repeat customers. We know how valuable repeat customers are for beauty and wellness businesses. And with 87% of customers reading online reviews for local businesses, how can you take advantage?
To start, Prominence has three core aspects:
- Number of reviews
- Average star rating
- The recency of your reviews
Now that you know what Prominence means for your business online, why is this so important? When we search for something like “best salons near me,” only businesses that have a 4-star rating or higher will appear in the results. This means that to increase your discoverability and attract more clients, you must actively manage your online reputation.
Higher ratings also drive higher search positions. 4 or 5-star businesses are positioned, on average, 9% higher in search than 2 or 3-star businesses (Yext Customer Data, 2019).
Your online reviews also tell potential customers what their guest experience might be like, which means having too many negative reviews could prevent potential clients from booking services at your salon or spa.
To take control of your online reputation, there are 3 steps you can take to become a more customer-centric business:
- Listen to your customers
- Engage your customers
- Ask for feedback
Step 1: Listen to your customers.
Monitoring your reviews may seem like a daunting, time-consuming task. But the Meevo Marketing suite allows your business to view and manage all your reviews across the web in one place. Meevo Marketing even lets you set automated notifications to alert you when you receive a new review.
Step 2: Engage your customers.
As we already mentioned, not all reviews are good for your business. But what you may not know is just how many people actually view a business’ responses to customer reviews.
Plus, 53% of people expect to see responses to negative reviews within 1 week (ReviewTrackers Survey, 2018)!
With Meevo 2 and its Online Presence and Reputation Management solution, not only can you monitor all your reviews in one central place, but you can also quickly respond to your reviews on Google and Facebook.
Step 3: Ask for feedback.
Every guest has an experience when they visit your salon and spa, and many people like to share their experience with others. If you’re providing your clients with 5-star service every time they visit, simply asking them to review your business can yield business-boosting results.
Don’t be afraid to ask clients to leave a review on your Google My Business page, Facebook page, Yelp, or other listing sites. Be sure to use Meevo Marketing’s Online Presence Management platform to ensure the proper social media handles and website URL are published, so your clients have no trouble finding them online to leave a fantastic review!
Manage Your Reviews and Online Reputation to Grow Your Salon or Spa
Owning your online reputation has never been more critical for businesses, especially salons and spas. As local search engine optimization (SEO) grows in importance and more individuals look for reviews before choosing a business to visit, having a complete Online Presence Management platform (like what is included in the Meevo Marketing suite) will provide your salon or spa with a significant competitive advantage.