How do you manage online feedback?

Online feedback is a valuable source of information for any online marketer. It can help you improve your products, services, content, and reputation. But how do you manage online feedback effectively and efficiently? Here are some tips to help you deal with positive and negative feedback, respond appropriately, and use feedback to grow your online marketing skills.

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1 Monitor feedback regularly

The first step to managing online feedback is to monitor it regularly. You need to know what people are saying about you, your brand, your offers, and your competitors. You can use various tools and platforms to track and collect feedback, such as social media, online reviews, surveys, email, analytics, and more. By monitoring feedback, you can identify trends, issues, opportunities, and insights that can inform your online marketing strategy.

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Eoin Oliver BA (Hons) FCIM

Results-driven Marketing Expert | Unlocking Revenue Streams for Companies | Let's Supercharge Your Business
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Google reviews are a great way to understand what people say about you. And how they say it. For example you can use it to work out customer voice when writing content for a landing page that speaks their language or to work out search phrases you might want to rank for. Customer feedback has a wealth of information that could be useful to you. This is something that the excellent Danika Stochosky taught me.

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2 Categorize and prioritize feedback

Not all feedback is equally important or relevant. You need to categorize and prioritize feedback according to its source, type, sentiment, urgency, and impact. For example, you can use a simple matrix to classify feedback as positive, negative, neutral, or mixed, and as high, medium, or low priority. This will help you decide how and when to respond, and what actions to take. You can also use tags, filters, or folders to organize feedback by topic, channel, or campaign.

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3 Respond to feedback

Responding to feedback is a crucial part of managing it. It shows that you care about your audience, value their opinions, and are willing to listen and learn. You should respond to feedback as soon as possible, and in a polite, professional, and personalized way. You should also tailor your response to the tone and content of the feedback. For example, you can thank and encourage positive feedback, apologize and offer solutions for negative feedback, clarify and educate for neutral or mixed feedback, and avoid or report spam or abusive feedback.

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Prashant Dixit

LinkedIn Personal Branding Specialist | Content Marketing Strategist, Digital Marketing & Social Media Solutions
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Responding to both positive and negative feedback shows that you value your customers and their opinions. When dealing with positive feedback, express gratitude and acknowledge their support, encouraging them to continue their positive experience. In the case of negative feedback, handle it professionally and constructively. Avoid getting defensive, but instead, address the concerns directly and offer possible solutions or next steps. By engaging with your audience, you not only resolve issues but also build trust and loyalty with your customer base, which can translate into increased brand advocacy and positive word-of-mouth.

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4 Analyze and act on feedback

Feedback is not only a way to communicate with your audience, but also a way to improve your online marketing skills. You should analyze and act on feedback regularly, and use it to optimize your online marketing efforts. You can use various methods and tools to analyze feedback, such as sentiment analysis, keyword analysis, feedback scoring, or feedback mapping. You can then use the insights from your analysis to make changes, test new ideas, create new content, or launch new campaigns.

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Prashant Dixit

LinkedIn Personal Branding Specialist | Content Marketing Strategist, Digital Marketing & Social Media Solutions
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Indeed, analyzing and acting on feedback is crucial for the continuous improvement of your online marketing strategies. By employing various methods to analyze feedback, you can gain valuable insights into customer sentiments, preferences, and pain points. Sentiment analysis can help you understand the overall tone of the feedback, whether it's positive, negative, or neutral. Keyword analysis allows you to identify recurring keywords or phrases, giving you a deeper understanding of what aspects of your products or services customers are most interested in or concerned about.

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5 Encourage and incentivize feedback

The more feedback you get, the more you can learn and grow as an online marketer. You should encourage and incentivize feedback from your audience, and make it easy and rewarding for them to share their opinions. You can use various strategies and tactics to encourage and incentivize feedback, such as asking questions, creating polls, offering discounts, giving rewards, running contests, or featuring testimonials.

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Eoin Oliver BA (Hons) FCIM

Results-driven Marketing Expert | Unlocking Revenue Streams for Companies | Let's Supercharge Your Business
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Just be careful with incentivising feedback. Some platforms such as Google reviews frown upon you receiving anything in return for feedback. It could be seen as incentivising people if you offer a discount or similar. Not that Google are super on top of these things, but they have stated it's a rule and in the future they may be on top of things because they've enforced rules more fully in the past for their other products like Search.

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6 Learn and grow from feedback

The final tip to manage online feedback is to learn and grow from it. Feedback is a powerful way to enhance your online marketing skills, and to achieve your online marketing goals. You should treat feedback as a learning opportunity, and as a source of motivation and inspiration. You should also track and measure the results of your feedback management, and celebrate your successes and achievements.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage online feedback?

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1 Monitor feedback regularly

2 Categorize and prioritize feedback

3 Respond to feedback

4 Analyze and act on feedback

5 Encourage and incentivize feedback

6 Learn and grow from feedback

7 Here’s what else to consider

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