Responding to Customer Reviews: Four Tips for Apple

Responding to Customer Reviews: Four Tips for Apple

Social media

Apple recently permitted its developers to respond directly to customer reviews on the App Store. This update is welcomed by App Store users as previously some negative reviews went unanswered by developers at Apple. Moreover, Apple is catching up to Google, which has permitted developers to respond to user reviews since 2013. This significant news from one of the world’s most valuable brands underscores the importance of businesses responding to user reviews. Based on our experience working with businesses to improve their brands on social, I offer these four tips for Apple and its developers:

  1. Respond to all feedback

Although this suggestion may seem obvious, in some circumstances feedback gets missed whether it be positive or negative. It is important to thank consumers who have provided positive feedback and also offer support or solutions to those customers who are unhappy. Do respond to positive feedback — failing to respond to happy customers might come across as ungrateful. And, of course, reply to negative feedback. Ignoring criticisms obviously look arrogant and insensitive.

  1. Reply in a timely manner

Your response rate time is crucial especially on social media. Facebook even designates certain pages as very responsive, which gives consumers the understanding that they are being heard. Creating a responsive dialogue with your consumer base allows insights for both parties that can elevate your brand. Even if you don’t have a complete answer to a problem right away, at least respond with a “We are looking into this issue and will follow up with you more completely.”

  1. Provide honest feedback

Many times, consumers provide suggestions or requests that are not feasible in your current structure. It is best to explain your position in an honest manner rather than promising too much or leaving a request unanswered. Through honest feedback you are able to build credibility.

  1. Keep your responses concise

Sometimes it’s difficult for employees to respond concisely because employees usually possess a lot of context and detail about an issue that might seem helpful to know. But providing too much detail can be harmful because you might alienate a customer who lacks your technical expertise. If a comment truly does require a complex explanation, first respond briefly and offer to communicate with the customer offline. If you do so, your social spaces will be perceived as very user friendly.

User reviews are significant to a brand’s perception — so ensuring that they are handled in a thoughtful manner is vital. Thus, Apple’s introduction of customer review responses is an important feature to the company and should encourage other brands to be more responsive. The above tips should help any business manage review etiquette. Contact us to discuss how we can help you.

Image source: Ryan McGuire

Adapting Your PPC Strategy for Voice Search

Adapting Your PPC Strategy for Voice Search

Search Uncategorized

The evolution of artificial intelligence is changing the way people search online. Consumers are constantly connected to devices whether mobile, desktop, or tablet. And people are increasingly using voice search because of the proliferation of personal assistants on these devices such as Apple’s Siri, Microsoft’s Cortana, or Amazon’s Alexa. When utilizing voice search capabilities, consumers are exercising a more natural and conversational language, thus altering their search behavior. Consequently, brands need to alter their own behavior, including their strategies for pay-per-click (PPC) campaigns. Since people do not type and speak in the same manner, digital marketers need to understand how their audience relies on voice search in order to be relevant in the era of voice search.

Unfortunately, Google and Bing do not provide a way to pull data regarding voice searches. Voice searches are translated into text and listed as regular search queries. At times you might see, “Siri, can you . . . ” or “OK Google” before a search term, but that’s not always the case. Brands need not wait for technology to advance in order to adapt their PPC campaigns for voice search. Here are a few strategies to consider:

Evaluate

First, evaluate your search queries and look for conversional text. “Who,” “What,” “Where,” “When,” “Why,” and “How” are great phrases to focus on. Also, pay attention to any long-tail queries that include a natural phrase such as “near me” or “can I get the number for . . . ” Use these queries to understand what consumers want to know about your products or services. You can then gather those learnings to strategize a personal user experience for voice searchers.

People using voice search might seek a different user experience than what you’re providing for text searches. For example, the consumer might be trying to find “a plumber near me” but being driven to a landing page with a list of products on it. Once you know what your audience is looking for, determine if your paid advertisements and landing pages satisfy those searches so that you can improve performance for your PPC campaigns.

Optimize and Customize

Artificial intelligence encourages searchers to use conversational language. When trying to find an Italian restaurant in Chicago, one using voice search might ask: “What is the best Italian restaurant in Chicago?” However, if that same user wanted to search on a keyboard, they might type: “Best Italian restaurants Chicago.” The variation in tone shows that voice searches are looking for an immediate answer while text searches indicates that the consumer is still in the research phase.

Since voice search users are on the go looking for a quick direct answer, it’s important to optimize your content and ad copy to align with all the questions related to your offerings. Customize ad copy and drive traffic to a high-quality content landing page to ensure a better user experience and quality score. It’s also important to incorporate human-like content in your search ads and landing pages to match the natural phrases being searched.

Listen and Learn

Since voice search is becoming more widely adopted, especially for millennials, we can predict that we will see more PPC advancements and features to come focused around artificial intelligence. Even though we cannot track data for voice search yet, take advantage of what we have access to now by creating tests and strategies. Once you understand how your audience is using voice search, you can begin to prepare your PPC campaigns for the growth of artificial intelligence.