Online reviews are often seen as a “nice to have,” but as Katie Frogge, Senior Account Manager & Product Specialist at One Firefly, explains in the latest Automation Unplugged episode, they’re critical to building trust, generating leads, and improving your business’s online visibility.

In this installment of our Marketing Experts series, host Ron Callis chats with Katie to explore the transformative power of online reviews and reputation management. From actionable strategies for gathering consistent feedback to understanding how reviews influence Google rankings, this episode offers valuable insights to help integrators succeed in a competitive market.

The Power of Online Reviews

Reviews have become a vital part of the modern buying process. Whether choosing a service provider or ensuring a business’s credibility, potential customers often rely on reviews to make decisions. As Katie points out, “A responsible business owner will take control of their online reputation and rally their team around maintaining it.”

In this blog, we explore Katie’s expert advice on why reviews matter, how they impact your online presence, and practical steps to elevate your reputation management strategy.

Why Reputation Management Matters

“Reputation management is really about how others view your business online,” Katie explains. This includes your Google Business Profile, social media, and review platforms like Yelp and Facebook. A robust online reputation builds trust with potential customers—even those who find you through referrals.

“A solid reputation online ensures that referred customers find the validation they need to trust your services,” Katie emphasizes.

The Role of Reviews in the Buyer Journey

Katie highlights how reviews guide customers through key stages of the buying journey:

• Awareness: Reviews create initial visibility for your brand.

• Consideration: Customers evaluate your services based on others’ experiences.

• Decision: Positive reviews can be the deciding factor.

• Retention & Referrals: Engaged customers and strong review practices ensure repeat business and word-of-mouth recommendations.

“When you have recent, positive feedback visible online, it builds credibility and makes your business the clear choice,” Katie explains.

How Google Evaluates Reviews

Reviews aren’t just about influencing customers—they’re a cornerstone of Google’s local search algorithm. Katie identifies four critical factors:

• Quantity: More reviews signal popularity.

• Recency: Fresh reviews show ongoing engagement.

• Quality: Thoughtful, specific reviews matter more than vague praise.

• Responses: Acknowledging positive and negative reviews builds trust with customers and Google.

“Google wants to see a consistent flow of new reviews,” Katie shares. “It’s about ongoing engagement, not just hitting a specific number.”

Tips for Managing Reviews Effectively

Katie provides actionable steps to enhance your reputation management strategy:

• Ask Directly: Face-to-face requests yield higher response rates.

• Simplify the Process: Include QR codes or links to your Google profile in emails and invoices.

• Leverage Technology: Use tools to automate review requests.

• Engage with Reviews: Show appreciation and address concerns promptly.

“Consistency is key,” Katie says. “Focus on building a steady, positive review history over time.”

Success in Action: Synergy Integrated Systems

Katie highlights a recent success story with Synergy Integrated Systems, a One Firefly client. Through consistent efforts, Synergy raised its star rating from 4.5 to 5.0 and significantly increased the number of positive reviews.

“They’re a shining example of how deliberate reputation management can elevate your online presence,” Katie notes.

Take Control of Your Online Reputation

Katie reminds us that online reputation isn’t just about reviews—it’s about creating trust and credibility. “Building a strong online reputation is more than just a task—it’s a growth strategy.”

Discover More

Listen to Katie’s full interview on Automation Unplugged to learn how to implement a winning review strategy that boosts visibility, builds credibility, and drives results.