Fostering positive online reviews from customers continues to be an important part of business development for any contractor. And it’s often a lot harder than it sounds.

That’s especially true when the reviews are less than glowing, and may leave a future prospect surfing for the next contractor with a strong digital footprint. Whether in the residential or commercial sectors, contractors need to be marketing their reviews today, said digital marketing consultant R.J. Lowery in a recent video chat with WC Publisher Jill Bloom.

“We went from this mindset that reputation management was reactive -- where someone would leave a review and we’d respond -- to now where we try and get in front of it,” said Lowery, a and regional sales manager with RevLocal, a full-service, digital marketing agency based in Ohio.

“You truly need to be marketing for reviews of the people you know appreciate your business.”

Check out the entire conversation here.