Consumers have more resources at their disposal than they've ever had
before. As a result, they are better equipped to make informed decisions about
the products and services they purchase.
One of the most important resources available to consumers is online
reviews. In fact, it's estimated that around 98 percent of
consumers read online reviews when searching for local businesses.
As such, it's crucial that your target audience can find reviews of your small
business online.
Why Customer Reviews Matter
Consumers are much less trusting of companies than they used to be. They
are better educated about potential scams and unethical businesses.
Additionally, consumers have way more options to choose from than ever before.
As such, they turn to the opinions of other consumers to inform their
decision-making strategy.
After all, there's nobody a consumer will trust more than another consumer. With that in mind, the following are some of the more notable benefits your business will enjoy by having positive customer reviews:
1. Helps Customers Make Informed Purchasing Decisions
Customer reviews also provide you with user-generated content (UGC). UGC
is valuable because it's seen as more trustworthy and credible than content
that's created by businesses. You can use UGC on your website, your social
media channels, your PPC ads, and even on your digital signage to help spread brand trust.
2. Drives Sales and Increases Conversions
It's been proven time and time again that business reviews positively impact sales. Studies have shown that customers spend around 31 percent more on companies that have excellent reviews. New customers are more likely to trust personal recommendations when making buying decisions.
3. Improves Search Engine Rankings
One of the more indirect benefits of having positive customer reviews is
that it can help improve your search engine rankings. For example, Google’s
algorithm will factor in user engagement when determining where to rank a
website. As such, customer reviews are important to your search engine
optimization (SEO) strategy. Additionally, customer reviews are essential to
your local SEO efforts, which will help improve local search.
4. Enhances Social Proof and Credibility
Positive customer feedback will help you build brand trust. The more
positive online customer reviews you have, the better your online reputation
will be. Not to mention that having lots of online reviews in different places
helps provide social proof that your business exists and isn’t a scam.
5. Generates User-Generated Content (UGC)
Customer reviews also provide you with user-generated content (UGC). UGC
is valuable because it's seen as more trustworthy and credible than content
that's created by businesses. You can use UGC on your website, your social
media channels, your PPC ads, and even on your digital signage to help spread brand trust.
Where to Generate Positive Customer Reviews
The following are some of the best places to generate positive customer
reviews:
1. Social Media
Social media platforms, such as Facebook, Twitter, and Instagram, are
excellent places to generate customer reviews. This is because they're already
being used by millions of people every day. Reviews on social media can easily
be shared as well.
2. Google My Business
(GMB)
GMB is a listing service provided by Google that allows businesses to
list their name, address, phone number, website, and opening hours. It also
provides customers with the ability to leave reviews. Google reviews will
influence your search rankings since Google puts a lot of emphasis on user
engagement.
3. Online Directories and
Local Listings
There are numerous online directories and local listings, such as Yelp,
Angie's List, and HomeAdvisor. Many of these directories serve specific
industries and can also help boost your SEO.
4. Review Sites
There are also a number of review sites, such as Trustpilot, Sitejabber,
and Consumer Affairs. These platforms are specifically designed for customers
to leave reviews about businesses and are crucial to your overall reputation
management strategy.
How to Get More Positive Customer Reviews
The following are a few general tips on how to obtain more reviews (and make sure that they are helping to improve your company’s reputation):
Make it Easy: Provide them with a link to your review page along with clear instructions on how to leave a review. You can even send an automated email asking for a review after a customer makes a purchase on your e-commerce page.
Provide Incentives: Provide customers with an incentive, such as a discount on their next purchase, a free product or service, or a free entry into a contest.
Respond to All Reviews: Don’t ignore or delete bad reviews or low-star reviews. Instead, respond to them. Doing so can turn a negative review into a positive opportunity to improve your reputation by showing that you care about all your customers.
Online Reviews Are Critical To Your Marketing Strategy
Online reviews matter. They are a powerful marketing tool that should
not be ignored. They can help you improve your SEO, enhance your social proof
and credibility, generate user-generated content, and more. If you're not
already generating customer reviews, then you're missing out on a valuable
opportunity to improve your company's reputation and enhance your marketing
efforts.
