Online customer reviews are a big factor in influencing consumer decisions and the success of your business. But sometimes it can feel like another aspect of running a business that doesn’t garner much payback.
But, in reality, that isn’t true.
A recent survey showed that 70% of British consumers read reviews before they make any purchase, even for small items like deodorant.
According to Nielsen, in a global study from 2021, 88% of consumers stated that they trust recommendations from people they know above all other forms of marketing messaging.
Displaying reviews can lead to an 18% increase in sales, as your potential customers gain confidence from the experience of others.
What’s more, Google will take reviews into account for their local ranking algorithm. Which basically means that getting real customer reviews can increase the chances of people seeing your business in the relevant search results.
The impact of online reviews on business growth
Customer online reviews are an essential part of a thriving business strategy. They help to build trust, enhance visibility, and can have a direct impact on purchasing decisions.
- Boosts local search rankings: Google values businesses with more high-quality reviews. Companies that receive frequent positive feedback will rank higher on Google Maps and local search results.
- Increase click-through rates: A well-rated business will attract more customers. Listings with higher star ratings are clicked more often compared to those with few or no reviews.
- Builds social proof: Customers are more likely to buy from businesses with strong, recent reviews. Positive feedback is like a form of word-of-mouth marketing that influences buying decisions.
- Encourages repeat business: Engaged customers who leave reviews are likely to return. If you can spend time replying to reviews you’ll help to create loyalty and community amongst your customers.
Give excellent customer service
It sounds simple, because it is, but you’ll have to provide your customers with excellent customer service if you want them to leave you with positive reviews about your business.
Make sure all staff are well-trained in customer service, and go above and beyond for every person.
If you need to brush up on this as a whole, ‘secret shoppers’—people who anonymously evaluate your service—could be a way to gain unbiased insights and consider ways to improve it.
Make it easy for customers to leave reviews
Make leaving reviews as straightforward as possible. Give your customers direct links to review platforms through emails, texts, or QR codes on receipts and business cards. The easier it is, the more likely customers will share their feedback.
Ask customers to leave reviews at the right time
Everyone is going to ask their customers to leave reviews, so be intentional about when you ask them, perhaps after a successful purchase or a positive service experience. A well-timed request will increase the likelihood of getting a positive response.
Use social media
Social media is a powerful tool for any business, so make sure that you’re utilising it. Encourage your followers to leave reviews and share their experiences with your business. Engaging content and prompts can work positively in getting customers to leave feedback.
Rewards for reviews
Offering small rewards, such as discounts or freebies, can be a great motivation for customers to leave reviews. You need to ensure that these incentives encourage honest feedback in a bid to maintain your business’s authenticity.
Respond to good reviews
Respond quickly and personally to positive reviews to show your appreciation. This will strengthen your customer relationships and demonstrate your commitment to excellent service.
Respond to the bad reviews
Negative feedback is inevitable. Respond professionally and empathetically, acknowledge concerns, and explain how you plan to resolve issues. By taking this approach, you’ll show customers that you’re willing to make changes to get better results, and you never know, they may feel encouraged to use your services again.
Notes on receipts/business cards
Include notes on receipts or business cards to invite new reviews. This is a great way to remind your customers to share their experiences. A simple message that they look at a little later could be the prompt they need for some added feedback.
Share positive reviews
Use your website and social media to highlight the positive reviews you receive. By sharing your customer praises, you build credibility and encourage others to share their views on your business.
Add a link to review sites in your email signature
Add a direct link to your review platform in your email signature. A subtle prompt like this can help you gain feedback effortlessly.
What are the best online platforms for customer reviews?
There are multiple ways to allow your customers to share their thoughts on your business. These are some of the best platforms to use:
- Google reviews: Essential for local businesses to improve their search rankings and visibility on Google Maps. Plus, it’s likely to be the first place a potential customer might look.
- Trustpilot: A global platform that is known for transparent customer feedback.
- Facebook reviews: Businesses with an active social media presence should use their Facebook page to collect reviews directly, which can help boost engagement.
- Yelp: A good choice for local business reviews, especially if you’re in the hospitality and service industries.
- TripAdvisor: A crucial platform for businesses in the travel, hospitality, and tourism sectors. Reviews on here can impact rankings and customer trust.
- Feefo and Reviews.io: These verified review platforms are often used by e-commerce brands to get genuine feedback from their customers.
- Industry-specific platforms: Houzz is a great platform for home service businesses, Zocdoc is used by healthcare professionals, and Capterra is built for software reviews.
Common mistakes to avoid when requesting reviews
We know it’s important to get as many online reviews as possible, but certain things can hinder your efforts. Here’s what to avoid doing:
- Not asking for reviews: Many businesses hesitate to request feedback, which means they miss out on opportunities.
- Delaying the request: Timing is crucial when asking for reviews. You’ll need to ask quickly after a purchase or service to increase the chances of a response.
- Ignoring negative feedback: We touched on this above; we’re reiterating that you need to respond thoughtfully to criticism to demonstrate your customer service ability.
- Overwhelming customers: Don’t expect customers to fill out lengthy surveys; keep your feedback requests concise and clear. They’re much more likely to take part.
- Ask leading or biased questions: Keep the questions you ask customers neutral to ensure that you get genuine feedback.
Turning reviews into marketing material
We now know that customer reviews can help improve rankings in Google, and they also have a positive impact on customers who are willing to use your business. But they can also be used as marketing materials. Here’s how to use them:
- Feature testimonials on your website: Showcase the positive reviews you receive to help build trust with your website visitors.
- Share on social media: Highlight the glowing feedback you receive on social media to engage your audience.
- Make use of them in email campaigns: Use your reviews in newsletters to show your brand’s value.
- Create case studies: Detailed stories of positive customer experiences help personalise and show the benefits of your products or services.
How to build a long-term review strategy
Asking for reviews isn’t just a once-a-year job. With the right approach, you can help increase the number of reviews you get steadily year-round. Try implementing these techniques:
- Automate the process: Use tools to send review requests after customers have used your business.
- Train the team: Ensure employees understand the importance of reviews to the success of your business and encourage them to ask for feedback when interacting with customers.
- Analyse your feedback: Don’t just accept the fact that you’re getting reviews and see that as a plus, take time to read and use it to improve products or services.
- Encourage brand loyalty: Customers who regularly leave reviews may be strong contenders for brand ambassadors if it fits with your business model.
We’ve shown here that getting online customer reviews is more than just feedback; they’re a powerful tool that can help boost your business growth.
If you want to optimise your online presence and leverage customer reviews for even greater growth, Marty Rogers SEO is here to help. With expert strategies, we can enhance your search rankings, improve visibility, and help your business stand out.
