Online reviews are a very important aspect of any business’s online presence today. Your potential customers have become adept at searching and researching products and services before making any purchase decision. Again and again, we find that consumers trust online reviews, as much as personal recommendations from real people. More than half of consumers will only use a business if it has positive online reviews. Online reviews are also critical for your business’s online visibility, for lead generation, and to achieve sales.
Your business needs to make online reviews a priority. Consumers value what other people have to say about businesses, products, and other people. 90 percent of consumers read online reviews for local businesses. They are a very influential factor, where a positive review can truly set your business apart from your competitors. In essence, online reviews are the modern equivalent of word-of-mouth marketing. And as such, it is imperative that you engage in the conversation.
WHY REVIEWS MATTER
Online Reviews Build Trust – A review says a lot about your business ethics, service quality, and reliability. By helping customers learn more about your business, reviews build up a level of comfort in their shopping decision. Another reason consumers trust online reviews, as opposed to ads, is that the reviewer is seen as a peer that has shared the same shopping experience. Reviewing is a way of helping others.
Increase Conversion Rates – Online reviews can increase your business conversion rate. When consumers have trust in your reviews, they take action. They can be your gateway to generate new and repeat customers. Reviews are a way of taking a crowdsourced approach to decision-making, which allows the consumer to gather data, learn of potential problems, learn from other people’s experiences and spend their money accordingly.
Local Ranking Factor – Reviews (along with an owner’s response) show that consumers trust a business, and trust is a foundational factor in ranking. When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location.
Learn About Your Customers – Actively generating and interacting with your online reviews is a great way to analyze your market and make improvements to your business. Online reviews allow you to see your business from the outside and get to know what is working and what needs to be improved. When problems do arise, monitoring reviews will allow you to quickly rectify the situation and prove to customers that they are your top priority.
HOW TO GET STARTED WITH ONLINE REVIEWS
Before people can start aggregating reviews, you need to take control of your review pages and social profiles. You can request a customer to post a review on your Google My Business page, Facebook, Amazon, Yelp, or Trustpilot. These platforms are broadly trusted and can significantly improve your online presence.
Studies have shown that asking for reviews will result in higher ratings than not asking, so make sure to be specific and personalize the request. Go through the review process and make sure it is as easy as possible for the customer. Make sure to monitor the reviews and respond to their comments, both positive and negative. Use the positive reviews to nurture new brand ambassadors and the negative reviews as opportunities to remedy the situation and improve your business.
Consumers will judge your business based on online reviews, whether you like it or not. So take the initiative and cultivate positive reviews. They are a valuable asset that will serve as organic marketing campaigns and help make your business better. It will take some time and effort, but it’s worth it to grow your business.