03 Nov Why Reviews Matter to Your Local Business
Absolutely no amount of marketing, tweeting or direct mailing will influence individuals the way an unbiased peer review can. That’s due to the fact that in the age of social media and online reviews, it’s not what you share about your business that matters; it’s what others express about you.
According to a study conducted by Dimensional Research and backed by Zendesk, 90% of participants said that positive online reviews affected their purchasing choices, and 86% claimed their buying decisions were definitely influenced by unfavorable reviews.
Although on-line reviews are a valuable commodity for any enterprise, soliciting reviews from clients could be a delicate courtship. Oftentimes, the biggest barrier that companies have with online reviews isn’t receiving unfavorable ones– it’s obtaining them at all. Many small business owners might be skittish about requesting clients for reviews, worrying that they’ll irritate and turn off a once happy customer.
However, if the success of your business genuinely hinges on web-based reviews, encouraging reviews is a talent you’ll need to champion. Here are seven tips to help you overcome the awkwardness and urge clients to leave reviews.
1. Make composing a review as simple as possible.
The typical customer is not going to search for means to leave your company a review (except if they have a bad experience to share). That’s why you need to make it as effortless as possible for customers to offer a review. Place direct links to your review accounts in multiple locations, as an example, a thank you or follow-up email.
2. Appear on several review sites.
Everybody has his or her own preferred review site– perhaps it’s where your customers researched your company in the first place. Having a presence on almost every review site (or every review website that makes good sense for your enterprise) can make the procedure more seamless and pleasant for your customers. For instance, there’s Yelp, Angie’s List, Google Local, Yahoo Local, LinkedIn, TrustLink and many more.
Ask customers to leave a review on their preferred website– never ever pressure them to compose reviews on multiple websites. And be careful about pushing customers to compose a review on a brand-new site. For example, if a non-Yelper really feels compelled to establish a Yelp account to give you a review, Yelp’s spam filtering system will likely flag their testimonial and all that effort will vanish into thin air.
3. Be candid.
In case you feel bashful about requesting a review outright, don’t. It’s a part of doing business these days. You can help your case and nourish goodwill by being as honest and open as possible with your patrons.
You can mention something as simple as, “Your viewpoint matters to our business and to other clients, so we ‘d be really appreciative if you take a few minutes to review your experience,” or “Do you check out online reviews? We do, and so do other patrons. That’s why we ‘d appreciate it if you take a few moments to review your experience.”.
4. Tread the enticements line very carefully.
Many suggest that offering any kind of enticement for reviews corrupts the process and ought to be avoided at all costs. Having said that, I appreciate the simple fact that any individual composing a review is taking time out of their hectic routine to benefit the overall community. Giving a modest incentive (for example, 20 % off discount) could be a nice way to show your gratitude and motivate clients to put in the time to write a few words. You just need to make sure your offer is for penning a review, not just for writing an excellent review.
You might also delight reviewers by sending them a rebate coupon code or other offer right after they’ve published a review. This way, you know your incentive didn’t influence their decision to write a review, but you still get to give a modest token of gratitude for their efforts.
5. Think about your demographics.
If your patrons are Millennials, they’re already accustomed to sharing every experience on the internet and will probably share their thoughts without having much urging. Battering patrons under the age of 30 with appeals to publish a review will probably turn them off.
However, if you have more mature or much less social media savvy customers, they may require a little more urging or hand-holding.
6. Transform reviewers into brand ambassadors.
While a favorable review is excellent for your enterprise, the real worth lies in the reviewer. Think about it. That person took the time to explain and share the great experience they had with your enterprise.
Think of exactly how you can further take advantage of this relationship. For example, you can produce video reviews from your top patrons to upload on your website. Absolutely nothing tells a story better than well-produced, earnest video clips from real individuals.
7. Don’t ignore the negative reviews.
While your goal is to solicit good reviews, you’ll most likely encounter a negative review or two. Negative reviews aren’t often a business-killer, but the way you deal with an unfavorable situation might be. Pay attention to and attend to the bad reviews; you may have a chance to turn an unhappy consumer into a brand advocate.
At the end of the day, the most effective path to having excellent reviews is to offer a terrific product and customer experience. If you’re doing all you can to establish an exceptional experience for your patrons, there’s no reason not to tell them about the importance of posting reviews.