Online reviews have never been more essential in building credibility for your business.
At first glance, they act as the digital equivalent of word-of-mouth, an age-old, trustworthy form of marketing. Dig deeper, however, and you'll see that online reviews serve more purposes than just persuasion.
Let's navigate how to implement reputation management strategy for your business, so you can unlock one of the most effective ways of bringing more customers through your doors.
Did you know: 90% of consumers read online reviews before visiting a business. 88% of them trust online reviews as much as personal recommendations (Source: Invesp)
Why Your Business Needs to Embrace Online Reviews
Online reviews are no longer an 'optional extra'. Far from it. They've become the cornerstone of any serious business strategy.
Why, you ask? Simple. Lots and lots of positive reviews are one heck of a powerful marketing tool. Imagine, for a moment, being in the shoes of a consumer. When you find a business with a sterling reputation reflected in numerous online reviews, doesn't it just make you want to interact with them more? It does, doesn't it? Of course, that's not just anecdotal. The data supports it.
According to a survey by BrightLocal, a remarkable 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds saying they 'always' read reviews. With those sorts of numbers, can you afford to not prioritize reviews?
More so, studies show a direct correlation between reviews and revenue. A Harvard Business School study revealed a one-star increase on Yelp leads to a 5-9% increase in business revenue. Greater visibility, consumer trust, improved rankings, and enhanced brand loyalty—all these stand to gain from increased positive online reviews.
No business thrives in a vacuum, and neither will yours. Your potential customers trust peer recommendations more than ever before. In a Nielsen survey, a whopping 92% of consumers stated they trust peer recommendations over all other forms of advertising. That's where online reviews come in, acting as trusted personal recommendations for your brand.
How to Get More Positive Reviews
Are you ready for my top secret strategy for getting more reviews? Here it is:
You just have to ask.
Sounds easy enough, doesn't it? But, you'd be surprised by the number of businesses that don't employ this strategy. We're not talking about vaguely encouraging feedback, we're talking about direct and strategic requests for customer reviews.
Enter the concept of a 'review request.' This is a targeted message, typically conveyed via email or text, that's dispatched once your customer has made a purchase. Picture this; they've just experienced your product or service first-hand and their impressions are fresh in mind - that's the prime time to swoop in with your request.
The reality is, people usually default to inaction unless prompted otherwise.
Here's another thought - more often than not, your happy customers won't think to leave a review. They've received what they wanted, they're satisfied, and life goes on. Conversely, those few who may have less-than-stellar experiences are often more motivated to express their discontent.
But imagine if you tapped into that silent majority – the pleased and satisfied who simply haven't been asked. What impact could that have on your online reputation?
By implementing a review request process, you're not only exploding the statistical likelihood of receiving more reviews, but you're also systematically accumulating valuable feedback that can drive continuous learning and improvement for your business. Isn't that a win-win situation?
Multichannel Outreach for Reviews
So you've embraced the power of online reviews, but where do you start getting them? You can't just wait for them to flow in; you need to launch a proactive campaign to actively garner them.
The key lies in diversifying your strategies. Asking customers more often and in more places will increase the odds of securing more reviews.
One of the most effective tactics is leveraging automated emails or texts after a service is rendered. Think about a normal customer interaction. You provide a service, your customer is impressed, and then...radio silence. Instead of allowing that enthusiasm to fizzle out, harness it. Implement an automated system that sends out an appeal for feedback shortly after a transaction. It's immediate, it's efficient and it capitalizes on the client's fresh experience and satisfaction.
Don't stop there though - Ever thought of your website as a platform for securing reviews?
You should already be listing positive reviews on your website to prove your credibility, so just include a quick call to action underneath saying "did you enjoy our services? We'd love to hear your feedback!", then link to your Google Business listing.
And what about the might of social media? Your business' social platforms are not just for posting content and running ads. They're also effective channels for showing off your positive reviews and asking for more.
Finally, let's not forget about your email newsletters. Take a few minutes to create a section in your email template with a link to your Google Business page. Imagine, every time you send out one of your emails, there's an opportunity for a review. The answer is right there in your routine practices - harness it!
Multiple channels is the secret to amplifying your review generation process. So ask for reviews, ask early, ask often, and ask in multiple places.
Incentivize More Reviews
Now it's time to ignite the afterburners and introduce incentives into your review acquisition strategy. Inject a dose of enthusiasm into your customers, like a steroid shot for the review process.
If there's one thing I learned from my economics classes in college, it was to always think about incentives. The world revolves around people being motivated to take certain actions that would make them better off. To understand any human behavior, you first have to understand what incentivizes that behavior.
So how do you incentivize your customers to leave a review?
First and foremost, devise an incentive plan aligned with your business model. Could it be a flat discount on their next purchase? Or maybe a free sample of your newest product? It could be as simple as a complimentary upgrade the next time they use your service.
But you might ask, "What's the best time to offer these incentives?" The timing is just as important as the reward itself. Post-purchase, when the customer has freshly interacted with your product or service, is a pivotal moment. This experience is fresh in their mind, and it's a perfect time to ask them to write a review. Throw in the incentive as a nudge, and voila! You’re creating a win-win situation here; your customers feel appreciated while your online reputation gets stronger.
However, remember this – the key is to keep everything above board. Make it clear that you're offering this incentive for a review, not necessarily a positive review. Honesty breeds trust, and that trust will lay the foundation of your steadily expanding positive online reputation.
To put it bluntly – incentivize, but don't manipulate.
Imagine your business growing consistently, powered by honest customer reviews encouraged with perfectly timed incentives. All it requires is a few strategic touch points with your customers to ask for a review.
So why wait? These are simple strategies you can start to implement today. Reputation is everything in business, and you have to take action to build credibility and propel your business ahead of the pack.