Reviews Matter Key Takeaways:
- Reputation management is crucial for the success of businesses.
- Online reviews have transformed the reputation management landscape.
- Consumers trust online reviews, with 84% considering them as reliable as recommendations from close friends.
- Lack of reviews can negatively impact trust, as 15% of users don’t trust businesses without any reviews.
- Consumers rely on reviews more than advertising, with 83% stating they trust reviews over traditional ads.
- Before making a purchase, 70% of users read the last 4 reviews.
- Ensure your customers can review your business on popular platforms like Google My Business, Yelp, Better Business Bureau, and Angie’s List.
- Encourage customers to leave reviews by letting them know how easy it is and simply asking them to share their experiences.
- Avoid unethical practices, such as incentivizing positive reviews.
- Respond to reviews, both positive and negative, to engage with customers and show your willingness to address feedback.
- Keep responses short and professional, apologizing for negative experiences and offering a resolution.
- Providing an exceptional customer experience is the most effective way to increase positive reviews and avoid negative ones.
- Strive to offer outstanding customer service and value for money.
- Customers with negative experiences are more likely to leave reviews, so focusing on delivering an awesome experience can help prevent negative reviews.
- Take action by listing your business in the right places, asking for customer feedback, and prioritizing exceptional experiences to earn positive reviews.
Why Reputation Management is Critical to Your Success Online
Business owners don’t need to be told that their reputation is critical to their success. Having a positive reputation among your customers has always had a direct impact on the bottom line.
What business owners might not be aware of is how reputation management has evolved over the years, and how consumer behaviors have changed as the result of modern reputation management tools.
In this post, we’re going to discuss how online reviews have changed the reputation management landscape for local business owners, how consumers are reacting to these changes, and finally how you as a business owner can use the tools at your disposal to generate more positive reviews and increase your reputation online.
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
The New ‘Word of Mouth’
If you operate a business that serves local customers, you’re already aware that you want your customers telling others about you. Getting your satisfied customers to refer you to their friends and family members generates a ton of business that you might not have earned otherwise.
But today one satisfied customers’ opinion goes far beyond their immediate social circle. Modern consumers have the ability to go online and tell thousands of people about how awesome it was to do business with you.
But who cares what some random person on the internet says?
According to one survey published by Inc. Magazine, 84% of consumers trust online reviews as if they came from a close friend. That’s out of the 91% of people who read them!
Here are some other interesting stats from various consumer surveys:
15% of users say they don’t trust businesses without any reviews.
83% of users say they don’t trust advertising and rely on reviews.
70% of users say they need to read the last 4 reviews before they’ll make a purchase.
Online reputation management has become a critical part of every local business’s digital marketing strategy. Next, we’re going to discuss actions you can take to increase your reputation online.
First, Make Sure Your Customers Can Review You
First, you’ll need to make sure your customers are able to leave reviews for your business on the review platforms that they use.
We’ve talked a lot on this blog about how your business directory listings are essential to your success online. Reputation management is just another reason to make sure your business is listed on the web’s most trusted directory platforms.
Some of these directories allow users to leave reviews for your business. Some well-known examples of platforms that include reviews are the Better Business Bureau, Yelp, and Angie’s List, though there are many others.
You should also make sure that you’ve created a Google My Business account and that all the information in that account is current and up to date. According to a survey by ReviewTrackers, nearly 64% of consumers look for reviews on Google before other platforms.
With your business listed on all the most popular review platforms, the next step is to encourage your customers to actually leave reviews.
How to Increase Your Reviews Online
Before we discuss ways you can generate more online reviews, I should mention Google’s review policy states that business owners should not give customers incentives to leave reviews, especially positive ones.
Just recently a business offered me a discount if I left a 5-star Google review and sent them a link to it. It left a really bad taste in my mouth and let me know that all their positive reviews were likely left by customers who hadn’t even done business with them yet. Not to mention, doing stuff like this is just downright unethical.
What you can do is let customers know how easy it is to leave a Google or Yelp review, and simply ask them to share their experience. I’ve seen this done in a number of ways, but the most popular are follow-up emails and hand-outs that ask customers to go write about their experience.
Don’t Forget to Respond to Your Reviews
There is extensive data showing that businesses that respond to their reviews help encourage more positive reviews and lessen the impact of negative reviews. It’s an easy way to engage with your satisfied customers and show potential customers that you’re willing to listen to negative feedback.
Just be sure to keep your responses short and to the point. Tell the reviewer you are sorry to hear about their bad experience and encourage them to reach out to you directly to discuss how you might be able to make it up to them.
There are tons of examples of business owners arguing with their customers in reviews. It’s almost never a good look for your business.
For positive reviews, and simple ‘thank you for your business, we hope to see you again soon’ should suffice.
Finally, Just be Awesome
The last and most obvious way to increase the number of positive reviews your business has online is to just give your customers an experience worth sharing. If you focus on customer service and give your customers great value for their money, they’ll want to go online and tell others about it.
More importantly, you’ll avoid negative reviews this way. Customers who have a negative experience are two to three times more likely to leave a review about it. It might not seem fair, but people are more strongly motivated by negative emotions when it comes to sharing their experiences.
You can’t satisfy everyone, but if you make it a priority to try and offer an awesome experience, you’ll likely reap the benefits online.
Go Out and Start Earning Those Reviews
We’ve talked about how digital reviews have changed the way customers make purchase decisions, and we’ve discussed various ways that you can start earning more positive reviews online. All you need to do now is to go earn them! Make sure your business is listed in the right places, reach out to your customers and ask for their feedback, and always focus on giving them the best experience possible.
Your Reviews Matter FAQs
Why is reputation management crucial for the success of businesses online?
Reputation management is crucial because a positive reputation directly impacts the bottom line of businesses online.
How have online reviews transformed the reputation management landscape?
Online reviews have transformed the reputation management landscape by enabling customers to share their opinions with thousands of people.
How much trust do consumers place in online reviews?
Consumers place a high level of trust in online reviews, with 84% of them trusting reviews as if they came from a close friend.
What preference do a significant percentage of users have when it comes to making purchase decisions?
A significant percentage of users rely on reviews rather than advertising, with 83% expressing this preference.
What should business owners ensure regarding customer reviews?
Business owners should ensure that customers can review their business on popular review platforms such as the Better Business Bureau, Yelp, Angie’s List, and Google My Business.
Why is Google My Business particularly important for businesses?
Google My Business is particularly important because 64% of consumers look for reviews on Google before other platforms.
Should business owners provide incentives for positive reviews?
No, business owners should not provide incentives for positive reviews as it is against Google’s review policy and unethical.
How can businesses encourage customers to leave reviews without providing incentives?
Businesses can inform customers about how easy it is to leave a review and ask them to share their experience through follow-up emails or hand-outs.
Why is it crucial for businesses to respond to reviews, both positive and negative?
It is crucial for businesses to respond to reviews because engaging with satisfied customers encourages more positive reviews and demonstrates a willingness to address negative feedback.
What is the most effective way for businesses to generate positive reviews?
Providing an exceptional customer experience is the most effective way for businesses to generate positive reviews. Focusing on customer service and offering value for money encourages customers to share their experiences and helps minimize negative reviews.