How to Achieve Greatness With Your Company’s Online Reviews
More than ever, customers are relying upon online reviews when deciding what businesses they’ll visit and trust. Corey Eridon of HubSpot Blog writes that, according to a Local Consumer Review survey, “52% of consumers reported that positive customer reviews make them more likely to use a local business compared to just 28%, who make their selection based on other factors like location and price.” Also, it was found that “76% of consumers regularly or occasionally use online reviews to determine which local business to use.”
To generate positive online reviews, Eridon says that a business should ask customers for their feedback, either on its website or through email. Testimonials need to be listed on its site so that consumers can see the opinions of satisfied customers. He also suggests using Uncommon Goods, a site that posts customer reviews. By being featured on that or a similar website, your companies’ reviews will show up higher in search engine results.
Star Group’s blog reported back in August of 2011 “that 80% of online customers change their mind about making a purchase after reading negative online reviews.” Customers and avid Yelpers can see right through a company trying to censor the negative reviews — for example, have you ever felt skeptical about a business with five stars and only positive reviews?
It is the marketer’s duty to try and encourage customers who had a good experience to leave a review, and, of course, to read the negative reviews and try to improve the company. Author Steve Olenski of Star Group says company representatives need to respond to the negative reviews and vow to be more helpful or better next time. Doing this will “demonstrate your willingness to admit fault (you are human after all), which will help establish an emotional connection.”
With the advent of social media and online reviews, consumers have learned to trust each other more than they trust marketers. By promoting the positive feedback about your company and making it more visible, customers will be more likely to buy your products and use your services.