Customer Reviews – The Most Overlooked Aspect of Online Marketing
Search engine marketing, search engine optimization, pay-per-click advertising, social media marketing, blogging—no doubt you’ve been told that your business can’t succeed online without some combination of these inbound marketing tactics. While it’s true that inbound marketing techniques are extremely effective for growing a brand online, there’s one aspect of online marketing that’s almost always overlooked and that is Customer Reviews.
Customer Reviews are Not Optional
Customer reviews pack a big punch. In a recent survey, 92% of consumers reported that they hesitate to make a purchase if there are no customer reviews, and 97% said that customer reviews factor into their buying decisions. However, many businesses, particularly small businesses, don’t have a single review.
Think about it like this: people value the opinions of their peers and in this case, that would be their “fellow shoppers.” Each review from a person who has already interacted with a business provides a piece of information that helps a consumer make a decision.
34% of the survey respondents said they like seeing both positive and negative reviews. People value authenticity, and customer reviews offer just that.
94% typically review written reviews. They’re looking for the “nitty gritty” what people like about the company, product or service and what they don’t like. Written reviews add insight and information that consumers cannot get from the company itself.
If you think about how you go about buying products on-line, customer reviews give us the feedback we are looking for and are an integral part of the purchasing process. We may not like all the reviews but an overall feeling for the brand and knowing that we have done some research on the product we are considering to buy, may well aid in our decision to go straight to the check-out.
DIY Customer Reviews
Now that you know the payoff that comes from generating customer reviews, you are faced with one essential question: How do I ask customers to write reviews? This is challenging because consumers tend to only write reviews following an especially negative experience. Julieana Findlay owner of Boost Marketing NZ has some great tips on how a business owner can prompt customers to write a review:
Ask In Person: If your product or service allows you to interact with your customers face-to-face, go ahead and ask for a review at the end of a positive transaction. At this point, you have probably gotten to know them better. There is a good chance your request will be well received.
The “Tip” Trick: This works well for direct services. In this situation, an employee tells the customer that if they write a review including the employee’s name, their employer will give them a little bonus.
Send an Email: While this method is less personal than the previous two, it can be effective for businesses that do not interact with clients directly. With this in mind, make sure that the email is as personal as possible. Include the customer’s name, and include an obvious link to a review page.
Get Everyone On Board: make sure that all of your employees know that getting customer reviews is a priority. Train everyone on your preferred technique.
Where Consumers Go to Find Reviews
For businesses that are selling a product: 64% of consumers want to see that product’s reviews on Amazon, 21% prefer Google, and just 13% are looking for reviews on the company website.
For businesses that are selling services, 42% of surveyed consumers prefer to read the Google reviews and 34% are scrolling through Yelp (is your business listed on Yelp?). In this case, 17% look to the company website for customer reviews.
If you look at our Google Listing below you will see we have a 5 star rating from five customer reviews which are shown on the listing. This helps our business appear higher in Google Search because once you have five reviews, Google ranks your business ahead of your competitors (that may have little or no reviews), as your business is seen to have good authenticity and consumer following.
You should also be asking for customers to make a review on your Facebook page (you can do this here on our Facebook page). Reviews on Facebook are readily viewed by prospective customers finding out more about your products and services, so make sure you generate these here also.
The Bottom Line on Customer Reviews
Business owners’ marketing campaigns have one ultimate goal: selling their products and services. Consumers feel more confident in making buying decisions when they can read details of the experiences that others have had with the company and its products and services. Work on getting those customer reviews. Keep at it and you will hit your stride. It just takes a bit of practice!
If you don’t have the time to do this or need help with generating customer reviews, online marketing, SEO, or website design, give Julieana a call today on 0274 23 95 92 or email her at firstname.lastname@example.org.