In today’s digital era, online reviews have an unparalleled influence on consumer buying decisions. And it’s not without reason. They offer genuine and unbiased perspectives that no advertising campaign can ever match.
In the contemporary landscape, customer reviews have become the equivalent of highly influential word-of-mouth, capable of either establishing or damaging the reputation of a local business, while significantly impacting its sales figures.
Still not convinced about the significance of reviews for small businesses? Here are some essential statistics concerning online reviews that you should be aware of:
- In the realm of online shopping, over 99.9% of individuals read reviews to some extent.
- Positive reviews have been recognized by 91% of consumers as influential in their decision to support a business.
- As much as 79% of people place the same level of trust in online reviews as they do in personal recommendations.
- Merely 13% of individuals would consider engaging with a business that has a rating of two stars or lower.
Online reviews offer social proof of your product or service’s quality, establish your expertise, and foster trust. Consequently, it becomes crucial for local businesses to accumulate as many positive reviews as possible.
Here are strategies you can implement to encourage reviews for your local business.
Gather Email Contacts During the Checkout Process
Including a request for the customer’s email address and phone number during the purchase process significantly increases the chances of receiving a review from them. Typically, when individuals willingly provide their contact details to a business, it implies they have likely had a satisfactory experience and are more inclined to share their experience with others.
Once you have obtained their email address, it’s advisable to send a friendly follow-up message after a week, kindly asking them to write an honest review about their encounter with your business.
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Note: Always ensure to review and adhere to the most recent official guidelines provided by the review platform regarding soliciting reviews:
- Refer to Google’s guidelines on obtaining reviews.
- Consult Yelp’s recommendations on acquiring reviews.
- Review TrustPilot’s instructions on requesting reviews.
Express Appreciation for Honest Feedback Verbally
Train your employees to express sincere appreciation for honest feedback, particularly when interacting with satisfied customers. It’s important to note that this approach may not be effective if there is a constant flow of customers and the same generic “Please review us” message is repeated to everyone.
However, when the circumstances and rapport are suitable, empower friendly staff members to use their judgment and say something like, “We would greatly appreciate it if you would consider leaving a review about our business.
By doing so, the request for a review will come across as genuine rather than pushy. Remember that this guideline applies to both in-store staff and online/phone support.
Use In-Store Signs to Promote Reviews
As a local business operating from a physical store, you have the opportunity to leverage in-store signage as a means to encourage reviews. This can be achieved through the use of banners, flyers, brochures, and window clings. Another effective approach is to incorporate a review request at the bottom of customers’ bill receipts.
Additionally, you can set up a kiosk with an in-store app that guides customers to a webpage on your business website, where they can easily leave an on-site review.
Alternatively, you can utilize a QR code that, when scanned, directs customers to a list of review profile links, allowing them to choose their preferred platform for writing a review. These clear visual cues serve as a reminder to customers of your interest in receiving online feedback, showcasing your commitment to valuing their opinions and continuously improving your services.
Provide Incentives for Future Purchases
While your loyal customers may already be enthusiastically spreading the word about your brand to their loved ones, some others may require a gentle push to motivate them to leave reviews. One highly effective approach is to offer discounts, coupons, or other incentives in exchange for a review.
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However, it’s important to be aware that Google and other platforms discourage fake reviews and any form of engagement that appears inauthentic. This doesn’t mean you can’t provide incentives; it simply means you should refrain from offering incentives specifically for positive reviews.
As long as you offer the same coupon or incentive to both a customer who left a two-star review and one who wrote a five-star review, you will be in compliance with the guidelines.
Incorporate Review Reminders on Your Website
Simplify the process of leaving reviews for your customers to increase the likelihood of receiving more feedback. While this may seem obvious, many businesses fail to take steps towards streamlining the review-writing process for their customers.
The majority of people refrain from leaving reviews because they don’t want to invest time in figuring out how to do it. Even if they know how to, they perceive it as an unnecessary and burdensome task that they prefer to avoid.
To overcome this, ensure that leaving a review is as straightforward as possible for your customers. Incorporate clear call-to-action buttons and unintrusive pop-ups on your website, guiding them to your Yelp or Google Business Profile review page.
Consider using a direct link generator tool like Supple with CamRojud to create a unique Google review link for your business. You can then share this link with your customers via email. When they click on the link, they will be directed straight to the review section of your Google Business Profile, where they can easily write and submit their review.
Avoid expecting your customers to follow a complex path for writing reviews, as it is highly unlikely that they will do so. Simplify the process to make it convenient and user-friendly.
Harness the Power of Social Media
Use social media platforms such as Facebook, Twitter, or Instagram to pose targeted questions related to your business’s performance. Direct interested followers to leave reviews on their preferred review platform.
For example, if you own a restaurant, you could casually inquire if there was a previously discontinued menu item that your followers fondly remember. Then, you can encourage customers to mention this item in their reviews as a “vote” to bring it back.
By employing this approach, you empower customers to share enjoyable stories through reviews, simultaneously enhancing the social media engagement of your brand.
Provide Considerate Responses to Every Review
Take the responsibility to respond to all reviews of your business, regardless of how busy you may be. While it’s important to avoid sounding robotic as a brand, even a simple and timely “thank you” can serve as an encouragement for customers to continue their association with your business.
It’s crucial that your responses are personalized and crafted in a unique manner. When people observe that you address every review, whether positive or negative, it conveys that your business genuinely values customer feedback. This, in turn, incentivizes new customers to share their own experiences.
Furthermore, don’t be disheartened by negative reviews, as they contribute to the authenticity of your brand. If all the reviews are overwhelmingly positive, it may raise suspicions. Hence, negative reviews play a role in establishing trust.
Here are some guidelines to follow when responding to negative reviews:
- Respond as promptly as possible.
- Acknowledge any mistakes made.
- Express your perspective respectfully.
- Provide a genuine and personal apology, even if you believe it’s not entirely your fault.
- Offer an immediate resolution or compensation, such as a refund or voucher.
- Suggest taking the conversation offline if the situation becomes difficult to manage.
View negative reviews as an opportunity to improve your business and demonstrate your commitment to customer satisfaction.
Revisit your strategies and address the root cause of the problem. Adhere to the golden rule of responding to reviews: always respond and never respond harshly.
Exceed Customer Expectations by Delivering an Outstanding Experience
The in-store experience of your customers plays a crucial role in influencing the quantity and quality of reviews you receive.
When customers are genuinely impressed with your product, service, or the overall experience they had, they will feel compelled to share their feedback through reviews.
By consistently delighting customers and surpassing their expectations, you create a foundation for generating more positive and high-quality reviews.
Therefore, if you prioritize delivering the utmost customer satisfaction and strive to provide the best possible experience, you can be confident that your efforts will yield fruitful results.
Find Reviews for Your Business
If you have already been actively seeking, monitoring, and responding to your reviews, congratulations! You are already ahead in the game. However, if you haven’t, now is the perfect time to start. The first step is to discover what your customers are already saying about your business. This involves checking the top review platforms where your online reputation is likely to be influenced.
For most businesses, Google Business Profile, Yelp, and Facebook are significant platforms to consider. Additionally, depending on your industry, there may be specific review sites that are relevant to your field.
For instance, Capterra is a renowned software review site, while TripAdvisor specializes in tracking hotel experiences.
The trajectory of your business can be significantly impacted by online reviews
Online reviews serve as a valuable tool for staying informed about the state of your business, collecting feedback, and growing your customer base. This applies to both positive and negative reviews. Positive reviews showcase the excellence of your business and persuade potential customers to choose your services or products.
Negative reviews, on the other hand, present an opportunity for you to take responsibility, address any shortcomings, and transform negative experiences into positive ones.
Online reviews are crucial for the success of any business, particularly at the local level. By recounting real interactions with your business, they offer potential and existing customers a glimpse into your operations and provide an authentic perspective that can’t be found elsewhere.
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