Before the internet, businesses that wanted to build a trusted relationship with potential new clients relied on current customers to spread the word. The same holds true today, but now, your clients have a broader reach, as most customers (93%) say online reviews influence their buying decisions.
These reviews help build your credibility while increasing your online visibility. Trends such as AI, local search optimization, and answer engine optimization have made online reviews a crucial local marketing tool.
The Psychology Behind Review Influence
People rely on others to validate their decisions. If those you trust like a product or service, you reason that you’ll probably like it too. Online reviews appeal to a person’s tendency to assume that the way others act is appropriate, which is known as social proof.
Positive reviews tend to draw in business and enhance trust with potential new customers, while negative reviews make them reconsider their purchase. However, it’s important to balance positive and negative reviews. Too many positive reviews may lead people to think they’re fake.
Potential customers also look at whether you took the time to respond, which shows you’re willing to learn from feedback.
Reviews as Local Search Ranking Factors
Receiving high-quality reviews, whether good or neutral, tells search engine algorithms you are a credible match. Google uses them to determine which businesses to include in a local pack, a collection of companies that match a local search.
Online reviews also serve as user-generated content, which can place you higher in search engine rankings. A high volume of positive reviews also places you higher in local searches.
Beyond Google: The Multi-Platform Review Landscape
While you need a Google Business Profile to collect and monitor Google reviews, don’t stop there. Customers can also review your business on Yelp and industry-specific platforms like OpenTable or FindADoc. Some of these may serve as third-party aggregators that collect your online reviews and display them in a single location. Social media sites including Facebook and Instagram also offer tools for users to comment on and review local businesses.
Monitor your online presence by identifying the platforms your customers are most likely to find you on. Use tools like Google alerts and social media listening tools to track how customers are talking about you online. When you know where you’re popping up online, claim and manage your profiles to correct your information and respond to online reviews.
Review Generation Strategies
So, how do you get more online reviews?
- Ask your customers. Include a call to action on receipts or invoices asking people to leave a review.
- Follow up with customers shortly after their purchase to thank them and kindly ask for a review.
- Explain why you’re asking for reviews, such as to improve your product or service.
Make reviews easy for your customers by providing a link to your preferred site, and keep your request short. Use an automation tool like a post-purchase text message or an email asking for a review when a customer makes a purchase. You can offer incentives to encourage more reviews, but don’t pressure anyone into making a positive review. Solicit honest feedback.
Reputation Management Techniques
Keep tabs on your online reputation with a monitoring system that alerts you when people mention you. Respond to reviews in a timely manner. If you’re responding to a negative review, keep it professional. Acknowledge the problem and offer a solution.
Many customers appreciate your willingness to learn from a mistake and fix the problem. Learning from a negative customer experience can make you seem more credible.
Create a review-centric culture by training your employees on exceptional customer service. Empower them to solve customer issues and collect customer feedback.
Measuring Review Impact on Business Performance
Track how reviews are impacting your business by using a single-touch attribution model. The last-touch model assumes that a customer’s last impression with your business influenced them to buy, while the first-touch model credits their first interaction.
When you’re assessing your marketing metrics, look through your reviews and see if you have received more positive messages in the same time period. Compare your online reviews to your competitors’ to assess your performance. If your revenue has increased, calculate how much you spent on reputation management and add it to your ROI calculations.
Conclusion: The Future of Reviews in Local Marketing
Collecting reviews boosts your social proof and makes customers more likely to trust you. It enhances your online visibility across search methods. If you want to improve your online reputation, contact Motoza. We can help you leverage your online reviews to rise through local searches and attract more customers.
Contact us today to find out more.
