Many business owners spend a lot of time on positive, proactive marketing, but considering that nearly 90% of consumers look to online reviews before making a purchase, you may be missing a key portion of your business' digital reputation. Whether you own a large, successful company or a small shop, these tips will help you convert more potential consumers to customers with a few easy steps.
First, some facts. Google My Business has become integral to click through rates. Six out of 10 new consumers now look to the platform for reviews on local business. Your Yelp, Facebook and TripAdvisor (where applicable) profiles will also pop up below Google reviews and are frequently the next stop for customers. (If you haven't claimed your business on these sites, this should be your first step to gain control of reviews). Word of mouth matters to consumers, but these days, online reviews are an acceptable substitution for word of mouth according to 91% of 18-34 year olds. Reviews can be contested by business owners, but rarely result in the review being removed, making reviews more legitimate to consumers. In fact, nearly 70% of consumers are more likely to consider purchasing or hiring a business with positive online reviews.
Positive reviews aren't enough. More than half of consumers (57%) will only consider a business with 4 stars or more, and the number of people who value the quantity of online reviews climbs each year (49% in 2019 vs 35% in 2016). So what do you do to encourage people to change their rating and potential customers to trust your brand and business ethics? You must respond to negative online reviews, even better if you take the time to respond to all online reviews.
How you manage reviews matters more than any other method employed in your digital marketing strategy. Eighty-nine percent of consumers read the business owner's response to online reviews, while 63% of consumers say that a business has never responded to their review. This is a bad business practice. Your customers want to know that if they do encounter an issue with your business, you will immediately and satisfactorily fix the problem.
Responding to good reviews is easy, but how do you respond to negative reviews?
Don't have the time? Not sure how to proceed? I've got you covered. Contact me to learn more about CRM, review management and bulk email services. We offer options to fit every business' budget.