Whether you want to boost your online reputation or increase your bottom line, online reviews are an essential marketing tool.
According to survey data from Google and Marketing Sherpa:
- 90% of customers use online reviews before buying
- 82% said reviews impact the buying decision
- Reviews from customers are more influential (84%) than reviews from experts (16%)
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The internet has revolutionalised communications and that, in turn, is changing the way brands market to consumers. As websites like Yelp continue to grow in popularity, it’s important for companies to monitor and manage customer reviews with an online review strategy.
Here are 3 tips, according to data:
Ask happy customers to leave reviews
Existing customers, especially Promoters, have the undeniable power to grow your business. Make customer feedback an easy proposition for them, and consider timing carefully. “The best way to get reviews is to ask for them. And the best time to ask is when you finish the job and are with them” says Jeff Motter, CEO and chief marketing officer of East Bay Marketing Group.
Intercept negative feedback before it reaches online
This is the single best way to manage your online reputation and the complaint resolution process. An on-site customer feedback tool does a great job of alerting unhappy customers so you can address their concerns before they feel the need to go online.
Address negative reviews
Be prepared for negative reviews, because the truth is you can’t please everyone. What you can do however is address the situation and try and make it better as soon as possible. Responding to reviews in a professional manner is a great way to build goodwill and minimize the impact of a negative review.
Also published on Medium.