How to Get Your Customers to Write More ReviewsJon Steiert
Acquiring customers is one of the most difficult things to do. Regardless of industry, you’re still competing against other people, companies, and media outlets clamoring for the attention of consumers everywhere.
To Be Heard, Be Seen
The quest for attention is at an all-time high. We spend our days scrolling our phones looking for the next fun thing to catch our eye. If your business is unable to produce something that doesn’t make someone stop and engage, you’re in trouble – especially if you’re not an established business.
As quaint as the idea may be, being the best-kept secret in town just means you’re not as well-known as you could be. While social media is certainly the cause of a lot of distraction, it also provides a cost-effective avenue for companies looking to drive awareness and possibly even attract new customers. Social advertising is cheap when you compare it to traditional advertising and could be more of a sure thing over direct mail.
If you’re a physical establishment, like a restaurant, local sponsorship can help you place yourself in the community with the people you’re directly courting. Find the best way to reach your target audience and put yourself in front of your people. Revising your company’s marketing plan can be a real (expensive) challenge. If you have an awesome marketing plan in the works but don’t have the working capital needed to get it started, short-term funding might be a great solution.
But even then, it’s still not enough to get people to care about what you do. So with that in mind, how do you stand-out among your competitors in such a crazy, crowded world? It all depends on how trustworthy you are.
Trusting Strangers on the Internet
This noisy world requires a way to establish trust, which online reviews can certainly support.
People are more likely to take stock in what their friends, family, and acquaintances say over anyone else. This statement has been repeated, retweeted, and reiterated millions of times during the Social Media era.
However, our circle of trust does not end there. While we can’t always rely on our closest advisors to give us their own take on each and everything we need or do, online ratings and reviews can.
According to a 2017 study from Bright Local, 85% of consumers give as much credence to online reviews as they would a recommendation from a friend or family member. Incredibly, this increase in trust is up 12% from 2010; growth undoubtedly fueled by the rise of mobile devices.
People trust people, whether they know each other personally or not. If you’re interested in generating more leads and attracting more customers, it’s vital to connect on a personal level. Creating a successful review program means that while you’re connecting personally, you’re also implementing a system that will allow you to manage all communications across your organization.
Creating a Review System
Before you even get to managing your new glut of reviews, you’ll need to establish how you’re asking people to leave reviews for you. The easiest way is usually through email since it’s an evergreen one-to-one connection. Provide the link to your desired review sites in an easily accessible email template for your customer.
If you’re a physical location, like a grocer, diner, or auto-body shop, it’s best to leave signage up in highly visible areas and include review requests and instructions on receipts. Having something tangible makes life much easier for you and your customer to take the next steps. Whether analog or digital, the easier you make your review process, the more likely you’ll get that coveted review!
Some people are better at interpersonal communication than others. Other business owners are better with scale and logistics. Each of these personality types is not disparate, nor are they the same. They are, however, essential ingredients to making your customers and prospects know you care about both your current and future customers.
We recommend using tools like Google My Business, Trustpilot, and Yelp for soliciting, replying to, and managing reviews. Each tool has a dashboard designed for businesses to be able to see, reply, categorize, even share the reviews they receive on their website or social profiles. Trustpilot does have a fee but for most businesses, Google and Yelp are the best options.
How successful has your company been in collecting and leveraging reviews for your own business? Let us know on Twitter and Facebook!