You’ve probably heard that customer reviews and social proof (proof that other people like something) are a great way to build a reputation for your business. But you may not know why it’s so important, or the best way to leverage it to get results (in the form of new potential customers and sales) for your business. In this article, we’re breaking down the why and how behind customer reviews so that you can leverage them effectively for your business.
Where to utilize customer reviews
There are many platforms that allow customers to leave reviews, but the most popular ones are Google My Business, Yelp, Facebook, Yellowpages and Angie’s List. Many businesses also have sections of their website where they display testimonials, or leave an option for customers to leave reviews. Read our article on how to manage reviews on your Google My Business.
Social proof
As we mentioned above, one of the reasons customer reviews work well is because they provide a form of social proof – evidence that other people like your product or service. This helps people who haven’t yet worked with you or bought from you develop trust in your product or service, which moves them closer to buying.
Increased visibility
Another reason customer reviews are effective is because they make it easier for new customers to find your business. When posted online, they improve your SEO (Search Engine Optimization) ranking and make it easier for people searching online to find you. Improved SEO means your company is more likely to come up in relevant search results when people are looking for a business that provides your type of product or service.
A clear view of what’s working (and what’s not)
Customer reviews also indirectly help you grow your business because they help you see what’s working so you can amplify it, as well as shift things that aren’t working to be more effective. For example, If many customers share that a specific element of your service or product really sold them on it, you can make sure to talk about it in your marketing efforts or develop it further. On the flip side, you can also ask customers to share what they didn’t like or what they would improve on. You don’t have to share these parts of their reviews publicly, but can keep track of them privately to help you gain clarity on what you can do to improve.
Building trust
This brings us to our final point about why customer reviews work, which is that they help you build direct trust with your previous customers by showing them you care about their feedback. When you ask customers to share a review, you’re sending the message that you’re listening to them and care about their opinion, which makes them feel valued. This deepens your relationship with them and encourages them to keep doing business with you and recommending you to others.
How to best leverage customer reviews for your business
Now that you understand why reviews are so effective, here are a few pointers on how to best leverage them to grow your business.
How to ask customers to leave reviews
We understand that asking for reviews can be intimidating, and even a little awkward sometimes. Creating a QR code that leads customers to a review platform and printing it postcard, menu, take-away menu, business card, etc. and keeping it at the front desk/checkout area is a great way for customers to leave reviews on their own time. Adding a review button to your website also drives people to leave reviews.
You can also send a follow-up email after a purchase with a link of where to leave a review.
Provide guidelines for quality reviews
Reviews are not created equal. The best reviews answer questions your potential customers frequently have and address their potential objections and concerns. Sending out an email after purchase? Tell reviewers what kinds of questions would be helpful for them to answer and what kind of information to cover.
For example:
You have a bakery and know that more and more people are wondering if your gluten-free cakes really taste good? Ask purchasers to mention that a purchase is gluten-free when describing the cupcakes they purchased, or comment on the selection of GF products available.
Reliability is often important to people looking for Painters, Builders, Landscapers, etc… ask your customers to share their experience with your timeliness, or prompt follow-up.
Ask for and encourage honest and authentic feedback
The best feedback is honest and authentic – potential customers will connect with reviews that sound honest and human. This will happen naturally when you give real customers a platform to share their opinions and don’t over-edit their reviews or try to fluff your reviews page with fake reviews. Make sure you’re encouraging customers to give their honest feedback. Get a negative review? Address it with the reviewer and try to solve their problem. Seeing negative feedback will give you clarity on where you can improve and build trust with your customers.
Emphasize quality over quantity
Reviews that are specific and detailed are more likely to attract potential customers than those that are only a few words or only include a rating. When putting together your reviews page and sharing with customers what you’re looking for in their feedback, encourage them to be specific and share information that may be helpful for potential customers. You can do this by providing guidelines for effective reviews, as we mentioned above. While not every customer will do this, satisfied customers are often happy to give back to your business in the form of a testimonial, and many will go the extra mile to leave the kind of review you’re looking for.
Customer reviews can be a powerful tool for growing your business – use these tips to ensure you’re using them effectively and maximizing their impact!