Think of all the word-of-mouth recommendations you’re bombarded with on a daily basis and how they influence your choices.
That new Afghan kabob place? You heard it was good AND cheap. That new spy thriller series? The verdict was “cheesy and predictable.” Unlike the kabobs.
See what we mean? Now, think about your business. You know you’re awesome and we know you’re awesome (obviously), but are OTHER people writing about your awesomeness? That’s the key question here.
Four reasons why reviews should matter to you
You can write compelling marketing copy that strikes the right emotional chord and elegantly lists all the features and benefits of your product. But that’ll only get you part of the way to winning the hearts, minds—and trust—of your customers.
Why are reviews important? They’re one of the most important sources of information for your customers about your product or service. Fun fact: a staggering 98% of customers read reviews before shopping. Yowza.
1. Reviews make it easier to trust you
By letting customers state their honest, unvarnished opinions, you’re allowing people to see proof points from “real” people as to why (or why not) your brand is worthwhile.
2. Reviews provide the sometimes-brutally honest truth
Reviews can give you a sense of what’s working well, what parts of your brand your customers love—and what drives them up the wall. Not that you’re trying for that, of course!
For example, comments, like, “Love the product, but the instructions could be clearer,” or “It took a long time to get an answer to my question,” can provide some valuable insights into where you can improve some of your product communications and responsiveness.
3. They show you genuinely care
Asking for reviews from customers helps show that you’re not just farming for likes—but that you care about their opinions and are trying to provide the best experience possible. Most of all, reviews help open another line of communication and tell customers that you’re always willing to listen.
4. Reviews can boost your visibility and sales
Think of reviews as free word-of-mouth advertising for your website. And when you get positive reviews? Well, that’s content gold. Especially when it comes to getting customers to trust you and spend their hard-earned loonies.
Plus—regularly publishing customer reviews can help with SEO. How? Because search engines like Google reward fresh, user-generated content. Plus, whenever you respond or interact with reviews, it shows higher levels of engagement, which can also give you a bump in search results.
Why is all this important? Greater search visibility means more click-throughs, traffic and higher conversions!
Six tips for getting customer reviews
Customer reviews can be elusive beasts, so here are a few straightforward strategies that can help you entice customers to jot down their thoughts.
1. Just ask
Sounds kind of obvious, right? You’d be surprised at how many people just don’t bother (politely) asking their customers to take a few minutes to write a review. If your customers love you and your products or services, they’ll be more than likely to oblige!
How can you ask? Include a call to action with every product you sell or follow up with an email asking your customer about their experience.
2. Know when to ask
Remember the old expression, “Strike while the iron’s hot?” Same idea applies here. If you’ve just completed a successful transaction or had a positive interaction with one of your customers, then that’s prime time to ask for a review.
3. Good old-fashioned customer service
The reality is that people who have a “meh” experience likely won’t feel compelled to pen a review. But if they have an extremely positive (or negative) experience, it may unleash their inner writer!
Do everything in your power to provide an amazing experience that’ll leave your customers wanting to sing your praises.
4. Make it easy
If you’re asking customers to take the time to review your business, don’t make it a complex, multi-step process. Instead, link them directly with your chosen review platform—e., Google Business Profile or a dedicated page on your website.
5. Offer gentle incentives
Who doesn’t love a little bit of bribery? Consider offering up an incentive for reviews—like a 10 or 15 per cent discount code for future purchases or entry into a prize draw.
6. …but don’t pay for fake reviews
Oh, it can be tempting to “pad your stats” with a bunch of fake, five-star reviews, but it’s ultimately not worth it.
Not only can fake reviews seriously damage your credibility and trustworthiness with customers, but they’ll likely get flagged as spam by review platforms like Google and Facebook. You could even see your account get suspended or banned outright!
Keep the conversation going
A couple more thoughts to chew on: it’s (usually) a good idea to respond to reviews—even when they’re negative. If anything, offering a polite, sensible solution to someone’s salty commentary shows that you’re a consummate pro who’s committed to making things right.
Also—make sure you’ve claimed and are building out your Google Business Profile. When properly optimized, it can be a powerful way to build customer trust and engagement. In fact—we have a blog on that very subject!
Happy review hunting and may your customer commentary be positive and uplifting!
Kira is the Content and Channel Marketing Lead at CIRA. She focuses on content, digital marketing and channel strategies to help Canadian business owners make the right domain choice for their business website so they can find success online.
