In recent years, we have been inundated with research indicating that customer reviews help online stores grow. Consumers trust online reviews almost as much as personal recommendations of friends.
Reviews allow you to reach a wider range of potential customers, increase sales conversions and affect the creation of company image. These are just few of the advantages most often mentioned in the context of online opinion management. Would you like to learn more about the benefits of monitoring opinions on your company? We invite you to read.
Proper management of opinions, both positive and negative, provides a number of key benefits, and thus becomes an element of brand building. However, at the beginning of developing a positive image for your business, you should understand why you actually need online reviews. Let us give you a few hints.
Above all, online reviews are a source of social proof, or confirmation of the quality of a given product or service. The principle of social proof is based on the belief that positive reviews from people – even strangers – can reinforce a purchase decision, and negative reviews can dissuade us from it. We all look for acceptance or confirmation of our own choices from others, in this case from the existing brand users. Consumers are more likely to buy products with reviews, which is why it is so important to highlight recommendations in marketing communication.
Treat each user review as a guideline to help you improve your products, customer service and maximize profits. However, it is important to remember that reviews can be used not only in the sales process, but also to build brand image. Reviews from satisfied customers increase the company’s credibility, especially for start-up businesses.
Now that you know why it is important to care about customer reviews, you should develop a system for collecting recommendations. Depending on your area of business, there are several platforms that will allow to collect business reviews completely free of charge. The first option is a business card in Google My Business, which if properly configured can effectively influence your position in search results.
However, do not limit yourself to one source of collecting opinions – be visible on industry portals, price comparison sites or auction services. Only then you won’t overlook the discussion about your brand that takes place online. Do not ignore the potential of social media, such as Facebook or Instagram, either. Nowadays, these platforms are no longer used just for communication in social situations, but are an important channel to reach customers and present your offer.
If you want to keep working on your business reputation, it’s not enough to just let customers share their thoughts on your company’s official channels. You should see feedback acquisition as part of a broader process of managing your company’s image. When caring for reviews, start by realizing what purpose you are actually acquiring them for. You may be motivated by the aforementioned desire to increase sales or to raise brand awareness among customers. Of course, depending on what stage of business development you are at, your priorities will evolve.
If you have just started your business, focus on building recognition and expanding your customer base. At this stage, try to collect as many reviews as possible to increase the credibility of your business and, most importantly, its visibility against the competition. If you already have regular customers encourage them to share extended comments. Also, try to ensure the authenticity of reviews and under no circumstances leave them without feedback.
Taking care of a good customer service it is worth betting on a tool which will automate contact with consumers, for example Rating Captain application. It allows you to naturally increase the rating of your business by quickly responding to negative feedback.