How can I use reviews to grow my local business?

In a time when consumers are bombarded with advertising, testimonials and product reviews can provide an impartial voice of reason. More than 70% of consumers read product reviews before making a purchase, and more than 63% feel more confident about buying from a business that features testimonials. Not only that, but online reviews can really help improve your local SEO!

Online reviews are increasingly how today’s local customers discover, evaluate and trust local businesses. Whether it’s Google, Facebook, Yelp, TripAdvisor or Rated People, increasing and improving your customer reviews needs to be a priority for your local business.

Here are 8 tips to use reviews to grow your local business…

1. Create Business Profiles on Online Review Sites

Review sites like Yelp, Facebook, and Google allow you to create business profiles which provide a space for customers to write about their experience with your service or product. Fill out your profile with information about your business to increase your chances of appearing in local search results.

2. Follow Up with Buyers and Encourage Honest Reviews

A friendly follow up after each sale is a great way to start the review process. Using a personal touch and asking for an honest review will set you apart from competitors. It will increase the likelihood of your getting a review versus an automated email that is sent out to every customer. Your first few reviews will be the hardest to get but it gets easier over time, so don’t be afraid to start asking your customers directly.

3. Provide Clear Contact Information

Make it easy for new customers or previous customers to leave reviews and reach out with any questions. This can be as simple as including a direct link to your review page for clients in a thank you email or direct message. You can remind customers with in-store signage or even include links in your invoices and email footers. In fact any touchpoint that a customer has with your local business is worthwhile trying.

4. Send Follow Up Emails

While a majority of customers spend time researching products before making a purchase, it is important to send a follow-up email after purchase to remind buyers why they bought from you in the first place. Include a tip sheet for the new product or service just bought, and add on purchases. Always include a link to the customer review page where you want the client to leave a review.

5. Monitor Your Reviews

Make sure to monitor your online reviews closely. Not only are reviews a good indication of what you and your team are doing well (or otherwise), they also need managing. A prompt response to feedback - good and bad - shows the reviewer (and anyone reading it) that you care about your business

6. Take a Friendly Approach to Negative Reviews

Make sure to respond to reviews quickly. When a customer is unhappy with a purchase, it can be tempting to jump in with a defensive response. However, keep your tone professional and friendly by thanking the customer for bringing the issue to your attention and carefully reviewing the issue. A negative review can be easily turned into a positive communication with an open and honest response. Take full advantage of the opportunity to open a dialogue and build relationships with your customers to show them that you care.

7. Include Customer Reviews on Your Website

Showcasing your customer reviews on your website is a great way to add social proof to potential new customers. Linking to these review sites can also encourage new customers to share their positive experiences with their networks while also encouraging them to leave positive reviews on your site.

8. Share Positive Reviews With Other Clients

Include other customers’ reviews on client contracts, proposals and invoices. This not only creates sales and builds brand recognition but also encourages other clients to leave their own reviews on your chosen review sites.

Conclusion

Online reviews are much more than a way for customers to leave their opinions. They are also a way to build brand loyalty, establish credibility and to attract potential new customers by establishing social proof in your local business. They also help improve your local SEO, which creates even more opportunities for new customers to find your local business. By following our tips, you will be well on your way to improving your online reviews and building brand affinity for your business.

If you'd like help with growing and managing customer reviews for your local business, check out our Online Review Building & Management service.