Watch this short video to learn key tips about getting positive online reviews:

So, you’ve paid a lot of money to build the slickest website. 

You’ve hired a data driven marketing agency to perfect your SEO and help you rank high for the most important organic keywords.

You’ve also budgeted sizable paid advertising campaigns across various search and social platforms to get new users to your site.

Then, a few less-than-favorable reviews appear in directories or industry websites that torpedo your positive marketing plans. 

Online reviews have transformed from optional feedback to a critical component of business success. Whether you’re a local café, an Internet service provider or a law firm, the opinions of your customers will greatly influence potential clients. 

In fact, 9 out of 10 consumers say reviews play a major role in their purchasing decisions.

That’s why soliciting and then managing online reviews should not be an afterthought. Instead, that should be an integral part of your marketing strategy from inception.

Let’s look at the reasons online reviews matter with an eye on these action items:

• Understanding the Importance of Online Reviews 
• Encouraging Customers to Leave Reviews
• Strategies for Generating Positive Reviews
• Managing Online Reviews That Are Negative
• Embracing the Power of Online Reviews

 

Understanding the Importance of Online Reviews

Seeing those stats above that show 90% of Web users seek out reviews to make a buying or business decision proves what’s obvious: reviews really – really – matter. 

Here’s why they’re crucial:

• Builds Trust and Credibility

Online reviews provide an authentic glimpse into your business. Positive feedback helps establish trust, making potential customers more comfortable choosing your products or services.

The winning concept for all content and marketing strategies that we’ve discussed a lot on this blog is EEAT – Experience, Expertise, Authoritativeness, and Trustworthiness.

EEAT emphasizes the importance of your experience and authority within the industry or product you represent. We’ve also found that EEAT dramatically improves your conversion rate. 

A couple years ago, we engaged with a new family law client. As we created a marketing strategy, we saw that there were a handful of lower-star reviews on industry websites that were dragging the firm’s overall rating to 3.5 stars. 

We insisted before we began aggressive SEO and paid advertising campaigns, that they began soliciting recent – satisfied – clients to write positive reviews. At the same time, we initiated a plan to go back and respond to the previous negative reviews in a way they could rebuild customer confidence.

With this strategy in place, we were able to turn their overall rating to four stars within several months. And now that ongoing solicitation of recent client reviews is an ongoing part of their business strategy.

• Influences Purchase Decisions

Again, studies show that nearly 90% of consumers consult and read online reviews before making a purchase. A high number of positive reviews can significantly sway their decision in your favor.

• Enhances Visibility and SEO

Search engines favor businesses with a steady flow of reviews, rewarding them with higher visibility in search results. Managing online reviews can boost your SEO, which  increases visibility and can drive more traffic and, ultimately, more sales.

• Offers Valuable Feedback

Reviews offer insights into what you’re doing right and where you can improve. Constructive criticism can guide your business improvements and product development.

• Levels the Playing Field

Reviews give smaller businesses the chance to compete with larger brands by showcasing their strengths through customer feedback.

Encouraging Customers to Leave Reviews

One of the challenges many businesses face is getting customers to take the time to leave a review. 

We tell our clients to constantly reach out to customers and implore them to jot down a quick sentence or two about your company. 

One interesting sales tactic I picked up in a sales training class was exactly how to phrase the request to solicit the most favorable outcome.

Ironically, asking someone straight up for a review or a referral can psychologically put that person on the defensive. Like you’re giving them an assignment which will make them more likely to put it off or not do it all.

However, phrasing the “request” with a negative intro like, “I don’t suppose you’d have the time to write a quick review about your experience with our company,” makes the person more open to fulfilling the request. 

By phrasing the request with immediately assuming you’d never expect such a thing to happen, the other person immediately feels a noble responsibility to help.

No matter how you phrase the request, here are some other effective methods to encourage more feedback:

• Ask at the Right Moment

Timing is key. Ask for reviews when your customer is most satisfied, such as after a successful service call, a positive interaction, or a purchase. This ensures they are still experiencing the positive emotions associated with their transaction.

• Simplify the Process

Make it easy for customers to leave reviews by providing direct links to your review platforms in follow-up emails, on your website, or via text message. The fewer steps required, the more likely they will complete the review.

There are obviously hundreds (probably thousands) of review management tools such as Review Inc and Grade Us, but if you are working with a digital marketing agency, you should have them include review management and online reputation management as part of their overall marketing plan.

Also, resist the temptation to use review management tools that will allow you to filter out solicited reviews with less than four stars. The Federal Trade Commission is actively going after these review fraud tools and the companies using them with damaging lawsuits.

• Offer Incentives (Within Guidelines)

While outright buying reviews is unethical and often against platform guidelines, you can offer small incentives like discount codes or entry into a prize draw for those who leave honest feedback.

• Leverage Email Marketing

Send personalized emails requesting reviews, emphasizing how their feedback helps other customers and helps your business grow. Be clear about how much you value their input.

• Use In-Store or In-Service Prompts

For brick-and-mortar businesses, signs, table tents, or even digital prompts (like on tablets at checkout) can remind customers to leave a review.

• Respond to Existing Reviews

Engage with customers who have already left reviews, showing appreciation for their feedback. This positive interaction not only builds rapport but also motivates other customers to leave their own reviews.

 

Strategies for Generating Positive Reviews

It’s no secret that the Internet is rife with negativity. So it makes sense that people are more inclined to leave a review when their experience was poor as there’s greater emotion tied to leaving a negative review than a positive one.

So, generating positive reviews takes more work on your part. As we mentioned above, it’s not about manipulating feedback but rather about delivering exceptional experiences that naturally result in positive remarks. 

Here’s how to increase your chances:

• Deliver Exceptional Customer Service: The foundation of positive reviews is a great customer experience. Ensure your staff is well-trained, responsive, and consistently exceeds customer expectations.

 

• Exceed Expectations with Product Quality: Make sure your product or service delivers on its promises. Consistent quality and attention to detail will naturally lead to satisfied customers who are eager to share their experiences.

 

• Address Issues Quickly and Effectively: If a customer has a negative experience, resolve it promptly. Turning a bad situation into a positive outcome can often lead to a better review than if everything had gone smoothly from the start.

 

• Personalize the Customer Experience: Personal touches, such as a handwritten thank-you note or a follow-up call, can go a long way in making customers feel valued and more inclined to leave a positive review.

 

• Create a Review Culture Within Your Business: Make customer feedback part of your business culture. Regularly remind your team of the importance of positive reviews and encourage them to seek feedback actively.

 

• Leverage Social Media: Encourage customers to share their experiences on social media. This not only generates reviews but also provides free publicity for your brand.

 

• Utilize Review Management Tools: Platforms like Google Business Profile, Yelp, and TripAdvisor offer built-in tools to help you manage and request reviews. These platforms often provide templates and tips for soliciting feedback effectively.

Managing Online Reviews That Are Negative

Even the best businesses receive negative reviews from time to time. It’s important to manage these reviews professionally and proactively:

• Respond Promptly and Professionally: Acknowledge the customer’s concerns and offer to make things right. Your response will be visible to other potential customers, showing that you care about customer satisfaction.

 

• Learn from Negative Feedback: Use negative reviews as a learning opportunity to improve your services or products. Demonstrating a willingness to evolve based on customer input can win back disgruntled customers.

 

• Encourage Honest Reviews: A mix of positive and constructive reviews appears more genuine than an unbroken string of perfect scores. Encourage customers to be honest and view each review as a chance to showcase your commitment to service.

Embracing the Power of Online Reviews

Online reviews are not just digital word-of-mouth; they are a powerful tool that shapes your brand’s reputation, drives sales, and fosters trust. 

Encouraging your customers to leave reviews and strategically working towards generating positive feedback will build a robust foundation of social proof. 

By engaging with your customers, responding thoughtfully to feedback, and consistently striving to exceed expectations, you can harness the full potential of online reviews to propel your business forward.

 

Avita Group – Digital Marketing Agency in California

Avita Group is one of the longest-tenured, five-star rated digital marketing agencies in California. Our clients often have had previous agency experiences and ultimately find a long-term home with Avita Group.

We offer fractional CMO services to boost your brand and your business by maximizing your SEO and PPC management, Online Reputation Management (ORM), and ways to become a LinkedIn ads expert to boost your business.

The Avita Group team boasts a collective experience of over 30 years in the industry led by Founder and CEO, Brad Weber, and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews.

Contact us for a free consultation to evaluate how we can transform and elevate your business.