The Customer's Voice - How to Leverage Reviews

Word of mouth used to be the gold standard when it came to business. If your friend got something out of someone's services, chances are they're worth the money. Well guess what? That hasn't changed.

Why Reviews Matter

Consider this: Over 75% of consumers read online reviews before making a purchase decision. Now, there's some sources online which will bump these figures all the way up to 99.9%, but we'll be conservative with our figures and go with trusted sources.
Reviews influence behavior and shape perceptions of your business. Positive reviews build trust and credibility, but they can also:

• Increase Brand Awareness: Positive reviews appear in search engine results, pushing your business higher in visibility and attracting new customers organically.

• Boost Local SEO: Google and other search engines consider online reviews when ranking local businesses. Strong review profiles can significantly improve your local search ranking, making you more discoverable.

• Drive Sales Conversions: Studies show that positive reviews can lead to a 270% increase in purchase likelihood. Customer testimonials showcase the value proposition of your business, convincing potential clients to take the next step.
  

Reviews for Growth:

Simply having reviews isn't enough. Small businesses need a strategies in place to utilize them for gains. Here's how:

• Encourage Reviews: Make it easy for customers to leave feedback. Display review links on your website, email receipts with review prompts, and politely ask satisfied customers to share their experience on platforms like Google My Business, Yelp, and Facebook.

• Respond to All Reviews: Take the time to respond to both positive and negative reviews. Thank customers for their praise and acknowledge their concerns. Negative reviews offer an opportunity to showcase your commitment to customer satisfaction by addressing issues politely and professionally. According to Brightlocal's findings:

  "Consumers are 41% more likely to use a business that responds to all of its reviews than a business that doesn’t respond to any."

• Analyze Reviews: Don't just read reviews – analyze them! Identify recurring themes in both positive and negative feedback. Positive feedback highlights your strengths, while negative feedback pinpoints areas for improvement. Use these insights to refine your products, services, and customer experience.

• Showcase Positive Reviews: Display positive reviews prominently on your website, social media pages, and marketing materials. This social proof instills trust and reinforces positive perceptions of your business.

• Turn Reviews into Content: Positive reviews can be repurposed into powerful marketing content. Use quotes from satisfied customers in blog posts, social media captions, or even video testimonials. This adds a level of authenticity and personal connection to your marketing efforts.

The Best Performing Reviews

We've all seen the post reviews with the picture next to them, but the most powerful kind of review is the video review. Why? Because they're more trustworthy, interactive, and human, thus providing a higher conversion rate for the business. According to Vyrll.com,

"User-generated video content has a higher conversion rate because they provide a more immersive and emotional experience for potential customers. Seeing and hearing another person’s testimonial in a video allows viewers to connect with the content on a deeper level compared to reading a text review."

The Takeaway

Listen, we're all about Brand Community here at Socially Flourish, llc., and customer reviews are a goldmine of valuable information for small businesses! Embracing the customer's voice can build trust, attract new clients, and propel your business towards sustained growth. So, listen to what your customers are saying – it's the key to unlocking your full potential!