We all know that in the past decade digital has been the big story in the marketing world, with traditional techniques either being side-lined or used alongside new technologies, such as social media.
To an extent, some of the more traditional marketing practices have transferred onto online platforms – for example, email newsletters instead of paper ones, and advertising on websites instead of magazines.
One area which seems to work better online than offline is reviewing. Whilst previously reviews could be seen in dedicated magazines or marketing literature, thanks to sites such as Trip Advisor and Amazon, reviews can now be written and published instantly for the world to see.
Can online reviews benefit your business?
Whether you work in ecommerce, or sell a physical product or service, asking for feedback and then displaying it in the form of an online review will mean that when people search for you (or even for something similar to you), they will find out what real people think of your business, rather than seeing a curated selection of complimentary testimonials.
So what are the benefits of this instant access to how your company has performed?
Increased sales
One statistic has shown that displaying a consumer review alongside an item on your ecommerce site boosts visibility of a product by 26%. Further to this, Trustpilot claim that they have seen businesses record sales increases of up to 58% simply by including reviews on their products and services.
Trustworthy
By allowing customers to voice their opinions on your product or service, you are showing that you have nothing to hide. Customers are naturally distrustful of the people who are selling to them, but are much more likely to purchase based upon another customer’s recommendation.
Customer engagement
In offering your customers the chance to engage with your company, you can also give yourself the chance to engage with them and respond to their feedback. Even if you receive negative feedback, people are more likely to purchase from you if they see you taking responsibility and dealing successfully with a problem. One statistic shows that 15% of consumers state that they are more likely to do business with a company that responded to a negative review and dealt with it efficiently.
Where can I collect reviews from?
If you don’t run an ecommerce business, it is still simple and beneficial to get and display online reviews, and there are many ways you could go about it.
If you own a business that deals with customers face to face, there’s no harm in asking for a review directly after dealing with a customer. For example, many high street shops and restaurants will hand out cards with QR codes or links to an online survey, or even have a physical compliments book, which you can then copy up or take photos of to share online (this can give a more authentic feel to the review). This approach also means that you can be selective of who you suggests gives you a review.
If you deal with customers online, there are many ways to easily capture a review. Setting up an automated email survey to those who have bought and received your services means that you have to do very little work to gain responses, as is the case with offering a review form on your website.
For those who offer a service, rather than a specific product, LinkedIn can be a great source of professional reviews from the kinds of people you’d like to work with again. Asking for endorsements is easy to do, and you can specify what kind of information you’d like the reviewer to include.
Will you be giving reviewing a go?
Statistics show that 77% of consumers consult an online review before making a purchase – so can your business afford to miss out on the benefits that having a strong online review system can bring?
If you’re interested in setting up online reviews to benefit your business, contact The Ideal Marketing Company on 01858 374 170 to find out more.
