Thursday, 8 February 2018

The way consumers search for information online has changed, with searches for “best” and “reviews” growing exponentially.

Growth in “best” mobile searches is up over 80% in the past two years.

Any business should be taking note of these changes in consumer search behaviour and building a review strategy into their online marketing plan.

Online reviews can be a great way to build credibility and also gain you real traction in the search engines and, ultimately, bring customers to you.

Local listings often feature reviews and the higher your star rating and the more positive the reviews, the more people are likely to trust you and get in touch.

You don’t just have to sit back and wait for good reviews to come; have a strategy that helps encourage people to leave reviews of their own accord.  You can ask for reviews verbally, or in email campaigns or on product pages.

Keep track of reviews posted too and ensure you respond where possible, to both good and bad reviews.  If a reviewer highlights issues avoid getting into an online, visible discussion – rather thank them and perhaps give a direct number or email so they can contact you and discuss the matter.  It’s important you respond in a timely manner – it shows you care about your customers.

You can have a review section on your website, or perhaps link to an independent review site such as Trustpilot, or an industry-relevant review site.

When you consider that 74% of people trust search engines almost as much as they trust the website or brand, the reviews that appear about your business online are a powerful tool.  Spending time encouraging positive reviews has to be time well spent.