Whether you really enjoyed your service or really hated it, chances are that you’ve left a review for a company before. Believe it or not, these reviews (even the bad ones!) can actually help a company in multiple ways: Reviews not only help a business gain visibility and credibility on the internet, but it also gives the owners a chance to converse with customers and learn how to make a customer’s experience better. In other words, reviews benefit everyone. But how can you go about encouraging customer to leave reviews for a small business without coming off as pushy or desperate?
Here are three reasons you should encourage customer reviews in a natural—not an annoying—way.
- Customers who read online reviews tend to purchase more. According to statistics cited by Econsultancy.com, 61% of customers read online reviews before making a purchase decision and 63% of customers are more likely to make a purchase from a site that has user reviews. And when you really think about it, this probably rings true for you, too. In my case, the last time I was shopping for a book online, I read the reviews first. Sometimes I purposely look through books with terrible ratings just to see how bad they really are (strange pastime, I know); however, I will never end up paying for them. Instead, I’ll pay for the ones that have outstanding reviews. And I bet if you think back to the last time you were shopping online, you probably did the same thing.
- Reviews can help advertise a new product. Do you have a new product or service available for your customers? You can encourage reviews by offering a coupon or gift certificate to those who complete a survey or leave you a review. According to Sam Decker, vice president of marketing and products at Bazaarvoice, a gift certificate offered in exchange for reviews can boost your review volume by 500 to 800 percent. That’s a lot of new reviews for your company—and the gift certificates will bring in customers who may otherwise have decided against making a purchase at your store.
- Reviews help customers get more involved with your brand. When a customer leaves you a review, they’re spending their own free time offering you their voice. Whether the review is positive or not, this is a pretty big deal! Take the time to respond to your reviews. Make sure that you engage all customers with respect and honesty. And be sure to encourage them to review wherever it feels comfortable. For example, if you’re on Yelp as well as Foursquare, leave links to Yelp and Foursquare on all of your sites—social media included. Send out periodic tweets or posts asking customers (politely) to leave a review if they had a great experience with you. Before long, your customers will become more involved with your brand. And when they see that you respond to your customers, they’ll know that you take the time to read their opinions and that you take them seriously. Now that’s some positive PR!
With these things in mind, here are a few things you might want to avoid:
Don’t blast the customer with an email every other day. Have you noticed now that wherever you go—the mall, a restaurant, or even a website—that everyone asks you to fill out a survey or give an opinion? As a customer, it gets exhausting. As a business owner, it’s stressful. You, the owner, get irritated trying to get customers to cooperate. And in turn, they don’t feel like filling out a form after every shopping experience! So simply ask them in a polite way and move on. They’ll participate if they want to, and bugging them all the time won’t help your case.
Don’t beg for reviews. I’ve seen it on Twitter more times than I care to count. “Review me and I’ll love you forever!” “Help me out and I’ll follow you!” “Please, please, please review me, I need help!” None of this looks good; it’s actually totally unprofessional in the best scenario, and makes you look desperate in the worst. There’s no issue with occasionally tweeting something like “Have you had a great experience at our store? Leave us a review!” and posting a link to the review site. Just be sure to ask in a friendly, professional manner and try not to spam your followers.
Don’t fake reviews. You know the saying “Fake it ‘til you make it?” Well, that doesn’t apply here. Faking reviews is probably the biggest faux pas that small companies make, as well as the one most commonly seen. Your family and friends are probably more than willing to help you out by leaving you glowing, positive reviews. And that’s great that they support you—but you should be focused on gathering real customer reviews. Don’t fall victim to paying for them or padding your reviews with falsities.
Need help getting customer reviews?
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