In 2019, I wrote a blog post for the National Institute for Social Media about How to Write a Meaningful Review Quickly, but in honor of National Leave a Review Day, we’re going to take a deeper look at reviews – why they should be part of your strategic plan and what you can do to foster a community willing to share feedback!

Let’s start with why reviews are important. After all, if you’re going to convince your team to add this important element to your overall marketing plan, you had better be ready to explain the value in detail!

Trust

Positive reviews can significantly boost a company’s reputation. Potential customers often rely on the experiences of others to make informed decisions, and authentic reviews act as social proof, helping to establish trust and credibility.

Opportunity for (Meaningful) Change

Reviews can provide your team with direct insights into customer experiences and expectations. You may want to be seen a certain way, and you may think you know your strengths and weaknesses, but it’s your customers who can really tell you how you close you are coming to meeting the needs of your market…if you give them a chance to connect with you. 

On a related note, responding to reviews—both positive and negative—demonstrates that you value customer input. So the more reviews you receive, the more opportunities you have to have meaningful conversations with customers. This engagement can foster a sense of community and loyalty in your market, encouraging repeat business.

SEO

Many online platforms prioritize businesses with higher ratings and more reviews, which can improve search engine optimization (SEO). This increased visibility can lead to more website traffic and greater awareness of the brand.

Content

Are you ever looking for new and meaningful marketing content? I thought your answer might be yes!

Highlighting positive reviews in marketing materials or on social media can attract new customers. Sharing success stories can enhance brand image in a more meaningful way because you are using words chosen by your audience – language that is meaningful to them. They are the best people to shine a light on what you have to offer, and using their reviews makes creating content easier!

By the Numbers

If you’re convinced that customer reviews seem important, you may be thinking, “Now how do I prove it?” Here’s some recent research – different sources and different considerations – that can help you feel confident in recommending adding customer reviews to your strategic plan!

• A 2024 survey conducted by BrightLocal found that 91% of consumers say local branch reviews impact their overall perceptions of big brands in some way and 77% of consumers use two or more review sites when deciding to use local businesses.
• According to a recent study by Power Reviewers, 98% of shoppers say reviews are an essential resource when making purchase decisions and nearly half (45%) won’t purchase a product if there are no reviews available for it.
• Any interest in increasing your conversion rate? In a recent study, Spiegel found that displaying reviews can increase conversion by 270%!

Seeking reviews from your customers seems like a good idea because it is! It’s been proven beneficial over and over again. Choosing not to cultivate feedback from your audience as part of your strategic plan is choosing not to implement a highly effective marketing technique.

Negative Reviews

We have to talk about it. What if not everyone loves you?

It’s true that, in making reviews easier to submit and genuinely seeking feedback from your community, you are likely to get a few negative reviews. Here are some thoughts that can help you manage those tricky situations.

• Negative reviews can help you look more legitimate. Have you ever seen a site with 50 perfect reviews and thought, “Oh, those must be fake.” If you have, you’re not alone. Consumers are naturally suspicious of perfection, so a few negative reviews may actually help build trust.
• Remember that you are looking to meet your customers needs, so if you aren’t, negative feedback is one of the best ways to get better. I think we can all agree that we’d prefer a private message when we haven’t met a customer’s expectations, but negative feedback in any form truly is an opportunity (and maybe a little motivation) to grow in the right direction.
• There are resources available to help you manage these situations! Podium has created a short, practical look at negative reviews in their eBook Responding to Negative Reviews: Tips, Templates, and Examples that is a great place to start.

The most important takeaway: Negative reviews are nothing to be afraid of – they may not even be a bad thing! Don’t let your fear of seeming imperfect keep you from all of the good stuff your customers have to say.

What’s Your Call to Action?

If you want to get more reviews from your community, try the following:

Ask! Prompt customers directly after a purchase or service experience, either in-person, through email, or via SMS. A simple request can go a long way.

Simplify the process. Make the review process easy by providing clear instructions and direct links to review platforms. The easier it is, the more likely customers will leave feedback.

Consider incentives. Offer discounts, loyalty points, or entry into a giveaway for customers who leave a review. Just be sure to follow platform guidelines regarding incentivizes.

Engage and showcase reviews! Use social media platforms to encourage followers to share their experiences. Responding to comments and feedback can foster a community willing to leave reviews. Highlight existing reviews on the company’s website and social media, demonstrating their value. When customers see others sharing their experiences, they may be more inclined to contribute.

And don’t forget that being an active community member who leaves reviews is a great way to support others! So in addition to looking for ways to get more reviews, be sure to leave reviews as well! And you don’t even have to wait for National Leave a Review Day. 

 

Author: Amy Jauman

Dr. Amy Jauman, SMS, CDMP, LEAF, is an author, ghostwriter, international speaker, podcast researcher, and university professor. She is a certified social media strategist (SMS), certified digital marketing professional (CDMP), and certified law enforcement analyst – foundational (LEAF), with a master’s degree in experiential education, graduate certificate in crime analysis, and a doctorate in organization development. Amy has spoken at a variety of conferences on marketing topics, including the I.C.E. Exchange, Digital Marketing Institute, and the National Institute for Social Media. In addition to her ghostwriting projects, Amy has authored two marketing textbooks, five ebooks, and multiple articles and blog posts on the subject of traditional and digital marketing.