How To Harness The Power Of Online Reviews

June 2, 2017

At your disposal lies an untapped resource—reviews on Google, Yelp, Facebook and your website. Yet harnessing the power of online customer feedback often falls to the bottom of a business’s to-do list. Here are three reasons to make it a top priority.

1. Perception is reality.

Before making a first-time purchase, 82% of people consult reviews and ratings. Approach every positive and negative review as an opportunity to build trust with past, present and future customers. This means not deleting negative feedback; in fact, the absence of any negative reviews can spark suspicion from prospective customers. Learn how to respond to all negative feedback in a kind, informative manner that solidifies your business truly cares about every customer to anyone who reads it.

2. Feedback affects your rank.

Reviews are said to make up 10% of how Google and other search engines decide to rank search results, so continuing to amass and respond to them offers a cost-effective way to improve SEO. To generate reviews on social media, Google and your website, reach out to current fans and ask for feedback. Offering a coupon or discount in return for a review often paves the way to a continual stream of feedback.

3. Reviews tell a powerful story.

Incorporating authentic customer feedback into your marketing and advertising takes your business from self-promotion to customer recommendations. Feedback can be incorporated in a variety of powerful ways, including placing quotes from reviews on your website’s home page, featuring customer feedback in your next email newsletter or direct mail campaign, or showcasing a review snippet on social media. Using this new word-of-mouth approach to advertising, your business will create a deeper level of trust with customers and likely improve conversions.

The importance of online customer feedback and its power cannot be overestimated. In today’s world of information, reviews affect the perception of your brand, the ranking of your business in search results, and the effectiveness of your advertising. Are you harnessing the power of online customer feedback and digital strategy? Contact us today to get started.


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Fresh Creative is a full-service digital marketing agency serving international, national, and local clients. Local areas include Lebanon, Hershey, Harrisburg, York, Lancaster, Lititz and Reading, Pennsylvania.