Guide to Using Customer Reviews to Grow Your Small Business

What's the first thing you do before deciding to make a purchase? If you're a savvy shopper, then chances are you begin by conducting research.

And a part of this research is browsing through different websites, reading blogs on the topic, and watching informational videos. Then once you're ready to buy, you find several providers in your area.

But before you pick one, you look at the reviews and ratings of each.

This is a common practice in today's consumer market. So it makes sense to care about your customer reviews.

Let's take a look at why online reviews matter so much.

Who's Reading Customer Reviews, Anyway?

As you'll find out -- just about everyone. One study shows that 94% of online shoppers read reviews before making a purchasing decision. And a whopping 97% read them when looking for product-specific information.

Those numbers show that anyone with an internet connection is using the web to learn more about a product/service and the providers that offer them.

This makes managing your online customer reviews critical to your digital marketing strategy.

Why Do Consumers Read Customer Reviews?

Now, there are two main reasons consumers read online reviews from customers:

1) They trust their peers enough to rely on their opinions and

2) They want transparency from local businesses, so it's easier to trust them.

This is another reason you need to actively manage your online reviews. If you can counter negative reviews with fast responses and compassion, then you'll negate the negative impact they may have had otherwise.

You can use get reviews to see and respond to customer reviews.

What's the Impact of Customer Reviews?

The answer is obvious -- your customer reviews can hurt or help your business. But as we mentioned, there is a way to negate the damage caused by bad reviews.

When you receive raving reviews and are responsive to negative reviews, it paints a nice picture of your brand. Showing your company cares about its customers (both satisfied and dissatisfied), will make it easier for consumers to trust you.

With this newfound trust, you get an opportunity to earn more business. In the long-term, you may even turn more prospects into loyal customers.

Now, for the numbers.

In America, most online shoppers are more likely to shop with a business that has positive reviews. But that's a given.

You'd expect the exact opposite with negative reviews, however, we find something different. There's something worse than bad reviews:

No reviews.

Roughly 92% of consumers hesitate to shop with businesses that have no customer reviews.

How Customer Reviews Can Help Your Local SEO

When it comes to getting found on the web, Google is your friend. But to get a high ranking in its search results, you have to show you're trustworthy.

This typically requires building a content strategy that attracts and engages people. And using local keywords to get found by folks in your area.

So, where do customer reviews come into the mix?

Well, Google looks at conversations circulating the web regarding your business when ranking your website. And there are three main factors that determine your position:

• Quantity: The more people mentioning your brand, the more Google will see your business as an authority.
• Quality: What people are saying about your brand is also critical. Of course, they also have methods for spotting fake reviews.
• Diversity: If your business has nothing but positive reviews, this will be fishy to Google (as well as potential customers).

Dealing with Negative Customer Reviews

Alright, so you get the importance of customer reviews -- but what do you do when you get not-so-favorable feedback?

Well, for one -- you don't want to blow your whistle. Stay cool, calm, and collected, then respond to the reviewer. The quicker you reply, the better so you can demonstrate your responsiveness.

Reply by apologizing (even if you don't feel you're at fault) to the customer. If necessary, ask questions to see how you can resolve the issue. This may come to supplying the customer with a refund, replacement, or discount for a future purchase.

Some will be happy to take you up on your offer, depending on the situation.

Now, if you come across a bad review that appears fake, then you can flag it with Google. The team will review your concern and determine whether or not to have it removed.

But only use this when necessary, such as when someone poses as a customer and complains about your business.

It's Time to Take Customer Reviews Seriously

It's not uncommon for local businesses to completely ignore their online reviews -- not knowing it's a gold mine for attracting customers. So if you're planning or executing a digital marketing strategy, then online review management is a must.

You can use GoSite as your tool to ensure customer reviews are managed accordingly. Both you and your team can access the dashboard to make sure of it.

Ready to get started? Then sign up for GoSite Reviews today!