According to a 2019 BrightLocal survey, 85% of consumers trust online reviews are much as personal recommendations — the single-most trustworthy and credible source of “advertising” out there. This really isn’t a surprise, as most people freely admit they read and consider online reviews before purchasing a product or patronizing a business. Although online reviews come from people we don’t know, we still tend to trust them. Well, some of them.
THE IMPORTANCE OF GOOGLE REVIEWS
We all know Google absolutely dominates the web search category—which means they can have a tremendous influence on your business. The Google search engine far surpasses any other engine in terms of popularity, processing approximately 40,000 queries and search results per second.
It’s almost a certainty that people looking for information on your company’s products or services will be influenced by Google search results and business listing information. Part of that information includes reviews about your business. Google rewards businesses that have frequent and positive reviews; they are a critical component of its ranking algorithm. Thus, more positive reviews can help you rank higher in local search results.
As marketing strategy has shifted to understand and include this important influence, many of our clients seek ways to increase their positive Google reviews. Although most of the work we do for our clients in this area is built to meet their specific needs and circumstances, there are some fundamental steps everyone can take to get more online reviews.
1. CLAIM AND/OR UPDATE YOUR GOOGLE BUSINESS LISTING(S).
If you have not done so yet, you’ll need to claim your company’s Google My Business listing and make sure the information is current. This is Google’s comprehensive business profile offering, which provides the opportunity for businesses to manage how they appear on Google Search and Maps. The process is very straightforward and only takes a few minutes to set up. Simply click here and let us know if you need any assistance.
2. ASK FOR REVIEWS.
If you wait for customers to leave reviews on their own, you are missing out on opportunities to grow online reviews, your reputation, and your business. Customers/clients are usually happy to provide support for a business or person they’ve had a positive experience with. The same BrightLocal survey mentioned earlier found that, of the 74% of customers who were asked to provide feedback, 68% were willing to do it. So, how and when do you ask for a review? Fortunately, we have some ideas on how to best request online reviews to get the positive response you want.
- Hand out “Leave Us a Review” cards.
We’ve created pocket-sized cards for our clients, so they can ask customers to leave an online review after a transaction. Typically, a review request card includes a QR code and shortened URL, so the customer can go right to the review section of the company’s Google My Business listing. This makes it easy for the customer to leave a review at their convenience. Once created, the QR code or URL can be used in other customer communications as well.
- Incentivize your employees.
Some of our clients have found success by offering small bonuses or rewards to their employees who request online reviews. Tell your employees if they are specifically mentioned by name in a customer review, then they will be eligible for a monthly drawing or another incentive program.
- Create email campaigns.
According to research, as much as 70 percent of reviews come from post-transactional review request emails (ReviewTrackers 2019). We recommend updating your processes to include sending a personalized email to each customer requesting an online review after a transaction. If you already ask for reviews in person, simply qualify in your email that if they have already left a review then you appreciate their time and business. But do not send your review requests all at the same time (i.e., holding the review requests until the end of the month and sending out a mass email). This will help to stagger the number of reviews you receive over time. It will also keep you from asking for reviews in bulk, which Google’s review solicitation policy prohibits.
- Make it easy—and tell them it’s easy.
It’s always a good idea to put yourself in a customer’s shoes. Think about the steps you are asking them to make and try to streamline the process. The simpler it is for them to leave a review, the more likely they are to take the time to do it. Using terminology like “leave a short review” instead of “write a review” might feel less cumbersome to customers and result in an increase in reviews.
3. RESPOND TO ONLINE REVIEWS.
When you post a response to customer reviews, you are letting them know you hear them. You’re also letting potential customers see that you care about the feedback you get.
Taking the time to respond to customer reviews can help you get more online reviews, even if the feedback is negative. Some suggestions:
For positive reviews:
- Be specific by referencing something the reviewer mentioned.
- Respond in a timely manner.
- Be sincere in thanking them for their review.
For negative reviews:
- Respond promptly and politely.
- Try to resolve any issues surfaced.
- Offer to have a direct conversation with the reviewer directly via a specific email.
4. ADD YOUR GOOGLE REVIEW LINK TO YOUR WEBSITE AND EMAIL SIGNATURES.
By providing a link on your website and in your email signature, you gently nudge customers that might just need a reminder to leave a review. It also serves as an indirect follow-up to the direct requests you’ve made.
5. BE AUTHENTIC.
Planning and programs are great, but don’t overthink it. You can start growing your online reviews and your business today by simply being sincere, thanking your customer, and letting them know you care about their feedback. This makes it feel less transactional and makes online reviews a part of the overall customer experience.
If you have a question about gaining more reviews online for your business, The Jakes Group is here to help. Let’s talk today.