Thanks to the Internet, the days of making blind, uninformed purchasing decisions are largely behind us. Whether you’re looking for a new dentist, a new Wi-Fi router, or a new donut shop, it’s easy enough to do your due diligence on the Web, tracking down reviews from previous customers in order to feel confident before you buy.
This is obviously nothing paradigm-shifting, as most consumers already take full advantage of the online review ecosystem. The statistics tell a uniform story: Somewhere around nine out of 10 customers check online reviews before they make any kind of purchase, or before visiting a new business. Meanwhile, virtually all online shoppers have had the experience of reading a negative review and deciding not to buy a particular product or service.
There are some obvious implications for business owners. Our world often feels very uncertain, and nobody likes to feel undefined about how they spend their money. Reading online reviews offers a sense of assurance, and peace of mind before truly committing to that new router or donut shop. As such, online reviews can have a real-world, bottom-line impact on any business’s ability to bring in customers.
Why Invest in Review Generation?
For this reason, the enCOMPASS team advises all of our clients to take a proactive approach to review generation. Reviews are too important to leave to chance. Instead, we recommend investing in active and ongoing review generation. Doing so can yield a range of benefits.
1) Reviews Provide Social Proof, and Social Proof Drives Sales.
As we noted already, consumers crave a sense of certainty in a world that feels increasingly fraught and unpredictable. We don’t always feel like we’re in control of the economy, the political landscape, or the climate, but reading reviews can provide a sense of control over how we spend our money. Knowing that other people (even strangers) have found a product or service to be valuable can provide a push to buy with confidence.
2) Online Reviews Can Increase Your Business’ Visibility.
The search algorithms prioritize information based on its perceived relevance to the consumer. When a product or brand doesn’t have any online reviews, it’s understandable why the algorithms might perceive it to be irrelevant. A company that generates new reviews regularly, on the other hand, is obviously connected with real consumer needs. All that to say: Online review generation can actually be a very direct way to boost search engine visibility, particularly in highly localized searches.
3) Reviews Create Trust Toward Your Brand.
Something else to consider about online reviews is that most consumers perceive them to be a fairly objective, transparent source of information. What this means is that, when a brand has very few reviews, it can give the impression that they are opaque, or even that they are hiding something. Companies that proudly display a full portfolio of reviews, however, are more likely to be perceived as honest brokers. In other words, generating plenty of online reviews is a good way to instill trust.
4) Getting Reviews Helps Expand the Conversation About Your Business.
To increase your visibility and boost brand awareness, it’s important to be present on as many platforms as possible. Online reviews actually provide a clear way to have your brand mentioned in multi-channel conversations. An active and ongoing review strategy will encompass not just Google but also platforms like Facebook, Foursquare, and Yelp, where you can build buzz and raise your brand’s profile. This, in turn, can further boost your SEO endeavors.
5) Online Reviews Provide an Open Line to Customers.
Something else to consider is that online review generation doesn’t necessarily have to be a one-way street. Yes, reviews provide insight into how your customers actually perceive your brand, and that can be valuable in and of itself. But reviews also provide an opportunity for you to engage, answer questions, and follow up with winsome customer service. In short, reviews can facilitate engagement and even real relationships with the people who are most invested in your products and services.
Generating Reviews With enCOMPASS Agency
By now it should be clear that online reviews matter. They make your brand more visible, they influence purchasing decisions, and they change the way people perceive your brand.
All of this hinges on having an efficient and strategic approach to review generation. That’s something the enCOMPASS team can offer. Drawing from our wealth of marketing experience plus best-in-class technology, we can provide a range of tools to generate positive reviews, monitor online mentions, and boost your brand’s profile. We also offer plenty of ways to automate these features, meaning you can start accumulating reviews while focusing your time and attention on other tasks.
We’d love to talk further about the benefits of online review generation. Reach out any time you’d like to chat.
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