In marketing, tools and platforms change, but one thing always stays the same: the importance of “word of mouth”. People do not necessarily trust brands; but they do trust what other people say about them.

Statistics show that 91% of consumers are more likely to buy products, or make use of a service, after reading positive reviews about the business. Furthermore, 76% of consumers feel the same way about online reviews as they do about recommendations from friends and family.

In other words: reviews matter! That’s why irrespective of the size of your business, positive online reviews will be your company’s best sales pitch. It’s time to invest in an Online Review Strategy for your brand.

Things to keep in mind:

1. Choose the best approach

Depending on the volume of customers you have, and the line of business you are in, the approach you take may differ.  If you make 10 sales on average per week, it is completely feasible to phone each customer directly, or to send a personal email. However, if you make 100s of sales weekly, an automated system is better. A B2B company might also consider phoning their customers directly.

2. Get your timing right

Timing is everything. Reel in Customer Reviews when the experience is still fresh in their memory banks, e.g. like a day or two after their stay at your B&B, or a couple of days after they’ve received their online order.

3. Make it worth it

It takes time to compile a good online review and you are asking customers to give up their precious time to do something that will mean more to you than it would to them. So, make it worth their while. Give a discount, or offer a freebie on their next purchase. If they are also willing to share photos, or send a video, then ‘up’ what you are willing to give.

4. Make it simple

Tell your customers why you are asking them for a Customer Review: be transparent.Make the process of submitting a review as simple as possible.Provide links to multiple places where customers can leave a review, then they are able to pick the platform that they are most comfortable with, e.g. Instagram, Facebook, Twitter, etc..

5. Assign it to someone

Obtaining, streamlining and responding to online reviews must be assigned to a responsible person, otherwise, it may not get prioritised. Don’t forget about accidental reviews either; whenever a customer sends a praising email, or WhatsApp, or telephonically thanks a member of your team for a job well done, take action. The entire team needs to work together to make the process easier!

6. Don’t pester anyone

Keep it light. Ask once, and if you don’t receive a response – don’t follow up. A customer may be more willing to write a review the next time. The focus must always be on delivering a great product and service, and because of this reviews will flow more naturally.

7. Don’t ignore negative reviews

Negative reviews need to be addressed and sorted out (if possible) as a matter of urgency. Don’t leave any review unanswered, and always learn from the experience. If you are struggling to obtain positive reviews, then it is necessary to ask; “How I can improve your products or services to turn this around?”

Don’t have a website?

Domains.co.za’s website builder can help you get online from as little as R100 per month (hosting and domain name included*). Create a testimonial/review page or let reviews feed into your home page to assist with conversions.