Think about the last time you went to give someone your business. Whether it was to purchase a product, go to a restaurant or patronize a service-based business, chances are you looked up recent reviews to help you finalize your decision. Reviews and testimonials can make or break a business. In fact, according to research published by Fan & Fuel, 97% of participants said customer reviews factor into their buying decisions. 92% of consumers hesitate to make a purchase when there are no customer reviews, and 94% read reviews when they are available. Testimonials and reviews can serve as powerful free marketing for your business that often can carry more weight than your paid efforts. Make your customers’ lives easier (while simultaneously benefiting your business) by granting them easy access to positive reviews that are already on the internet. Here are three easy ways:
Share them on social media.
Reviews and social media go hand in hand. Chances are a potential customer came across your social media and then looked up reviews or came across a review and then went to look at your socials to learn more. It’s easy to go down a rabbit hole when it comes to both—chances are you’ve done it yourself as a consumer. Make it easier for your potential customers and combine the two. Try to incorporate a positive review that really encompasses what your business is about into your weekly social strategy. That way, if someone stumbles across your socials first, they’ll also be served with positive and meaningful reviews.
Share them via email marketing.
If people are subscribed to your email marketing efforts, they’re probably already customers or heavily interested in becoming one. It’s likely that they have already had a positive impression of your business and aren’t seeking out more reviews at this point. However, providing them with a recent glowing review in your e-blast might compel someone to finally make that purchase or remind a previous customer why they did business with you in the first place—enticing them to make another purchase or appointment.
Share them on your website.
Another place consumers do their research is on a business’s website. Having a section for testimonials/reviews on your homepage is a great way to show your business’s validity and a positive consumer experience. While they’re likely to continue their research to become an informed consumer—the easier you make that process increases the chance for a better first impression and customer experience.
Also, it’s important to note that not every review and testimonial needs to be a perfect five-star review. There’s power in honesty. While you don’t want to post something that puts your business in a negative light, there is power in vulnerability. Allowing for some minor feedback sandwiched into the customer’s overall praise, even more so when you acknowledge that you hear the feedback and are working on implementing it, carries weight in a potential customer’s eyes.
“The only way I can get you to do anything is by giving you what you want.” –Dale Carnegie