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Jan 15, 2018 at 07:00 AM

Small Business Marketing & Sales - Why You Should Encourage Customer Reviews (And How To Do It)

By Alexandra Trujillo
Why You Should Encourage Customer Reviews (And How To Do It)

When you run a small business. it can be difficult to get people to purchase your product or service. While big companies are generally trusted, it is more difficult for someone who does not have as many "followers" to get the same amount of business. This is why customer reviews are so important for small businesses. They give potential customers an added level of trust. This article goes more into depth about how customer reviews are important and how to get someone to write you a review.

There’s no two ways about it: the Internet has changed how we do business. Now consumers can order a product online and have it sent to their home the same day, access streaming media in a split second and even hire someone to do their shopping for them if they don’t feel like it! Now that’s diversity of service!

Generally, that adds up to a win for customers: they get personalized, efficient service for a fraction of the price. But for the companies on the other side of the equation, the story is slightly different — especially for small businesses. However, encouraging reviews offers a chance to grow your following and foment your brand identity, while addressing individual complaints. In fact, a steady hand here can win back dissatisfied customers. If that doesn’t speak to the power of reviews, we’re not sure what does! Here’s how it all breaks down.

The Why: Changing Customer Expectations.

Great companies run on symbiosis: a harmonic balance between your customer’s desire to feel valued and a company’s need to, well, turn a profit. But today’s buyers are much more sophisticated than they used to be. To put it bluntly, they can spot a fake from a mile away. That means you need to respond with authentic compassion for customer issues—no canned replies.

In brief, here are a few of the benefits enjoyed by companies who encourage reviews and respond openly to feedback:

Improved revenue. Responding to reviews and encouraging an open dialogue with customers leads to revenue increases. In one TripAdvisor study, for instance, businesses that responded to reviews were 21% more likely to receive a booking inquiry than those that did not.

Repeat customers. Reviews can be the gateway to consumer loyalty—even when the initial review is negative.


Posted in Small Business Marketing and Sales.

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