The power of customer reviews can't be ignored. They are the driving force behind a business's success or failure. According to recent statistics, over 90% of consumers read online reviews before making a purchase. That's why so many companies today invest so much in review marketing.
But, despite their best efforts, some businesses often find themselves falling short. Read on as we highlight some things that can stand in the way of your review marketing efforts.
Small or Insignificant Review Base
If potential customers research your business and only find a handful of reviews, it might raise some red flags. They could start to doubt the credibility and quality of your products or services.
New customers often rely on the experiences and opinions of previous customers to make informed decisions. Fewer reviews mean they might not have enough info to feel comfortable making a purchase or using your service
Also, a sparse review base gives the impression that your business is new, inexperienced or lacking a solid customer base. This can be a huge obstacle for businesses trying to establish themselves in the market.
Not having very many reviews can also impact your search engine rankings. Search engines, like Google, look at the number and overall rating of reviews when determining the ranking of a business in local search results. Growing your review base helps to improve both your online reputation and visibility.
When you have fewer reviews, your business may not appear in a top search result, reducing opportunities to attract new customers. This can hamper your reach and visibility, making it harder for potential customers to find your business.
No Responses to Customer Reviews
If a business isn't responding to reviews, it can imply a lack of interest in feedback or an unwillingness to engage with customers. New potential customers might view this as a negative indicator of your business's quality of service.
They may question whether your company values its customers and their experience. This can be a major roadblock in converting potential customers into loyal ones. Not responding also means you're not resolving negative feedback or issues customers are having.
This is an important aspect of review marketing, as it shows that your business values and cares about customer satisfaction. Responding quickly and professionally to all types of reviews helps build trust and fosters a positive relationship with your customers.
Lack of Diverse Review Sources
Having your reviews on one platform or website is another obstacle that can hinder your review marketing efforts. Customers generally consider reviews from many sources before making a decision.
Think about it. If all your reviews are coming from a single platform, it may make potential customers question if those reviews are real. Or how reliable they are. They may wonder if you are cherry-picking positive reviews and hiding negative ones. This lack of diverse review sources can be a major obstacle in building trust with potential customers and showcasing the actual customer experience.
To overcome this, businesses should encourage customers to leave reviews in several places. These platforms can include Google, Yelp, Facebook and industry-specific review sites. That way you're showcasing a well-rounded view of your business and reaching a wider audience.
Incentives go a long way in encouraging customers to leave reviews. Motivate customers to share their experiences on different platforms by offering discounts or freebies. You can even enter anyone who leaves a review into a prize drawing. Remember though, it's important to do this without violating review guidelines or policies. Be sure you're not offering incentives in exchange for only positive reviews. This can damage your business's reputation and credibility.
Review marketing can be a game-changer for businesses looking to improve brand visibility, boost sales and win over customer trust. But if you're not putting in the right effort to overcome these common obstacles, you can lose out on valuable opportunities.
Schedule a consultation with us at RevLocal to learn how we can help you improve your review marketing strategy.