We may have mentioned once or twice that local businesses need a review and reputation management strategy.
But in case you forgot:
Reviews are kind of important. And your business needs a review marketing strategy.
We’ve put together this quick list of how to build a successful review marketing strategy, so read on to learn how you can build a better review strategy.
Let’s start with what customers look for in a review.
Star rating is the most important aspect of a review for most consumers.
If your star rating is below three stars on the search engine or website they’re using to search for local businesses, they’re going to look right past you and on to a competitor with a better star rating.
Most consumers have minimum star rating in mind when reading reviews. Typically, consumers need to see a star rating of three at the lowest, or they won’t purchase from a business.
Let’s look at the minimum star rating most consumers want to see:
So, your star rating doesn’t have to be perfect, but you need at least a three-star average rating for consumers to trust and purchase from your business.
Quantity of online reviews is the second most important aspect of a review for consumers. How many reviews does a customer need to see before they’ll choose your business? Most people need to read 4-6 reviews, but this number ranges from 2-21 depending on the consumer.
This may surprise you, but quality of reviews is also important, not only for many review platforms, which have the power to hide reviews they don’t trust but also for actual humans who are reading your reviews.
Unfortunately, there isn’t much you can do about this one. Some customers will write an essay while others will write “Great service!” and leave it at that.
Want to know the trick to getting plenty of high-quality reviews? Consistently get more reviews.
If a review is too old, consumers won’t trust it. For a consumer to trust a review, it needs to be written within the last six months.
So, how do you set up a review marketing strategy for your business?
Search for your business on popular review sites, or search for [business name] and reviews or "[location], [industry] reviews."
This will give you an idea of how many review sites your business is on as well as your average star rating.
You’ll also be able to tell which review sites you need more reviews on as well as which sites you have a stellar reputation and plenty of reviews on.
In case you need a list of important review sites, here are a few:
You need more online reviews. Go out and get them. And while you're at it, check out Renown, our review and reputation management platform.