How to Leverage Customer Reviews to Grow Your Small Business

You shouldn’t underestimate the importance of customer reviews to support and expand your business. The vast majority of consumers read reviews before making a purchase and use social media to help them decide. Customers who take the time to write reviews want to see them posted and discussed. Moreover, prospective customers want to read reviews. Therefore, for better or worse, customer reviews are necessary if you want to sell your products or services.

It’s your challenge, and opportunity, to leverage customer reviews to the benefit of your business. Check out these tips on getting the most from customer reviews:

  • Make search results work for you.

    By increasing your online visibility, you can increase website traffic and exposure to customer reviews. You can use these reviews for SEO and search rank purposes, as well as showcase your excellent offerings.

  • Share positive reviews in your marketing efforts.

    Most consumers will have a better perception of your offerings when they are exposed to positive reviews. For example, if a customer gives you a great review on Yelp, feature it on Facebook and Twitter. There is no harm in bragging, especially when sourced from a happy customer.

  • Take negative reviews seriously.

    Don’t be defensive when you receive an unflattering review. Instead, respond to it by offering your assurance to address the issue. Then, do just that – use the review to improve your products and services. Reviews can reveal all sorts of problems, whether at your store or on your website. If multiple reviews identify the same problem, your top priority should be to fix it.

  • Good reviews can improve your profit margin.

    When you receive consistently good reviews, you’ll likely see an increased demand for your offerings. That should allow you to raise prices and beef up your profits.

  • Answer questions.

    If you have a small business, you probably have a manageable number of customers who have questions. In other words, you should take the time to answer all the questions you receive on your website and social media.

  • Use reviews to gather intelligence.

    You have competitors, right? It’s worth your time to monitor their reviews on sites they don’t control. It’s a great way to learn about their strengths and weaknesses. Use that information to adjust your own business to accentuate why you’re better than the competition.

  • Invite bloggers to review your offerings and then link to those reviews.

    When a popular, authoritative website links to yours, you gain some valuable link juice that gooses your SEO. Therefore, consider contacting well-known bloggers and influencers and ask them to review your business. See if you can suggest the link’s anchor text to extract maximum SEO value. You can encourage bloggers to review your business via an affiliate program in which you actively promote the products of affiliates.
    The affiliate program’s financial incentives can encourage bloggers to review your offerings.

  • Make your website review-friendly.

    That means asking visitors to leave reviews and making it easy for them to do so. Make reviews easy to find, whether on your website or on mobile devices. Don’t ignore valid bad reviews, as these make your business more trustworthy. Of course, always respond to the negative reviews in a positive, non-defensive way.

  • Seek reviews and comments through email campaigns.

    You should be building your customer email list all the time. Use that list to ask for a review whenever a customer makes a purchase.

As you can see, there are many actions you can take to get more value from customer reviews. It may take some extra work, but when leveraged properly, that additional work should pay for itself many times over and help you grow your business.

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