Customer reviews are gaining traction as an influencer over your potential customers. The Local Consumer Review Study for 2023 conducted by BrightLocal helps businesses improve and leverage their reputation, get more customers, and grow their business. 76% of people “always” or “regularly” read online reviews for local businesses.
Got your attention?
BrightLocal has been doing this survey to explore the relationship between consumers, online reviews, and local businesses since 2010. A representative sample of 1,117 US-based consumers is used, and the survey is sent to an independent consumer panel via SurveyMonkey, in which age group breakdowns and gender are balanced. It’s important to know who is doing the research you use to guide your business and how they do it. This survey is good, and the 2024 survey will be available soon. Let’s look at how local businesses can capitalize on this study effectively.
Email for Review:
Email remains a powerful tool for soliciting customer reviews. It’s essential to make your email stand out, though. Study how to write attention-grabbing subject lines and personalized messages and be clear about what you want your customers to do. All of this can significantly increase the likelihood of customers leaving reviews.
Read and React to Reviews:
You must engage with customer reviews, both positive and negative. Although tricky to do, consumers are more likely to trust responsive businesses. Potential customers want to see how you handle criticism and questions, and your authentic and personalized responses will show your commitment to customer satisfaction. It can influence potential customers’ decisions about doing business with you.
Repurpose Reviews:
Look for keywords and quotes from reviews that highlight your business’s strengths. Use those in flyers and pamphlets, on your website, and on social media. It’s a great way to strengthen your value and attract prospective customers.
Get Emotional:
Positive reviews are often a result of emotional customer experiences. The delivery you made in a driving snowstorm, the free meal you provided for a reservation mishap, or just being honest with a customer about what you can’t do can elicit emotional responses from customers. Businesses should try to exceed customer expectations and create memorable moments that produce positive emotions. Exceptional service, personalized interactions, surprises, and emotional connections can inspire customers to be a spokesperson for your business.
Look for Feedback:
Encourage your employees to seek feedback from customers proactively. Whether they ask in person or through email, timely asks can prompt customers to share their experiences and leave reviews. Remember, if you don’t ask, you won’t receive feedback.
Do Social:
Customers do notice YouTube, TikTok and Instagram business information. Businesses must maintain a presence on these channels, showcasing products, services, and customer experiences. Accurate business information on platforms like Instagram’s maps discovery feature can enhance visibility and accessibility for potential customers.
These strategies can help businesses with reputation management, gain new customers, and grow revenue. It can even help media sales reps get new customers. Using customer reviews to help shape consumer perceptions and drive purchase decisions is a game changer.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
