Have you ever found yourself trusting your friend’s opinion of a hotel over its star rating? A hotel may look incredible, and its website may be appealing, but you are unlikely to set your foot there if someone shares a negative experience, right? Online reviews can make or break a business. This doesn’t only apply to hospitality services, but any business with an online presence. Potential customers value the experience of previous customers so much that many won’t take the risk of buying a product or using a service with negative reviews. Read on to understand ways online reviews can benefit your business.
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Free advertising
Every positive review posted online by a previous client acts as a form of advertising for your services and products. Your business name, products, and the services you offer are exposed to readers, which helps to increase their awareness of what you offer.
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Increased sales
Increased advertising leads to increased sales. Since online reviews are a free form of advertising, they are an excellent way to increase sales. Customers are highly likely to buy a product if other people had a good experience with it. According to a study, 67% of consumers are swayed by online reviews.
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Understand your customers
Online reviews are an evaluation of your business, your services, and your products. They are the best way to see where you need to improve your business. Some online reviews include suggestions on what you need to improve on, making your work easier. Take bad reviews on the chin and work to resolve the issues your customers may have.
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Online reviews enhance search engine results
Customer reviews help to improve search engine results. Search engines such as Google take into account the number of times your business has been mentioned in online reviews. Therefore, the more your business is mentioned, the higher it is likely to appear in search engines.
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Online reviews help to build loyalty
Building a strong customer community is tough. However, allowing customers to interact in the reviews section helps to build loyalty. The reviews themselves may not directly lead to brand loyalty. It is the way you handle customer reviews that may lead to a positive brand perception, which results in repeat purchases. Here’s how you can use online reviews to build brand loyalty:
- Transparency – Let’s face it. Negative reviews are not so nice. But don’t be tempted to hide them. Being transparent helps to earn the trust of an audience. According to a study by Label Insight, over 90% of customers remain loyal to completely transparent brands.
- Responsiveness – Take time to respond to negative reviews. It creates a positive brand image, which is vital for building brand loyalty.
- Gratefulness – Who doesn’t like to feel appreciated? Make your customers feel appreciated by thanking them for their positive reviews. You are likely to win their loyalty.
The bottom line
In an era of multiple options, mixed messages, and massive data; getting online reviews is a fantastic way to differentiate yourself from competitors. Online reviews offer benefits that marketing campaigns can’t.
