The importance of an effective review management workflow
Whether it’s finding accommodation, booking a restaurant, choosing a new car or upgrading software for your business, reviews will impact your purchase decision.
Indeed, nearly 95% of shoppers read online reviews before making a purchase, which will have a huge impact on website conversion rates. It’s therefore vital that marketers know how to harness user
Customers are reading your reviews – don’t ignore them
With the rise of social networks and online review platforms, customers are now more informed than ever before on brands and what others are saying about them. There’s now a plethora of information available to users conducting a quick Google search for “[A BRAND] reviews” which will impact their decision to either get in touch or make a purchase.
Third-party review websites covering various topics are businesses in themselves. Trustpilot, HomeAdvisor, Feefo, Yelp and many more review aggregators make money from businesses who pay a small fee to actively manage what customers are saying about them online. Add to this the fact that most online stores feature customer reviews of any given product and you start to appreciate the impact they can have on customer trust and website conversion rates.
Indeed, 93% of customers are now using reviews to assess the quality of local businesses (BrightLocal), while 72% of customers reportedly don’t take action until they’ve read reviews of a product or service (Testimonial Engine). Instead of leaving review management to your customer service team, reviews should be treated as a marketing conversion lever and managed accordingly.
How then can you keep tabs on what users are saying about your business? All companies are to a certain extent at the mercy of third-party review management sites, so it’s important to monitor and manage this process as best you can. Not forgetting the techniques you can employ on your own web properties to boost trust in your brand through displaying testimonials, client logos and so on.
Create a proactive review management workflow
The review economy relies on consumers willingly sharing their experiences. For customers to write reviews, we need to understand why any consumer would take the time to provide their thoughts on the experience they had with a product or service.
Most reviews are triggered by exceptionally positive or negative customer experiences. These customers will look for a place to share their experiences if they’re not addressed by the company in question to their satisfaction.
Oftentimes, customers just need a gentle push to leave a review. According to BrightLocal, 68% of customers have reportedly left a local business review after being asked to do so. Power Reviews finds approximately 80% of reviews originate from email requests for customer reviews.
Proactively requesting reviews is one way of negating the risk of negative reviews happening in the first place while at the same time encouraging positive customer reviews.
As an example, the following review management workflow could be used to funnel customers into a post-sale or service first-party review process. This means you manage the collection of the ratings as a first step, enabling you to funnel negative customer experiences directly to your customer service team, and encourage customers who have left favorable ratings to go online and spread the word.
One benefit of managing your own review workflow is that you’ll be able to funnel customers toward whichever review platform tends to hold the most weight in your niche, and the platform which gains most visibility when users are searching for your brand name and “review” queries in Google search.
While this type of workflow can be set up at scale using major CRM and email marketing platforms, you can also achieve this using free email tools such as Mailchimp, proving a cost effective method of encouraging customer reviews for small business owners.
While it’s not as refined as many paid for reputation management tools, it’s another cost
Setting up Google Alerts for your business is really simple to do, but don’t forget that you can refine your search terms by using:
- Quotation marks (“”): Specific words or phrases
- (Site:): To be notified of new content on specific sites of high value
- Minus (-): To filter out articles containing certain keywords
Paid tools for reputation management
In addition to the DIY solutions you can create to effectively manage your online reviews, there are a number of paid tools you can utilize if you have the budget.
There are some less expensive tools out there to keep on top of what people are saying about your brand specifically on social media, including Hootsuite and Tweetdeck.
However you decide to monitor your online reviews, ensuring you respond to reviews is vital – 53% of customers expect businesses to reply to their online reviews within seven days (Review Trackers) and your lack of response could have a negative impact on your brand perception, especially on social media.
Sign up to review platforms
As the volume of dedicated review platforms expands, it’s important that you claim and maintain a presence on each of the major platforms in your location and niche.
Major platforms such as Yelp and Google My Business are necessary for all types of businesses and should be claimed and updated as a basic first step for all business owners.
You’ll notice that Google My Business dominates the review landscape for the vast majority of navigational and local queries on Google. Just type your brand and a local keyword into Google and you’ll almost always see Google My Business listings (the “local pack”) complete with reviews returned first.
Remember, your customers will more often than not use Google to search for reviews, so once you’ve worked through the more basic platforms, carry out some research of other review platforms that tend to appear when typing in your brand and “reviews” as well as your service or product and “reviews” search queries into Google.
Displaying reviews and testimonials on your site
It’s important to not only rely on third party review platforms to help convert your customers. Reviews are an important trust signal that you should utilise wherever possible on your website to boost your conversion rate, and there are a number of different review formats you can utilise to do this:
- Customer testimonials
- Case studies
- Service specific reviews
- Product specific reviews
- Third-party reviews and ratings
Don’t forget that 73% of consumers have more trust in a local business after seeing positive reviews, so don’t just rely on off-site reviews, ensure that potential customers have visibility of your reviews directly while browsing your site.
Responding to negative reviews
However well you manage your reviews, inevitably a few poor reviews will make it into the public domain. But don’t fear, the important part is how you respond and manage to them.
Responding to reviews gives the perception that you really care about your customers, and you should be prepared to not only thank customers for their positive reviews, but respond publicly to negative reviews in a proactive manner.
If you’re wondering how to respond to negative reviews, it depends a lot on the severity and nature of the review, but there are some guiding principles:
- Never be confrontational
- Address the root cause of the issue (listen to what your customers are saying!)
- Always respond and apologize
- Offer to make things right
- Say thanks
- Respond in a timely fashion
If you weren’t proactively managing your reviews before reading this post,
No matter what else you do to attract customers to your website or how much money you spend on advertising, customer reviews will play a role in your customers decision making process, so ignore them at your peril!
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
Virtually all of the things you point out is astonishingly legitimate and it makes me wonder why I hadn’t looked at this in this light previously. Your article really did switch the light on for me as far as this particular subject matter goes. Nonetheless at this time there is actually just one point I am not really too comfy with and while I make an effort to reconcile that with the actual central theme of your position, let me see just what the rest of the readers have to point out.Very well done.
vitamins for anxiety
Attractive section of content. I just stumbled upon your website and in accession capital to assert that I get actually enjoyed account your blog posts. Anyway I will be subscribing to your feeds and even I achievement you access consistently quickly.
anxiety medication over the counter
This web site is really a walk-through for all of the info you wanted about this and didn’t know who to ask. Glimpse here, and you’ll definitely discover it.
best shaving cream for men
Hmm it seems like your website ate my first comment (it was extremely long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I too am an aspiring blog blogger but I’m still new to everything. Do you have any helpful hints for novice blog writers? I’d definitely appreciate it.
best card holder for men
You could definitely see your enthusiasm in the paintings you write. The world hopes for even more passionate writers such as you who aren’t afraid to mention how they believe. All the time go after your heart. “What power has law where only money rules.” by Gaius Petronius.
truck accident lawyer
It’s a pity you don’t have a donate button! I’d without a doubt donate to this superb blog! I guess for now i’ll settle for book-marking and adding your RSS feed to my Google account. I look forward to brand new updates and will share this website with my Facebook group. Chat soon!
Very interesting information!Perfect just what I was searching for! “It is our choices…that show what we truly are, far more than our abilities.” by J. K. Rowling.
You made some nice points there. I did a search on the theme and found most persons will go along with with your blog.
comprar me gusta baratos twitter
You have mentioned very interesting points! ps decent site.
brujos cerca de mi
I love studying and I think this website got some truly utilitarian stuff on it! .
busco brujo pago al ver resultados
You actually make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complex and very broad for me. I am looking forward for your next post, I will try to get the hang of it!
brujos en linea consulta gratis
I precisely wanted to appreciate you once again. I’m not certain the things I could possibly have used without the type of tips provided by you concerning this industry. It actually was the challenging setting in my circumstances, nevertheless seeing your expert style you solved the issue forced me to cry with fulfillment. I’m just grateful for the guidance and pray you find out what a powerful job that you are getting into teaching the mediocre ones all through your site. I am sure you haven’t come across all of us.
you could check here
Very fantastic information can be found on weblog.
obviously like your website however you have to take a look at the spelling on quite a few of your posts. Many of them are rife with spelling problems and I to find it very bothersome to tell the reality however I’ll surely come again again.
I am perpetually thought about this, appreciate it for putting up.
I found your weblog website on google and check a few of your early posts. Proceed to keep up the very good operate. I just extra up your RSS feed to my MSN News Reader. In search of ahead to studying more from you in a while!…
Some genuinely howling work on behalf of the owner of this internet site, dead outstanding content material.
videos corporativos innovadores
The root of your writing whilst sounding agreeable originally, did not settle very well with me personally after some time. Someplace throughout the paragraphs you actually managed to make me a believer but only for a short while. I however have got a problem with your jumps in logic and one might do well to help fill in all those breaks. In the event you actually can accomplish that, I would undoubtedly end up being impressed.
best holiday videos
Hi my friend! I wish to say that this article is amazing, nice written and include almost all significant infos. I’d like to see more posts like this.
I’m not sure where you’re getting your information, but great topic. I needs to spend some time learning more or understanding more. Thanks for fantastic info I was looking for this information for my mission.
Hi my friend! I wish to say that this article is amazing, nice written and come with approximately all vital infos. I’d like to peer extra posts like this .
same day business cards London
Wow that was strange. I just wrote an extremely long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say wonderful blog!
You have observed very interesting details! ps decent web site.
Great post. I was checking constantly this blog and I am impressed! Very useful info specifically the last part 🙂 I care for such info much. I was seeking this particular information for a long time. Thank you and best of luck.
There is obviously a lot to realize about this. I suppose you made certain good points in features also.
western union hack software free download 2022
It is truly a great and helpful piece of information. I’m satisfied that you shared this helpful information with us. Please stay us informed like this. Thank you for sharing.
I truly enjoy looking at on this web site, it has got excellent posts. “A short saying oft contains much wisdom.” by Sophocles.
slot machine stand
Hello there, simply was aware of your blog via Google, and found that it is really informative. I am gonna watch out for brussels. I’ll be grateful in the event you proceed this in future. A lot of other people shall be benefited from your writing. Cheers!
Wow! Thank you! I always wanted to write on my website something like that. Can I take a fragment of your post to my blog?
Sticker printing East London
What i do not realize is actually how you’re no longer actually much more neatly-preferred than you might be right now. You are so intelligent. You understand therefore significantly on the subject of this subject, produced me for my part believe it from a lot of numerous angles. Its like women and men aren’t interested except it¦s something to accomplish with Girl gaga! Your personal stuffs great. All the time take care of it up!
navigate to this site
Admiring the time and effort you put into your website and detailed information you offer. It’s awesome to come across a blog every once in a while that isn’t the same outdated rehashed material. Great read! I’ve bookmarked your site and I’m adding your RSS feeds to my Google account.