市场营销

A Guide to Getting, Responding, and Leveraging Reviews

Group of people sitting at at table
安德鲁•亚当斯

Online reviews 无论你愿不愿意,你都要在争取更多客户和增加收入的过程中发挥重要作用. 每一天, 消费者通过阅读在线评论来帮助他们做出雇佣小企业的明智决定. 他们相信网上的评论就像相信朋友或家人的推荐一样. 而获得新的评论可能会很困难,回应他们可能会令人沮丧, 当一个小企业可以利用积极的评论和它的回应, they can gain new customers and increase overall revenue.

Before we talk about how to get more reviews, 让必威下载链接看看一些数据,看看为什么评论对像你这样的小企业很重要.

  • 72% of customers will not buy anything until they read some reviews. (BrightLocal)
  • 70% of consumers trust online reviews and articles more than advertisements when they want information about a business. (Statista)
  • 70%的用户在信任一家企业之前至少需要阅读四篇评论. (德勤)
  • 一个失望的顾客会与9 - 15个人分享他们的负面体验. (Oracle)

Online reviews are important to any local business. Both positive and negative reviews influence a consumer’s decision when looking at buying your services. In this e-book, we’re going to talk about a few things, including:

  • How to get reviews on an ongoing basis
  • How to respond to reviews
  • How to use reviews to get more business

Let’s Get Reviews

First things first, you need reviews. And not only do you need reviews, but you also need to be continually getting reviews to keep things fresh and give customers new insights into your company. But how do you do that?

Are You Where Your Customers Are?

To really get the most out of online reviews, you need to make sure your business is set up to get reviews. 有几个网站可以让用户查看评论,比如谷歌My 业务, 脸谱网, 和Yelp. There may also be 其他网站 你的客户在哪里根据你的位置,业务类型等寻找在线评论. Keep in mind that Google My 业务 reviews account for 57.5% of all reviews globally, according to Review Trackers.

  • 63.6% of users check Google reviews
  • 45.18%的访问 Yelp for reviews
  • 23.14% look at 脸谱网 reviews

If your business doesn’t have a Google My 业务 profile, 遵循这些简单的步骤来创建一个概要文件,这样您就可以开始获得评论了.

How Do I Get Reviews?

一旦你建立了谷歌My 业务和其他配置文件,你就可以开始获得评论了. Yelp等一些平台限制企业征求评论. 但是谷歌My 业务在要求客户给您反馈方面没有任何限制. 有几种方法可以鼓励你的客户给你留下评论.

第一个, and most important, 是提供让他们愿意留下评论的特殊服务吗. Going above and beyond a customer’s expectations creates loyalty with your customers and it also naturally encourages customers to leave a rave review. According to Review Trackers, “Reviews are increasingly shifting from being a place where consumers air their grievances to being a place to recommend businesses.”

Another simple way to encourage someone to leave a customer review is by communicating with them directly about it. Service-based businesses have found unique ways to do this and you may already have a process in place to help you gain more reviews. A simple e-mail, 短信, or post-card after you’ve completed a job is a great way to encourage customers to leave you a review. It is easy to automate this process so that your customer receives an email or 短信 after the service is complete.

“Thank you for your business. We really appreciate any feedback you may have about your experience and we’d love for you to leave us a review.”

Consumers appreciate a simple thank you and they value a company’s commitment to improving based on feedback. 如果你能向客户展示你关心他们的意见,这也会帮助提升你的评价. 你也可以鼓励你的团队在与客户见面时进行评论. 例如,你可以为团队成员获得的每一个5星评价给予奖励. The team member will be more likely to give exceptional service and encourage a review when they have a reward waiting.

评论的一个重要部分是,你的业务不断获得新的评论. By setting up an automated process to encourage reviews, you will be able to get more reviews on a consistent basis.

85%的消费者认为3个月以上的在线评论无关紧要. (BrightLocal)

Responding to Reviews is Important

89% of consumers read companies’ responses (BrightLocal)

Have you tried responding to a review and felt awkward doing so? 有时候,你很难对负面评价做出回应,而不让人觉得你是在自卫或虚伪. 然而, the data shows that customers expect a company to respond and those responses also affect if they want to do business with you.

To make the process easier, you can create a simple response for both negative and positive reviews that you can customize when you respond to reviews. You don’t want to post the exact same response to every review but customizing it based on their feedback is a good way to simplify the process. Check out these responses:

要想得到积极的回应,可以这样说:“谢谢你的评估. We love hearing from our customers about their experiences. We’re glad to know that (pick something from the review) went well.

For a negative review: “We appreciate your review and we’re addressing your concerns about (specifics from the review). 必威下载链接重视您的反馈,必威下载链接的团队将很快与您联系.”

Responding to reviews is important in building customer loyalty. According to BrightLocal, 业务es that respond to online reviews increase the trust in their 品牌 for 30% of their customers. 品牌信任的增加会导致口碑推荐的增加, repeat business, 和收入.

你如何保持对评论的关注,特别是如果你一直都得到评论的话? 创建一个计划,你可以每周回复一次或几天的评论. Depending on the size of your team, 你可以把跟进所有评估的责任交给其他人.

Following up on each review shows that your business cares about its reputation and the satisfaction of its customers. Consistently checking your reviews also ensures that you know what is being said about you on the internet.

Be Professional

A negative review can be frustrating as a business owner and it can be difficult to respond to negative feedback that you may disagree with. When you are responding to a negative or positive review, 对客户保持专业和礼貌是很重要的. 对负面评论的简单回应表明你很在乎反馈. Reach out directly to the reviewer to resolve the issue instead of trying to resolve it on the review platform.

Follow-Up For Repeat 业务

A great way to gain repeat customers is to reach out and thank them for their review and their business. You can also offer a discount or service as a thank you for the review and to encourage them to use your services again. 你也可以为客户提供的任何推荐给你的公司的折扣.

Using Reviews to Grow My 业务

Reviews are a critical part of every business today and they are especially important for service-based businesses. 每一篇评论都能让潜在客户对你的企业价值有一个大致的了解, 品牌, and quality of work. 正面和负面评论的混合也有助于客户对你的业务有一个准确的了解.

将正面评论和负面评论结合起来可以提高85%的转化率. (RevLocal)

你的潜在客户会在雇佣你之前查看你的评论. Even with a word-of-mouth referral, customers still turn to reviews and your online presence to solidify the recommendations of even their closest friends. Potential customers will naturally look at your reviews but how can you leverage the reviews you receive to help your marketing efforts?

利用评论的一个简单方法是将正面评论作为营销内容的一部分. If you’re regularly posting on social media, 你可以强调一个积极的评论或评论作为你社交媒体计划的一部分. You can also highlight the reviews on your website, giving you control over what potential customers see.

Analyze Reviews to Find Ways to Improve

A great way to leverage the reviews you receive is to look at the feedback and find ways to improve your business. As you look through the reviews, are there any consistent complaints or concerns that you could proactively address during the time of service?

While negative feedback can be tough to swallow sometimes, 这也为改善客户体验和提高客户留存率提供了机会. 重要的是利用你从评论中获得的信息来帮助你改进你的业务.

If your reviews are continually talking about a certain employee, there may be opportunities for more training to help alleviate situations that can lead to a negative experience. On the other side, if reviews are continually praising a key employee, 奖励那些服务出色的员工是让其他人效仿的好方法.

最后, reviews can be a resource to your small business to find ways to improve your service and get more clients.

使它容易

A simple way to make managing your reviews and reputation easier is to use a marketing platform that brings everything into one place. 必威的营销平台可以让你在一个地方看到所有的评论, respond to them, and also gives you the tools to encourage customers to leave reviews as well through e-mail marketing, 短信s, 和更多的.

而营销平台可能是你的公司还没有准备好投资的便利, you can always set up processes to make review management easier. 一个简单的方法是在手机上设置日历提醒,以特定的节奏查看评论. If you’re busy and get reviews often, then you want to be checking those reviews consistently, maybe every week. For others, it may be something you do twice a month. 关键是你要看到评论并尽快解决任何问题.

Organic Benefits of Reviews

必威下载链接已经讨论了很多关于如何利用评论来帮助你的业务的方法, 但您也可以从谷歌中自然地获得评论的好处. As you may know, Google likes to encourage companies to use their services and platform so they incentivize you through various ways. One of those ways is reviews and your Google My 业务 profile. Online reviews are one of many factors that search engines use to evaluate and rank your local business when consumers are searching.

At the end of the day, reviews and reputation management are just one piece of the puzzle of running a successful local business. There’s a lot to remember and a lot to do. If you’re managing your marketing and reviews on your own, 确保找到一个适合你的节奏,并把你的评论放在脑海中. If handling reviews and reputation is more than you can handle, 寻找一个市场合作伙伴来帮助缓解压力是有益的.

Since reviews play such an important role, 你不希望他们损害你现在和未来的商业机会. Follow these easy steps to manage your reputation with ease and make sure that online reviews are helping your business.

Let's talk about review management.Schedule a consultation. 跟必威下载链接