Sales and Marketing - Jen Jordan

Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.

4 Reasons Online Reviews Are Valuable to Small Businesses

4 Reasons Online Reviews Are Valuable to Small Businesses

In the age of e-commerce, most people look for online reviews before making most purchases (or choosing which new restaurant to try). It may be hard to believe, but online reviews are nearly as effective as direct referrals for small businesses, in some cases! One study showed that almost 85% of customers read online reviews before making all kinds of purchasing decisions.

The impact of online reviews is potent for small businesses. They can draw in new customers and help you maintain a trustworthy reputation. Here are four reasons that online reviews are essential for your small business.

1. Increase online visibility with reviews.

The Google search engine loves online reviews and factors in review ratings from several sites when determining how businesses turn up in local searches. Many experts report that online reviews and specific keywords influence local SEO more than other factors.

Google isn’t the only place to emphasize reviews. Yelp reviews are factored into more than 100,000 developers’ algorithms—everything from in-car navigation systems to real estate apps! Overall, having online reviews increases your online presence and visibility.

2. Reviews make your business more trustworthy.

One consumer study revealed that nearly 90% of people trust online reviews as much as they trust a personal recommendation from someone they know. Positive and negative reviews are compelling, especially in the digital age. People want to read others’ opinions who have experienced your product or service before spending their own money. So, creating space and encouraging honest reviews also subtly communicates that you’re confident in your product, service, and customer care.

3. Online reviews provide your business with valuable feedback.

Small businesses can learn a lot from online reviews. What do your customers particularly appreciate about your business? What are the pain-points? Are there common themes in both the positive and negative reviews? These might surprise you!

Paying attention to what your customers are saying about your business (and what they’re NOT saying) helps you emphasize those strengths and shore up any weaknesses. You can use your positive reviews to shape your marketing content and highlight what customers value and appreciate about your business.

4. Responding to reviews helps build trust and demonstrates that your business cares about customers.

People pay close attention to how your business handles reviews—both positive and negative. One study revealed that customers feel that a business cares more about their customers if they respond to online reviews. Even a simple, "Thanks so much! We’re so glad we could serve you!" goes a long way in the online review world.

This principle is especially true with negative reviews! Customers watch (and read) how you respond to negative reviews and comments. One study even found that when a business followed-up on a negative review, 34% of the customers went on to delete their negative review entirely! But even if they don’t, responding and demonstrating that you value customer satisfaction can actually turn into a positive thing! You’re putting your customer service on display for the internet to observe.

There are many other benefits to online reviews for small businesses. In the digital age of smartphones and constant connectivity, small businesses need to maintain a positive reputation. So, it’s well worth your time, energy, and resources to ensure your site is listed on social media and review platforms and respond to your reviews regularly.

Works Cited:

https://ducttapemarketing.com/online-reviews/

https://ducttapemarketing.com/business-online-reviews/

https://www.bigcommerce.com/blog/online-reviews/#6-tactics-for-receiving-online-reviews

https://localiq.com/blog/reviews-matter-for-your-small-business/