Small-business owners are increasingly aware that social proof in the form of reviews and user-generated social media content is the key to converting web traffic into paying customers.
Research shows that 70 per cent of online shoppers read reviews, whilst 40 to 45 per cent identify them as central factors in their purchase. Customers want to feel reassured that people with similar needs, budgets and goals have co-signed a product or service before they’re willing to reach out, let alone spend their hard-earned coin.
In my experience, the problem most small-business owners have isn’t believing in the importance of social proof, it’s finding the time to set up and manage various social media and review accounts.
If you’re wondering how other businesses are succeeding, here are a few insider tricks for building and managing your online reputation:
1. Understand the consumer decision-making journey
Consumers move from a need to a search, to careful consideration – all in quick succession.
Imagine your child’s tooth gets chipped playing sport on the weekend. It’s an emergency, so you open Google and type ‘Dentists Open Saturday’. You find three clinics open in your area and quickly compare what others are saying to build confidence before making a call.
All three of these businesses might be paying to appear on search page one, but the business with stronger, more relevant and recent reviews will be the business that gets the majority of the calls.
Never overlook the consideration phase, as this is where decisions are made.
2. Start generating reviews
Put systems in place to generate reviews regularly. Start by setting up profiles on social media sites and review platforms relevant to your business, such as Google, Yelp or Trustpilot so your customers can share their thoughts on the platform of their choice.
Don’t be afraid to ask for reviews either. You could use a QR code at the front desk, send automated emails requesting post-purchase reviews to happy customers, or even incentivise reviews by offering a limited-time discount.
I’ve seen the power of proactive review requests play out with clients. For instance, our client John from Southwest Window and Solar Cleaning, feels that messaging automation has resulted in his rapid business growth and has helped the company gain more than 80 five-star reviews within one year.
Automate your review requests where possible so that reaching out to customers becomes less of an onerous task.
3. Manage your review platforms effectively
Once you have reviews incoming, stay on top of them. Consumers say that businesses who respond to reviews are seen as 1.7x more trustworthy than those who don’t.
Remember not to be discouraged by receiving the odd negative review. A stream of only positive reviews can appear ‘fake’, so having a negative review amongst a flurry of great ones can build authenticity if it’s responded to professionally and helpfully, demonstrating how important customer service is to you and your business.
I’d also recommend investing in business management software that can help to consolidate your reviews in one place, keep your listings up-to-date and make responding to each review a walk in the park.
Future-proof your online profile and experience business-wide benefits
Social proof is only going to become more and more important.
It’s already a factor that helps search engines decide which businesses to prioritise in local search listings, but as technology like AI, digital assistants and voice search change the way consumers do their research, having a backlog of strong reviews that elevate your business profile will be imperative.
When it comes to social proofing, a rising tide lifts all boats. If your customers are engaging on your review platforms and social media, your business will experience the benefits throughout.
