Knowing how to manage your online reputation is critical in a world where reviews have such a huge impact on revenue and success for businesses. You really can’t underestimate the power of online reviews.
Here are five important ways reviews can impact your business:
1. Free advertising
Online reviews are an effective way of getting your business known and raising awareness of who you are and what you do, but unlike other forms of advertising, reviews are free! Due to often high rankings of many review sites, reviews can allow for mass exposure of your business and make it possible to reach consumers you might have never had the opportunity to reach through other forms of advertising.
2. Potential to improve SEO ranking
Online reviews have a big part to play in swaying internet search-engine results. Some search engines, for example Google, take the number of times your business name is mentioned in reviews into account, so if you’re mentioned a lot, you’re more to likely appear higher in search results.
3. Positive reviews build trust in a local business
As a local business, you need consumers to trust your business and with 74 percent of consumers saying that positive reviews make them trust a local business more, it’s a no brainer! Have a look at the review sites we recommend below and consider relevant listings your business.
4. Reviews are as important as personal recommendations
Word-of-mouth and personal recommendations can go a long way for local businesses, with research showing that consumers are generally more inclined to trust peer recommendations over traditional advertising. People trust their family and friends to point them in the right direction when it comes to making a purchasing decision. However, research shows 84 per cent trust online reviews as much as a personal recommendation.
5. Most people read reviews before making a purchasing decision
Before you’re about to make a purchase, what do you do first? For 60 per cent of Australian consumers, the answer is read a review. 58 percent look at up to five reviews before making a decision. If your business doesn’t have any reviews, or has negative reviews, its highly likely that these buyers will be deterred from doing business with you.
Top review sites to focus on
With so many different review sites out there and the time required to monitor, respond to and manage postings, you may be wondering which sites you should focus on. Here are our recommendations:
1. Google
It’s important to claim and update your business listing. Through Google, searchers see accurate information about you on Google Maps and in Google Search. But it’s also a great place to manage and respond to reviews.
2. TrueLocal
Australia’s fastest growing business directory is a great place for local reviews and makes it quick and easy to list your business.
3. Facebook
Facebook star ratings and reviews allow customers to learn more about your business and might make your page easier to find in Facebook search. It’s an easy and effective platform for engaging with your consumers.
4. Industry-specific review sites
Sites specific to industries are worth considering. For example, TripAdvisor is a popular review site if you’re in the travel, entertainment or restaurant industries.
A final quick tip – don’t fall into the trap of posting fake online reviews, or masking negative ones!
Focus on ensuring your business is one that consumers will try out and return to base on their own experiences. Play by the rules and avoid the risk of breaching Australian Consumer Law – the Australian Competition and Consumer Commission (ACCC) has no tolerance for misleading conduct so take the time to read up on their best-practice guidance about online product reviews for businesses and review platforms.
Savvy local businesses are in control of their online reputation because in the end, online reviews play a big role in influencing the way consumers make their decisions. Every business – even time-starved small businesses – need to allocate the right amount of resources and time to be best positioned in the largest marketplace available: the internet.
Sharon Rowlands, CEO, ReachLocal
