The quality of your product and service influences customer buying decisions. Their experience does as well. So, how do prospective customers gauge quality and expertise? Often through the reviews and testimonials of others. This social proof gives your business credibility much more than your content.
To gain this social proof advantage, you’ll need a strategy to obtain more testimonials, reviews, and case studies. First, let’s look into the power of social proof and how to get more of it.
The Power of Social Proof
A recent survey revealed that 77% of consumers “always” or “regularly” look at reviews when comparing local businesses. The content of those reviews can shape their decision-making. Only 3% said they would consider a company with an average star rating of two or fewer. While not every review will be five stars, you can manage your reputation by responding to them promptly if complaints arise.
A high volume of positive reviews paints a picture for others of what they can expect. When they read about how you helped another similar customer overcome challenges, they’ll want to know more about your business.
The Path to More Reviews, Testimonials, and Case Studies
Telling great stories about customer experiences is valuable in your pursuit to attract and convert new ones. So, how do you get customers to participate?
Here are some tips for building a reputation management strategy.
- Determine the channels you want to receive reviews. These can include social media, reviews, directories, or third-party websites. If using these, make sure your profiles are complete, accurate, and up to date. You can also ask for direct reviews to publish on your website.
- Emphasize the importance of reviews during the process. Once a customer decides to make a purchase, you can mention how you’d love for them to tell others about their experience. Let customers know that you’re serious about delivering on expectations from the start. This is especially helpful if you want to do a case study before and after.
- Use multiple communication methods to request feedback. There are many ways to ask for reviews. You can do so with email and text messaging. For field service businesses, your technicians can leave behind an insert with instructions. You could also make it part of the invoice you send.
- Create a plan for responses.As noted, not all reviews will be glowing. Regardless of the rating, you should discern how you’ll respond and set a timeframe for this. It’s best to respond as quickly as possible. Using technology tools to alert you to negative reviews will be critical in being timely and responsive. You can reply to the review diplomatically. Also, it would be best to take the conversation offline to follow up on the issue.
- Partner with an agency that uses a third-party review generation and management system. When you do this, it’s off your plate. All you have to do is provide the names and email addresses.
Generate More Social Proof To Win More Business
Social proof has the potential to influence and sway. However, obtaining it isn’t always easy. You’ll need a strategy to do so and a partner that supports local businesses. We’ve been doing this for years and can help you harness social proof to drive engagement. Contact our team today to find out what we offer.
