Every successful digital marketer knows that word-of-mouth advertising trumps all other types of advertising when it comes down to generating new business. When your potential customers or clients hear the thoughts of others who have already done business with you, this creates a perception and influences decision making in a manner that regular advertising never could.
In the digital world today, customer reviews are the new word of mouth. People search for them; they learn from them and – quite often – people base their buying decisions on them. Positive reviews about an organisation’s products or services may spread quickly and also lead to explosive sales. At the same time, negative reviews may stifle sales and also cause a business to take a step back.
The Power Of Customer Reviews
Just a few sentences in a customer review may have more influence on consumers as opposed to an entire website. A difference of one star — or just a half-star — may be all it takes for a shopper to select a competitor over you.
However, in order to get those sentences or – alternatively – that extra star, you need to be asking your customers for reviews. Asking for reviews may feel awkward or self-serving, but the truth is that individuals generally love to share their opinions. They just don’t know that the opportunity is there.
The stats back this up. A total of 88% of customers have been influenced by an online customer review when taking a buying decision. However, many retailers and service providers say that they are afraid they’ll get a negative review, so they don’t do it. They feel that the only people who will write reviews of their business or products will be individuals who want to share a bad experience.