Online reviews are a powerful marketing tool for any business; people are, by nature, social creatures, so they’re more likely to trust a brand if their peers speak positively about it. For that reason, it makes sense for brands to want to use online reviews as part of their online marketing efforts.
Before anything can be done with online reviews, however, it’s important to note their five “pillars”:
- Aggregate star rating: the average of all the scores from customer reviews. Data shows that around 4/5 is the best spot to be.
- Number of reviews: customers need more than a couple of reviews to convince them to patronize a brand.
- Quality: Better-written reviews are more trustworthy.
- Frequency: Google likes frequent reviews on its platforms, while users are less likely to trust reviews older than 2 weeks.
- Platform: Trusted platforms like Facebook and Google Review provide reviews with more clout.
Building a review marketing strategy:
- Ask for reviews: Straightforward enough; to get reviews from users, ask for them. The key here is to make it as easy and convenient as possible for users. If people are asked to write up king kong marketing reviews and they think it won’t take too much of their time, they’re more likely to do it.
- Respond to negative reviews: The first thing to do when dealing with a negative review is to say thanks to the customer; they spent time writing something up, so they clearly believe it’s worth the effort to reach out to your brand. Own up to any shortcomings and mistakes, explain things clearly and professionally, while also asking for feedback on what they think needs improving.
- Get rid of bad and fake reviews: Bad and fake reviews should be dealt with. For bad ones, ask customers to elaborate and write up something clearer and better. For fake reviews, a report to the platform might be needed to get rid of them.