We’ve seen over the past few days how many consumers are utilizing local search, what information they find important and the devices searchers use. While there are many things that can determine whether a consumer does business with you, reviews are historically one of the most influential. Reviews that come up during local search can be even more important. Consumers are just learning where you are, when you are open and what you specialize in. A bag review can quickly make a potential shopper move on to the next listing, while a positive review can move you up cement a consumers thought of visiting your business.
• Last year, 62% of portal site users said it was most important as did 6 in 10 local searchers
• One in four consumers used reviews when deciding where to make a purchase, which is slightly down from last year
• Nearly 30% of portal site visitors said that they had used a review
• Over the past 2 years, 29% of local searchers took reviews into consideration when choosing where to make a purchase
What Does This Mean To You?
Consumers expect to see reviews of local businesses but may not always use them a deciding factor. There are things you can do to make reviews more powerful and get more of them.
First off, don’t fake them. Consumers are smart and they can usually tell if a review is real or just the work of an employee. Encouraging customers who have good things to say about you to make do reviews can be something you should look into. Posting these reviews on your social media sites, your own website and in your physical location is important as well.
As far as less than flattering reviews, try contacting the person who left it. Find out if there is something that you can do to regain them as a happy customer. They tried your business once, hopefully they can be convinced to come back. When a customer takes the time to leave a bad review, it’s probably not the first time they have brought up the issue. Odds are they either complained to an employee and that they did not feel it was put to rest at the time. Empower your staff to fix these problems before they escalate to a social problem. You may not be able to satisfy everyone, but putting forth the effort could result in fewer problems down the line. For more information on social customer service, please contact:
Source: eMarketer; comScore;15miles