Tag: Online Reviews (Page 6 of 6)

In this age of the Internet, lots of things are being re-thought especially the way in which we market products and services. Whether you’re a small business or a large one, the same suggestions apply.

The pre-Internet consumer would compare brands and were fully dependent on information provided by manufacturers. While some brand names still carry weight, the importance of brand names in general have diminished, with consumers favoring opinions from experts and users.

The current consumer relies on user-generated reviews, expert opinions and peer to peer information in general.

So, where does the marketer stand in all of this? While they don’t have full say over what information consumers have available to them, by working with an influence mix they can be more effective than ever.

The influence mix consists of prior preference and experience, information from marketers and consumer reviews.

Prior Preference and Experience

This applies to products that are habitually bought, like toothpaste and toilet paper. Customers are going to be influenced by what they themselves have done in the past more than anything else. These products are review-independent and feature luxury items as well.

Information From Marketers

Right in the middle, information from marketers can fall into review-independent products and review-dependent ones as well. However, someone purchasing a review-independent product is more likely to take this information into account, as they’re not looking for reviews to tell them something similar.

Consumer Reviews

The consumer’s reliance on reviews is most prevalent with products they can’t test themselves. All products follow a continuum. For example, before purchasing electronics buyers will pay close attention to what previous purchasers have had to say before taking any chances. But when buying from a chain restaurant, they rarely have reason to look it up since they already know what they’re going to get.

Market research is more important than ever. Figure out how your market is getting their information and making their purchasing decisions, and you’ll be able to decide from there the best way to follow through with marketing. With the rise of reviews, branding takes on less importance, making it easier entry for newcomers and for anyone to diversify more easily.

Did you know, 30% of U.S. consumers say they begin their online purchase research by going to Amazon.com to read through reviews? And 79% of Americans now shop online. With a market that big it’s not one you want to miss out on. Whether or not your product or service can be directly purchased online doesn’t matter. If you can benefit from reviews, make sure you’re getting them.

To properly use reviews, make note of these points:

Do:Track and quantify information from forums and review sites.

Don’t: Measure individual preferences, satisfaction and loyalty.

While some believe that reviews are going the way of the dinosaurs with more fake ones cropping up every day, that’s not truly the case. Review websites are coming up with ways to certify reviews and crack down on the fakers, making reviews more reliable than ever.

Millennials and Reviews

By Eve Mendelovitch

On September 11, 2017

In Blog

The largest generational cohort since the baby boomers, millennials are the largest generation in US history, and their shopping habits are shaping our economy more and more.

This tech-savvy generation has a purchasing power that will soon exceed that of every other generation. Strong supporters of online shopping, millennials are cautious as well, putting off large purchases until later in life and valuing quality over price.

It’s no surprise that with all the information available at their fingertips, they put research into their purchases whether it’s a physical one, or a service. That’s where reviews come in.

The Importance of User-Generated Content

User-generated content (UGC) such as status updates on social media, blog posts and Google reviews are what make the millennial consumer’s world go around. The more viral and liked a product or service is by peers, the more likely they are to purchase it themselves.

In past generations, the professional opinion was king, but with a growing distrust for mainstream media and big corporations, this generation finds themselves turning to the most trusted source: mass approval.

Some may see this as illogical, but to understand the logic, consider this: Professionals may have appeared on adverts or written articles on a product, but was this always of their own volition? If not, someone wanted them doing that promotion for a reason. And can you really trust that?

UGC: Investing in Time to Make Solid Investments

Millennials spend 18 hours with media per day. Astounding, right? Some of us aren’t even awake for 18 hours of the day! Thirty percent of this time is spent browsing UGC, 33% on traditional media such as print and TV, and 37% on other media.

No matter what they’re looking at, and especially when it’s online, products are being promoted.

When something catches their eye, their first instinct is to look that product up online to see if it is legitimately what they expect, and to see if it’s worth buying.

If they’re looking for a service, Google reviews will be their first stop. If your business isn’t listed on a Google My Business page and set up with a star rating, you’re in trouble!

With 90% of millennials shopping online, your online presence is more important than ever. You just can’t afford to stay in the stone age.

Influence With Technology

Most millennials are obsessed with reviews. With apps like Yelp and Foursquare, everyone has a place to speak their mind. Whether you’re reading entertaining negative reviews, leaving one yourself, or praising the best pizza you’ve ever tried, reviews are fascinating and, for the most part, trustworthy.

Whether they’re aware of it or not, millennials have their antenna up for star ratings and reviews no matter where they are online and if there are no reviews to be found, it’s likely they’ll find a more reliable product.

So go the extra mile and make sure that your business is getting lots of great reviews. Rank higher on search engines, and bring in that amazing millennial purchasing power!

Why You Shouldn’t Pay for Fake Reviews

By Eve Mendelovitch

On September 5, 2017

In Blog

It should go without saying that paying for reviews for your business that aren’t legitimate is not the greatest idea. But for a lot of people, this seems like the best answer for buffing up their positive Internet presence.

And why not? If it looks like a real customer and talks like a real customer, it must be a real customer. Not to mention if so many companies are doing it then it’s got to be legal, right? Wrong.

While you may or may not be aware, there are many reasons not to follow this path and stay legit.

It’s Fraud

Plain and simple, if you hire someone to write a phony review you are committing fraud. Think about why you want this person to write a review:to generate revenue for yourself.

With the popularity of online reviews in this era, they do translate to real money.

Fraud is defined as “the wrongful or criminal deception intended to result in financial or personal gain”.

Sounds a whole lot like paying someone for a false review.

Real Results, Real Punishment

By 2015, Amazon had sued over 1000 people for writing fake reviews. Many of these reviewers came from the website Fiverr. And no—Fiverr was not sued—the individuals were. The websites on which your business is reviewed will not protect you or your reviewer, they will work towards ensuring the reviews on their website are as legitimate as possible.

Even Yelp and Alibaba have started to crack down on the fake reviews on their websites. And of course, Google has a reporting situation in place so they can handle fake reviews as well.
Want to keep your business’ reputation clean? Don’t pay for reviews.

Spotting a Fake Review

If you’re suspicious that a competitor is employing fake reviewers, there are ways to spot these reviews, or at least make an educated guess.

Take a trip over to Fakespot. Their system will scan for a number of factors including:

Overly positive language

Multiple reviews published the same day

If you want to do additional research yourself, check out the reviewer’s profile and see how real they seem. If you can’t find them in a quick Google search, they could very well be fake.

Tips for Real Reviews

It can be tempting to want to buff up your business by paying for fake reviews. But there are much better ways to get real reviews that you can actually feel good about.

Any time someone purchases from you or employs your services, just ask them to leave a review. Don’t offer gifts or coupons in exchange, simply learn how to pick out happy customers and get them to spread their joy.

And of course if any negative reviews appear, deal with them in a calm, professional manner.

Handle reviews properly and you’ll have a great reputation for your business online in no time!

How Consumers Use Reviews Online

By Eve Mendelovitch

On August 28, 2017

In Blog

When you’re searching online to find the perfect restaurant to try out on Friday night, the last place you’ll choose is one with zero online presence. In the information age that is exactly what people are looking for: information. They want to see photos, other customer’s opinions, and maybe even a virtual tour if you have a physical storefront. These days, 72% of consumers say that positive reviews make them trust a local business more, with 94% saying they’ll use a business if it has at least a four-star rating.

On average, a one-star increase on Yelp leads to a five to nine percent increase in revenue, with just one negative review costing you 30 customers. Reviews are the best way to hold a business accountable. Consumers look for reliability, expertise and professionalism, and if you cannot practice these they’ll let you know.

So, if negative reviews are so dangerous, why collect reviews at all? Well, a couple negative reviews are better than no reviews at all, so long as you’ve got some positive ones going on as well. When negative reviews occur, respond quickly, admit to any errors, reiterate your company’s mission and if possible and warranted, provide compensation.

When a consumer looks at or leaves reviews online, they’re looking to:

Find the best business for their needs

Build trust

Express themselves

Help other consumers

Here are some more numbers to help you understand the benefits of reviews:

92% of consumers read online reviews

68% say positive reviews make them trust a business more

Only14% of consumers will use a business with a one- or two-star rating, whereas 94% would use one with a five-star rating

80% of consumers trust reviews as much as personal recommendations

Online reviews are probably the most important tool for a modern business. You can gain them with skill by requesting them from loyal customers and publicly thanking positive reviewers while apologizing to those who had a bad experience.

A business with active reviews on websites like Google, Yelp and Foursquare will get a boost in SEO making their online presence skyrocket and produce tangible results in the form of an 18% uplift in sales.

Now more than ever, consumers want to see that business’ are run by real people, not robots. By interacting through reviews, you are showing that you care enough about your customers to take a moment out of your day to leave a personalized response to their opinion, and being able to do that is massively beneficial to any business. The last thing the 2017 consumer wants is to deal with a business that is unreachable.

Reviews impact search ranking, too. In 2014 Google updated its search engine to take into consideration the reviews from popular sites such as Yelp and TripAdvisor. So, if you’re actively getting your customers to leave reviews for your business, you’ll get more business, guaranteed. This sets off a chain reaction to in turn produce more reviews and more new customers.

Don’t be afraid to ask for reviews and interact with customers. It’s the only way your business is going to grow and survive. Give the gift of communication, and your consumers will most definitely give back!

How Online Reviews Impact Your Local SEO

By Eve Mendelovitch

On August 23, 2017

In Blog

More and more businesses are realizing the importance of online reviews when it comes to promoting their product or service, but did you know reviews also affect your Search Engine Optimization? SEO is just as crucial to the promotion of a business in 2017 because it means a boost in your ranking. For example, if someone is searching for a hair salon there are many options. But if you have the best SEO, they’ll find you first.

When you’re trying to beef up your SEO online reviews are critical to this process. Search engines love fresh user generated content, and customers love social proof. In fact, 90% of customers say their buying decisions are influenced by online reviews.

Search engines like Google or Bing are in the business of creating fast and accurate search results, and the input from real people in the form of reviews is a great way to do this. In a recent study by Moz it was determined that reviews make up 10% of how Google and other search engines decide to rank results.

Factors that can play into your business’ SEO include a variety of signals such as linking, keywords and categories, with reviews coming in before social media in terms of boosting your business!

Google favors high-rated sites, and in a world where customers spend 31% more on a business with good reviews, you’ll want to get a review gathering strategy in place if you don’t already have one!

A good way to do this is request that happy customers leave a review. If you’re selling online, include your request in a thank you email. At a physical store, create a flyer you can drop in a customer’s bag along with their merchandise. You can even create a landing page on your website linking to review sites for the ultimate ease of access.

Review sites that will get the results you’re looking for include:

Google My Business/

Yelp

Foursquare

Citysearch

YP.com

Try the Review Handout Generator by Whitespark and Phil Rozek if you need an easy way to create handouts for your store, then wait for the reviews to start flowing!

Asking for reviews can be a bit of a scary process, considering you can land on a customer who’s not happy with their interaction. But don’t worry—even negative reviews keep your business active from a search engine’s point of view, and as long as you respond to all negative reviews in a calm and professional manner, you’ll be just fine.

Finally, on your quest for reviews, don’t be tempted into paying for fake reviews. This is considered fraud and you could be in big financial trouble for doing it. Not to mention, it’s just better to have legitimate reviews for your business. Even if they’re criticizing you, you can learn something from unhappy customers.

No matter the size or type of business you run, online reviews are imperative to keeping it running successfully. So, go and gather reviews and see just how good the results are!

Michael S.

By Eve Mendelovitch

On August 15, 2017

In Reviews

My firm was rethinking its marketing approach. Our revised plan necessitated a downsizing of the services provided by LinkNow. The LinkNow staff was very helpful in facilitating this change. There was no “hard sell” or other pressure trying to get my firm to maintain its previous higher priced plan. This was a relief and encourages us to look to LinkNow later when we are more appropriately positioned to use LinkNow’s higher priced site optimization/marketing plans.

Receiving Fake Reviews From Competitors

By Eve Mendelovitch

On August 15, 2017

In Blog

In this day and age, dishonest companies have been able to stoop to new lows by attempting to damage their competitor’s reputation online with fake reviews.

While it may not be immediately obvious that a competitor is attacking you, a quick check through their other reviews should give you a clue. They are likely attacking other similar businesses in the area. If negative reviews are posted on other competitor’s pages within a tight timeframe, you’ve got the start of a case.

Fake and negative reviews are tricky to deal with. Always do your research before dealing with them, or you may be responding inappropriately to someone who is simply expressing their displeasure. Remember—there is such thing as a legitimate negative review. Take these as constructive criticism, and respond politely.

Tact at All Times

When responding to a fake negative review from your competitor, practice tact at all times. Whether this negative review is legitimate or not, treat it with the same respect. Follow these steps to compose a polite and professional response:

Breathe

Literally. Breathing exercises will calm you down, so take a few deep breaths.

Don’t take it personally.

A difficult one, but part of being a professional.

Address the issue.

Start your response off by repeating their complaint. For example: I understand that you (insert situation here).

State your core values.

Inform the reviewer of your business’ core values and why they don’t match with what happened.

Make a game plan.

Tell the reviewer what you plan to do to remedy the situation. If this is a competitor leaving a fake review, you likely will not actually do this because the situation did not occur. But, existing and potential customers will appreciate seeing what you would do if it really had happened.

Say thank you.

Thank the negative reviewer for their constructive criticism and invite them back to experience your business again in a better light sometime in the future.

Even if you expect this review to be removed, there will be wait time. Writing a proper response is of value to your future clients. Don’t lose business and allow your competitor to accomplish what they came to your review page for in the first place.

Keep on Keeping on

Being a business owner will always come with its ups and downs. This is what professionalism is all about! Practice being a professional adult at all times, flag inappropriate reviews and represent yourself well.

Should Google not agree with your report, you can always escalate the situation, encourage friends and family to flag the reviews as well, and tweet @GoogleSmallBiz to hurry the process along.

Like with school yard bullying, a reaction is always what a troll wants, so give them a minimal one. In the end, you make your own reputation in the business world and can overcome anything by keeping a cool head.

How to Get People Talking About Your Products

By Eve Mendelovitch

On May 5, 2017

In Blog

We’ve said it again and again – content is king. That is why so many small businesses have made it a priority to produce a lot of it – and not just a lot of it, but interesting content – the kind of content that gets people talking. This is key when it comes to getting people to review a product. After all, people aren’t likely to spend money on a product that doesn’t have any buzz surrounding it. The best way to get people talking is by creating and distributing content that is conversational. So, let’s give them something to talk about. Follow these tips from LinkNow Media, and you’re sure to see some friction in the comments section.

Contests

Who doesn’t love the opportunity to win a prize? Enticing your customers with a chance to win a prize is a great way to spread the word about your product. One good thing about contests is that they can be introduced through many different social media platforms as well as through email campaigns. When it comes to contests, there are so many different directions you can take. If your product is easily photographed, for example, then hosting a photo contest is a great idea.

Email Campaigns

In the simplest sense, email campaigns are friendly reminders for customers to something. In this case, you are trying to get customers who recently bought your product to write a review about their experience. If you want them to follow through with that action, you’ll need to get personal. Personalization is more than plugging in a client’s name in the email. By using data collected from CRM software, you can produce content relevant to their behavior, interests, and demographic. Sometimes, what’s in it for them isn’t anything tangible, but rather the feeling of being noticed and appreciated. When they feel recognized, they’ll be more likely to share their thoughts on your company. What goes around comes around.

Video Bloggers

Reading about someone’s experience is one thing, but seeing them use your product is another. There’s no harm in reaching out and asking a video blogger if they’ll review your product if it’s the type of product they typically review. Their contact information is usually provided at the end of their videos or somewhere on their personal website, if they have one.

Final Thoughts

These are surefire ways to get people talking about your products and level of customer service. If you plan to follow through with these tips, it’s important that you are prepared. What we mean is that you need to be ready to meet the demands of your newfound popularity. Once reviews start coming in, make sure you have enough inventory to meet the needs of your consumers.

LinkNow Media | Customer Reviews

The Web is Waiting For You

Tag: Online Reviews (Page 6 of 6)

Michael S.

How to Get People Talking About Your Products

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