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Tag: Utilizing Customer Feedback (Page 1 of 3)

The Best Way to Understand Your Clients’ Needs

Understanding your clients

As of 2015, Forbes estimated there were 27 million small businesses registered in the United States. If you spread that number out equally amongst all 50 states, that leaves 480,000 small business per state. And this count isn’t including larger companies that could be your competition depending on your industry.

Being able to understand your clients’ needs is what is going to end up determining whether you’re successful or not. Attracting clients is the first step, but then you’re going to need to ensure they stick around. Predicting what merchandise and services they could use and making changes they’ll appreciate—that is how you guarantee a return customer.

It’s Actually Quite Simple

Believe it or not, it’s actually quite simple to understand the needs of your clients in 2018. Why is this? It’s because of the internet.

Everyone is able to have their say now, to the point of frustration! And, while the online world has its share of irritants and unreasonable commenters, there is a lot that can be taken into account from analytics, and especially online reviews.

While analytics can tell you what products and posts are popular, reviews are your direct line to the minds of your clients, not sugar-coated, and honest.

Seeing Through the Attitude

The best and worst thing about the internet is that people feel more comfortable saying exactly what they like. Without being face to face with someone, you’re just talking to your monitor, and what sort of offense is it going to take to what you’re typing? Not much.

Positive reviews tend to be straightforward about what the client enjoyed about your services.

“I came by the gaming store today looking for an expansion I couldn’t find anywhere else and not only did you have it, but it was priced lower than everywhere else!”

They like your pricing—check.

Negative reviews often come wrapped in excessive language and hate which can make it hard to pull the constructive parts out.

“I have never left a negative review in my life. But because of your restaurant, today is the day. I was going out to enjoy a beautiful day and have lunch with my fiancée who I never have the chance to treat to anything because I’m so busy with work, but the presentation of your menus as well as the food was disappointing to say the least. The attitudes of the servers offended us further…”

The list goes on. Negative reviewers want to paint a picture of their entire negative experience, which is OK. From this you can glean that there were issues with presentation, food, as well as service. To find out more, all you need to do is reply politely and request that you speak over the phone and rectify the experience.

Extending the Olive Branch

Extending the olive branch to negative reviewers is what will get you the best information on changes that you should be making. While some reviewers may be in the wrong, take everything that is said seriously and do a self-evaluation to see if maybe there’s something right hiding in there.

The old saying really is true—the customer is always right!

Chaos: The World of Online Reviews

Chaos Online Reviews

The world of online reviews can be a chaotic one. So, is it really that necessary to be a part of it? For many business, they are losing interest and dropping the option for reviews altogether on websites like Facebook where this is possible.

Larger companies such as conventions find themselves inundated with reviews from false reviewers, disappointed attendees who didn’t have lofty needs met, and more. Knowing that they’re still guaranteed a large attendance, why bother leaving those pesky reviews up?

And, with mega review site Yelp itself clocking in at 57% of their reviews being one star, it’s clear that the community is not impressed. And Yelp is not the only one. There are a lot of online business owners out there who think review website aren’t doing their job when it comes to quality control.

Control Your Feedback

While it’s impossible to have full control over your online reviews, there are steps you can take to ensure your review section online is not a total disaster. It all starts with vigilance.

If you’re just starting out and have the time to man your own reviews, make sure that you set up notifications so you can see them as the roll in. If you are a larger company that gets multiple reviews in a week or even day, you’re going to need a dedicated employee for this task.

Response is everything when it comes to reviews. If you have received a negative review from a genuine client of whom you can comment on their experience and offer a solution, do it as quickly as possible. If you have received a review not left by a genuine customer, you can calmly and professionally express your side of the story.

And, the report button is your friend. Most recently, Google reviews updated their terms of service to state that ex-employees cannot leave negative reviews. If you’re dealing with those, send a report to Google straight away!

The Power is in Your Hands… Sort Of

It’s a tough fact of life that online reviews are always going to be a bit of a mess. In a world where an argument to remove a review is very much “he said she said,” it’s not easy for moderators on websites such as Yelp to make decisions in your favor.

But the power is still in your hands, and reviews are still useful to your business.

The stats still are there. Ninety-two percent of consumers in 2018 are reading online reviews when looking for local businesses and 42% of these consumers won’t use business with less than a three-star rating.

Business owners may not have complete control over the state of their reviews, but they can always do their best to represent themselves properly.

The most anyone can do is their best, so stay on top of your reviews, run your business ethically, and remember: the customer is always right. Unless they’re not really your customer and have a personal vendetta against you. 😉

Cash in on Reviews During Boxing Day


Boxing Day will be upon us at the end of December—the 26th to be exact. So now is the perfect time to cash in on those valuable SEO tools—reviews.

People love to have their say, and when you let them, you’ll be benefiting from it to. With 84% of consumers trusting online reviews as much as a personal recommendation, they’re a great way to boost your reputation. Not to mention, the more activity there is around your website, the higher you’ll rank on search engines like Google, Yahoo! and Bing.

Boxing Day brings in billions of dollars to retailers across North America every year, and 2016 was a record breaker with a grand total of $3.45 billion spent online. With this much activity, you’re bound to get reviews whether you ask for them or not.

Asking Properly

Now is the time to start planning your online marketing for the biggest retail weekend of the year. Keep in mind SEO, ad channels, and what sales you want to run.
But also figure out how you’re going to ask satisfied clients to leave you positive reviews.

First let’s note the golden rule: Do NOT incentivize.

There’s nothing wrong with asking for reviews, but offering compensation for these rules is not only bad form but could result in legal action being taken against you. A review that was bought is not going to be genuine, and consumers and search engines alike are concerned about the truth.

How to Ask

Posting a “Please review us” button on your site is not the worst option, but it’s not the best either.

Targeting customers who had good experiences is your goal. But while this is easier to gauge in person, there are ways to do some guess work for your online clients.

Send a request immediately after purchase

One option is to include your request for review in the email that is sent to confirm an order. No, your client has not actually received the item yet, but they have purchase from you and may want to comment on how simple or fun the buying process was.

Yes, you do risk them coming back with a negative update if they hate what they ordered, but it’s still going to create activity for your site.

Send a request after 10 days

Ten days is an arbitrary number, but pick a time when you know your customers will have received their item(s). If they haven’t sent in a return request, you can safely say that they are satisfied with what they purchased.

The more personalized your approach for a review is, the more likely you are to get it. But with large sale weekends it’s tough to add that personal touch. So do your guesswork, and don’t cave into the urge to incentivize because you will not be thanking yourself for it for long!

Five Review Sites That are not Google or Facebook


We’ve said it before, and we’ll say it again: Online reviews are one of the most important tools for businesses online. Reviews help clients to communicate with your company, promote you, and attribute to a decent chunk of SEO as well.

The facts are as follows:

  • 92% of consumers now read online reviews.
  • Star rating is the number one factor used by consumers to judge a business.
  • 80% of consumers trust reviews as much as personal recommendations./
  • On average reviews increase sales by 18%.

Reviews are important, and on average, a consumer will look at over 10 information sources before making a purchase. When we think of review websites, the two that are most often in our faces are Google and Facebook. However, having your business on multiple review sites will count for citations, and boost activity to rank you higher. So what other sites are out there to gather reviews?


The go-to for most business reviews, Yelp has an average monthly unique visitor count of 145 million. 135 million reviews are posted per year, and most people you run into on the street will have the app on their phone. In fact, 70% of Yelp page views come from mobile devices.

Any variety of business can be posted on Yelp, and for consumers on the go it’s an easy-to- use, and reliable review site. If you’re not already listed on Yelp, you should make it top priority!


Foursquare currently has 10 million users with three million check-ins every day. Being one of the 400,000 business owners that use Foursquare as a marketing tool won’t just get you reviews, it will get you noticed. The way it works is users can check into a location as many times as they like and every time they do, their friends will know where they are. Users can become “mayor” of locations they are at the most, and fight for this title adding a fun, competitive aspect to this marketing tool—all of which will cost you nothing!


Users looking for the best places to go on a vacation or in their own city can rely on TripAdvisor. With 390 million unique visitors, 500 million reviews and opinions, and over 4.2 million business listed, like Yelp, this is a highly useful tool for review-gathering.

Better Business Bureau

To be a part of the Better Business Bureau (BBB), you will have to pay for a yearly membership. One of the oldest review and rating sites, the BBB is an authority on many businesses in North America. Listing detailed information including inception dates, a high rating relies on a list of factors including:

  • Type of business
  • Time in business
  • Complaint volume
  • Transparent practices
  • Competency licensing

The BBB is known for holding business accountable.

Consumer Affairs

Not only can you gather reviews with Consumer Affairs, you will also gain access to a wealth of resources to help you learn more about reviews, increase revenue, find brand ambassadors, and learn how to convert negative customer experiences into positive ones.

There are other prominent websites out there such as Angie’s List, HomeAdvisor, and GlassDoor, however these are focused on serving specific purposes or industries. If you are in the world of home renovation, Angie’s List and HomeAdvisor are important. If you’re hoping to gain a reputation for future employees, GlassDoor is your best friend.

In the world of online marketing there is no shortage of online review websites, but getting your business to appear on those that are most viewed is your first step to business and SEO success.

Online Review Stats in 2017

online reviews

Every year surveys come out with percentages and detailed information regarding just about everything online. At LinkNow Media, we’re always interested in anything that affects SEO.
When it comes to online reviews, your reputation is pretty important, and the latest information confirms it. We’ll give you the “too long didn’t read” right now and say: reviews still matter in 2017.

So, don’t think you can get out of encouraging and monitoring them any time soon.

Who is Reading What?

In 2016, 95% of consumers were using the internet to look up local businesses. If you think that’s high though, 2017 has seen a 2% increase, up to 97%! If you currently run a business that doesn’t have an online presence, you’re making a big mistake.

Half of these consumers are looking for local businesses online at least once a month. Imagine how much business you’re missing out on if you’re not there to be found!
But, maybe your industry doesn’t really do that whole online thing? We doubt it. Among the top industries that have their clients reading reviews are:

    • Restaurants
    • Hotels
    • Healthcare
    • Clothing stores
    • Car dealerships
    • Tradesmen
    • Pest control
    • Cars for hire
    • Accountants
    • Locksmiths

And that’s just to name a few. So, where should you be collecting reviews? Facebook and Yelp unsurprisingly tied at 20% of consumers trusting them the most, followed closely by Google at 16% and the Better Business Bureau at 15%.

And, how many of these browsers turn into conversions? 68% of US consumers are more likely to use a business with positive reviews, with 40% citing negative reviews as a reason not to frequent a local business.

Best of all, the number of consumers who will actually visit a business after reading a review has grown by 10% from last year, to 17%.

Focus on Quantity and Quality

Factors that have also grown in importance since 2016 are the quantity and quality of reviews. There’s no way you can just sit back and coast when it comes to this powerful SEO builder.
54% of consumers rank star rating as the most important factor, with quantity coming in second at 46%—up 11% from last year. Consumers also want to see you getting involved. Up 10% from 2016, 30% now want to see you responding.

Therefore, our best advice to you is to keep doing what you’re doing. But do it a lot more. You still need to be drumming up reviews and monitoring them, providing professional responses to both positive and negative, but the importance of review building and etiquette has only become more important.

Feeling overwhelmed? You can always put the reins in the hands of an experienced SEO team like the one at LinkNow Media!

Can I Review my own Business?


In the world of online reviews, many business owners like to start the ball rolling by leaving their own company a star rating or a little review.

Sounds innocent enough, but is it?

Whether your intentions are good, or shady, reviewing your own business is a bad idea.

Nearly 80% of consumers rely on online reviews before hiring a service or purchasing a product. In fact, peer reviews are trusted as much as recommendations from family or friends. With this in mind, it can be easy to get greedy and impatient when you’re just starting out.

However, you need to keep in mind that fake reviews are unethical, and even illegal. That’s right—you can be sued for posting fake reviews. It is called “astroturfing” and websites such as Google, Yelp and Amazon have been known to sue over it.

But you might be thinking: “How is it a fake review if I state that I am the business owner, or don’t say anything and just leave five stars??”

In the case of a five-star rating, it’s true you can probably get away with it. But if anyone realizes you are the business owner, your credibility is shot. If you reviewed your own company with five stars, who’s to say you didn’t talk other friends and family members into leaving biased reviews, or even pay for fake reviews?

    A fake review can be any of the following:

    • Asking someone who is not a customer to write a review.

    • Paying someone to write a review, even if they are a customer.

    • Asking an employee to review your company (it’s different if they review and state that the review is about their experience as an employee).

    • Creating a fake profile to review your company.

    • Reviewing your company as yourself, the business owner.

    That’s right, even if you state that you are the business owner and you’re just stopping in to leave a positive review, it’s counted as fake.

    Because you have added to your rating. Whether you’re up-front about who you are or not, you have successfully altered the rating of your business and that is the goal of fake reviews.

    In 2016, Amazon sued 1,000 fake reviewers in an attempt to crack down on this practice. They stated that these false reviewers were tarnishing their brand with inauthenticity.

    No one is invulnerable to this sort of crackdown.

    So, how do you get started with reviews? There’s nothing wrong with suggesting that clients leave a review. Mention it on your website by linking to your business page, or put a sign up in your brick and mortar business.

    But next time you’re considering somehow leaving a review for your own business, just say no.

How to Spot a Fake Review

fake reviews

In an age where reviews are key when it comes to how millennials and many others spend their hard-earned money, fake reviews have been cropping up left and right.

No, it’s not ok or even legal to hire someone to leave fake reviews for your company, but people still do it. So, how do you pick out what’s real and what’s fake?

There are some great websites that will help you such as Fakespot, but there are also tips you can keep in mind as you browse when you don’t want to go to the extra effort of plugging products into searches!

Check the Language

Fake reviews are most often found in the one-star or five-star category. Companies paying to bump up their sales or bring down a competitor’s sales will be looking for extreme praise or criticism. On a website like Amazon, start off by only looking at two to four-star reviews. Many fake reviewers are also paid per word, so their reviews may be quite short, and often in slightly “off” language. For example, when discussing price they will mention the currency while an average American leaving the same review would simply state the price.

Check the Timing

A surefire way to spot fake reviews is if a product or service has received multiple reviews in a short timespan. When a company is lacking reviews and pays to get a batch online right away, the reviewer they’ve hired will post them in swift succession from multiple fake accounts. While there are a lot of avid reviewers out there, most consumers wait until they really have something to say to leave their own review and so a constant stream of legitimate reviews is a highly unlikely occurrence.

Creep the Reviewer

Does their profile photo look like it came out of a picture frame or an art book? Take a look at the reviewer’s profile and see what sort of reviews they’re leaving. If the products are all over the place and reviews are constant, that’s a good sign that they’re a fake account. You can even search their full name if they’re using it on Google and see what sort of web presence they have. A reverse image search will reveal if that photo they’re using is a stock photo, or real. In the case of Amazon, you can also check to see if they in fact purchased the product they are reviewing. If not? Likely fake.

While angry, negative reviews can be fun to read, a lot of the time they’re fake. A one-star with emotional language that doesn’t really tell you much about the product itself is likely a freelancer, or friend/family member of a direct competitor trying to bring the competition down a peg.

Does a review sound like someone’s mother wrote it? No one’s that devoted to their vacuum cleaner. Switch to some middle-ground reviews and find the real, un-biased opinion.

Happy hunting!

The Better Business Bureau vs. Peer Reviews


The Better Business Bureau (BBB) was founded in 1912 and created to focus on advancing marketplace trust. An unbiased authority, their accreditation of businesses across the United States and Canada have held a lot of weight when it comes to displaying the quality of a business.

Ranked F – A+ and providing basic information on a business such as founding date, as well as customer reviews, it’s a great website to gain valuable information. Factors that affect a BBB accreditation are:

1. Build trust

2. Advertise honestly

3. Tell the truth

4. Be transparent

5. Honor promises

6. Be responsive

7. Safeguard privacy

8. Embody integrity

These are all excellent things for businesses to aspire towards.

However, over the years, the BBB is losing its standing as the first resource discerning customers turn to. While businesses still proudly display their accreditation, and rightly so, consumers are starting to turn more to online reviews on sites such as Google, Yelp, Foursquare and Facebook.

So, what does the BBB offer their members that free reviews do not?

Right out the gate, you’re going to have to look at your client demographic. The baby boomer generation grew up seeing the BBB as a standard of excellence. A business could be ruined with the right misconduct complaints. If they are your target, the $500 yearly BBB membership could be a valuable investment.

Once you’re a member, you start off with an A rating which is pretty good. This could go up with good reviews, or down with bad. You’ll receive a logo that you can place on your site, the backlink is good quality SEO, and your membership fee is tax deductible.

The biggest difference between the BBB and other review websites is status and history. Accreditation looks great but when it comes to sheer quantity of opinions and SEO value you would be better off encouraging reviews across other platforms, especially if you have a younger audience.

In Conclusion

So, in the end, do we believe in the relevancy of the Better Business Bureau in 2017? YES we do! A membership just may not be for every business, especially those just starting out.

Like with any marketing tactic it’s important to weigh your options and look at your target market. Online reviews are an amazing sounding board for your customers to tell other people what they think about the products/services you offer, and for you to respond to their feedback.

When you read about what’s affecting SEO, you’re not going to find the BBB listed anywhere but you are going to find a lot of stats about reviews.

It’s a fact that over 80% of your current and future clients are reading reviews and taking them seriously, and they’re not hunting for the ones on the BBB.

However, the BBB provides a long-standing pedigree that is appealing to many browsers who want to know more about your website. If you’re able to make the investment, we recommend you try it out. But until you’re able to, just keep building those reviews!

What Marketers Should Know About Online Reviews

online reviews

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 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


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!

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