How to Get Customer Reviews

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Third-party validation, in the form of customer
reviews
, can carry a persuasive power that advertising and
marketing simply cannot match. According to the marketing site HubSpot, 52 percent of surveyed consumers say positive reviews make
them more likely to consider a business (as compared to 28 percent who consider
only location and price).

Obtaining customer reviews can be part of your
overall web marketing strategy. Fortunately, the reach of the Internet opens up
lots of opportunity to connect with your customers.

Ask nicely. There’s nothing
wrong with contacting your best customers and simply asking them to write their
impression of your business. Ask them to describe their success stories, or
detail how a problem got solved, with the help of your business. But by the
same token …

Don’t overdo it.
Aggressively soliciting for reviews compromises your credibility and can even
make you look a little desperate.

Interview them.
Some customers may hesitate to submit reviews or testimonials because they’re
not confident in their writing ability. If you suspect this, ask if you may
interview your customer. Ask him to speak off the cuff while you take the notes.
Then, after the customer has approved the text, you may edit it into a review.

Post some reviews yourself. Not reviews of your own company, of course – but you can
review related businesses. Identifying yourself as a business owner yourself
can position you as an engaged member of the community and remind people about
your company.

Hold a contest.
You don’t want to offer free services or other giveaways for reviews– that
suggests compensation in exchange for endorsement, which is unethical. But you
can create a grand prize drawing for all customers and prospects, with no
strings attached. The more happy customers and prospects you generate, the
better the chances for customer reviews later.

Thank them. In any interactive
forum, whether Facebook comments or a website’s testimonial page, include your
own responses and thanks for reviews – even the less-than-glowing ones.

Go to video.  If you have
the time and resources, a short video to post on YouTube, Vimeo or your own
site adds sound, movement and engagement to the typical customer testimonial.
You can

Create a call to action. An usual CTA – “Tell us what you think” or “Let’s hear your
story” can inspire web visitors to create a review or testimonial. You can
include your CTA on blog entries or in your social media pages to accompany
relevant articles.

Open up your social media pages to comments.  Facebook comments, Twitter tweets and LinkedIn
recommendations can all work in your company’s favor.

Use email or e-newsletters. A well-designed HTML email or e-newsletter can be as
attractive as a banner ad. Select a “customer of the month” and interview him
or her. The customer will be flattered, and you may net some fine testimonial
verbiage.

Add a “testimonial” subpage to your website. Once you have collected a handful of usable reviews, display
them in a dedicated subpage. Visitors who read them may be prompted to add
their own reviews. Make it easy for them to do so with a link to a submission
page.

Whether they’re on Yelp or through your own Facebook
page, negative reviews are one of the risks of opening your website and social
media to public comment.  When such reviews appear, it’s your opportunity
to demonstrate your commitment to customer satisfaction.

First, assess the content of the review. Is it tied
to customer service, or a product issue? Or is it something beyond your
control, such as a weather event that delayed a delivery? Ask your sales reps
or service people about the validity of negative reviews. If you recognize a
legitimate problem (and not just a “troll”), you can use respond in kind.

Thank the customer for her feedback. Acknowledge her
dissatisfaction and, as appropriate, describe the steps you’ll take to rectify
the problem.

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