The general consensus is that reviews are important, but just how pertinent are they? And when was the last time you read your customer reviews? If you can’t remember consider this: Statistics show that 98% of consumers feel that reviews are an essential resource when making purchase decisions. 

It only takes a few clicks to view what other people are saying about a business. Whether it’s on Google, Facebook, Yelp, or a business website, customers often feel inclined to leave a review; either from an excellent experience or a not-so-stellar one. On average, a consumer reaches a purchasing decision after reading around three business or product reviews. Highly rated reviews can help your products and services appear more appealing, while lower ratings can deter potential customers.

Let’s begin with the fundamentals, then we’ll go into detail as to why consumer reviews are essential for your business, and how to leverage them to your advantage in the remainder of this article.

What is Review Generation?

By definition, review generation is the process of actively encouraging positive reviews anywhere product or business reviews appear across the internet. Opportunities exist on company websites, sites tailored to specific industries like TripAdvisor and Angi, or popular sites like Google, Facebook and Yelp.

There are many ways you can generate reviews if you include website or other review site links in emails, on invoices, or point of sale transaction receipts. 

Why Consider Reviews for Businesses

Reviews aid consumers in their searches for reputable companies and products, and businesses can benefit from this. In fact, research conducted by Dixa this year indicates that 93% of customers will read online reviews before making a purchase. Whether a review is posted on a social media site, a website, or on Google, the reviews help grow online reputation and can have a positive impact on potential customers' likelihood of making a purchase.

Reviews may also provide feedback you may not have previously had access to. By appraising review content, you may be able to gain valuable insights on how to improve products and customer service that will best meet your customer's standards, and help ensure customer satisfaction.

In addition, reviews can be essential in building trust. When a consumer has a bad experience with one business they may begin to search for a new option. If your business has superior reviews, you may appear more reputable to potential customers who are looking for a different choice.

Now, let’s discuss the main reasons you should consider developing a review generation strategy.

(2021, December 1) 2022 Report: Online Reviews Statistics and Trends. Blog. https://www.reviewtrackers.com/reports/online-reviews-survey/

Importance of Review Generation for a Business

#1 Opportunity for Growth

Positive reviews offer a perfect opportunity to promote a new product or work in a little free PR for your business. Be sure to respond to positive reviews and mention the business name in the response. Your responses are being found in search results, lend to your credibility, and can guide customers to your business.

Less than favorable reviews may reveal areas where a business needs to improve. So instead of viewing this as a detriment to your overall presence, use the opportunity to show consumers how much you care.  This is a great time to reach out and try to rectify negative situations and convert negative customer experiences into positives.



Respond promptly and gather information on why someone was dissatisfied. Be personable and professional, and remember that customers want to be heard. Empathy goes a long way!

#2 Reviews Offer the Opportunity to Add a Human Touch

Technology makes communication between consumers and businesses possible, but it can also leave a disconnect between the two. As more consumers reach out to businesses online there’s an opportunity to add a human element to the interaction. 

The response you provide to online review contributors reveals how you care for them. If you take the time to interact with reviewers, you show that you appreciate them, are listening to their concerns, and you give yourself the chance to identify areas needing improvement.

When businesses dedicate time and energy to communicate with consumers who are disgruntled, and facilitate appropriate action to resolve issues, it can be very encouraging; so much so that some people may even be willing to try a company’s product or service again as a result of the interaction.

In addition, some reviewers will edit their initial submission, leave additional (often positive) comments, and increase their previous star rating. This shows potential customers that we are all human, and humans make mistakes. It’s how you address and resolve issues that matters.  

#3 Review Generation Helps Build Your Reputation

Having no reviews online can be worse than having bad reviews. When a business has no reviews online, there is no trust. You can help build a good business reputation and increase visibility with several organically generated reviews. The easiest and simplest way to do this is – ASK!



A good time to request reviews is at the end of an interaction with a customer. By including Google, or other reputable review site links when you send out emails or follow-up texts you provide a simple, efficient way to leave your business reviews.

#4 Reviews Complement SEO Strategy

Online reviews are vital to SEO ranking. A business looking for traction in the online community will benefit from positive reviews. Highly relevant reviews on frequently visited review sites speaks to your credibility and trustworthiness, which may lead Google to prioritize you in search results.

Online reviews are critical to both businesses and consumers. It is crucial to consider generating these reviews to manage your online reputation if you have a business. Positive reviews signal that your business delivers a positive experience.



To make a long story short, with a solid star rating, you will receive more qualified leads from searchers who are more likely to click on your website, driving your SEO traffic and sending a signal to Google that you are authoritative and trustworthy.

Conclusion

Most consumers prefer to reach out to a business with a 4 or 5-star rating, hence the need for a good rating.

The timing of reviews is important as well. The more recent a review is, the more credibility Google assigns to that review. The world is ever-changing, so ensure your business is viewed as viable and credible by continually generating new, fresh reviews that reflect your current offerings and capabilities.

Review generation requires skill, expertise, and consistency for the best results.  Summit Media Solutions excels at providing review generation and other reputation management services. Contact us for a free consultation.



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