It takes one viral tweet to damage your brand reputation. Along with an unhappy customer, your negative story also captures the attention of many others. Once you add in a few unresolved reviews, then your customer retention rate drops. This cycle ultimately results in fewer website clicks and devastates your search engine optimization (SEO) efforts.
Since "more than 25% of a company’s market value" is associated with its brand reputation, it's essential to lead the conversation around your company. Learn how to direct the discussion to protect and improve your brand reputation using user-generated content.
Customer reviews improve search engine optimization (SEO) results
Ongoing updates to the search algorithms and Google keeping a larger share of search traffic results in fewer click-throughs to your website. Without a solid SEO strategy, your products and services won’t be visible to the people who need them most. That’s why it’s crucial to optimize every word on your website.
However, G2 Crowd cites a Chatmeter report that says, “Experts believe that online reviews make up over 13% of how Google and other search engines rank local search results.” That means that review collection increases your odds of showing up on page one of the search engine results page.
The reasoning behind this is clear. Google wants to show web searchers updated information. Review collection provides a steady flow of fresh content that's chock full of the exact terms people are searching. As more people click on your reviews, then that tells Google that your website is relevant to their searches.
Review collection increases customer retention rates
It costs significantly more to acquire a new customer, which is why current customers are so valuable. However, they often get pushed to the wayside after purchase. In return, the customer either forgets about your brand or feels undervalued. Both lead to a lost customer. Invest in your loyal fans by engaging with them after purchase.
- Follow up with customers by inquiring how their purchase went.
- Ask previous customers for feedback.
Although it’s essential to request reviews from customers, replying is vital to customer retention. Chatmeter data shows that “Not replying to reviews risks increasing customer churn by up to 15%.” Keep your brand in front of your customers while using review collection to interact and engage.
Reviews make lead generation easy
Having a steady stream of recent reviews gets your content in front of more people. A BrightLocal survey found that “54% of consumers visit a local business’s website after reading a positive review.” Take advantage of review collection by using it to generate high quality leads.
- Identify leads that come to your website from a review page.
- Personalize their visit with a popup providing additional testimonials.
- Offer a freebie that’ll help consumers in their decision-making process in exchange for their email.
By engaging with possible leads and contacting people who are reading your reviews, you’ll encourage them to travel further into your sales funnel.
Improve brand reputation with continuous feedback.
Every review provides insight into your customer, their experience, and your product or service. Instead of ignoring this information, use it to improve your brand reputation.
- Use social listening tools and keyword analyzers to identify common phrases and questions.
- Turn this data into web content that helps customers make a decision.
Remember, “93% of local consumers use reviews to determine if a local business is good or bad,” so reply to both negative reviews and positive reviews.
A Fan and Fuel survey found that “Only 3% of buyers say that reviews never factor into their buying decisions.” For everyone else, reviews play a part in purchasing. That means you need to offer recent reviews that demonstrate your responsiveness. By ensuring that review collection fits in your marketing strategy, you’ll increase customer retention while helping your site rank with search engine optimization (SEO).