WHO NEEDS CUSTOMER REVIEWS? LOCAL BUSINESS

CUSTOMER VOICE

Who needs customer reviews? Local businesses. While over 90% of consumers use reviews to make buying decisions, review marketing remains an underutilized aspect of a local business’s digital marketing efforts*. This means potential consumers are passing over the businesses that can’t show consistent, timely, and positive reviews. Asking for reviews that appear on a popular and optimized review site will have your business—and your customers—seeing stars! Here is just one example of the power of asking for customer reviews.

THE CLIENT

  • Pizza Pirates** is a local pizza shop, specializing in decadent and aptly-named delights such as the Swashbuckler, Cannon Balls, and Buccaneer Pizzas. If the names of the pies didn’t attract customers, then the promise of housemade dough, freshly-cut vegetables, and hand-sliced meats would. However, the public perception of Pizza Pirates was lacking due to previous ownership. Despite the quality ingredients and affordable prices, Pizza Pirates was unable to achieve high sales and a loyal customer-base.

WHY DO REVIEWS MATTER?

  • More than 80% of commerce still occurs within a few miles of home.

  • 85% of consumers trust online reviews as much as personal recommendations

  • 57% of consumers will only use a business if it has 4 or more stars

HERES WHAT HAPPENED

THE GOAL

With a large opportunity to market themselves, Pizza Pirates wanted to take advantage of its small set of clientele to gain a following. The immediate goals were to:

  • Improve their online reputation, including increasing star rating

  • Earn consistently positive reviews online

  • And ultimately, drive online orders and foot traffic

 

Preparing for the Plan of Attack Our team focused on educating the business owners on the holistic importance of customer reviews and their online reputation. Once it was understood how intricately reviews are tied to SEO, Google ranking, and online brand recognition, we built out a Google listing where Pizza Pirates’ reviews would live. Our team created an optimized and accurate Google listing for Pizza Pirates, including all relevant details about the establishment, with accurate business hours and the ability for customers to engage with the business directly from the page. Before generating more customer reviews, this is a must-have component! 3 Google My Business (GMB) reviews are the reviews displayed by Google next to verified businesses. This rating score is critical because it is the one that shows up on business sites in search and on Google Maps. These reviews can display attributes such as star ratings, photos, and comments/testimonials. The intimidating part of having a public presence on Google is that anyone with a Google account can leave a review for a business. Asking for a review from a customer is one way to get honest (and positive) reviews and encourage a loyal customer to become a brand ambassador. Using the information the business gathered on their online ordering platform, the staff at Pizza Pirates began sending an average of 6 review requests a day.

PREPARING FOR THE PLAN OF ATTACK

Our team focused on educating the business owners on the holistic importance of customer reviews and their online reputation. Once it was understood how intricately reviews are tied to SEO, Google ranking, and online brand recognition, we built out a Google listing where Pizza Pirates’ reviews would live. Our team created an optimized and accurate Google listing for Pizza Pirates, including all relevant details about the establishment, with accurate business hours and the ability for customers to engage with the business directly from the page. Before generating more customer reviews, this is a must-have component!

CUSTOMER VOICE

THE GOAL

Customer Voice is a powerful tool that has allowed Pizza Pirates to capture customer reviews on their most popular review sites, including Google, Zomato, and Facebook. Using Customer Voice with these best practices has proven to be the recipe for success for Pizza Pirates:

Frequency

  • Sends review requests daily when the customer’s memory is fresh and their experience is vivid

 

Visibility

  • Links to the most popular review sites for the industry means more impactful and visible reviews

 

Branding

  • Customizes the copy of the SMS messages to come from a familiar person at the business, asking for genuine feedback, and wishing to establish a connection of trust with the customer

 

SMS Review Requests

Target your customers right where they’re looking—their phones—and they’ll be more receptive to your message. In fact, 56% of reviews are left using a mobile device*. Sending SMS review requests to clients takes as little as a name and phone number.

THE RESULTS

Prior to using Customer Voice, the business’s reviews had plateaued. After just one month of sending review requests, the number of customer reviews shot up dramatically.

From very few customer reviews and a mediocre star rating to consistently positive reviews and a boosted star rating, consistently sending review requests was proving effective.

Overall, Pizza Pirates has seen an increase of star rating by 1.2 stars since its conception and can attribute roughly a 20% increase in sales* to the increase in customer reviews and improved online presence.

RESULTS AFTER ONE MONTH

  • 4.9 stars (Average monthly star rating)

  • 35+ reviews (Increase in reviews)

  • 29+ actions (Taken on Google listing)

PROGRESS OVER ALL-TIME

  • 80% to 92% (recommendations on Facebook)

  • 3 to 5 (Average star rating)

  • 34 to 477 (customer reviews)

More consistent and positive customer reviews have also been contributing to the business’s online visibility and reputation, evidenced by more searches, views, and clicks to the website from the Google listing. All-time results on the Google listing are as follows:

GOOGLE LISTING RESULTS

  • +3516 (monthly direct searches on Google)

  • +8029 (Monthly views on Google Maps)

  • +182 (Visits to the website from Google listing)

HELPING YOU SEE STARS

CLAIMED AND OPTIMIZED LISTING SITES

Claiming the business listing on Google (and other review sites) is step one in taking control of a business’s online reputation. What’s on the page plays a big role as well. We ensure that your Google listing includes vital information about your business including location, hours and a brief description of offerings. Keeping the information up-to-date makes it easy for potential customers to find you and shows your customer reviews in a professional way. Customer reviews can be automatically published on these public sites for future customers to find.

TIMELY, CONSISTENT, AND ENGAGING REQUESTS

Engage in best practices to ensure that the review requests have the most impact possible. Frequent review requests sent in a timely manner ensures the business is top of mind and the customer is willing and able to give a glowing review.

FOLLOW-UP AND UP-KEEP OF CUSTOMER REVIEWS

Lastly, because getting more customer reviews does contribute to a business’s online reputation, it is important to engage in the follow-up involved in maintaining a positive reputation. Supplement your new positive customer reviews with a friendly and personalized response to thank the customer for their review. If a negative review appears, take the opportunity to make amends with the customer, and take their feedback to heart.

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