6 Ways SMBs Can Leverage Online Reviews


You’ve done all that legwork to collect online reviews and improve your online reputation. Now, what? Sure you’ll get to reap the benefits of improved SEO and improved trust from your customers, but if you aren’t incorporating your online reviews into other parts of your marketing strategy then you are missing out on a huge opportunity. Below are six ways your small business can better leverage its online reviews.

Use online reviews in email marketing

The star rating is the number 1 factor consumers use to judge a business, so businesses with a high star rating should put that front and center. And what better place to highlight your positive reviews than in an email newsletter to your customers and potential customers. This will reinforce the notion that your company provides quality goods and services.

Convert online reviews to testimonials

In the past, consumers had to rely on personal acquaintances, friends, or families to get recommendations for products and services. But in the internet age that is no longer the case. People are turning to Google, Yelp, Facebook, or other industry specific sites for online reviews to get recommendations. Your company should repurpose and highlight positive online reviews as testimonials on its website and other relevant collateral.

Incorporate existing reviews into marketing collateral

Incorporating online reviews into marketing collateral such as fact sheets, flyers, and billboards can demonstrate how successful your business has been at providing an optimal customer experience. Additionally, it might make sense in some instances to expand reviews into full-fledged success stories that can be utilized across your sales and marketing to promote the benefits of your product or service.

Tout online reviews on social media

One way to reward customers that leave positive online reviews is to give them a shout out on social media. This will go a long way toward building loyalty with that individual customer while also showing other customers – both existing and potential – that you are listening to their feedback and care about what they have to say, which should, in turn, increase the number of reviews for your product or service.

Utilize reviews to improve strategy

Unfortunately, you probably aren’t going to be able to please all of your customers, and from time to time you will receive negative reviews. How you respond to those reviews will go a long way toward determining how successful your company will be. Using negative reviews as an opportunity to learn and improve your product and service is a good way to build a successful business. If you fail to respond or change and let negative reviews pile up, your company probably may not be long for the world.

Improve employee performance through online reviews

Another ancillary benefit you can achieve from online reviews is the ability to assess employee performance in real time. In a large number of instances, reviewers will name the individual who helped them, giving you a real-time view into which of your employees are going above and beyond to offer top notch customer service and which employees might need training and coaching to improve.

Learn More

Download our ebook, The Complete Guide to Online Reviews, to discover how online reviews can help your organization improve local SEO, increase customer trust, and boost your company’s bottom line.


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