Do online reviews matter? In short, yes. While reviews had a lesser impact in the past, that's no longer the case. Let's take a look at how leveraging customer reviews and building social proof can positively impact your shipping and logistics business.
Why Reviews Matter
90% of respondents in a survey recently conducted by Dimensional Research said positive reviews impacted their purchasing decisions. Equally as important, 86% said negative reviews influenced their buying decisions. In today's world, which is dominated by online shopping, searching for reviews is frequently the first step consumers take when they are interested in a product or service. That's why it's critically important for you to focus on incorporating positive customer feedback into your marketing strategy.
How to Build Social Proof
Social proof is the concept that people follow what others recommend. To build social proof, your business must prioritize obtaining testimonials from happy customers. There are several ways you can do this:
Ask current clients for testimonials:
Figure out where you want to have customers submit testimonials. Your Google and Yelp business profiles are a good start, as they rank well in search results. You can also capture reviews on your Facebook business page.
Next, send emails out to current clients asking for their feedback. Also train your account managers to start asking for reviews when they talk to satisfied clients on the phone.
Once you have a handful of powerful reviews, add them to your website, particularly on the pages that get lots of traffic. Also be sure to feature them in your advertising materials.
Seek out and share influential endorsements:
If you receive a compliment or endoresement from a well-known industry figure, shout it from the rooftops! Share it on social media sites, feature it in your blog, send out an email to your client base, and include it in your advertising and promotional materials.
Use badges, seals, certifications:
Include well-known icons on your company’s invoices, forms, letterhead, website, etc. Examples are accreditation by the Better Business Bureau and excellence or safety awards. Icons like these have a positive psychological effect and provide visual social proof.
Benefits of Positive ReviewsIn addition to helping you land new clients, there are lots of other benefits that come from highlighting postitive customer reviews. Here are a few of the most notable:
- Establish trust with leads considering hiring you
- Build rapport with cold leads
- Get better ranking in search results
- Affiliate top-level service with your brand name
- Positively influence consumer buying decisions
- Showcase customer service by responding to reviews
The bottom line is, consumers patronize businesses they trust. Take active measures to capture positive reviews and incorporate them into your marketing materials to help grow your business!
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