Why is it so important?
Recommendations and referrals are the biggest influencers on whether or not someone is going to buy your product. Here are just a few stats to prove the point:
- 76% of consumers recommended companies they trust to a friend or colleague. (Source: Edelman)
- Positive Word of Mouth outpaces negative by a 6 to 1 ratio. (Source: Keller Fay TalkTrack*, 2009)
- 36% of US adults, age 18 and over, give advice about purchases. (Source: BIGresearch SIMM, December 15, 2009)
- 76% of Americans talk about brands in a typical day. An average of 10 brands are mentioned every day and 70% of brand mentions include a recommendation. (Source: MediaVest Keller Fay Group Study, 2008)
- Worldwide, 80% of consumers recommend at least one brand. On average, each Brand Advocate recommends 4 brands. (Source: GfK Roper, 2006) (Note: this research was completed before the rise of social media.)
- 92% of consumers trust “recommendations from people I know.” Only 37% trust search engine ads, and just 24% trust online banner ads. (Source: Nielsen Global Online Consumer Survey, July 2009)
- There is 500 billion Word of Mouth impressions on the social web each year in the US. Each time a consumer posts content on the social web it reaches 150 people. (Source: Forrester, Peer Influence Analysis, April 2010)
If you’re interested in Customer Experience topics, we think you might enjoy reading: NPS vs CSAT surveys
Engaging with customers
Now that you understand why it’s crucial to have a presence on these online social review sites. Let’s jump into the next most important activity — asking customers for reviews. Here are a few marketing tips to engage customers to leave you email feedback.
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Use a QR code on your marketing materials that take customers to your review websites.
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Give pre-printed postcards to customers asking them to leave a review at your website (Grade.us provides this as part of their services).
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Always include a link to your online review webpages in your email newsletters and your email signature block.
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Include a link to your review sites on your business’s Facebook page.
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Include a link to your review sites on your business’ homepage.
Don’t miss the opportunity to make sure your business has a presence on these online social review sites. It may take a little extra time to set up your presence in the beginning. But you don’t want to be left out of the game in the future.
Looking to deliver exceptional customer experience? Discover more about how to delight your customer at every touchpoint and turn them into brand advocates.
