Fiona Adler from Womo reveals how you can enhance your business credibility online.
Many small and medium businesses are underestimating and even alienating their target audiences by continuing to rely on ‘manufactured’ client testimonials. Most customers are now seeking independent opinions from their peers when reviewing a business or service.
Australian businesses need to wake up to the fact that consumers are seeking honest opinions that have grown organically, according to Fiona Adler, founder of Womo.com.au. “Small and medium businesses may be missing the mark when it comes to engaging their consumers. Being at the forefront of consumer opinion, I am witness to the fact that Australians are becoming more sceptical than ever before when it comes to choosing a supplier. This may be due to something negative, such as previous bad experience, or on the other end of the scale a service may sound too good to be true. Either way consumers are now becoming far savvier about how they shop,” said Fiona.
Nielsen research shows that 70% of people trust consumer reviews above all other types of advertising and marketing. “Although testimonials in first person sound convincing, Australians are seeking an objective opinion from an independent source. They’re looking to find the truth – warts and all!”
Encourage your customers to share their opinions of your business with Fiona’s five tips below:
Bring up reviews in conversation – Build rapport with your customers when they’re right in front of you. Casually slipping it into conversation works best. Enquire them if they’ve seen reviews on your business and ask what they think. It doesn’t matter if they haven’t, the fact that you’re letting them know other customers are so satisfied they’re willing to tell others in writing is often enough to encourage them to do the same.
Make it impossible for customers to ignore – Shop displays, signs, your website, point-of-sale or email signature – all are perfect places to either display an existing review or a note to direct others to review. You could even print your reviews out on a brag book and display for all to see. Don’t forget to make it clear that they’re from an independent source and that customer feedback and word-of-mouth is the very currency your business lives on.
Ask for a review – Asking your customers for feedback actually has the effect of increasing their satisfaction as it shows that you care about their experience. If they’re singing your praises then don’t be shy or embarrassed to ask them to go online and let others know about it. It may surprise you that customers often want to reward a business. Let them know how your business thrives on reviews and they may reward you by leaving their own.
Make reviewing easy – Give customers a flyer with simple instructions on how to review you, send them an email with a link to your listing, or include a “Review Us” button on your website to make it super easy for customers to review your business.
Take advantage of technology – While customers are being served or waiting it’s the perfect time to ask for a review. Keep portable devices such as an iPad in store and hand to them where you see an opportunity. The novelty will keep them entertained. One hairdresser in Melbourne recently climbed to almost 100 reviews in just a few months simply by using this method.
For more information visit womo.com.au