By Austin Andrukaitis, CEO of ChamberofCommerce.com. Experienced digital marketing strategist with more than 15 years of experience in creating online campaigns.
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Social proof should be an essential component of your digital marketing strategy. Over 93% of consumers use online reviews to help them make purchasing decisions. Meanwhile, 82% say that a review has convinced them to make a purchase, according to a 2017 study.
Social proof allows businesses to boost SEO and build instant credibility with potential customers. The good news is that 77% of people are willing to leave a customer review when asked.
Here’s how to ask customers for reviews and do it right:
1. Time the request strategically.
I’ve found the best time to ask for a review is right after a customer has used your products or services to achieve desired outcomes. If you ask too soon, the customer may not have had time to use the product. If you wait too long, they might forget about the experience.
There’s no hard and fast rule. For example, a spa owner may ask for customer feedback immediately after an appointment, when the client is in a good mood. But a camping gear seller may wait a week or two when a customer is more likely to have used the product and be able to share details about their experience.
2. Send an email or SMS.
Sending a personalized email or text is often the best way to ask for a review. You can include links to your review site profiles to make the process as easy as possible while giving customers the time and space to post their feedback at their own pace.
Remind customers what they have bought from you and how they may have benefited from the products or services. Keep the message simple, and be clear about what you need from them. Also, you can encourage them to share photos or videos (which boosts a review’s credibility) and thank them in advance.
As a practice email template, let’s try going back to our camping gear example:
Subject line: Have a minute to share your experience with [Business Name]?
Dear [First Name],
We here at [Business Name] are excited to hear how that [Product Name] worked out for you! We’re committed to quality customer service, and any feedback you could give would help us greatly. Feel free to reach out to us directly, or even leave a review on [Social Media Platform]!
Once you have a basic review request email—in only a couple of lines—you’re well on your way to that coveted positive review.
3. Cover multiple channels.
Where should customers share their ratings and reviews? The more platforms, the merrier—give them options and allow them to post on the platforms of their choice. These platforms can include Google, Facebook, Yelp and other third-party directory sites relevant to your niche or location.
Set up a Google Business Profile and begin asking for Google reviews. Stellar reviews can also boost your local SEO. Enable reviews on your Facebook business page, use the check-in feature to see who has visited your business and reach out to ask for reviews.
Get creative and personal by sending a hand-written postcard with a QR code that directs recipients to your online profiles or review page. Also, reach out to customers who have posted reviews on third-party platforms to ask for permission to share the content on your website.
4. Follow up with happy customers.
If a customer leaves a detailed, positive review, follow up to see if they’re willing to record a video testimonial or conduct an interview to share their experience. Besides posting the video, you can write a customer success story and publish it on your website.
Returning customers are more likely to be satisfied with your products or services, so be sure to ask them for reviews. Also, use the opportunity to reinforce the value they receive from your offerings; ask returning customers to highlight unique aspects of your business and turn them into your brand advocates.
On the other hand, if a customer leaves a negative review, you may wish to reach out to them as well. Try offering discounts, and assure them that their next visit will turn things around. People don’t want to be disappointed, so you might get another chance at obtaining some valuable positive feedback.
5. Track social media mentions.
Customers who tag you on social media and share content on how your products or services have benefited them are typically more likely to leave positive reviews. Keep an eye out for mentions on Facebook, Instagram, Twitter, etc., and reach out to these happy customers and ask them to write a review.
You can ask permission to share their content on your website (e.g., embed a tweet or Instagram post) and other online touchpoints (e.g., post a screenshot.) Also, make it easy for them to tag you by promoting your social media handles in-store and on your website. Prominently display a QR code for your Facebook page or Twitter profile, if you can.
6. Automate your review requests.
Set up an automated system to send out review requests to customers post-purchase. For example, you can use a review platform to ask for reviews through email campaigns, SMS, on-site kiosks and dedicated landing pages. You might want to use these services to offer incentives to return as well, like a rewards program or regular discounts for email or SMS subscribers. Such offerings are some of the most effective ways to get happy, repeat customers.
Moreover, you may collect reviews at the point of sale if appropriate. The process can be as easy as handing customers a tablet with a simple form on which they can write their feedback. However, avoid requiring them to log into their personal accounts to minimize privacy issues.
Happy customers and positive reviews are a result of high-quality products or services, an outstanding customer experience and a systematic method to gather social proof. In fact, the review process should be an integral part of your brand experience to help reinforce customer relationships, build brand loyalty and encourage people to tell others about your brand.
