3 tips to get more reviews online

Whether good or bad is up to you, but here's how to get users to write about you and build a reputation

Building one's authority on the web is an objective that involves the application of various precautions, all in synergy with each other: to achieve this goal, a business can start paid advertising campaigns, develop a content creation strategy, choose with particular attention to one's own tone of voice and the communication channels to be used.

In addition to these, however, there is a key element which, in truth, often proves to be more incisive than all the others: user reviews . We just need to think of platforms such as Tripadvisor or Yelp, which were designed precisely to collect this type of feedback: in the simple choice of a restaurant, for example, the consumer's final decision is extremely conditioned by what he reads in the opinions left by other customers .

Google My Business , the local listing system for businesses in the area, also provides the ability to post reviews, just as Facebook pages have the recommend/don't recommend option, which can be accompanied by a comment.

Having good reviews can really lead to a higher cash flow , since the brand's reputation is not suggested in a self-referential way, but the customers themselves prove its validity, without receiving any kind of compensation in return. Because of this, their comments are automatically deemed more authentic, sincere and, consequently, more reliable.

Similarly, of course, the platform granted to users to express themselves could represent a risk for the businesses themselves: a set of bad reviews can really penalize the popularity and reputation of a brand.

Today we want to dwell with you on some strategies aimed at obtaining reviews - hopefully positive, but this will depend on the goodness of the product and/or service! - for the very purpose of consolidating your authority, online and indirectly also offline.

1) Betting on overdelivering

The literal translation of the term could be "to give (or deliver) more than expected". Marketer Todd Brown has found a new reading of this concept, calling it an imperative to “ give unexpected value ”.

What does this mean, in a practical sense? It would mean giving your customers a gift by offering them an extra product at the time of purchase. This product should ideally be not yet known to the public, perhaps even unpublished, not available from other retailers.

It is natural that receiving this unexpected and spontaneous little gift will arouse positive sensations in the consumer, improving his shopping experience so much as to encourage him to leave you a positive review.

2) “What do you think?”: the follow up via e-mail

Another strategy that, once well organized, does not require an excessive expenditure of resources is the follow up via email . It essentially consists in writing to the customer in the period following the purchase , to ask yourself for news and reviews.

Although it is a conceptually simple tactic, even on this point it will be necessary to take some precautions, from collecting contacts, to paying attention to the tone of voice of the message you will write, to choosing the right moment to be heard.

This last aspect can prove to be particularly important: contacting the customer too early would mean creating anxiety and pressure , in an already rather delicate phase of his experience. Not to mention that, for certain product categories, the time required to "test" a product can be quite long.

A dinner ordered at home will clearly be consumed immediately, but the purchase of an appliance, for example, will require several days to be validated. So be careful not to apply too much pressure.

3) Do you send products at home? Don't forget the packaging

It will seem superficial, but it is not at all. Every occasion is a precious opportunity to personalize orders. You will agree that it is very pleasant to receive a product in which every aspect of the packaging has a certain graphic coherence: this too will improve the shopping experience, albeit discreetly.

Remember that you can also indulge yourself with the contents of these packages. For example, you could write a personalized letter for the consumer , in which you illustrate some useful advice on how to get the best out of your product, perhaps highlighting your contacts and references on social networks. And at this point, why not close it with a call to action to leave you a review?

Another element that you can easily enter is the classic promotional coupon . Offering a saving opportunity is always a welcome thought for the customer, which can also play to your advantage: by offering a discount on subsequent purchases of your products, the consumer will be able to make a new investment and will be encouraged to choose you and yours again. brand. If satisfied with this thoughtfulness, he will also leave you good feedback.

These are just three of the ways you can go to get more reviews. There are truly numerous strategies and incentives that we can offer to our audience, to change the reputation and consequently the sales of our business. Also on this aspect, being creative is a fundamental rule : use the tools you have at your disposal to achieve your goals.

If you think you need a little help with this, there are teams of experts born to help businesses build and protect their online reputation . We take care of this, and we create ad hoc solutions for companies of all sizes and professionals. Contact us for a free consultation.