Market research in the US conducted by Brandlocal.com has found that 88% of consumers read reviews to determine the quality of a local business and a further 88% trusted those views as much as a personal recommendation. The report also found 85% of consumers sought the advice of at least 10 reviews before purchasing.
A survey closer to home carried out by Econsultancy found that 47% of Britons read online reviews before making a purchase.
These responses show how important it is for all businesses, including those of estate planners, will writers and probate practitioners, to exude a positive online presence to their target market.
Here are our top tips:
- Ask your customers what they thought of your service, no matter how small the job, as every encounter can make a difference. If you don’t ask you don’t know!
- Make it easy for customers to provide a review – this could be done by leaving a questionnaire with a stamped addressed envelope with your customer or sending a follow up email after your visit.
- Encourage your customers to leave a Google review, and monitor the reviews regularly.
- Ensure you gain permission to publish reviews on your website, adverts, social media channels, and in any literature you produce.
- If you have a bank of customers who you didn’t review at the time, then carry out a bulk emailshot with the incentive of a prize draw for respondents. Circumstances may have changed in their lives which might bring the additional benefit of further enquiries.
- Ask your customers to recommend you to one other friend or relative, as part of a referral scheme.
- Always respond and thank customers for leaving a review, whether that is good or bad.
How do you monitor reviews within your business? Would you know if there was any negative press about your products or services — or do you have a great referral system in place that works well for your business?
Please share your views in the comments section below.
