February 29th, 2012 • Posted by Kathleen Gardenswartz • Permalink
According to Google, 97% of consumers search for local businesses online.
It's critical that your local business be visible when potential customers are searching for your product or service online.
Google Places ensures that online reviews are front and center in local searches so its important to manage them and have strategies to grow them over time.
Why are online reviews so important to local businesses? They're critical because positive reviews increase revenue, according to Search Engine Land, about 49% of local consumers are more likely to use a local business having read a positive online review.
So what can you do to increase positive online reviews?
Google Places
It's the perfect place to start building your online presence and help consumers find your business. Google Places puts emphasis on local, meaning each local business should claim, verify and enhance their Google Place listing. This allows Google to provide relevant and intelligent
search results, including online reviews, and ensures that your business will be included prominently in local search results. Help your business stand out by enhancing
your Google Places listing with more detailed information and the addition of photos,
offers and video.
Find Out what Customers Say about You
According to Search Engine Land, 69% of local consumers trust online reviews as much as personal recommendations. That means that you need to keep track of your reviews over time because word-of-mouth is moving online.
Seek-out Brand Ambassadors
Your core customers are your best chance at keeping the positive reviews flowing. Make sure you give them good reason and incentive to get online and leave a nice review about your business because 49% of consumers are more likely to use your business if they read a positive review. But also keep in mind that 57% will avoid your business after reading a negative review.
A consumer will read up to 10 reviews before deciding to purchase a product or service from your business. It's extremely important to build positive reviews over time to see a direct correlation to an increase in revenue. Nothing replaces good old-fashioned customer service and great reviews go along with it so make sure you excel in service before starting to build your online reviews.
