October 25, 2011





One of the growing issues with online marketing and business success is customer reviews.  More people look at reviews to determine where and what they will buy than ever before.  Consumers use the Internet to decide if a company is reliable and to determine if a product is worth the investment.  Even a single negative comment can have devastating effects on your business.  Therefore, it is crucial for you to encourage satisfied customers to provide positive reviews and feedback.  There are several strategies you can pursue to encourage positive reviews.

  • Ask for Reviews.  Many customers will be more than happy to provide a review upon request.  If you send them a follow up email that requests a review, you can gain a considerable number of positive reviews with minimal effort.
  • Offer discounts.  When a customer completes a purchase, you can offer them a discount on a future purchase in return for a customer review.  This has two immediate benefits.  The first one is that your company gains an additional marketing piece that can help to increase sales.  The second is that you are more likely to get an additional sale from the satisfied customer since they will have a discount to use toward another purchase.

A single negative review can drastically affect your business, but a lack of positive reviews can have a similar effect, though with less intensity.  A single negative review without a multitude of positive reviews is very telling for many people, but a lack of reviews altogether implies that your company is new.  When making online purchases, consumers prefer to deal with established businesses.  Give them the assurance that your company is able to provide the service they need by gaining positive reviews.

If simply asking people or offering discounts does not have the desired effect, then you might try adding the request to your marketing efforts.  Include a review box on your email blasts, and make reviews a part of the checkout process.  While consumers will not be able to review the entire transaction, they will be able to provide insight into their purchase experience.  Even this can be helpful for those seeking to expand their web presence.  Don’t wait to begin collecting positive reviews, start immediately to get the maximum number of responses in the shortest amount of time.




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