5 MINUTE SOLUTION TO DRIVING TRAFFIC & ENQUIRY
Written by Zoe Strapp
It’s no big secret that positive testimonials, reviews and word of mouth are the greatest driver of enquiry for business in any industry. Regardless of wether you are a bricks and mortar store, product brand or a service-based business such as builders or tradespeople, positive reviews are by far the most effective way to build trust and drive warm leads to your phone or inbox.
88% of people trust online reviews written by customers as much as they trust recommendations from personal contacts (Local Consumer Review, 2014)
74% of consumers identify word of mouth as a key influencer in their purchasing decisions (Adweek.com, Patrick Coffee, 2014)
92% of consumers believe suggestions from friends and family more than they do mainstream advertising (Nielsen Report, 2012)
Despite what many people think, there is more to word of mouth and review marketing than just doing a good job and hoping your clients take the time to share their experience or leave a review. As we all know, if a person has one good experience, they tell two people, they have one bad experience and they tell 50 people.
So, the question is, how do you get your clients or customers to leave reviews?
There are a variety of ways you can accomplish this including, a review plugin on your website.
Individually contacting your past customers or clients requesting a written or video testimonial.
Bulk emailing your database with a survey option (Survey Monkey can be great for this).
Encouraging Facebook Reviews through DM or social posts.
Sending a google review request via email.
Depending on your business model, the three forms of reviews that I have found most effective with my clients are Google Reviews, Facebook Reviews and video testimonials.
Video testimonials offer an authentic and emotive experience, where your audience can view exactly who your client or customer is and how your product or service has helped them achieve their goals.
According to Insivia, viewers retain 95% of a message when they watch it in video vs 10% when they read it in text. This increases the impact of your testimonial and subsequently, drives those viewers further through your marketing funnel.
The easiest and most effective form of review marketing is still the simple option of Google Reviews & Facebook Reviews (both can be collated and promoted in a similar way).
This does not require you to hire a videographer, make time with your past client or customer or make any monetary investment at all.
All it takes, is five minutes of your time to send the google request direct to your client and have them complete the review. Often a personalised email, phone call or some form of incentive is a great way to do this, as it shows the past client that you value their time and insight.
There is more to a google review than just giving your brand credibility among your audience or positive content for your social media.
5 Star reviews also assist in improving your google SEO ranking.
(allowing you to appear higher up on google search)
How you ask?
As stated by 1SEO Digital Agency (2019), Google base their search ranking on what is called E-A-T Expertise, Authority & Trust. Positive reviews from valid real-life customers and Google profiles, greatly assist in this ranking measurement.
They notify Google that your business possesses the credibility, authority and trustworthiness that the algorithm looks for in a high-ranking website.
One keynote to remember, when requesting google reviews from your customers, is to ensure they have a valid google account (if they use Gmail, they already have an account). Anonymous reviews that do not come from a Google profile, will unfortunately be removed and will not assist in your SEO ranking.
Wrapping up, review and word of mouth marketing are certainly two of the most affordable and simple ways you can start driving enquiry and growth for your business in 2020.
No matter what form of business you operate, word of mouth will never go out of fashion and I HIGHLY encourage you to dedicate some time this week to building your google reviews and start working your way up the formidable Google ladder.