Earn Customer Trust with Social Proof
Monday, May 21, 2018
Posted by: Gary Hotze
Megan Wenzl, Associate Editor, ReviewTrackers
Imagine a couple is looking for a new Chicago restaurant to try next month. Almost immediately, they both get out their phones and perform a local Google search.
The two discuss the restaurants they find online. They talk about star ratings, positive and negative reviews, location, and type of food served at each restaurant. They decide to make a reservation at Girl & the Goat, an award-winning restaurant with boldly flavored foods with a 4.6-star rating and more than 1,800 Google reviews.
How to Build Trust
When a consumer is searching for a new business, they go to Google. Consumers determine whether or not to trust a company by looking at the business’s online reviews – a real, valid form of social proof.
According to the 2018 ReviewTrackers Online Reviews Survey, 63.6 percent of consumers say they are likely to read online reviews on Google before visiting a business – more than Yelp, TripAdvisor, and Facebook.
Social proof is significant even when a customer isn’t directly searching for a business on Google. Why? Google reviews are different from other review sites because consumers will see reviews even when not directly looking for reviews.
Earning consumer trust starts with building a positive brand reputation with online review management. To increase the number of reviews for each of your business locations, especially Google, ask your happiest customers to write reviews on a consistent basis.
Consumers will also look to see if businesses are responding – in a meaningful way – to customer reviews. Consumers will know the company cares about its customers if the business is responding to reviews and working to resolve customer issues.
Reviews are a tool for consumers. Reviews are also a tool for businesses.
Businesses can genuinely innovate based on customer feedback insights within reviews to stand out and be different from the competition. Restaurants can become local favorites, hotels can become the perfect places for out-of-towners to stay, and franchises can create a local feel at each of their locations. All this can be accomplished with the help of customer feedback in online reviews.