“Leave us a review!” is a constant refrain consumers hear from companies large and small. Since the pandemic, online reviews have gained even greater significance, with 81% of people using Google reviews to research local businesses. Knowing how to manage and optimize a Google My Business (GMB) listing — and how to solicit positive reviews — is crucial for any business owner.
Need more proof? Here are four things to know about online reviews and Google My Business:
1. Online Reviews Are Trusted
Try to wrap your mind around this statistic: 79% of consumers say they trust online reviews as much as personal recommendations. Clearly, buyers put a lot of faith and trust in peer reviews, ranging from products to business services to medical practitioners.
Reviews help consumers make informed decisions about services or products by relying on the reported, collective experiences of others. Bottom line? People believe and trust what others say about your business.
2. Online Reviews Influence Your Business
Eight in 10 consumers use online reviews to research local businesses, meaning your GMB listing is getting lots of eyeballs from potential customers. With 94% of people reporting a negative online review convinced them to take their business elsewhere, it’s important to understand the significance of reviews in turning away consumers, and what you can do to mitigate the fallout.
3. Consumers Value Authentic Reviews
Buyers are more likely to trust authentic reviews versus those carefully curated, like a testimonial on a company website. Because it’s tough for businesses to censor GMB reviews, consumers know what they’re seeing is the real deal. This established level of trust and authenticity makes sourcing reviews for your business’s GMB listing a necessity.
It may feel a bit awkward, but asking happy customers to leave reviews is key to building a positive online presence! A recent study found 68% of customers will leave a review if asked, so have confidence your request will be well received.
Insider tip: It may be tempting to purchase fake 5-star reviews for your GMB listing, but resist the urge. Trust is a valuable commodity in business that takes years to build and seconds to break. Don’t risk the goodwill you’ve worked hard to establish for a few extra stars.
4. Company Responses Are Noticed
Wondering if responding to GMB reviews is like shouting into the void? It’s not! In fact, almost all consumers who read online reviews also read the business’s responses. Responding to reviews is a great way to demonstrate company values and set the tone for a potential consumer’s experience with your business.
Reviews are always a mixed bag, but responding in a professional, courteous tone to all comments (yes, even the bad ones!) shows potential customers your brand is responsive and committed to customer service.
Insider tip: If you work for a medical practice or hospital system, be mindful of HIPAA when responding to reviews. Saying something like, “We’re glad you had a great visit!” violates HIPAA because it implicitly confirms the reviewer is a patient. Instead, thank the person for their positive review (and avoid those hefty fines).
If you’re unsure where to start with your GMB listing, Candor can help. We’ll perform a GMB audit and provide detailed recommendations to help your company put its best foot forward online. Click here to get in touch!
Sarah Ederer
Sarah is a self-starter with experience successfully initiating, maintaining and growing relationships. A detail-oriented individual, she is the queen of logistics and efficiently working individually and within groups to achieve clients’ goals.
