In this context, online reviews are becoming increasingly important; in fact, 84% of digital shoppers trust online reviews as much as personal recommendations.These types of digital opinions are more visible than ever; In addition to being on social networks, personal blogs and specialized review sites such as , they are now also directly accessible in search China Email List engines. It is very easy for consumers to find opinions about your brand and use them to decide if they want to become customers.The best of all this is that online reviews not only benefit consumers, but also the brands themselves . Analyzing digital opinions about your products and services can help you better understand what aspects you should improve or become a source of positive testimonials that provide social proof.Keep in mind that not all opinions about the brand have the same influence. Sites that include star ratings, such as, which becomes a very important factor in your online presence and your visibility in search engines. In contrast, opinions about the brand on other sites, such as Twitter or a personal blog, do not generate such immediate visibility.According to data from Local Consumer Review Survey , 68% of respondents said that a positive review would encourage them to use a local business , while 40% said that negative reviews would prevent them from buying. But what exactly do users value when they look at an opinion online?What do users value in the reviews?1) The most users, the rating (usually indicated in stars) is the most important aspect of a review.Typically, consumers who read reviews have a minimum score in mind . If the valuation of your product or your service is below three stars , they will most likely discard it and go to a competitor with a better score.

According to studies, this is the minimum score for different consumers: 5 stars: 8% of consumers say they would not use a business that did not have a 5 star rating.4-star: 37% of consumers demand to see a minimum 4-star rating.3 stars: 42% of consumers would not buy from a company with less than 3 stars.2 stars: 9% of consumers would use a business with a 2-star rating.1 star: only 5% of consumers would be encouraged to buy from a company with a star.2) Amount of reviewsThe number of opinions is the second most valued aspect for online users, only behind the score.As with the star rating, users want to see a minimum number of reviews to take them into account. This figure ranges between 2 and 21, but the most common is that they consider that between 4 and 6 reviews are enough.Google My Business-1Cyberclick Ratings on Google Company Profile3) Quality of the reviewsThe quality of reviews is important both from the point of view of consumers and from online review platforms, as they can hide reviews that do not inspire confidence.This is a difficult factor to control, as some customers enjoy leaving a detailed review, while others are limited to a star rating or a short comment. Of course, the more reviews you get, the greater the probability that there will be quality opinions between them.4) Date of the reviewsFinally, we have the factor of the age of the reviews .

Consumers know that companies’ products and services can change over time, so they tend not to trust reviews that are older than 6 months.How to implement a review strategy step by stepFinally, we are going to look at some key steps to improve the quantity and quality of the reviews your company receives and incorporate them into your marketing strategy .1) Identify the main review sitesToday we can find opinions about companies all over the internet, but trying to cover them all can be practically impossible. Instead, you should identify the top digital review sites that you are targeting your strategy on.To start, you can make a list of all the marketing review sites that you can think of or find on Google and see how many opinions about your company there are in each of is one of the most consulted sites for planning trips, so keep this in mind if your business is related to tourism or hospitality. To prepare it, make a list of the main digital opinion sites in your sector and check if your brand has a presence on them.

When analyzing the results, use the 4 aspects that users take the most into account: star rating, number of reviews, quality of opinions and age of the review.3) Respond to online reviews Reading negative opinions about your brand can be very frustrating, especially if you think they are not justified, but it is also an excellent opportunity to gain the trust of your target audience . In fact, 33% of users who receive a response to a negative review edit the opinion to improve it and 34% delete it. In addition, the companies that respond to the reviews receive more opinions and these are more positive.When responding, try to personalize as much as possible, using the user’s name and summarizing the problem in your own words. Explain in detail the steps you have taken or will take to improve the situation, and keep your tone friendly and understanding.

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