21st Century Word-of-Mouth: How Online Reviews Can Boost Your E-Commerce

21st Century Word-of-Mouth: How Online Reviews Can Boost Your E-Commerce

| June 9, 2020

Information and opinions about your business travel faster than ever before. Whether it is something good or bad, people are going to find out and they are going to trust what others have to say about your business.

This is why it is so important to think of customers as more than people who buy with your business. Everyone with whom you do business should be considered a brand advocate – someone who can sell your products and services to other people just by sharing their opinion online.

If you are in e-commerce, it is important to understand user-generated content and how it can help – or hurt – your brand.

User-generated content (UGC) often happens naturally. It is possible to “buy it,” but the most valuable form of UGC is going to happen organically. Customers are going to have an experience with your brand, good or bad, and share it with others. This “referral marketing” is some of the powerful tools you have for growing your business.

Why is it so important?

Online reviews provide information, reduce buying risk, and show social proof. Customers turn to online reviews because it makes their buying decisions easier. And if you are selling to millennials, mastering the art of referral marketing is essential – online reviews are at least 20 percent more influential when it comes to influencing the decision of millennial shoppers than any other social media communication by a brand.

Furthermore, online reviews have an indirect positive impact on your business by impacting SEO. To enhance your SEO game, you need current reviews that are detailed and include a blend of positive and negative.

Does this mean you want negative reviews?

Experts say “yes, a few.” A business with only positive reviews seems unrealistic. And negative reviews give you an opportunity to respond and show off your brand’s problem solving ability.

How do you increase referral marketing and get online reviews working for your brand?

Start with the obvious: go above and beyond customer expectations. Thank customers for doing business with you. Get your employees on the bandwagon with promoting your company online. Finally, make it simple: ask for a review from happy customers.

It is more important than ever before to take advantage of word-of-mouth marketing in the online world. If you would like more information, give us a call!

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