When was the last time you bought something online that had zero reviews?
It’s probably been a while!
Customer reviews are everywhere today. They’re so common that we rarely pick out a restaurant or a new pair of shoes without consulting them.
But they’re not only common—they’re also a powerful marketing tool to bring in new clients and customers, regardless of what industry you’re in. Customer reviews are a type of social proof that businesses simply can’t afford to ignore.
Here’s why customer reviews matter so much, how you can ask for them, and how you can us them to boost your marketing strategy.
Why You Should Ask for Customer Reviews
It can feel awkward to ask a customer for feedback. You might not know what to say, worry it’ll prompt negative comments, or want to leave it up to the customer to take initiative.
But research tells us that one of the most effective ways to collect feedback is to just ask. One study found that 57% of surveyed consumers would be “highly likely” or “likely” to leave a review if it was suggested by a staff member.
If you’re not asking, you’re leaving a ton of valuable social proof on the table.
To overcome any trepidation about asking, remind yourself how important customer reviews are for your business. One 2022 report concluded that:
- 89% of consumers read online reviews for local businesses.
- 78% of consumers use the internet to find out information about local businesses more than once per week.
- 77% of consumers “always” or “regularly” read online reviews when browsing for local businesses.
It’s simple—consumers are using reviews to make purchasing decisions. If your business doesn’t have this kind of social proof readily available, you may be losing out to your competitors.
How to Ask for Customer Reviews
There are many effective ways to solicit feedback. But before you do, you need a strategy for how to use customer reviews to bolster your business.
Start by deciding what platform you want them to leave a review on. Some options include:
- Google (i.e., your Google My Business page)
- Your business’ website
- Yelp
- TripAdvisor
- Private feedback (i.e., email, written notecard)
- Trustpilot
- Amazon
- …or hundreds of other sites
Because there are so many options, it’s important to have a clear CTA (call-to-action) in your request. And, you want that CTA to be directed to high-impact platforms.
Data shows that 88% of reviews are on just four sites: Google (73%), Yelp (6%), Facebook (3%), and Tripadvisor (3%).
The takeaway? Focus on Google first.
Google is the highest-impact option and where you will get the most visibility. Better reviews of your business equal a higher Google ranking, which increases your reach.
You can check out our article on Google My Business compliance to learn more about maximizing your presence and what rules you need to follow.
After Google, you can move on to other platforms. We recommend focusing on your own company website next. Customer testimonials—longer versions of a review—can be highly effective as potential clients browse your site.
Testimonials are typically solicited from clients you know will give you great feedback. Reach out to those “star” customers privately and ask if they’re willing to leave a comment. You can then strategically use this on your site in one of two ways:
- Testimonial page: Your site can have an entire page dedicated to testimonials. If you have the resources, videos can make a huge impact!
- Included on every page: The other option is to include testimonials throughout your page, perhaps at the bottom of each one or as divider block quotes that break up the text.
While Google and your own website are two great starting points, you should also consider what platforms are most relevant to your business and target audience.
For example, if you use Facebook to reach new clients, that may be a good focus area. Or, if you’re in the travel or food industry, TripAdvisor and Yelp may be your best bets!
The key point here is to choose a platform that will best serve your business so you can develop a marketing strategy to solicit customer reviews.
7 Ways to Ask for Customer Reviews
After determining where you want to direct customers, you can create a strategy to ask for customer reviews. This includes how you’ll ask them as well as exactly what you’ll say.
When creating the written copy or in-person “script,” keep these things in mind:
- Company brand: The tone of your request should match your brand identity. Get creative with your ask and infuse some personality into it so it matches your target audience.
- Simplicity: Keep your ask clear and concise so customers will actually read it and know how to follow through to leave a review.
- Honesty: You’re not trying to manipulate or coerce customers into leaving a good review. Instead, let your product and service speak for themselves and leave it up to them to say what they want.
To get more specific, here are 7 ways to ask for customer reviews:
- In-Person: If you’ve received some in-person praise or support, simply ask them to leave a review. You can say something like, “I’m so glad you loved your time here today! Would you mind writing it in a review to help other customers find us? Here’s a link you can use.” If they don’t want to, don’t sweat it. Often, though, a happy customer will take the time to write it down.
- Text: SMS services like TextMagic, Twilio, or Sakari make it easy to set up an automatic text service for your customers. You can draft a simple note that thanks them for their purchase and provides a link to your Google page to leave a review. It’s effective because text messages are quick, personal, and actionable.
- Email: Include a request for a review in your email signature along with a link to your Google page. This means that every email sent out has a prompt to leave a review so that all customers see it. You can also send direct and personalized emails to your “best” clients, thanking them for their business and requesting a review.
- QR Code: Create a QR code that links to your Google My Business page (directions here) to put on business cards, posters, menus, or other print material. This prompts your customers to leave a review and provides a simple way to do so.
- Live Chat: Any live chat should end with a simple question such as, “Were you happy with the service you received today?” If they select, “yes,” send them a prompt to leave a public review. If it’s a “no,” invite them to leave private feedback in an email.
- Thank-You Card: Everyone loves a personal note! A creative and unique thank-you card (like these free Canva templates) can go a long way to showing your appreciation while providing another chance to request a review.
- Invoices and receipts: Leave a link to your Google My Business page on any invoice or receipt you send out.
Reviews are social proof that show your potential customers why they should come to you. And while you may feel a bit awkward at the beginning, it will become easier and easier as you prioritize asking for customer reviews as part of your marketing strategy.
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