Move Over Testimonials, It’s The Era of Reviews
People are going online with the purpose to know more about a service or product, by reading the experiences of customers. They are looking for impartial and honest opinion from people who have already worked with you. They use these reviews to judge whether to give business to you or your competitors. The satisfactory experiences of customers is one of the best marketing tool to promote any business.
While earlier the prevailing thought was that, testimonials are more effective from a marketing perspective and reviews can be ineffective and bad for your business. But with the changing marketing scene, reviews are favoured more compared to testimonials. This is one of the reasons why off-site reviews are more effective compared to a testimonial page. Another reason why customers prefer reviews over testimonials is that they can see analyse how customers are engaging with your brand and if there are any negative feedback. When a customer is doing business with you for the first time, they are interested in finding out if you are the best option available.
Bad reviews are definitely a reason for customers to think twice before opting for you over your competitor. But if you are able to deal with it, that shows that you care about your customers. Also some customers do give good reviews after a bad one. This shows you are open to negative feedback and take the initiative to fix the issue.
Since people have lost faith in testimonials, reviews posted on third party websites are considered more reliable. Customers know that a business will post only the best testimonials, which is why focusing too much on testimonials is not really effective.
In such a scenario, a separate page can be added to link to reviews on third-party websites. This is especially useful when your customers are posting positive reviews on other websites like Facebook, LinkedIn, Yelp or YouTube. Having more reviews on websites like Yahoo Local and Yelp are helpful when you want to be on top of the search results. This way you can build your reputation and provide potential customers with reasons to do business with you.
You can post all the testimonials you like, but chances are they might not work in your favour. Thus instead of testimonials that no one wants to read, try and garner genuine reviews by customers and link it to your website.