Consumers have started relying heavily on platforms that have feedback from other consumers. In fact, research shows that around 90 percent of consumers will rely on reviews to help them make a purchase, and 86 percent of consumers report that negative reviews strongly influence whether or not they will purchase a product. So, with that being said, it is obvious that your brand needs to be able to understand how consumers utilize reviews so that you can determine a process for how you are going to be able to manage, monitor, and also respond to customer reviews.
For the majority of consumers, they will look at several different sources of information on a number of different devices before they actually make a local purchase. Research shows that local search is the top-performing source by over double. When businesses are developing a strategy for reviews in their search marketing campaign, it is important that they understand all levels of reviews and how each level will impact consumers.
Consumers are not the only thing that businesses have to worry about when it comes to reviews. Search engines also rely heavily on reviews and ratings. For that reason, reviews need to be a huge part of your search marketing strategy. The reviews that are displayed in search engine results can have two primary impacts on your business's brand, marketing efforts and overall success with reviews and local search:
As you can see, reviews can have a major impact on your overall brand. Without the right approach, reviews can negatively impact your marketing efforts. If you're unsure about how to move forward with your local search and marketing campaign, reach out to us at WebDetail so that we can explain things in detail and help get you on the right path to success!