• Reputation Marketing • Blog

Leveraging Positive Reviews to Attract New Customers

Sebastian Aguirre

•

3 min read

This article was originally published on FranchiseWire

Learn how to Convert Positive Reviews into a Loyal Customer Base that Champions your Franchise

“Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create raving fans.” These words from Ken Blanchard, author and business consultant, hit the mark when it comes to using your current reviews to attract more customers.

In today’s non-stop, competitive, and ever-changing marketplace, especially for franchise owners, providing excellent customer service is no longer enough. You need to leverage your positive reviews to build a loyal customer base that advocates for your brand.

This is especially important considering that by the end of 2024, it is projected there will be 3 billion daily searches on Google alone. Prospective customers are likely to research your business thoroughly before purchasing. When we speak with clients, we highlight how positive reviews are now one of the most potent tools in a franchise owner’s arsenal, especially when word-of-mouth marketing has taken on a digital form.

The Power of Positive Reviews

Simply put, Google reviews build trust, create a positive reputation, and serve as social proof, showing potential customers that others have had a great experience with your business.

A great collection of well-placed reviews can be the ultimate deciding factor that convinces a prospect to choose your franchise over a competitor. According to studies, a prospect will read between 3-7 reviews before making a purchasing decision. But going beyond this, the key for any franchisee is to turn those customers into vocal advocates who drive more business your way. So how do we do this?

How to Convert Positive Reviews into a Loyal Customer Base

1. Showcase Positive Reviews

Once you have collected positive reviews, it’s essential to showcase them. These reviews are valuable content that can be used across various marketing channels:

Website: With a powerful tool like widgets, you can showcase a dedicated section of your website to customer testimonials. Use quotes and star ratings to highlight the positive experiences of your past customers. It is said that when a prospect visits your landing page, you have 8 seconds before they go to another page or another website altogether. By having a trust badge widget containing your collective positive customer reviews, you can trigger immediate trust and increase trustworthiness for the prospect to do business with you.
Social Media: Share positive reviews on your social media platforms. This not only boosts your credibility but also encourages your followers to check out your services. One way to do this is by automating the process. As soon as a review is submitted, it will trigger an automatic push to showcase the review on your social channels, such as LinkedIn, Twitter, Facebook, etc.
Leverage Reviews for SEO: Positive reviews not only build trust, but there is another benefit —this is my favorite. It can also improve your search engine optimization (SEO). Search engines like Google consider the quantity and quality of reviews when ranking businesses. The more positive reviews your franchise has, the higher it will likely rank in search results.

To leverage reviews for SEO, do the following:

Claim your Google My Business listing: Ensure your business information is accurate and complete.
Encourage reviews on Google: Since Google reviews directly influence search rankings, encourage your customers to leave reviews on this platform.
Use relevant keywords: When responding to reviews, include keywords relevant to your business. This can help improve your search engine rankings.

The benefits of optimizing your reviews for SEO extend beyond just better search rankings. By appearing higher in search results, your franchise becomes more visible to potential customers without having to spend heavily on paid advertising. This can save your business significant amounts of money on marketing and customer acquisition costs while still driving growth.

One of the aspects that I find amazing is that by collecting reviews on a consistent basis, your franchise builds a stronger online presence, which often leads to more organic traffic, higher conversion rates, and ultimately, greater profitability.

Can we see the power of reviews yet?

2. Leverage Negative Reviews

Statistically, it is said that 82% of consumers specifically seek out negative reviews to get a balanced perspective before making a purchase decision. If that’s the case, promptly engage and respond to negative reviews. This shows that you value and care about customer satisfaction and are willing to address any issues. This can turn a potentially damaging review into an opportunity to show your commitment to great service.