By Steve Strauss, senior USA TODAY Small Business Columnist
My dad always called himself "the world's greatest salesman." Was he? No, probably not. But what I can say is that he was one of the great marketers.
He started out in the '60s as an ad man and then opened a small carpet store with a partner. They grew that single store into one of the biggest chains in California at the time. In the end, Dad didn't like running such a large business, so he sold his share to his partner and started over, creating a giant carpet warehouse that was again very successful.
One surprising feature of that carpet store was a banner you saw when you walked inside: "Our word of mouth advertising starts with you!"
After all those years—through TV ads, Sunday inserts, parking lot sales, grand openings—the essential marketing takeaway was that nothing beats word of mouth advertising. Having someone tell a friend or neighbor about a positive experience with your business is marketing gold.
It is as true today as it was back then—actually more so. Today we live in a world where sharing what you think about a business is almost expected; the difference is that now we're sharing our opinions online. With sites for reviews, blogs, comments, Twitter, and Facebook, it is easier than ever to spread the word (both good and bad) about a business.
Customers are no longer sharing an opinion with one person but with hundreds or thousands. Maybe "word of mouth" isn't the right term anymore; "word of click" seems more apt.
What do you do before you buy something or go to a new business these days? Of course, you do a search and look at what other people have said about the business or product. You check the overall tone of reviews and wonder why the average rating is so low if that’s the case.
In the social era, how do you get people to share their positive opinions of your business? In this hyperconnected, 24/7 digital world, online comments and reviews can make or break a business. So how can you get word of click?
How to encourage online reviews
- Be great. I didn't say "be good." When it's so easy now for someone to share his or her take, being merely good isn't good enough. If you want a customer to write a four-star review about your business, you have to offer a four-star product and go the extra mile. Exceptional experiences—positive or negative—get attention.
- Offer great customer service. If you really work to make your customers happy, they will notice. "We give great customer service" has to be more than a motivational poster in the break room.
- Make it personal. People like doing business with other people, not faceless corporations, and they're more likely to share positive experiences when they involve someone they like. Whenever possible, make every experience a personal one.
- Ask. Many business owners get reviews by simply asking. In an e-newsletter, on a website, or in an email, ask satisfied customers to leave a review and give them a link to do it.
Dad really was on to something. Cultivating word of mouth—or word of click—may be the best thing you can do to grow your business, and it's a tactic any company of any size in any industry can embrace.
For small-business owners who want to learn more about industry-specific risks and coverage options, see Massage Therapist Insurance and Insurance for Chambers of Commerce.
Frequently Asked Questions
How can I encourage customers to leave online reviews?
Provide exceptional service, make experiences personal, and simply ask satisfied customers to share their feedback with a direct link.
Are negative reviews always harmful?
Negative reviews can hurt, but responding professionally and addressing problems can mitigate damage and show potential customers you care.
Should I offer incentives for honest reviews?
Incentivizing reviews can violate some platforms' policies; it's safer to encourage reviews without offering rewards and to request honest feedback.