Engagement on social media can be one of your best tools for raising sales, but there’s another, perhaps more effective tool you can use: Facebook reviews. Word of mouth marketing is the best form of advertising, and because of Facebook’s massive reach and influence on the everyday consumer, these reviews can be incredibly powerful for your target audience.
Research collected by Forbes shows that 81 percent of participants in a certain study stated that their purchasing decisions were strongly influenced by the recommendations they saw on Facebook. Additionally, 64 percent of total social revenue comes from Facebook and 50 percent of total social referrals from the social media giant as well.
Forbes also discussed a study stating that 85 percent of consumers trust online reviews as much or more than their own friends or family. About 70 percent say they’ll trust a business with positive reviews and 40 percent will totally avoid a business if they have negative reviews.
For you, this means you need a renewed focus on boosting positive reviews on Facebook. If you don’t have any reviews, or you feel you have too many negative ones, here are a few things that might help.
1) Ask for Good Reviews
Customers often need to be asked to leave a review. “Leaving reviews doesn’t even cross the minds of most people unless they’re extremely satisfied or angry,” explains a blog post from the digital marketing agency, Active Web Group. “Politely asking satisfied customers for a review is a great way to put the thought in their mind.”
When asking customers to leave their thoughts, use subliminal messaging to encourage a positive review. For example, instead of saying “Leave us a review” say “Satisfied with your purchase? Let others know with a good review!”
The Active Web Group article also recommends asking for reviews within a few days of purchase while it’s still fresh in their minds.
“Relate your request to their personal experience with your business,” the article suggests. “This will help you get more reviews, and offer genuine feedback that you can use to improve the way you do business.”
2) Respond Well to Negative Reviews
Don’t stress too much about receiving bad reviews. According to a study from Econsultancy, 68 percent of customers say they trust a brand more when they see it has both good and bad feedback. The study also showed that 95 percent of customers believe the reviews are fake on a profile with five stars.
You’ll do everything you can to receive positive-only reviews, but some people simply can’t be pleased. You’ll get the occasional bad review, but it’s not the end of your business. You have the power to control that review and turn it in your favor with a well-crafted response.
Start by trying to understand the issue and determining a potential solution to the problem. “Don’t hide behind a cold, formulaic response,” suggests Jason Quey of SocialMediaToday. “A personalized response shows your customers that they are important to you. You should offer a solution that shows a good faith effort to a better outcome.”
3) Incentivize Reviews
Offering incentives is a simple, timeless way to encourage more reviews. As mentioned, previously, not all customers think about giving a review. Making it worth their while will motivate more feedback.
Not only that, but it will encourage more positive reviews. When you give something to a customer for free, it generates positivity that leaves a good impression for your business.
The most common form of an incentive is a discount or coupon. For example, a customer who leaves a review might get 10 percent off their next order. You might put a time limit on using that coupon to encourage purchases.
Additionally, it’s best to make this type of incentive available to first-time customers. That way, you’re not losing revenue with each purchase.
There are many ways to generate better reviews on Facebook, but these three are the most common. Once you’ve mastered these strategies, look for ways to improve upon what’s already working and get even more positive reviews on your page.