How are Today’s Marketers Embracing Online Reviews?

April 10, 2014

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How are Today’s Marketers Embracing Online Reviews?

User-generated online reviews are playing an increasingly big role in driving the modern consumer’s purchase decisions.

According to recent research, 85 percent of consumers read reviews to determine whether a local business is good or not. In the US, nearly 8 out of 10 consumers check reviews – posted on sites like Yelp, TripAdvisor, Google, Citysearch, Amazon, and Foursquare – before purchasing a product or service.

How are marketers adapting to this online review revolution? In what ways are they adjusting their strategies to leverage the power of reviews and improve performance?

(Check out: “Ethical Ways to Generate More Positive Online Reviews”)

A new Search Engine Land report offers some key insights on how marketers today might be approaching review management. According to the report, which takes into account survey responses by a selection of local search marketing professionals, the importance of reviews and reputation management is actually widely recognized, with 65 percent saying that this is the most important part, or a very important part, of their marketing services.

In fact, only 5 percent of those surveyed think that managing reviews and reputation is not important.

Reviews > Links

Moreover, marketers are also employing new optimization tactics in order to take advantage of reviews. Survey respondents have even gone so far as to say that reviews now carry more weight than links, which is why an impressive 100 percent implement some sort of strategy for generating online reviews. As far as local signals go, only citations are deemed more important than reviews.

According to the Search Engine Land report, 40 percent of marketers aim to generate 2-3 reviews per month for their clients, while 20 percent are targeting 4-5 new reviews. Majority agree that quality trumps quantity in this case: the importance of star ratings and quality comments far outweigh sheer volume of reviews.

If you’re a business owner or marketer looking to generate new reviews in a way that’s consistent, natural, and streamlined, try ReviewTrackers, an online reputation management platform for collecting, organizing, and analyzing reviews from all major review sites. ReviewTrackers includes a free review request tool, which allows you to make the process of requesting customer feedback faster and more streamlined than ever. Sign up for a free trial today and discover why our clients love ReviewTrackers!

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