In the digital world, businesses must embrace reviews to thrive.

FREMONT, CA: Reviews play a significant role in how today’s consumers judge businesses. Before potential customers even go to a physical location, they read reviews on websites. According to research, 94 percent of consumers say they have avoided a business after reading a negative review. It is essential to understand that reviews are not just a way for consumers to express their opinions about a product or service. Reviews can also impact a business’s search ranking. They can even be used as marketing tools to enhance reputation and revenue. Here is how online reviews help grow small businesses.

Customers who write reviews have nothing to gain or lose. They had an experience and need to share it. People are going to listen to it. Studies show that close to 90 percent of consumers trust reviews as much as personal recommendations. And, review sites have made an even bigger push to keep reviews unbiased. These reviews legitimize the business and provide potential customers a better understanding of what firms do and why they are superior to their competitors. In short, online reviews help build confidence.

When brands keep their customers happy, they can convert them into loyal customers, which means they will be sticking with them for the long run. It also illustrates that firms care about any shortcomings their customers have expressed about the business. Reviews are a significant opportunity to connect online with customers and develop trust, a critical component of any successful business. If customers see that they engage with reviews and leverage them to improve business, they can feel confident that the business provides what they promise.

Online reviews are a type of user-generated content (UGC): original content written by individuals outside the brand. UGC is often more potential and effective in today's landscape than promotional brand content and invasive advertising. This is why most brands leverage UGC-driven stories and moments to engage consumers versus merely pushing products or launching conventional sales promotions. Online reviews can also work in perfect harmony with search engine optimization efforts. High-quality, positive reviews from the customers will enhance the business’s visibility and increase the likelihood that a potential customer will visit the location.review