Online reviews and websites aren’t a new trend, but business owners still aren’t totally convinced they should take the time to care about them. As the world moves into a more digitally connected era, businesses need to understand that websites like Yelp, TripAdvisor, Google Plus Local, and even Facebook are the new word of mouth, and they’re not going away anytime soon. In reality, they’re probably just going to get bigger. Here are three reasons – and statistics – to show you just how important review websites are today and what you need to do to ensure they don’t hurt your bottom line:

1. Customers don’t trust what you say about yourself

Many small business owners collect reviews from current customers and republish them on their websites. While that was a great tactic in the years before social media, today this strategy is weak. According to Michael Hulme’s study, “Your Brand: At Risk or Ready to Grow,” only 8% of US customers trust what companies say about themselves, and only 7% of customers in the US trust the reviews posted on the company’s website.

In other words, posting the reviews you receive on your Facebook page or website will not generate any sales. Customers believe companies would brush off bad reviews and what they see does not reflect the truth.

How to get over it: do not use systems that automatically post your reviews on your pages. In addition to cluttering the pages and annoying your customers, the lack of interaction will prevent you from reaching more people. Also, instead of posting only the good reviews you get, add a plugin on your website and display all the reviews you get. That way, you’ll show your customers that you trust the quality of your product and that you care about what they say.

2. Customers trust online reviews more than any other source

Yes it’s correct. Online reviews and recommendations are more valuable than you think. Another interesting stat Hulme found in his study is that 84% of US customers consulted family, friends AND online reviews when searching for a product or service. Additionally, 76% of consumers reported considering online reviews when determining which local business to use.

Another study, conducted by BrightLocal, found that 7 in 10 customers said they trust both online reviews and personal recommendations, with 85% of them saying they are more likely to buy products or services when they can find recommendations online. line.

So if you think your customers are not online or using online reviews, you are wrong. The same study revealed that 85% of consumers search for local businesses online.

How to get over it: Claim your listing on all review websites and make sure your information is correct. About 60% of small businesses don’t have a phone number on their home page and 75% don’t have an email address listed. So just by making sure your listings are up to date, you’ll be ahead of the competition.

3. Your online reputation can harm your sales

Many small business owners say they don’t care about online reviews because they know they have a quality service/product. While it’s great to be passionate about what you do, you also need to be realistic. The way people communicate has changed, and so has the way customers connect with businesses. As I noted earlier, customers search online before choosing where to go and what to buy, and what they see online can change their decisions.

In fact, another study, this time conducted by Cone Inc, reported that 80% of consumers have changed their minds about shopping based on negative information they found online, with 87% saying that positive reviews reinforce their beliefs. purchase decisions. Additionally, 52% said they are more likely to use a local business that has a positive reputation (5 out of 10) and only 28% of consumers cite location and/or price as their top decision factor.

If that’s not enough to convince you, the same study revealed that 85% of customers are more willing to spend money when they can find online recommendations to back up offline advice.

Additionally, the Harvard Business Review conducted a Yelp study to learn more about the correlation between online reputation and sales. They found that a one-star improvement in a business’s Yelp rating leads to a 9% increase in revenue. One bad review leads to a 13% drop in sales.

In other words, your online reputation can help or hurt your sales.

How to get over it: Claim your listing on all review websites and be sure to post responses to all reviews. If a client took the time to write something about you, it’s because they expect you to listen. The Yelp study reported that 80% of people believed that businesses would take more time to learn about their needs and interests and have a positive impact. In other words, even if you have a bad review, posting a response will show that you care about your customers and help other customers see you as a trustworthy business.

Communications have changed along with the way customers engage with businesses. Ignoring that online reviews have become a major source for consumers will hurt your sales. So instead of fighting it, take the time to deal with it. Take advantage of it and turn it into an opportunity to appreciate your loyal customers and win back the ones you lost. Respond to all reviews and show you care – Acknowledging your customers’ opinions is the best way to maintain a good online reputation and get more sales.