Let’s face it, internet window shopping can be a pretty bland experience no matter what it is that you are in the market for. It’s not like we can try something on, just to see if that maroon jacket matches the snazzy snakeskin boots that you snagged last month… or maybe you have actual taste, who knows?
The point is, one of the great things about so-called window shopping is the ability to reach out and touch something. Browsing stores is almost a hobby for many people, there is something so cathartic about it that can make a bleak day that little bit better. Internet store browsing is a little different, but no less pleasurable.
One of the mainstays of ecommerce and online-only business, and the one thing that a bricks and mortar business can never have in any meaningful way, is the customer review. Online reviews have been the customer satisfaction-o-meter almost since digital marketing dragged itself out of the primordial e-commerce goop.
The Good Review
Every business wants to attract positive reviews, that just goes without saying… doesn’t it? Unless there is some reason for flying under the radar, the positive review is to digital marketing what Monty Python is to the Holy grail. If people are leaving positive reviews then you are obviously doing right, and this extends beyond the product or service itself too.
If whatever it is your business is selling or providing is doing the job it’s meant to, or beyond even, at a price that is inline with or better than comparative offerings you would reasonably expect 5 star reviews. The thing is, your customers are not just reviewing the product, they are reviewing you too.
Customer service is just one facet, there are many other factors involved with digital marketing that your customers may either find pleasing or, well, not. The nature of your business is going to dictate which parts of it will influence a product review, but you better be sure you get them nailed down.
Strong, positive reviews are going to help you gain more traffic and increase sales still further. Digital marketing is a gateway to the land of milk and… no, but it is the driving force behind the success and potential failure of an online business.
The Bad Review
While every business wants to attract reviews, nobody wants the Bad Review – who on earth would. There are things that businesses can do in order to garner positive reviews, as opposed to the negative, and they don’t that much work either. For the smaller business ‘more work’ may seem more like ‘too much work’, but it’s worth doing and doing right; the worst thing you can do is be complacent.
The thing with bad reviews is that they don’t just drive away potential customers, but they can actually attract more of them. Reviews aren’t magnets exactly but they do have a tendency to throw a light on an issue that was never an issue in the first place. Confused? Don’t worry, it will pass.
When people see a bad review that points something out, and then another customer sees it when they go back to leave their own, there is always the chance of that “oh, yeah – that thing could have been handled much better”. Suddenly, what could have been a positive review has been warped by the perspective of somebody else.
The best way to ‘deal’ with a bad review is to answer it as professionally as possible and promise to help deal with their issues as expediently as possible. Of course, it is also important to actually follow through. Your response will colour the perceptions that other people have about your business.
Sadly, there is not too much that a business can do about the second review but they can help to avoid bad reviews in the first place. Digital marketing isn’t just about generating revenue, it is also about putting out a positive image about your brand or product. A part of this is reaching out and engaging with the target audience on social media.
The Plain Weird Review
Weird reviews can be great for a few laughs, and Amazon is chock full of them, but they can also be harnessed to rake in visitors, which obviously can have an impact on your sales. The Plain Weird Review can be shared across multiple platforms, by the businesses as well as other site visitors – before you know it your traffic stats have spiked and so has your revenue.
Digital marketing has come a long way in a relatively short amount of time, bringing businesses together with their existing and potential customers. Even the most mundane of products can be made hot sellers, above and beyond even the most optimistic of projections.
The King James version of the Bible, for instance, is not exactly Fifty Shades of Gray in terms of popularity across, most, age groups but just one hilarious Plain Weird Review and suddenly sales figures are reaching the thousands.
Obviously, getting this kind of review is like finding a gold mine in your back garden but if you are fortunate to get one then you should milk that sucker for all it’s worth.
Whatever kind of review you end up getting, you should take action on them – especially the bad ones. Reviews work wonders for SEO efforts too, sadly this includes the bad ones too so the sooner these are dealt with, when they happen, the better.
Lots of great reviews? Awesome, whatever you are doing is obviously working so keep it up – just don’t rest on your laurels and assume the traffic, sales and reviews will still keep coming with no effort from your end.