How to Ask for a Review

Customer reviews are more crucial than ever, but many marketers don’t know the proper ways how to ask for a review. Reviews significantly influence a company’s reputation, consumer trust, and search engine visibility. 79.69% of consumers look at ratings and reviews before making a purchase. Potential customers trust peer feedback more than brand marketing, making it essential to manage and leverage customer reviews effectively.

Yet, 62.5% of marketers struggled to maintain a pipeline of fresh reviews.

Positive reviews not only build a strong reputation but also improve SEO. Search engines prioritize user-valued content, boosting rankings and driving more organic traffic. This can lead to higher conversion rates and increased sales.

In this blog, we’ll discuss the importance of customer reviews for businesses, their impact on reputation and SEO, and practical tips for encouraging positive customer feedback.

The State of Community Powered Marketing explores ratings and reviews, user-generated content, and the challenges of marketers. Read the full report.

Why Asking for Reviews is Crucial

Customer reviews are crucial for the success of a business. They provide direct insight into customer perceptions, offering valuable feedback on areas of strength and areas for improvement. Positive reviews build credibility and trust, influencing purchasing decisions. 72% of consumers believe that reviews and testimonials submitted by customers are more credible than the brand talking about their products, relying on the experiences of others. This trust in peer opinions shows the importance of maintaining a positive review profile.

Customer reviews, a type of UGC, impact credibility and influence a brand’s visibility and search engine ranking. Positive reviews increase placement in local search results and review sites, expanding a brand’s reach. Additionally, positive testimonials and ratings increase conversion rates, leading to more customers. This positive sentiment drives immediate sales and encourages repeat business and referrals, creating a cycle of growth and engagement, all built on Community Powered Marketing.

Negative reviews, while potentially damaging, can provide valuable insights into areas for improvement. They highlight specific shortcomings related to product quality, customer service, or logistical issues. Addressing these criticisms and making necessary adjustments show a business’s commitment to customer satisfaction.

Best Practices for Asking for Reviews

Timing is Crucial

When it comes to asking for reviews, timing is everything. The best time to request feedback is immediately after a positive customer interaction. This could be right after a purchase, a customer service experience, or the delivery of a product. Catching customers when their positive experience is fresh in their minds increases the likelihood of receiving detailed and enthusiastic reviews. Avoid asking for reviews during busy periods or immediately following a complaint or negative interaction.

Choosing the Right Channel

Selecting the appropriate channel to ask for reviews can significantly impact the response rate. Email is a popular choice due to its flexibility and the ability to include direct links to review platforms. SMS is another effective channel that offers immediacy and high open rates. For a more personal touch, in-person requests can be very effective, especially in a retail or service environment. Additionally, leveraging digital communities or social media platforms can help tap into a wider audience. Tailor your approach based on where your customers are most active and comfortable.

TINT Ratings & Reviews makes it easy for you to collect, monitor, respond, repurpose, and display authentic customer feedback.

Crafting the Message: Politeness and Non-Intrusiveness

Being polite and non-intrusive is key when requesting reviews. Always start by expressing gratitude for the customer’s business. Personalize your message to make the customer feel valued and important. For example, using their name and referencing their purchase can make the request more engaging. Keep the request brief and straightforward, clearly stating why their feedback is valuable. Avoid overwhelming customers with long messages or multiple requests, as this can lead to annoyance and a negative response.

Facilitating the Review Process

Making it easy for customers to leave reviews is essential. Provide direct links to review sites and include step-by-step instructions. Some customers may not be familiar with the review process, so simplifying it can increase their chances of following through. If asking in person, consider providing a card with a QR code that takes them directly to the review page. The easier you make it, the more likely customers will take the time to share their feedback.

Expressing Gratitude and Follow-Up

After a customer leaves a review, whether positive or negative, always follow up with a thank you. Acknowledging their effort shows that you value their opinion and are committed to improving their experience.

For positive reviews, a simple thank-you note can strengthen the customer relationship. For negative reviews, addressing their concerns promptly and professionally demonstrates your dedication to customer satisfaction and continuous improvement.

Additionally, periodically follow up with satisfied customers to encourage them to update their reviews or leave additional feedback as their experience with your brand grows.

Using Brand Communities for Reviews

Using brand communities to garner product reviews effectively activates loyal customers eager to advocate for your brand. Engaging these communities through personalized activities, surveys, and robust discussion boards helps build a strong connection with your audience. By doing so, you can encourage members to share their positive experiences and write reviews, which is essential for attracting new customers and maintaining a fresh, authentic online presence.

One way to leverage your brand community is by initiating personalized digital product sampling. By targeting community members who align closely with your ideal consumer profile, you can increase the likelihood of receiving genuine and positive reviews. Additionally, fostering an environment where consumers feel valued and heard encourages them to provide ongoing feedback. For instance, creating spaces within the community where members can comfortably share their opinions and experiences can lead to a steady stream of evergreen product reviews. This approach drives new conversions and builds long-term loyalty and trust among your consumer base.

TINT helps you create your own brand community to mobilize, activate, and scale engagement that promotes lasting business impact.

Handling Negative Reviews and Feedback

It’s important to respond to negative reviews in order to maintain and improve your brand’s reputation. A thoughtful and professional response can help lessen the impact of a bad review and may even turn dissatisfied customers into loyal ones. Start by addressing the reviewer personally to show that you value and take their feedback seriously. If possible, use the reviewer’s name to make the response more personalized, demonstrating genuine concern. Begin by thanking the reviewer for their feedback, regardless of its nature, as this shows appreciation for their time and effort in providing insights.

Take responsibility for the customer’s negative experience, regardless of how uncommon the issue was. Avoid making excuses; instead, focus on how the feedback will be used to improve future experiences. Provide a way to make amends, such as by offering contact information for further discussion, to demonstrate commitment to resolving the issue. This approach helps address the immediate concern and signals to potential customers that your business is responsive and cares about customer satisfaction.

Remember, you’re not just replying to a negative review. You’re replying to anyone who can see that negative review, particularly in highly visible locations like Google Reviews, Yelp, and social media placements. The goal is to solve the specific problem, rebuild trust, and demonstrate your dedication to customer service.

Legal and Ethical Considerations in Asking for Reviews

Avoiding improperly incentivized reviews is crucial for maintaining brand integrity and FTC compliance. Start by sourcing authentic customer reviews through direct outreach, social media, or in-person events, and label them as incentivized. Balance rewards to avoid attracting fake reviews and never pay outright for reviews, as it discourages honesty and trust. Instead, offer product samples, discounts, or promo codes in exchange for genuine feedback. Avoid incentivizing Google reviews, as it can lead to fines, lower search rankings, review removal, and harm to your brand’s reputation.

Federal Trade Commission Perspective

The Federal Trade Commission (FTC) is the American Federal agency responsible for truth and transparency in marketing. According to their guide for Featuring Online Customer Reviews, “FTC staff believes that, whatever your business model may be, you should be transparent about your review-related practices and should pay attention to several basic principles that derive from Section 5 of the FTC Act. Doing so is important for establishing consumer trust and avoiding potentially deceptive conduct.”

The FTC is focusing on the practice of incentivizing reviews. Offering free products or payments in exchange for reviews isn’t necessarily unethical or unlawful if done transparently and in line with FTC guidelines. The key is to make clear to consumers when a review has been incentivized, ensuring that it doesn’t mislead potential buyers. Many brands are now turning to brand communities to navigate these guidelines effectively. By building engaged and compliant communities, brands can foster genuine interactions, manage influence, and ensure their ratings and reviews are authentic and trustworthy. This approach helps brands stay within the bounds of the law while enhancing their connection with customers.

Launch Your Review Strategy

Reviews can make or break an online advocacy strategy. They enhance your brand’s credibility, boost SEO, and provide invaluable insights for continuous improvement. By strategically asking for reviews and leveraging brand communities, you can ensure a steady flow of authentic feedback that drives growth and engagement. Remember, the key to effective review generation is balancing incentives with transparency and maintaining ethical practices to build lasting customer trust.

You know how to ask for a review. Now, you’re ready to harness the power of customer feedback. TINT can help you build a robust review generation strategy that fuels your brand’s growth. Get started today.

How to Ask for a Review