Proven Strategies to Get Online Reviews for Your Business

Think back to your last washing machine purchase. Did you use Amazon or Bol.com? You likely liked a specific model, but wanted reassurance before buying. You sought confirmation from friends, previous buyers, and maybe even experts. Each of these sources plays a vital role in decision-making.

What types of social proof can you leverage to build trust? Fortunately, many are under your control. You can apply these strategies at key stages in the customer journey to influence decisions.

Let’s briefly explore different types of reviews and social proof before diving into effective ways to gather reviews for your business.

What types of reviews or social proof exist?

Louis Nicholls, author of The Social Proof Handbook, identifies seven types of social proof that can guide businesses in their review strategies at distinct customer journey stages.

1. Warm bodies

The term may sound grim, but it simply refers to statistics. For example, if 500 people have purchased your washing machine, this number can help potential buyers decide. It’s compelling.

For instance, you might showcase that X happy customers have chosen your service on social media. The larger the number, the greater the impact, irrespective of your industry.

2. People you know

You might refer to this as word of mouth. When friends tell you about their positive experiences with a washing machine, their endorsement is powerful—even if they aren’t experts.

According to Hubspot, 71% of people are more inclined to buy a product after seeing recommendations on social media. While you can influence these discussions, organic recommendations usually carry more weight.

3. Lookalike recommendations

Ever noticed how seeing another business owner endorse a product or service makes you more trusting? This relatability can foster confidence in potential buyers.

4. Aspirational or role models

If a thought leader you admire shares their positive experience with a product—maybe a luxury washing machine—it can strongly motivate you to try it too. Their influence can make a difference.

5. Expert endorsements

When an authority in the industry recommends a particular brand, it can simplify your choice. Expert advice tends to carry more credibility.

6. Official approvals

Government endorsements can significantly boost your credibility. A product that has received a government seal of approval enjoys wide-reaching trust, even if it’s not universally recognised.

7. Personal connection

For small businesses, visibility is key. When owners are approachable, it builds trust. Showcasing the personal brands of the team can foster connections.

This approach creates social proof. Having a personal photo on your website or being active on LinkedIn about industry trends can establish affinity with potential customers.

This article focuses specifically on obtaining Google reviews, and rightly so. Google reviews often encompass lookalike audiences—detailed written reviews—and warm bodies, represented by star ratings.

Why are Google reviews important?

Surprisingly, many businesses overlook the importance of Google reviews. They may not realise how influential they can be. Each time someone searches for a business, they are likely to scrutinise the reviews visible on the business’s Google My Business listing.

Beyond visual appeal, Google reviews significantly contribute to your local SEO. According to Google’s algorithms prioritise businesses with higher ratings in local search results. Increased visibility leads to greater website traffic.

How can B2B SMBs collect reviews?

While B2C and larger B2B firms actively seek customer reviews, B2B SMBs often fall behind. Less commonly do they secure reviews unless they operate as a SaaS company with platforms like Capterra or G2 Crowd for ratings.

However, B2B SMBs can benefit from platforms such as Google My Business and Trustpilot. While Trustpilot charges upwards of $199/month, Google My Business is entirely free. Claim your business right away! Here’s how to update your info on Google My Business.

Once set up, you’ll find the review card on your dashboard:

I’ve included a link to Willow’s review form here.

How can you ask for Google reviews?

Maintaining a strong presence on Google My Business is crucial, especially for local businesses. But how do you actually solicit positive reviews?

• One effective strategy is to reach out to happy customers and politely request a review. A simple message like: "Hi [Customer], thanks for enjoying our product/service. We would greatly appreciate if you could leave us a review on Google at this link: (insert link)" can work wonders.
• Another approach is to include a clear hyperlink in your email signature. A line that says Leave us a review on Google can be quite effective.
• Make sure to respond to both positive and negative reviews on Google My Business. This demonstrates your responsiveness and approachability. Engaging with customers encourages them to leave their own thoughts.

How can you share customer reviews on social media?

Once you’ve gathered great Google reviews, don’t let them go unnoticed. Use them on your website, in checkout pages, and share them across social media to enhance brand awareness.

Google provides free templates to share reviews on social media. With The Marketing Kit by Google, accessible via your Google My Business account, you can choose from various templates to promote your reviews on social media platforms.

Leveraging customer testimonials can enrich your content and help fill your social media schedule, particularly when you're facing a dry spell for post ideas. They can act as a compelling trigger for those already contemplating your business.

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