Chances are, you’ve likely browsed reviews before making a purchase or visiting a new place. Why risk having a bad meal when you can predict the quality with assistance from hundreds of reviews? And you’re not alone. A reported 70% of consumers reference multiple review sites when choosing a local business to patronize.
As a local agency, it’s critical that you make review management a part of your insurance marketing plan. Need a little more convincing? Let’s explore the primary ways in which customer reviews impact your business.
The Power of Positive Reviews
Your customers are one of the most powerful marketing tools you have at your disposal. They can help you build a favorable reputation in your community, attract new customers to your agency, and even generate leads.
Boost Credibility
Ratings and reviews exist across every industry: 5-star hotels, Michelin star restaurants, New York Times book reviews, etc. When you hear that a movie has received 95% on Rotten Tomatoes or a novel has gotten Oprah’s stamp of approval, you may think, “Wow, I should check that out.” This is because reviews boost credibility.
While you’re not in the business of making blockbuster movies, reviews, ratings, and customer testimonials can still signal credibility. They tell potential customers that your current clients were so pleased with your services that they went out of their way to leave you a review. It’s like word-of-mouth marketing for the digital world!
Increase Visibility
When consumers are searching for a local business, they’ll often surf review platforms, like Google Business Profile or Yelp, to find the one that suits their needs. If your insurance agency doesn’t have a profile on popular review sites, you risk missing out on this business. Positive reviews will catch the web users’ attention and, ideally, convince them to give you a call.
Drive Sales
Ultimately, the goal of any insurance marketing plan is to drive sales. It’s why we spend hours and hours crafting the perfect advertisement or drafting the snappiest headline. Positive reviews have the power to drive sales, primarily thanks to the two benefits mentioned above. According to a study by the Harvard Business review, for every one-star increase on Yelp, a business sees a 5 – 9% increase in revenue. We hope you’ve made an account!
Responding to Negative Reviews
Sometimes, ratings and reviews will be less than perfect. It happens! When this occurs, it’s important to explore the accusations in the review. Was the reviewer unable to get a hold of your business? Did they have a poor customer service experience? You’ll want to confirm the validity of the review and take note of any opportunities for improvement.
Then, and this is of paramount importance, respond to the review! Not only does this give you a chance to settle a complaint, but it also shows potential customers that you care.
Incorporating Review Management Into Your Insurance Marketing Plan
Reviews have become a part of our culture, making review management imperative for businesses big and small. At Melon Local, we help insurance agencies make the most out of their online reputation with tools designed to engage your audience and keep your business accountable. To learn more about our reputation management services, please reach out to our team.