Word of mouth marketing will always be the best type of marketing, but we live in a world that relies heavily on the internet. Twenty years ago, we may have called a friend to ask for a restaurant recommendation or for the number to an appliance repair person. Today, we search Google and read reviews. Our golf car businesses still receive referrals from loyal customers, but if we want to be in front of the largest possible number of potential customers, we must focus on online reviews.
Here’s the Data
It is common sense to understand that online reviews are important, but most business owners do not realize how essential they are. Did you know:
- 88% of consumers trust online reviews as much as personal recommendations
- 92% of buyers regularly or occasionally rely on reviews when making a local buying decision
- Google and other search engines use online reviews as part of their raking algorithm
- Local search directories have also made reviews a foundational element for ranking well in local search
Online reviews are today’s referral and consumers are paying attention to them. Potential customers are more compelled to act based on what is said about you rather than wat you say about yourself.
What’s the First Step?
The first step toward collecting mountains of positive reviews for your golf car business is to create a Google My Business listing. Go to google.com/business and select Start Now and follow the directions. Add your logo, info about your business and your correct address and phone number. You may need to wait for Google to mail you a postcard to verify your business.
How to Get Reviews
People are more likely to leave an unsolicited review if they are unhappy than if they are a happy customer. That is why it is important to proactively ask your customers for reviews. Here are a few ways to get the reviews flowing:
- Ask customers who visit your brick and mortar store to leave a review.
- Create an email campaign that requests reviews. Automate the email to send to every customer following their transaction.
- Add links to your Google My Business review section on the sidebar of your website, in your email signature and on the footer of invoices.
- Write reviews for other businesses with which you partner in hopes that they will do the same in return.
Manage Your Reviews
Now that you have a steady stream of reviews coming in, how do you manage them? It is always a good idea to follow a review up with a comment. If the review is positive, thank the customer for their business. If the review is negative, thank them for the feedback and either provide a solution or ask them to reach out to you personally so that you can resolve the issue. Even negative reviews can reflect favorably on your business when you handle them professionally. Keep in mind that it is against Google’s terms of use to write, buy, or encourage fake reviews. If Google catches you, your business listing will be removed and your website rankings will immediately lower.
As we create our marketing strategies for 2020, it will be important to incorporate reviews if we expect to rank above our competitors.
About the Author: The Founder/Former Owner of WHEELZ Custom Carts & Accessories, Julie Starr, was one of the industry’s
first online retailers of golf car products. The eCommerce store,
www.WHEELZLLC.com, has served golf car owners since 2008 and remains a popular online shopping experience for golf car owners who want to take their golf cars to the next level.
