Every day, customers’ ratings and reviews determine your position for customers and search engines. If you aren’t paying attention to this important source of customer feedback, you could be leaving revenue on the table.
Many studies show that consumers now trust information from other consumers more than any other source of information, including family members and friends. 85% of consumers trust reviews as much as recommendations from friends and family members, according to BrightLocal.
Context has shifted too, as today’s consumers aren’t looking for information in the same places. In the past consumers started their search for a local business with a question to a friend or family member, now they can turn to online reviews for that same information, or for example, to research the best dishes available in a restaurant.
Today, consumers have an insatiable appetite for information about local businesses. And marketing a local business is harder than ever for the previous two primary reasons: trust and context.
So, they must position trustworthy content in the right context for the consumer to see it, remember it, and act on it.