There’s no doubt that word-of-mouth marketing is effective. According to a Nielsen report from 2012, “Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising.”
In this 24/7 digital age in which we live, sharing our recommendations is easier than ever, and they can travel much farther than just between our family and friends, thanks to sites like Yelp and Angie’s List. But are these online review sites as powerful as traditional “verbal” word-of-mouth? The answer is yes.
Marketing Land cites a survey from Dimensional Research that concludes, “90 percent of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86 percent said buying decisions were influenced by negative online reviews.”
And don’t forget about social media. An article from Social Media Today states, “New research indicates that Facebook is now the most trusted online source people use to get recommendations for products and services.”
OK, so maybe you’re now convinced asking for customer reviews and testimonials should be part of your overall marketing strategy. But how should you leverage these reviews and testimonials once you have them? Here are eight ideas.