How To Use Reviews and Local Search to Build Your Local Community and Customer Base?
Consumers tend to search online before they buy products or services. In many instances, review sites will show up at the top of the results. You don’t have to have a brick-and-mortar business to leverage local search and review sites. It’s another way to reach local customers and it requires just a little effort on your part.
How Do Local Search and Review Sites Work?
Here’s a simple example…imagine someone searches for dog training from their couch at home. They will often see results for websites that offer dog training products and services. They will also often see dog training services that are available in their community. Under some of these local results, you’ll see stars and reviews.
There is a very good chance they’re going to check out these local results and click on the link. When that local search result also comes with a handful of stars, even better. Those stars grab attention. But first, you have to have an account that generates this type of search engine result.
Get Listed
- There are only a few review sites that have an impact right now. The first to consider is Google Places. You can head over to https://www.google.com/business/ and create your listing. It’s free.
- Yelp is another big player. You may already be listed with them. Head over to https://biz.yelp.com/ and check out if you’re listed. If not, add your business.
- Make sure that your listing matches the same contact information that you have on your website. This is important because it improves your search results.
- There may be other sites to consider depending on your industry. For example, Angie’s List is for contractors and home repair companies. It’s important to know that review sites do feed into one another. If you get a review on one site, it may show up on another. Simply make sure that you’re listed at least with Google.
Ask for Reviews
- For this tactic to be effective, you want to start gathering positive reviews. Ask your customers to post reviews. Consider giving them an incentive.
- For example, you might send a new customer an email that gives them money off their next purchase and invites them to leave a review. You can even include a link to your Google Places page so all they have to do is click.
Share and Interact
- Review sites can be interactive. You can thank people for their positive feedback and try to make amends with anyone unhappy. You can also share your reviews and feedback on social media. All of your activities should be directed toward building a positive image and a community of followers and supporters.
- Most prospects check reviews (if they’re available) before they make a purchase. And people are more likely to buy if there are reviews. You can tap into this buying trigger and reach a local audience by capitalizing on online business directories and reviews.
- Reviews and local business directories are easy marketing tactics to manage. Create your listing. Check in to the site at least once a week to see what others are saying about you. Interact, connect, and grow your business.
- Email is one way that you can request that customers leave reviews, and it’s a great way to share positive feedback as well. Email can be a fantastic tool for connecting with your local audience. We’ll look at that next.
