The significance of responding to customers online could not be more prevalent as reviews continue to grow more than ever before. Besides the fact that reviews from consumers help others decide whether they should go to a business or not, reviews are now more common on search results pages-- meaning a lot of eyes can see what is being said about your company online.

The influence that reviews have on consumers is staggering: more than 88% of online consumers include reviews into their purchase decisions (Webrepublic, 2015). Businesses are told to get more reviews on review sites to keep attracting new customers. With so many review sites out there, where does a business even start? Your business may be afraid to manage customer reviews on review sites as you may not want to wind up in one of these scenarios:

• receive zero reviews
• get no recent online reviews
• get bad online reviews
• or, your company just has unmanaged online reviews across several review sites

Unfortunately, your business is losing out. This lack of free online word of mouth is really hurting your business by inaction, because reputation drives conversion.

1) Business reviews and social posts help form your company's online reputation

As a matter of fact, one of the worst things your company can do is ignore your online reviews and social posts. As easy as it is to err when handling your company's online reputation, it can also be easy to recover if done correctly (and with apology). While damage will inevitably happen, your business can take steps to reduce the level of damage that can occur. The biggest mistake of all your company can make is not taking part in helping to shape the conversation regarding your company online.

2) Business reviews offer valuable feedback for your company

While it can be easy for your company to take negative reviews to heart, it is important to recognize that reviews are useful feedback. Overall, reviews are valuable feedback! They help your company determine their performance and see how you can improve. There is always room for improvement and a lot can be learned even from positive business reviews. With reviews, your company can see which products or services you should be showing off, which needs work, and even see which employees rock at customer service.

3) Your business reviews can now show up in search results

Search engines have caught on to the popularity of reviews and are now showing them more prominently. So, if somebody searches for your business, there is a chance that reviews from review sites could be presented on the search engine results pages. In Google's markup-- the annotated content that appears in search-- of a company or product, business reviews and ratings can now be included in search results. Basically, when a user conducts a search on Google, Google will find and potentially show review summaries from online business reviews and customer ratings. Below is an example of how business reviews are now showing up in search results.

How can companies get more reviews?

There are a variety of strategies your business can use to get more business reviews, including let them know that you're on Yelp or GMB, encourage consumers to give feedbacks on how to improve the business, send out weekly newsletter about the most recent updates of menus, services and/or products of the business.

Three important review site management tips:

1) Remember to add or claim listings on the top review websites

It's a good idea to add or claim a listing or business profile on the most prominent review websites (unless your company does not fit with the niche), fix your business's listing info and start receiving more business reviews!

2) Your business should continue encouraging feedback from consumers

Asking the typical customer for feedback can be hard work. Granted, it is typically easiest to get feedback from consumers that are either really satisfied or really unhappy with the level of service they were provided. Your company should always remember to ask as customers are busy creatures and will not remember unless they are asked or reminded to leave feedback.

3) Customers are more open to leaving reviews on review websites

Why not simply request business reviews or testimonials on your company's site? Well, asking customers to leave a review on your company's website seems a lot more screened and inauthentic than simply asking customers to leave reviews on a trusted review site. Because the review site is a third party, it feels more open for consumers to leave a genuine, unbiased review.

Business reviews are here to stay

In conclusion, there's no avoiding business reviews. The bright side is that there are methods to receive more business reviews as well as effectively managing reviews from consumers. Also, companies need not fear negative online reviews, as there are ways to negate the impact of negative reviews.

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