Why five-star reviews are the best FREE marketing tool you have
Asking clients to recommend your business is a great way to boost your credibility online. But if you’re not in the habit of asking for reviews, how do you go about doing it?
For the past couple of years, I’ve focused on asking clients for testimonials on LinkedIn – and I now have over 100 recommendations for everything from ongoing marketing support to website copywriting.
Read on to find out how you can do the same…
The case for online reviews
You just spent a fabulous weekend in London, at a gorgeous hotel with attentive, friendly service, soft, fluffy towels and city views to die for. Chances are you found that hotel by reading traveller reviews on a site such as TripAdvisor or Booking.com.
Most of us choose our holidays, our cars and the movies we watch on the strength of reviews written by other people.
We book dinner at restaurants we’ve read about on Google, and never buy anything from Amazon without first checking the reviews.
Sharing is caring
We live in a culture where we love to share our experiences – good or bad – to help other people make the right choices. Reviews and recommendations shape our lives and influence the decisions we make.
Given a list of three builders, we pick the one who built that incredible extension for the guy up the road. As for graphic designers… did you see how many people have recommended that freelancer in Cheltenham? He must be great!
Customer opinions help to build trust
Recommendations tell other people that we know our stuff. We deliver. We’re credible. We’re creative. We add value. We make their lives easier. We’re fun to work with.
In his 1984 book, Influence, Robert Cialdini lists social proof as one of his six principles of persuasion. When more people are doing something, we feel a compulsion to follow suit.
And therein lies the value of the humble testimonial.
Here are my top tips for using online reviews to make your business more successful.
When’s the best time to ask for a recommendation?
Most clients will be happy to recommend your business if you’ve provided great service. It’s best to ask for an online review soon after you’ve finished a project, while the experience of working with you is still fresh in their mind.
Which reviews should I ask for?
For example, TripAdvisor tends to be the first port of call for hotels and restaurants, Trustpilot is popular with tradespeople, while LinkedIn is popular among professionals. Rather than diluting your efforts and getting a few results across a range of channels, focusing your efforts on one channel can get the best results.
How do I ask my customers to recommend me?
Whichever channel you decide to focus on, send clients and customers a direct link to the review page of the site with a short, friendly note asking if they’d mind taking the time to review your business. If you can ask them in person, even better!
If you’re not used to asking for feedback it might feel uncomfortable the first time you do it, but once you get into the habit it’ll soon become second nature.
How do I ask for a recommendation on LinkedIn?
Asking for a testimonial on LinkedIn is pretty straightforward:
- Open LinkedIn.
- In the search button, top left, type in the name of the person you want to ask for a recommendation.
- Open their profile.
- Under their name are two buttons: Message and More…
- Click More…
- Select Request a Recommendation.
- Use the down arrows on the right to select your relationship. For example: “Claire was a client of mine”.
- Select your position at the time of working with them (hint: it’s usually the top option).
- Personalise the recommendation request, and hit send.
Why Google reviews are good for business
Until now, I’d never thought of asking a client to review me on Google, but with studies proving that Google reviews can help to catapult your business to the top of Google search results, asking for Google reviews is on my action list for 2019.
How do I ask for a five-star Google review?
Asking for a five-star Google review is super simple:
- Open your web browser.
- Type your business name into Google – not the URL to your website – as if you were a customer searching for your business.
- Scroll down to find the button that says Write a review and click this button.
- Copy the lengthy URL to this page.
- Use a URL shortener such a Bitly to create a more user-friendly URL. (Google’s own URL shortener is being discontinued in March 2019).
- Save your shortened link somewhere safe so you can use it again and again (I texted mine to myself and copied it into Evernote – whatever works for you).
- Email recent clients inviting them to leave you a Google review, and remember to include the shortened link to make it super straightforward.
Four uses for online reviews
- Use them for your own marketing Quotes can be used to spice up your website, provide content for your social media accounts, or as the basis for case studies to showcase the value of your services.
- Get noticed online Reviews and recommendations – particularly Google reviews – can help drive your business to the top of search results online.
- Get real Online reviews are a great way to keep track of the things your customers love – and hate – about your business, your products or your services. See negative reviews as a chance to improve your service, not a reason for despair – and always respond politely and promptly.
- Give yourself a boost Bad day? Lost confidence? Read your customer testimonials to remind yourself of why you do what you do – and just how good you are at it.
Most of us are happy to share our experiences, and your clients are no exception – so start turning them into online advocates for your business and building up your online reviews. You’ll soon notice the results.
Social media for small businesses – and why you’re doing it wrong
Let’s get this out the way first, shall we? Social media is as much a pain in the backside as it is a blessing and a way of attracting new clients.
If you’re not disciplined – scrap that… even if you are – it can be a huge, momentous, gargantuan distraction.
It’s also an enormous source of pressure. It sits there in the digital ether mocking you. “Have you updated your LinkedIn profile recently? You really should’ve asked that client for a recommendation by now!” “Wait – you mean you haven’t thought of something acerbic and brilliant to share on Twitter this morning? What’s wrong with you?” “C’mon, you know there’s no point even having a Facebook page these days unless you’re prepared to dig deep and advertise!”
Social. It wants a piece of you. And it wants it NOW.
If you take just one piece of advice away from this post, it should be this: unless you have literally no work – and if that’s the case, I humbly suggest you have bigger problems than how to manage your social media presence – you don’t have time to master all platforms.
You’re not omnipotent. Or is it omnipresent? Or both.
Pick one or two platforms that are best aligned with your client base and do them really, really well. No more.
Sure, you can establish a profile on every platform out there, if you really want to cover all bases – that certainly won’t harm your Google ranking – but as long as your information is up-to-date and relevant, leave it right there, thank you.
Then back slowly away from the time-sapping, energy-draining social media vortex.
Which will you choose?
Those of you with visual businesses – hotels, florists, designers, manufacturers of cute-looking-OMG-I-just-HAVE-to-have-thats – you’ve got it made. In fact, I hate you. Just a tiny little bit.
Your business can flirt with any one of the social platforms and get those customers clicking and buying like a match made in retail heaven. Take your pick. Then take your pics. (Sorry.)
Instagram and Pinterest
Once you know your audience, and you’ve nailed your brand (and I know just the guys if you need help with that) make sure everything you post reflects your brand’s values and a professional image – by that I don’t mean business speak, I mean mistake-free – and you’ll soon be attracting those clients like a match made in retail heaven.
Get busy with that camera and learn to make your business look great. Great social media content doesn’t need expensive gear. Get your smartphone out and get snap, edit, and post happy.
Apps such as Over, Canva and Spark Post help you combine text and images for eye-catching posts, while free apps such as Snapseed and Afterlight are great for editing your pics.
Experimenting will teach you the hashtags and style that works for your audience, and remember, there’s no harm in taking inspiration from competitor businesses that do Instagram and Pinterest well – just no outright copying, please. No one likes a cheat.
Then feel a teeny bit smug – and certainly grateful – that you don’t have to think of clever ways to illustrate being a goddamn freelance copywriter. Because, let’s be honest, Instagram and Pinterest aren’t a lot of use to service businesses. I know. I am one.*
*Okay, so I do them both anyway, but I do them for fun. Any business I get on the back of them is incidental, not planned. Sorry, social media gurus.
I’m going to stick my neck on the line and say whatever business you’re in, you need a profile on LinkedIn. Not a company page. A personal profile.
LinkedIn doesn’t have to be one of the two or three platforms you decide to do really well. You don’t have to sit on there day in, day out, engaging, liking and posting – but show up and be present.
If I meet someone at a networking event, the first thing I do when I get back to the office is connect with them on LinkedIn. If they’re not on there, I assume either they don’t take their business seriously (and if they don’t, why should I?) or that there’s something fundamentally wrong with them. And believe me, I’m only being a tiny bit tongue in cheek when I say that.
Think of LinkedIn as your virtual CV.
I’m in my 19th year of working freelance, and if anyone is out of touch enough to ask me for a CV, I refer them to my LinkedIn profile. Because even if LinkedIn wasn’t one of my three (it is) it would sit there, up-to-date and relevant, showcasing my skills and experience to anyone who wants to work with me.
That’s the bare minimum.
If you want to do LinkedIn well, start by optimising your profile. There are plenty of people out there who’ll happily tell you how to do that. Keep it open in your browser and check it once a day. Keep your profile up to date. Like and comment on relevant posts. Ask your clients for recommendations (I’m up to 102, at the last count). Congratulate people on their new jobs.
But be authentic. Don’t like and comment and share for exposure. That doesn’t feel good.
You might even consider posting your own articles on there, just like this one.
I’ve had such good results from my LinkedIn articles that I’ve started posting all new blogs on there and using my other social media accounts to drive traffic to the post on LinkedIn, rather than to my website.
I know. Controversial.
But it’s not, really. Engagement on my most popular post – remember the secret confessions blog? – looked a little something like this: a tiny little circle representing all 3,200+ of my LinkedIn connections, and a great big circle representing views from second-tier connections. That’s a LOT of engagement, and a lot of quality leads heading my way.
Thanks, LinkedIn. I love you, too.
I love Twitter. There are still predictions of it going down the pan. I hope that doesn’t happen.
But people still get it wrong. They post things like this:
Looking for a copywriter? Let me write your website for you!
Has it gone yet? Seriously, that’s the quickest way to turn people right off your business. Social should be just that – a chance to engage with people. Be professional, but don’t be afraid to share your personality. People deal with people, remember? Not bland, faceless companies, bun-fighting for every job that comes along.
So dial down the desperate, and start engaging, informing, and entertaining.
Get your name out there as a trusted source of information on your area of expertise. Share tips, tricks and advice. Reply to questions. And be nice.
I’ve never been convinced about Facebook pages as a tool for service businesses, but perhaps that’s simply because it doesn’t work well for me.
If you’re in the business of selling cupcakes, jewellery, or another photo-friendly product, it can work really well – and there are many pages out there that prove it.
That said, I keep my page up to date, and aim to post daily. Language-relevant funnies and thought-provoking questions get the best engagement for me, but trial and error will show what works for your business.
Whatever business you’re in, you’re more likely to attract new customers and sales through Facebook if you’re prepared to advertise. And that’s a whole other subject.
So, that’s it. I know – I haven’t touched on the virtues of scheduling, the value of video, or the pros and cons of narrative vs ephemeral content (think Snapchat and Instagram stories), but then I’m a copywriter, not a social media guru. Besides, I can always save that for another day.
Which platforms work best for your business? Drop me an email and let me know.