Online reviews have been a game changer for businesses of all types. With consumers constantly connected, social media has made it easier than ever for them to share their experiences with others. 

Now, there are many benefits to having positive online reviews. For instance, if your business doesn’t have any good online reviews, potential customers might be hesitant about visiting your physical location or purchasing from you in the future. 

On the other hand, if you have lots of negative reviews and complaints posted about you on various review sites, that is likely to make people stay away from you as much as possible. From now on, let’s take a look at some things you should know about online reviews:

What Are Online Reviews?

Online reviews are essentially written evaluations of a business, product, or service. They are posted by past or present customers and arranged by third parties, who are typically known as the “review aggregators.” 

These aggregators then post these reviews on their websites, which are frequented by consumers who are looking for reviews of various businesses. Online reviews can be extremely helpful in finding reliable and trustworthy businesses.

Depending on the quality of your transaction, you may be able to use a positive or negative review as a marketing tool to increase sales.

Common Types of Online Reviews

Customer Reviews

Customers can also be your harshest critics. Since they have used your products or services, they often have some good insights about how they performed. Therefore, customer reviews are often the most objective type of online review. You can use customer reviews to determine the popularity of your products and services, as well as the general quality of your brand.

Product Reviews

Product reviews are usually posted by customers who have used a specific product. Therefore, product reviews are usually the most objective type of online review. 

These reviews can help you to determine the popularity of your products, as well as their main pros and cons of them. You should also use product reviews to decide when to discontinue certain products from your product line. Thus, you can use them to make business decisions.

Service Reviews

These reviews are also mainly posted by customers who have used a service. Therefore, service reviews are usually more subjective. 

These reviews can be used to determine the popularity of your business, as well as the quality of the services provided by your employees. You should also use service reviews to hire employees. After that, you can use the reviews to evaluate the performance of the employee.

Benefits of Online Reviews

Social Proof

When a consumer reads about other people’s experiences with a product or service, they are more likely to experience the same benefits. Social proof plays a key role in the decision-making process of consumers.

Increased Sales

When a consumer reads reviews about a product or service, they are more likely to purchase it. Many companies use online reviews to determine if a product or service is worth producing in the future or discontinuing.

Better Reputation

Every business wants to build a great reputation, and online reviews can be one way to do so. If you have a bad reputation among consumers, then you probably don’t want to read them. That is why you want to build a strong online presence by choosing effective marketing strategies for reaching out to your customers.

Downsides of Online Reviews

More Work

With the growth of online reviews, businesses now have a bigger workload in maintaining their online presence. You need to find effective ways to reach out to your customers and post reviews about your products and services.

Lack of Authenticity

With so many fake reviews being posted online, it can be hard to tell the authentic ones from the fake ones. That is why you want to choose marketing strategies that will help you get more online reviews.


With so many marketing strategies out there, it can be hard to stand out and get more online reviews. That is why you want to choose marketing strategies that can help you reach out to your customers and post reviews about your products and services.

Things You Should Know About Fake Online Reviews

  • Most online reviews are genuine. Generally, over 94% of online reviews are genuine.
  • Not all online reviews are created equal. Even if a lot of people leave a certain online review, it doesn’t mean that it is legitimate. 
  • You can’t always believe the numbers. Although it is helpful to see what others have to say about a specific business, the numbers on the review site don’t always tell the whole story.
  • You can’t trust all review sites. Although many reputable sites offer online reviews, there are also a lot of illegitimate review sites that post fake reviews.
  • There are no rules on how to write an online review. You may have heard that you have to write your online review in the first person or have to follow certain rules when composing your review. However, this is not true.

Strategies for Improving Your Online Reviews

Respond To Reviews

As we mentioned above, many businesses will get back to any negative online reviews that are posted about them. This is important, as people want to know that a business cares about its service and will make any necessary changes to correct any issues that were mentioned.

Improve Your Customer Service

As we mentioned above, this is a key tactic to increasing your online reviews. You will likely see an increase in the number of reviews you receive if you can resolve any issues that have been reported about you.

Treat Your Employees Well

Again, these reviews are written by your current customers and may be used as marketing tools. If you want to see an increase in online reviews, make sure that you are showing your employees that you value their work.

Respond To Spam Reviews

With the rise of fake review sites, you must respond to any online reviews posted about your business. Many companies are reporting fake reviews, so you may want to respond to any positive reviews posted about you to maintain the integrity of your online reputation.

How To Use Online Reviews

Marketing Tool

First, you should set up an email list for your business. After that, you should start sending emails to your list. You may use any email marketing software that is specifically for this purpose. 

Next, you should start posting some reviews about your product or service. Use the review sites that are specially designed for this purpose. Once you set up an account on these review sites, you can start posting reviews.

Evaluation Tool

These reviews are mainly used to evaluate the quality of a business and its products. Therefore, these reviews can be used to determine the popularity of your brand, as well as the general quality of your products. 

These reviews can also help you to determine when to discontinue certain products. For instance, if your golf balls have many negative reviews and complaints about them, you can decide to discontinue them and discontinue your golf business altogether.

Research Tool

Online reviews can also be used as a research tool for research projects. For example, if you’re a marketing student, online reviews can help you to determine the general popularity of certain products and determine when to launch a marketing campaign. 

Thus, you can use them as a research tool. These reviews can also be used to find out whether your customers are satisfied with your products and services.

Other Questions

Why Do People Write Online Reviews?

Online reviews can provide insight into how customers feel about a business. They may also be used to determine how effective a marketing strategy is. For instance, if you see that 80% of your diners are leaving positive online reviews, you may be able to use that information to boost profits. 

On the other hand, if you have a high number of negative online reviews, that might prompt customers to stay away from your business even more.

Why Is Trust So Important in Online Reviews?

Since you are sharing your experiences with other people on the Internet, you may be a little hesitant to trust strangers with your thoughts on a particular business. However, this is a big mistake. 

Online reviews are typically written by customers who have experienced the business firsthand. You may be skeptical of this at first, but the truth is that a lot of businesses use the reviews that are posted on review sites as a marketing tool. 

They will even improve their online reputation by responding to reviews and retrying to solve any issues that may have been reported about them.

Bottom line

Now that you know what online reviews are, how they are used, and some of their benefits, you are now better equipped to use them to improve your business. As these reviews are typically written by others, you may be hesitant to trust them at first. 

However, make sure to read the reviews thoroughly and respond to any negative reviews that you think may have been posted by a dissatisfied customer. Also, ensure that you are treating your employees well and resolving any complaints that you may have received about your services. This can help you see an increase in the number of online reviews.

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