90% of consumers read online reviews
Being trusted by prospective customers is essential but there’s a consumer trust crisis. We all know that the internet is awash with frauds, fake news, scams and poor content.
Consumers are more cynical and savvy about marketing than they’ve ever been.
Nearly 9 in 10 consumers have read online reviews to determine the quality of a local business (BrightLocal). Similarly, 90% of consumers say they trust online reviews as much as personal recommendations, which means that having good, recent reviews is essential for effective marketing.
Successful businesses need to be trusted; you need to build ‘trust capital’. This is a valuable strategic resource. If your business has high trust capital it reduces the’ trust gap’.
You can achieve this by having a secure website (with an SSL certificate), easy navigation, up-to-date content, a strong team section (because it’s one of the top 5 most visited pages on many websites), an authentic sustainable approach to the environment, offering online chat, a privacy statement, engaging social media presences and good search engine rankings.
Do you have a customer review strategy?
And, of course, you should also have very good customer testimonials and reviews.