How much does what people say about your company online matter?
Marta and Noe want to go away for a few days. To recreate their mother-daughter bond and relax in a good hotel, just like her friend Silvia did, who went away for a few days to Córdoba on the previous holiday to a beautiful place, with a heated pool, very well located. The hotel recommended by Silvia no longer had any vacancies. So Marta - an expert at finding comfortable places at a good price - went online and found another one with very good reviews. Marta clicked the buy button.
If one could be a direct observer of the mechanism that operates in the choice of one product or service over another, one could understand exactly what variables intervene in that decision.
Monitoring this process - that is, knowing when the desire to have something appears and why the user makes the definitive click– is one of the topics of marketing analysis, enriched with the contributions of neurosciences.
However, without being an expert, a first conclusion can be reached. In digital life, the same thing happens as outside of screens: the final purchase decision is influenced by user opinions. The vast majority lean towards what has already been tested and approved by others.
This opinion often comes in the form of a review, and other times, it is presented implicitly, such as when we see a celebrity using a certain brand or - almost without realizing it - we detect that influencers or key figures in a topic are using the product that we “casually” desire to have.
Nothing is random. Each particular decision is accompanied and enhanced by a narrative, a set of stories and values that were created by the brand and enriched by users, who validate or disapprove of new products on social media or on sites specially created for giving opinions.
We have already talked in a previous post about the importance of generating validations. But let's return to this very important topic when the goal is to position a business online.
What resources should not be missing from your validation strategy?
Always in the pursuit of generating trust - one of the main values that accompany good commercial relationships - your proposal is greatly enriched when it includes a good production of your completed works, with professional quality images and testimonials from satisfied clients.
Digital channels require specific work aimed at demonstrating solvency, professionalism, and quality in your proposal. The endorsement of those who have tried your product or service adds transparency and credibility.
We share 5 actions to generate adherence to your brand
1- Website
It is a great tool for generating spaces for opinion among your clients. These reviews can be cited as testimonials of satisfaction that endorse your commercial activity, your products, and your trajectory.
2- Google My Business
When creating a profile on this free platform, you get a listing of your business activity that allows you to be found by Google search engines. This listing includes business data, such as:
- Service or products offered by the company.
- Website.
- Address and how to get to your physical location (if applicable).
- Phone and opening hours.
- Photos of the company and team.
- Company reviews by users.
3- Create your profile on specialized sites
Depending on your business sector, it's possible to find niche sites where users share their opinions. This happens with platforms like Booking, Tripadvisor, Trustpilot, thematic blogs, forums, and others.
4- YouTube Channel
CCreating a channel on this social network is another option you can include in your referral menu.
5- Facebook and Instagram
Creating surveys and generating participation is a way to add opinions and endorsements for your brand. There are many strategies to encourage audience participation: uploading stories tagging the account, actions with influencers, or polling opinions through a question box and giveaways are some of the possible initiatives.
It became clear that to be present in the desire of potential buyers, it is necessary for your proposal to be talked about on the internet. However, it is fair to say that there are people who do not decide to promote opinions about their activity on social media.
Of course, it's not easy to accept that people won't always speak well of you and that -sometimes- they won't even have knowledge about the topic.
In our agency, we had to convince some of our clients on this point and help them understand that:
- It's impossible to please everyone.
- There are clients who get a bad impression due to things beyond your control.
- It's an achievement when the dialogue becomes between users who generate a true community of “recommenders”.
- The user takes an average of all the opinions they read.
In summary: doing things well will help people speak well of your proposal but… if it's not always like that, don't despair!
Don't be afraid of people talking about you on social media. There are many tools you can use to boost and grow your good reputation.
Tell us! What validation tools do you use for your business?
