The holidays are over and the reviews are pouring in. Here is what to do.

The holidays are over and you just about survived the mad rush of packing, shipping, and finalizing orders.

If you’ve set up an automatic reviews email, the reviews should be coming in very soon, if they haven’t started already. So now what?

Here are the next steps to take to make your happy customers happier, win over unhappy ones, and bring in new business.

Take the time to respond to every good and bad review

Good reviews

Every business that cares about their reputation and wants to improve their customer experience should take all reviews seriously—not just the bad ones. Responding to positive reviews may seem redundant, but showing your appreciation for them is valuable for several reasons:

  1. It makes customers who left a review feel like their voice matters.
  2. It shows potential customers that you care about their experience.
  3. It shows everybody a human face and voice behind the company.

According to Bright Local, “Responding to reviews is more important than ever, with 30% naming this as key when judging local businesses”.

Bad reviews

If you’ve received a negative review, responding is a must. You want to resolve any issues as quickly as possible because “95% of unhappy customers will return if if an issue is resolved quickly and efficiently”.

That means a negative review is far from the end of the world — it’s actually a chance to win more business.

If you don’t respond to a negative review, potential customers may assume that everything in it is true, and worse, that you don’t value your customer feedback enough to respond. This is a huge turn-off for customers who are on the fence about your business.

For more on how to respond to all the reviews you get, check out our blog post on the topic.

Share your reviews (especially the good ones)

You worked hard for these reviews, and used correctly, they can be a powerful marketing tool for your business (more on that later).

If your business is on Facebook, Twitter and Instagram — and if you sell products, it should be — you need to be letting people know how great customers think your products are. According to SocialMediaLink, “Facebook and Instagram lead the pack for sharing product purchases”.

Shared reviews can help convert new customers, help convince previous ones to leave reviews, and provide a layer of social proof that you are you say you are, that you’ll deliver on your promises, and that you’re overall great to do business with.

Turn your five star reviews into ads

In the paragraph above, we mentioned how reviews can be a powerful marketing tool. It goes beyond just sharing those good reviews on social media, however: reviews can also be used to create authentic, high-converting ads.

While you can follow all of the steps here (or by clicking the header link above), the most important takeaway is that reviews-as-ads work because they are personal stories.

A star-rating is a crucial part of selling online because it gives an overall picture, but personal reviews are tops. According to a survey of 24,000 social media users, 93% of people consider reviews with personal stories to be the most valuable type of all.

Wrapping up

Compared to the holiday season you just went through, taking these steps with your reviews shouldn’t be too much work.

Plus, it’ll be very much worth it as your customer base grows and grows throughout 2018!