Graphic of local business reviews on a computer

Why local reviews are key to your business’s global growth

August 7, 2024 Digital channels Oban International

In today’s connected world, customer feedback is more powerful than ever, with studies showing that 9 out of 10 customers consider reviews before making a purchase. For businesses aiming to grow globally, leveraging local reviews and user-generated content (UGC) is important. These tools build trust, enhance your brand’s image, and boost sales. Understanding the specifics of each market and applying local knowledge can significantly influence your success. Here’s why local reviews matter and how to incorporate them into your international marketing strategy.

Why local customer reviews are important

Firstly, why invest time in generating local reviews for your business? Consider these reasons:

Enhanced SEO and visibility: Search engines favour fresh, relevant content, and local reviews provide just that. By adding new, keyword-rich content, reviews can significantly boost your search engine rankings in specific regions. Recent and authentic online reviews make it easier for your product pages to rank in search results, generating more organic traffic for your website and landing pages. Moreover, product pages with reviews not only attract more visitors but also achieve 3.5 times higher conversions.

Building trust and influencing decisions: People are more likely to trust reviews from others who share their cultural background and language. Local reviews provide genuine insights, helping to build credibility with potential customers who might be cautious about unfamiliar brands. Additionally, positive reviews serve as social proof, influencing buying decisions by offering strong recommendations from locals, which reassures others in the same market about your product’s quality and reliability.

Customer insight and feedback: Reviews provide valuable feedback about your product or service, highlighting what works well and what needs improvement. This information can help you tailor your offerings to meet local preferences and standards.

Types of customer reviews

Customer reviews generally fall into these categories:

1. Search engine reviews: Google Reviews and other search engine reviews relevant to each market enhance SEO by displaying customer feedback in search results and business profiles, boosting visibility and trust.

2. Review websites: Platforms like Yelp, Tripadvisor, and Trustpilot provide centralised, independent customer feedback that potential buyers can easily browse for unbiased insights.

3. E-commerce website reviews: Apps on platforms like Shopify display customer reviews directly on your online store, matching your store’s look and feel to enhance consistency.

4. Social media reviews: Reviews on Facebook, Instagram, YouTube, and TikTok are highly visible and can quickly reach a broad audience, often including user-generated content like photos and videos.

5. Industry-specific review sites: Specialised sites like TripAdvisor for travel, RateMDs for healthcare (in the US), and G2 for tech products attract targeted audiences in niche markets.

6. Testimonial reviews: Curated testimonials on a business’s website and marketing materials highlight positive customer experiences and build credibility.

7. Blog and influencer reviews: Reviews from bloggers and influencers offer third-party endorsements and increased reach due to their dedicated followings.

8. Forum and community reviews: Online forums like Reddit host detailed product discussions and reviews, influencing niche audiences who value community feedback.

Tips for encouraging positive local reviews

Here’s how you can obtain local reviews for your brand:

Ask for them: This might be a statement of the obvious – but although customers often read reviews, they rarely write them unless prompted. Simply asking can make a big difference – one study showed 70% of people asked to leave a review will do so. Whether through a checkout page prompt, a post-purchase email, or a text request, asking for feedback is crucial.

Create a review-friendly environment: Simplify the process for customers to leave reviews with clear calls to action on your website, emails, and social media. Provide templates to make it even easier.

Incentivise reviews: Offer incentives like discounts, freebies, or prize draws to encourage reviews. Ensure these incentives comply with local regulations and don’t bias the feedback.

Leverage local platforms: Different regions prefer different review platforms. For example, Yelp is popular in the US, while Trustpilot (founded in Denmark) is widely used in Europe. Be present on the platforms most relevant to your target markets. Work with Local In-Market Experts to identify these.

Engage with local Influencers: Collaborate with influencers who have a strong local following. Their endorsements can significantly sway public opinion and encourage their followers to try your product or service. Again, Local In-Market Experts can help identify the right influencers for your brand.

Provide exceptional customer service: Ensure that your international customers have a positive experience from start to finish. Prompt responses, personalised service, and after-sales support can lead to glowing reviews.

How to use positive reviews once you have them

Highlighting positive reviews on your homepage, product pages, and landing pages not only enhances your website’s credibility but also reassures potential customers about the quality of your offerings.

Incorporating user-generated content into your marketing campaigns can significantly boost their effectiveness. Authentic reviews make your advertising and social media messages more relatable and trustworthy, increasing engagement and conversions.

Engaging with reviewers is important too. Thanking customers for positive feedback and addressing concerns raised in negative reviews shows that you value their opinions and are committed to continuous improvement. This responsiveness can enhance your brand’s reputation and foster customer loyalty. Remember, 58% of consumers would pay more to support a highly reviewed business.

Looking at review data can give you useful information about trends and common themes. By seeing what parts of your product or service local customers like and finding areas that need improvement, you can make your offerings better and meet market needs more effectively.

Customer reviews also attract high-intent buyers who are actively looking to make a purchase but may not have considered your brand yet. Review pages capture meaningful intent data, aiding both marketing and sales teams in ensuring positive outcomes and driving growth.

How to handle negative reviews

Negative reviews are inevitable, even with top-notch products and service. How you respond can differentiate you from competitors. Tips include:

1. Follow up: Respond to learn more and resolve issues, potentially leading to review edits or deletions.

2. Be authentic: Use genuine, personalised responses instead of templates. Offer specific solutions to the issues raised.

3. Show appreciation: Thank the reviewer for their feedback and let them know you’re using it to improve your business.

The bottom line

Customer reviews and testimonials are your business’s secret weapon. They can turbocharge your reputation, boost your credibility, and fuel your growth. Reviews help build trust, reel in new customers, and give you valuable insights. By sprinkling reviews into your marketing campaigns, emails, and website, you can attract more visitors and generate better campaign results.

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To find out how Oban can help your business succeed internationally, please get in touch.

Further reading:

Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.