Embrace the Space: Inspirational insight from a decade of delivering social media training to businesses that give a damn! by Gary Ennis & Colin Kelly

Author:Gary Ennis & Colin Kelly [Ennis, Gary]
Language: eng
Format: mobi
Publisher: NSDesign Ltd
Published: 2020-12-20T16:00:00+00:00

10 - Ratings, reviews and recommendations

(and encouraging your customers to do your marketing for you)

Gary

Consumers today are lazy. Don’t take it personally – I include myself in that broad sweeping statement. We use things like ratings, reviews and recommendations (a possible next book – ‘The 3 R’s’) to make buying decisions.

The products that usually sell the best on Amazon are the ones which rise to the top when you order the category by Customer Review. Yes, brand loyalty and price point still play important roles, but for some things, the one that everyone else loves, is the one that I’ll love too!

FOMO – fear of missing out. My pals all like it, I’ll like it too. The world seems to be watching this video, so I’ll watch it too. Everyone seems to rate this hotel highly on TripAdvisor, it ‘must’ be good and I want to go too. Rightly or wrongly, if customers make their decisions based on what other people say, then as businesses we need to get more people saying more of the right things.

And what they say counts. After all, in today’s sceptical world, first time customers don’t trust you. Again, don’t take it personally, they don’t trust me either! They don’t know me, haven’t met me, never experienced our products and services, and so there’s a natural bias to be sceptical until proven otherwise. The things I say on the website are potentially all lies: ‘Of course you say you’re the best – you’re trying to sell me something’. Of course you’ll tell me about your latest ‘100% customer satisfaction rating’, as if you’d tell me anything else.

A 2018 report from EConsultancy found that:

"58% of adults don’t trust a brand until they have seen ‘real world proof’ that it has kept its promises.[60]"

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