Harmelin Digital Contributor: Valerie Bisaccia
Google recently decided to remove their Trusted Stores feature in favor of a new type of review: Verified Customer Reviews. A Verified Customer Review is an evaluation a customer can leave after making a purchase from a company’s website. It differs from a typical Google review in that to leave one, a customer must make an online purchase, so the business being reviewed is required to have an online store. There are (3) key ways to benefit from Verified Customer Reviews: 1. Offer an incentive; 2. Follow-up with a personal email; and 3. Respond to both positive and negative reviews.
What this means for marketers: As reviews can be vital to online success, it’s important to build relationships with customers that urge them to give positive feedback. Opting-in to verified reviews can help clients’ organic presence and show an interest in consumers, which is essential for a client’s brand image. Harmelin will recommend using this new Google feature, where applicable, to help clients connect with their audience on a more personal level.