Digital Strategy BY DAN MCMANUS FIVE-STAR POWER
> Reviews matter — a lot. A business’s Google review score is one of the most important factors that influences whether a consumer makes a purchase. In fact, 96 percent of people read re- views, and 86 percent say reviews are the most important or a somewhat important factor in whether they trust a business, according to research by the SEO marketing company Moz. So it can be alarming when a single
one-star review drags your business’s score down. Not only do experts say that it can take as many as 40 five- star reviews to offset a single one-star review, but a lower Google review score can mean that you see fewer new cus- tomers — and who’s in a position these days to lose sales? To protect your online reputation, you need to stockpile five-star reviews so when the inevitable lower score happens, you are protected from a dip. Here is a three-step action plan
to get the most reviews from your customers.
FIVE STARS ON SOCIAL?
It is important to have positive reviews on social media as part of your overall image. But very few floral customers go to social media when they are making a flower purchase. Reviews there are nice to have, but it is the person searching Google that you want to impress. Put all your effort into building Google reviews and over time, make sure that you have a few reviews on each of the social media platforms you use.
TEXTING REVIEW REQUESTS
Texting requests for reviews to your customers is much more effective than emailing. The challenge is that it is illegal unless you have written consent from the customer to text them. Jiffy Lube in 2012 settled a lawsuit for $35 million for texting one time to their customers. The fine was $10 million in 2013 for the fashion company Steve Madden. It might be unlikely that a small business such as a florist would be prosecuted for texting without permission, but the fine is between $500 to $1,500 per text sent, so why take that chance?
1. Send a two-part review request by email to every purchaser. The first part is a satisfaction survey with a one to 10 rating. When a customer rates the experience nine or 10, the email sends them straight to a page that requests a review and has a link to your Google page.
2. For customers that rate your business an eight or lower, the email sends them to a different landing page with a link to Google,
but importantly, an apology that their experience was less than stellar. Provide your name and number and the request that they call you personally and allow you to make it right (few will ever call). The apology serves to diffuse anger and almost always prevents a low rating review.
3. Because so few bulk emails are delivered, send the review request three times or until it is opened. You will get more reviews from the second and third emails than from the first one. If you only send a single email, you can expect less than half of the results than a campaign sending the email three times. To track response effectively, use an email system that can tell when an email is opened and stops sending at the appropriate time.
Reviews and Your Shop For better or worse, your Google review score determines how many new customers pick you during a Google search. Don’t let a single bad review bring down your Google rating and keep customers away. Having a review program in place should be a key part of your growth plan. Build your score and then maintain it by adding as many new five-star reviews as you can each month.
Dan McManus is the founder and president of TeamFloral, a marketing and consulting company for florists.
46 FLORAL MANAGEMENT | July/August 2023 |
WWW.SAFNOW.ORG
SHUTTERSTOCK/TYMONKO GALYNA
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