Online Reviews are now an essential part of website marketing. People have always asked friends and used word of mouth whether hiring a plumber, booking a hotel or buying an electric jug. With social media growth and the myriad of information sharing, product and business reviews are everywhere online and viewed daily by millions.

As explained in Google’s insightful ebook, Zero Moments of Truth, independent reviews are playing a greater role in the purchase decision process. In a matter of minutes anyone online can learn what others think of your product or service. While your marketing messages and customer touchpoints are still critical, independent review information is growing in significance.

This is quite logical given that consumers want an independent opinion. Even if you are a trusted brand, most people expect you’ll use a little marketing spin just to keep up with everyone else in the market. Independent evaluations, whether from trusted friends or complete strangers are a natural way for consumers to gain reassurance before giving their money away.

In most cases you have no control over what people say about you, but you often can respond to reviews. Many platforms such as Tripadvisor and Google Places let you login and respond to reviews, both positive and negative ones. This is great because it gives you the chance to represent your business and be involved in the conversations. In the old days you would have no way of knowing, or responding if someone complained about your company at a dinner party, whereas now when it's done online you can.

Whether you like it or not, online reviews are growing. It is better to proactively grow your positive reviews and quickly manage any negative ones, than to simply do nothing. Allocate 15 minutes a week to monitoring and managing online reviews as part of your social media marketing and you’ll be on your way. We’ll be posting a future blog with tips to help you with your online review management, so stay tuned.