There are many factors that influence a customer’s purchase decision and one of the most important is user reviews. Studies have revealed that products with good user reviews are usually preferred by customers. Getting positive reviews is an important objective of digital marketing campaigns that are launched on popular social platforms such as Facebook, Twitter, YouTube, LinkedIn, Google Plus, etc. Globally, businesses are spending a lot of time, effort and monetary resources to increase their positive reviews and decrease negative ones. However, negative reviews are not all that bad, as they appear to be. As a matter of fact, negative reviews can actually be helpful for businesses. Here are some reasons, as to why negative reviews are important for your business.
Shows genuineness of reviews: Negative reviews are a clear indication that the reviews are genuine and provided by verified customers. If all reviews are positive, it might create doubts in the minds of prospective customers. They might start thinking that the reviews are fake or paid reviews. Reviews that score 100 percent positive may not be acceptable to the human mind. Negative reviews add a sense of genuineness to the review page. So, it’s better to have some negative reviews along with the positive ones. An overallpositive rating of above 90 percent would be most appropriate for making the right impressions on the target audience.
Opportunity to improve: Negative reviews provide the opportunity to improve the product or service. It is possible that there are some real problems with the product, which need to be fixed. Such problems can only be identified if businesses take the time to read negative reviews provided by customers. Some customers may just be needlessly angry, but there can be good ones too who may be trying to pinpoint the shortcomings in an effort to get a better product.It is these customers that businesses need to listen to and make efforts to improve the product.
Shows you care: When businesses respond to negative reviews on social media platforms, it shows that they care about their customers. It shows that the company cares about their brand and is willing to make changes to improve the product/service. By responding to negative reviews in an effective and timely manner, businesses can try to assuage the hurt caused to the customer. This in turn will help create a positive image about the brand and boost customer loyalty.
Positive reviews are certainly desirable for ensuring the success of digital marketing campaigns, but negative reviews also play an important role. Instead of getting paranoid about negative reviews, businesses should use it constructively to boost brand image and customer satisfaction.