Over the past couple of months, I have been purchasing a number of items from one particular shop and have started to receive emails from them asking me to review each of those items for their website.
It isn’t the first time I’ve received such emails, and it appears to be something which is becoming more common as major retailers recognise and try to capitalise on word of mouth advertising. Basically, they want to use my comments to encourage other consumers to buy the products – almost as if I’m stood next to the potential customer telling them they should.
It is a long-established form of marketing and one which has always been useful and successful for both consumers and sellers. It is also now far more usual for us, as consumers, to use such marketing online – for example, you check your hotel on Trip Advisor before booking, or the product reviews on Amazon before purchasing, almost as second nature in all transactions.
As a small business, you may not be able to put client testimonials on your website, but if you have a Facebook or Twitter, you can encourage your customers to leave your business comments and reviews there. Don’t be afraid to ask key customers to send you a review, especially if they are leaving your business satisfied.
Using your existing customers to verify how good your business, products and services are is an easy way to encourage other people to use your business and to ensure ongoing promotion at little or no cost, and shouldn’t be overlooked as part of your overall marketing activities.