Millennials are the largest living generation today, and with their sheer number comes tremendous influence and buying power. As businesses look for ways to gain an edge in the marketplace, it’s essential to recognize Millennials and what matters to them — one of which is online review.
Why You Should Generate Reviews: The Importance of Online Reviews for Millennials
Online reviews should be the backbone of a marketing strategy for brands figuring out how to market to Millennials because they address concerns, driving purchase decisions. So before we go into tips on how you can improve online reputation, here’s a rundown of the importance of online reviews for Millennials:
Millennials trust the opinions and experiences of other consumers far more than they do brand marketing campaigns when weighing their options between brands or before purchasing. Reviews from fellow customers are deemed unbiased, allowing Millennials to make more informed decisions.
Millennials often seek assurance that they are buying a product or service of good quality before committing to it. Reviews can also help Millennials to identify which products and services are worth their money, saving them both time and energy when selecting what to purchase.
Millennials are engaged in social media more than any other generation, and consumer reviews are now a significant part of the conversation on social media platforms. Reviews give Millennials an opportunity to join in on such discussions about products or services and share their own experiences.
Millennials highly value transparency in brands, and reviews provide you an opportunity to demonstrate this. Brands that are open and honest about their products and services will be more likely to gain the trust of Millennials.
“Millennials trust online reviews since they serve as the new ‘word-of-mouth’ marketing today,” said Tim Clarke, senior reputation manager at Rize Reviews.
“So paying attention to reviews and responding to them is a relatively easy and inexpensive way to sell more products to Millennials.”
As such, brands should generate reviews and capitalize on them. You can integrate reviews into your marketing strategies to improve online reputation and, ultimately, build strong relationships with Millennials.
How To Market to Millennials With ORM Marketing
Since Millennials are tech-savvy and actively engaged with digital content, you must improve online reputation to build credibility in the eyes of your prospects. Here are some ORM marketing tips on how to market to millennials:
Focus on Quality Products, Services and Experiences
Provide a memorable shopping experience that goes beyond just the product. Don’t forget that other online experiences — browsing your website or receiving support from your team — are crucial elements if you want to appeal to Millennials. If you have an eCommerce shop, make sure you provide plenty of product info and reviews so shoppers have realistic expectations when their order arrives.
Audit Your Online Presence
Before you get more reviews, you must audit your online presence and identify areas of improvement. You need to ensure that the content on your website, social media channels and other digital platforms accurately reflect the values and mission of your business. Moreover, it’s vital to ensure that all of your business information, such as your name, address and phone number (NAP), is updated.
Claim Your Listings on Top Directories
In the tip above, we asked you to identify areas of improvement, which should include a possible lack of business listings on top directories. So, before you launch any review generation campaign, you must ensure that all platforms where your customers can leave reviews are claimed and under control. This way, if you request reviews on Facebook, Google or Yelp, you can respond to them as your brand.
Get More Reviews
Review generation is fundamental because Millennials are more likely to trust businesses with multiple positive reviews from their peers. For your own website, you can incentivize customers to leave a review by offering coupons, discounts or other rewards for taking the time to leave a review. But when you request reviews on Facebook, Yelp, or Google, make sure you understand their guidelines.
Act on Reviews
While you generate reviews, act on the feedback you receive in a timely manner, making them actionable insights. If customers are leaving positive reviews about your business, make sure that you thank them for taking the time to leave the review and offer any assistance if needed. If customers are leaving negative reviews, take the time to address their concerns and suggest potential solutions.
If you do ORM marketing in-house, explore ways you can streamline your process, such as using a reputation management tool. You can also consider partnering with online reputation management companies or independent reputation management consultants if you’re not confident since business owners are often limited with time.
Top Online Review Sites for Review Generation and Review Monitoring
Millennials are increasingly turning to online review sites when researching products and services. Here are the platforms you must consider when you monitor your listings and ask customers for reviews:
- Google – Claiming your listing here allows your business to show up in Google search engine results on pages when a user searches for a business or service.
- Yelp – Yelp is perhaps the most trusted review site for local businesses. Here, you can manage your listing for free or pay a premium for certain features.
- Facebook – Most Millennials are on the platform, so it’s fruitful to request reviews on Facebook. You can also highlight positive reviews on your posts.
- TripAdvisor – If your business is in the hospitality sector, get more reviews on TripAdvisor. The platform is specifically targeted toward travelers.
Another review website where you can ask customers for reviews is Amazon if you have a storefront there. Additionally, since Millennials not only majorly makeup today’s consumers but also the workforce, you should consider Glassdoor for review monitoring and generation.
And since the above are only some of the review sites for review monitoring, remember that you have the option to avail of reputation management services to make your job easier. Online reputation management companies can help you professionally ask customers for reviews and solidify your online presence.
Tips for Responding to Reviews From Millennials
Millennials, born between 1981 and 1996, are the largest generation in the U.S. As such, their opinions and experiences have become increasingly important to businesses of all sizes. Here are some tips for responding to reviews posted by Millennials:
- Ensure your responses are personalized – Millennials appreciate when companies take the time to talk directly to them. Make sure your responses are specific to the individual who posted the review.
- Show appreciation – Thank Millennials for their feedback, whether positive or negative. Express how their reviews are significant in making your day and helping your business grow.
- Offer solutions – When responding to negative reviews, give specific advice or recommendations that can help solve the issue and improve customer experiences in the future.
- Stay active – Millennials are used to fast-paced interactions on social media and other online channels. Ensure you respond quickly and consistently to their reviews, questions and comments.
- Be honest – There’s no need to pretend that everything is perfect when it isn’t. Be honest and transparent about any issues you’re facing and how you plan on addressing them.
To make sure you respond in a timely manner, you can employ a reputation management tool.
Embrace the Importance of Online Reviews With Reputation Management Services
If you’re ready to grab the attention of Millennials and gain an edge over your rivals through online reviews – Rize Reviews is here to help.
We’re a team of reputation management consultants — talk to us for a free demo.