What Are 3rd Party Platform Reviews And Why You Should Care?

As a business owner, you’re always looking for new ways to increase your profits and grow your company. One way to do this is by using third-party platforms to market and sell your products or services. While these platforms can be a great way to reach more customers, it’s important to be aware of the potential risks involved in using them.

In this article, we’ll discuss what third-party platform reviews are and why you should care about them. We’ll also provide some tips on how to spot fake reviews and protect yourself from scams. Read on to learn more!

We would almost all agree that marketing activities such as email, SEO and website content are all essential pieces of a good marketing strategy in convincing people to do business with us. We will even agree enthusiastically that client testimonials are super important to winning new business but most often a critical item overlooked is customer reviews made on 3rd party websites or platforms such as Facebook, Google, TripAdvisor and Trustpilot to name a few. 

Customer reviews have a direct influence on your opportunity for new business along with hugely increasing conversion rates. A recent survey by BrightLocal showed that “91% of consumers say that positive reviews make them more likely to use a business” 

The beauty of the 3rd party platform is that because the recipient of the review has no control over the process of adding the review content it is deemed as a lot more unbiased, genuine and authentic by prospects than say, for example, a testimonial that is written and displayed on the recipient’s own website. 

The more positive reviews you get the stronger your brand and business becomes in the mind of the researcher. It is important that you as a business also respond to these reviews and ratings though, firstly as a thank you to your client for taking the time and effort to contribute to making your digital reputation stronger but also it is possible there will come a time that you have someone leave a negative review and these are just as important to attend to. 

If you do happen to receive a negative review online, look at it as an opportunity to prove your commitment to the customer by addressing the situation honestly and as transparently as you can. If you have messed up, just admit it while working to get it fixed and mostly you will find the person is more than happy to provide a follow-up on the review on how well the issue was addressed. Of course, it doesn’t always go like this and there are sometimes situations where the demands and expectations are plainly unreasonable but always stay polite and provide details as appropriate so the situation is clear to anyone who may read it. 

So let’s run through some pointers to get your business on the road to getting some reviews on third-party platforms. 

Set Up Company Profiles On Applicable 3rd Party Sites For Your Business

The following list is some options where you can get your reviews listed. Most of these platforms are free although some may require a membership to access all features.

Google Business Profile (formerly Google My Business)

Google Business Profile, which used to be called Google My Business, is a well-known platform for customers to share their thoughts about businesses. It’s super important for local businesses. It’s a big part of Google and helps people find businesses on Google Maps.

How it’s useful: Google Reviews is a friendly way for customers to leave their thoughts on a business’s Google page. When people say nice things about a business, it can bring in more customers and help the business show up better on local searches.

Monthly Visits in the U.S.:About 17 billion visits (according to SEMrush).

Pros of GBP:

• Easy to find: Since Google is so popular, lots of people see these reviews.
• Business info: It gives businesses information about how people use their Google page.
• Works with Google: You can manage it with a Google business account and apps that connect with Google.

Cons of GBP:

•  Anonymous: Sometimes people don’t use their real names, and that can lead to spammy or fake reviews that are hard to remove.
• No manual deleting: You can’t turn off or delete reviews yourself, so you have to talk to Google to fix problems, and it might take a while.
• Basic ratings: The ratings are simple with just 1 to 5 stars. It might not help much for detailed things like food quality or service in places like restaurants.
• Good for: All kinds of local businesses, especially restaurants. Make sure your business hours are up to date.

Facebook Recommendations

  Facebook is a popular place for people to talk about their experiences with businesses. It’s a bit different from Google because people can “Recommend” or “Not recommend” a business. They can also say more about their visit and pick tags like “Slow service” or “Fresh doughnuts.”

How it’s different: It’s a great place for customers to talk to businesses on Facebook.

Monthly Active Users Worldwide: About 3 billion people (according to Facebook).

Pros of Facebook Recommendations:

• Talking to people: You can chat with customers and give personal responses.
• Expansive reach: Lots of people are on Facebook, so having your business listed on the platform is beneficial to get more eyes.

Cons of Facebook Recommendations:

• Hard to find: Reviews might not be as easy to see as on other review websites.
• Good for: Stores, restaurants, fun places, and local services.

Yelp

Yelp is a popularly used website across the globe where people write long reviews about businesses. It’s important for making businesses seem trustworthy.

How it’s useful: You can talk to customers, answer reviews, and show that you care about making people happy.

Monthly Visits in the U.S.: About 117 million visits (according to SEMrush).

Pros of Yelp:

• Google Check-In: People can share their visits and help businesses show up better on searches.
• Lots of reviews: Many people write reviews, so you can learn a lot.
• Community support: Lots of people use Yelp, so it helps build trust.

Cons of Yelp:

• Review rules: Some reviews might not show up if they don’t follow the rules.
• Good for: Restaurants, salons, professionals, and businesses that want to look great online.

TripAdvisor

TripAdvisor is all about travel. It’s very important for businesses in the travel and hospitality world.

How it helps: It’s a good place for travel businesses to show off and bring in travellers.

Monthly Visits Globally: About 150 million visits (according to Semrush).

Pros of TripAdvisor:

• Travel focus: It’s just for travel and hospitality, so it’s perfect for them.
• Bringing in travellers: Good reviews can get more people to come to hotels, restaurants, and fun places.
• Helps with planning: It’s great for people who are planning trips and want to know what’s cool in different places.

Cons of TripAdvisor:

• Just for travel: It’s mostly for travel and fun places.
• Good for: Hotels, restaurants, fun things to do, and travel companies.

Better Business Bureau (BBB)

BBB is all about making sure businesses are honest and good. It tells people about a business’s reputation.

How it’s useful: Being accredited by BBB and having good reviews can make a business seem more honest and trustworthy.

Monthly Visits in the U.S.: About 12.5 million visits (according to Semrush).

Pros of Better Business Bureau:

• Honesty and trust: BBB cares about businesses being honest.
• Being accredited helps: Being accredited by BBB can make a business look better.

Cons of Better Business Bureau:

• Mainly in North America: It’s mostly for businesses in North America.
• Good for: Businesses that want to seem honest and trustworthy.

Trustpilot

 Trustpilot is a well-known website where people talk about businesses and trust. It’s all about getting honest feedback and showing that you’re trustworthy.

How it helps: Trustpilot is great for businesses that want people to trust them and build social proof.

Monthly Visits Globally: About 83 million visits, and in the U.S., about 17 million visits (according to SEMrush).

Pros of Trustpilot:

•  Building trust: It’s all about making people trust you with real reviews.
• Works for many businesses: All kinds of businesses can use Trustpilot.
• Good in Europe and the U.S.: It works well in Europe and the U.S.

Cons of Trustpilot:

• Some things cost money: Some of the more useful features in the platform require a subscription.

Benefits of Using Third-Party Review Services

Customer reviews play a pivotal role in shaping consumers’ trust and engagement with a brand or product. Third-party review services, which aggregate and display reviews from actual customers, have become an essential tool for businesses looking to bolster their reputation and build stronger connections with their audience. Here are some of the key benefits of using third-party review services:

Enhanced Trustworthiness

One of the most significant benefits of utilising third-party review services is the substantial boost they provide to a company’s trustworthiness. Customer reviews posted on independent platforms carry a significant level of authenticity, as they are written by real customers who have experienced the product or service firsthand. This authenticity lends credibility to the reviews and, by extension, to the brand itself. When potential customers see genuine, unfiltered feedback, they are more likely to trust the company, as they perceive it as transparent and reliable.

Improved Customer Engagement

Third-party reviews also contribute to increased customer engagement in several ways. When customers leave reviews, they are actively participating in a dialogue with the brand. This dialogue is an essential aspect of customer engagement, as it allows businesses to interact with their customers, address concerns, and thank satisfied clients. This two-way communication fosters a sense of community and belonging, making customers feel valued and heard. As a result, customer engagement levels rise, leading to a stronger connection between the brand and its audience.

Social Proof and Decision-Making

Reviews are a form of social proof that can significantly influence the decision-making process of potential customers. When shoppers see positive reviews and ratings from their peers, they are more likely to feel confident in their purchase decisions. Conversely, negative reviews can also be informative, helping customers make informed choices and potentially preventing them from making a poor purchase. Third-party review services make this social proof readily available, aiding customers in their decision-making and further strengthening trust in the brand.

Constructive Feedback and Continuous Improvement

Reviews, whether positive or negative, provide valuable insights for businesses. Third-party review services allow companies to gather constructive feedback from their customers. By analysing this feedback, organisations can identify areas that need improvement and make necessary adjustments to enhance their products or services. This feedback loop ensures that businesses continue to meet their customers’ needs and expectations, which is essential for long-term success.

SEO Benefits

In addition to trust and customer engagement, third-party reviews can also impact a company’s online visibility. Search engines like Google often consider review signals in their ranking algorithms. Having a higher number of positive reviews can improve a brand’s search engine ranking, increasing its online visibility and attracting more potential customers.

How to Respond to Third-Party Reviews

Responding to customer reviews, both positive and negative, is a crucial aspect of maintaining a strong online presence and building trust with your customers. In this section, we’ll explore the importance of reviews and provide valuable tips on how to respond effectively.

The Importance of Reviews

Customer reviews are more than just feedback; they are powerful tools that can shape your brand’s image and influence potential customers. Here’s why they are so important:

Credibility and Trust: Positive reviews enhance your credibility and trustworthiness. They serve as endorsements from real customers, assuring others that your product or service is of high quality.

Improvement Opportunities: Negative reviews offer valuable insights into areas that may need improvement. Addressing these concerns can lead to a better customer experience and overall business growth.

Engagement: Engaging with reviews shows that you value your customers and their opinions. It fosters a sense of community and connection, which can lead to increased customer loyalty.

Tips for Responding to Negative Reviews

• Stay Calm and Professional: It’s essential to maintain a professional and empathetic tone in your responses. Avoid getting defensive or confrontational, even if the review is unfair. Address the customer’s concerns respectfully.
• Acknowledge the Issue: Start by acknowledging the problem raised in the review. This shows that you’ve read and understood their feedback.
• Offer Solutions: Provide a solution or offer to address the issue. Whether it’s a refund, a replacement, or an explanation, demonstrating your commitment to resolving the problem can turn a negative experience into a positive one.
• Take the Conversation Offline: If the issue is complex or sensitive, suggest continuing the conversation privately. This prevents airing disputes in a public forum and allows for a more in-depth discussion.

Tips for Responding to Positive Reviews

• Express Gratitude: Begin by expressing your gratitude for the positive review. Thank the customer for taking the time to leave feedback.
• Personalise Your Response: Mention specific aspects of the review to show that you’ve read it thoroughly. This demonstrates that you value each customer’s input.
• Encourage Loyalty: Use positive reviews as an opportunity to build customer loyalty. Encourage the reviewer to return or share their experience with friends and family.
• Maintain Consistency: Keep your responses consistent in tone and style to create a cohesive and professional image.

Best Practices for Managing Online Reputation

A positive online reputation can be absolute goldust for businesses, helping them attract new customers, enhance trust, and drive growth, while a negative one can deter potential clients and harm your brand. To ensure your online reputation remains favourable, consider these best practices:

Ask Your Existing Customers For Help With Reviews

 If you are an existing business, you likely have built up a database of satisfied clients over time who would be more than happy to leave a review on your company. You need to make it easy for them though, create a link to your profile on the review platform which you can email them and they can complete the review from there, here is the ‘how to’ for Google Reviews. Contact them and explain that you want to build up your online reputation with these reviews and that you would really appreciate it if they would leave you one. We all get busy though, so if they haven’t left one within a couple of weeks, follow them up again.

Make Asking For A Review Part Of Your Post-sale Customer Service Process

Depending on your particular business model it is a good practice to follow up with a customer care phone call after the sale is completed. This is a good opportunity to ask how the customer found the product and experience and the best time to be seen as proactive in dealing with any issues should any have come up during the transaction. 

We’ve experienced firsthand where this process was followed and there was an issue but the timely follow-up and rectification resulted in some of the most glowing customer reviews to date. Train your staff and develop your culture to deliver amazing customer experiences and make it second nature to ask for feedback and reviews on the provided service.

Monitor Your Online Presence

Regularly monitor various online platforms, including social media, review sites, and forums, to stay informed about what people are saying about your business. Automated tools and alerts can help streamline this process, ensuring you’re aware of new mentions and reviews.

Respond to Reviews

Engage with both positive and negative reviews promptly and professionally. Thank customers for their feedback, address any concerns, and offer solutions when necessary. This demonstrates your commitment to customer satisfaction and can improve your reputation.

Promote Transparency

Be transparent about your products, services, and pricing. Misleading or deceptive information can damage your reputation quickly. Transparency builds trust and fosters positive relationships with your audience.

Deliver Exceptional Customer Service

Outstanding customer service is a cornerstone of a positive online reputation. Consistently exceed customer expectations, and strive to resolve issues swiftly and amicably.

Publish High-Quality Content

Create and share valuable content on your website and social media channels. This not only showcases your expertise but also helps push negative content down in search engine rankings.

Optimise SEO Strategies

Effective search engine optimisation (SEO) can help control the narrative about your brand. Target keywords and phrases associated with your business, ensuring that positive content ranks well in search results.

Stay Active on Social Media

Regularly update and engage with your social media followers. Provide relevant, interesting, and informative content to build a loyal online community.

Address Negative Feedback Internally Too Not Just Externally

Use negative feedback as a catalyst for internal improvements. Assess customer concerns and make necessary changes to enhance your products or services.

Manage Online Crises Gracefully

In the event of a public crisis or controversy, handle the situation calmly and professionally. Communicate openly with your audience, take responsibility where necessary, and outline steps for resolution.

Protect Personal Information

Safeguard your customers’ personal information to prevent data breaches and security issues, which can severely damage your reputation.

Seek Professional Help

If managing your online reputation becomes overwhelming, consider enlisting the services of reputation management experts. They can help you navigate challenging situations and implement strategies to restore your brand’s image.

Never Stop Learning From Customer Reviews

The information you can glean from customer feedback both good and bad allows you to continually improve and optimize your products, processes and services. There are a number of metrics around client satisfaction such as Net Promoter Score (NPS) and “The average time taken to resolve a customer issue” that are very useful KPIs to track and manage to ensure your business is staying on course in regards to customer satisfaction.

“Feedback is the breakfast of champions.” – Ken Blanchard

Whether you like it or not your prospects are searching online for what other people say about your business and forming decisions upon what they find. Putting a focused and consistent effort to build your online reviews on third-party platforms available will pay off generously by strengthening your brand and providing crucial social proof that influences your potential customers to choose you over your competitors.