There are many reasons you should pay attention to reviews. They are essential to your brand and reputation and bring many benefits to your company. Here are some things you should know about reviews and how they can be a useful tool for your business.

What makes reviews important?

Consumers are increasingly depending on what others have to say about a business. Whether your reviews are good or bad, they have a significant impact on your brand. Not only are they the first thing customers turn to when researching your company, but they’re also very relied upon. According to Planet Marketing, 90 percent of people check online reviews before making a purchase, and 88 percent of people trust them. This is important to the growth of your business because new customers like to hear what your existing customers think about you and your work.

What are the benefits?

Surprisingly enough, one of the best ways to benefit from reviews is by utilizing negative or constructive ones. Since these types of reviews usually include something that could be improved in your business, you can use this to your advantage by understanding what your customers want and implementing it. This also gives you the opportunity to show your audience that you care about what they have to say and are willing to listen and improve.

Reviews also can draw attention to your business and help enhance your SEO. If you have a significant amount of reviews, it shows potential customers that you’re giving people something to talk about, laying the foundation for a relationship of trust. As for enhancing your SEO, getting reviews for your business on Google, social media, and your website help build the credibility of your business in the eyes of search engines.

How do you deal with negative reviews?

It’s important to respond to negative reviews, as it shows the customer that you care about what they have to say. There are benefits to responding online, but the entire conversation shouldn’t take place in the open. Respond promptly, but direct them to a private channel so that you can fully focus on solving their problem. By responding in the open, customers can not only see how you handle negative reviews but that you care about what they have to say and are willing to listen and improve.

If you receive a review that is neither positive nor constructive, it is important to be polite and let the customer know that you understand. Take responsibility for any issues and take the customer seriously. It’s also a good idea to find the good in a bad review and bring it to the surface to show the positivity of your business.

No matter what kind of review you receive, always pay close attention and interact with your customers. If you understand the benefits of doing so, you will be able to easily utilize reviews to extensively benefit your business.

Kacie Schechter is a Marketing intern at Atwill Media. She is working toward a bachelor's degree in Marketing from the University of Arkansas Walton Honors Program.

In her free time, she enjoys spending time with friends and family, going on lake trips, coaching young cheerleaders, and online shopping.