Why do you need online reviews in the first place?
Between the pandemic and our continued dependency on Google, more and more people turn to online reviews before they make purchase decisions.
In fact, 93% of consumers used the Internet to find a local business in the last year, with 34% searching every day.
But when customers aren’t searching for your bakery by brand name, they rely on what other people say about your business to form their opinion (and ultimately choose where to eat).
An easy way for you to show up in local search results is if:
- You claim your Google My Business profile and fill it out as much as possible
- You’re located close to the person searching
- You have a high number of customer reviews and…
- Those reviews have a high average star rating and…
- The reviews are recent.
Not only do bad reviews negatively impact how high up you show up in Google, 57% of consumers will only purchase from businesses with 4 or more stars.
Benefits of online reviews
According to messaging and reputation platform Podium, online reviews:
- Increase exposure and local SEO
- Increase brand trust
- Create valuable loop feedback
- Improve click-through rate to your website
- Increase revenue
From Google’s perspective…
- More positive reviews show the algorithm that you’re more trustworthy, which gives you a better chance of showing up higher in local search results.
- More details in the reviews help Google understand exactly what you’re good at or known for. They use Natural Language Processing to understand the content of the reviews, so if multiple reviews mention “yummiest croissant donuts in Dallas!” you’ll be more likely to show up in more niche food searches like “best croissants near me”.
TLDR; Customer reviews are the low hanging fruit that get you found faster, resulting in more inquiries and clicks to your website.
Not surprisingly, most clicks from local search results come from the “three pack” of businesses that Google suggests at the top of a search.
Is Google better than Yelp?
Google, Yelp, TripAdvisor and Apple Maps are all important review sites for your bakery to be discovered. You likely won’t be taking reservations, so OpenTable isn’t much of a factor here.
“Today, Google reviews impact the customer journey more than ever. Reviews influence 88% of consumers in discovering a local business. And Google currently hosts the most visible reviews on the internet. According to a recent interview with Neil Patel, collecting as many reviews as possible should be your main focus when it comes to getting found and chosen.”
Google Reviews 101 ebook by Podium
Aim for…
- At least 40 reviews
- At least 4-star average (4.2-4.8 range is best, perfect 5.0 is not trustworthy)
- Quick responses to both positive and negative reviews.
According to Rev Ciancio, the anatomy of a perfect response is a personalized greeting, acknowledgment, value statement, consideration and helpfulness, and a personalized closing. Start by replying to 1-star and 5-star reviews with that framework.
How to collect customer reviews
- Tape a flyer or sticker to your pastry boxes with a QR code or short link.
- Create an Instagram story with a link, like Kessler Baking Co.:
- Use a customer feedback tool like Ovation, Podium or Reputation. Apart from text message marketing, Ovation makes it seamless for customers to leave reviews on a site of your choice. They even design box stuffers to convert third-party delivery orders to first-party.
- Add a survey link or direct link to the platform of your choice in your emails. Southern Roots Vegan Bakery highlights a customer review in their general email newsletter, then encourages subscribers to do the same:
When trying to get reviews from online orders, wait to request feedback until one hour after purchase. Including a link in the order confirmation email is too soon; 24-hours later is too late.
Where to share reviews
Once you start collecting reviews, it’s time to curate the top ones. Scour your inbox, website form submissions, and public review platforms like Google or Yelp. Here are some recommended formats and places to share them:
Instagram or TikTok
Take a screenshot of your top reviews and overlay it against a photo of the menu item(s) mentioned. Either use the customer submitted photo, take your own hi-res version, or create a video sharing behind-the-scenes of how you make that item.
When sharing reviews through your marketing newsletters, you have options. Either copy/paste the review text into the body of your email, insert a screenshot, or work with a graphic designer to create a branded look or even a GIF with a rotating selection of testimonials.
Website
Either copy/paste the text onto your website or find a plug-in that directly pulls Google or Yelp reviews onto your site. I recommend adding reviews to your homepage or location-specific page for multi-location businesses.
Catering brochure
Work with a graphic designer to create a brochure with catering-specific menus and reviews. Bonus points if the customer shares professionally taken event photos to accompany the review.
Where not to share your reviews
- In-store – they’re already going to make a purchase
- SMS marketing – if they subscribed for text updates they want quick news/deals/contests. Don’t waste money on the limited characters you have.
Need help with your online listings?
If you need help…
- Setting up or optimizing your listings for Google Business Profile, Yelp, TripAdvisor, or Apple Maps.
- Curating top customer reviews from across the Internet.
- Sharing reviews with your followers and subscribers.
Send a message to info@donutdigest.com and let’s chat!
