Marketing to your customers: reviews and testimonials

Online ratings, testimonials and customer feedback have become essential tools for small retailers in today's digital marketplace. They serve as powerful mechanisms that influence consumer behavior and can significantly impact your business growth. Let me explain why they matter so much:

Build Trust and Credibility

For small retailers without the brand recognition of larger competitors, customer reviews establish trust. When potential customers see positive feedback from real people, they're more likely to feel confident doing business with you. This social proof is particularly valuable when you have local studio competitors and lots of other entertainment and creative outlets in your community.

Improve Your Search Engine Rankings

Customer reviews can significantly boost your local SEO efforts. Search engines value fresh, unique content, and genuine customer reviews provide exactly that. Businesses with more positive reviews tend to rank higher in local search results, making your studio more discoverable to potential customers.

Provide Valuable Business Intelligence

Customer feedback offers insights you might otherwise miss. Both positive and negative reviews highlight what you're doing well and where you need improvement. This real-time market research helps you refine your products, services, and overall customer experience without expensive formal studies.

Create Authentic Marketing Content

Testimonials make for compelling marketing material. Genuine customer stories resonate more with potential buyers than traditional advertising. They can be repurposed across your website, social media, and promotional materials to showcase real experiences with your business.

Foster Customer Loyalty

When customers see that you value their opinions by responding to feedback, they develop stronger connections with your brand. This engagement shows you care about their experience and are committed to improvement, encouraging repeat business and loyalty.

Influence Purchase Decisions

Most consumers now research businesses online before making purchases. Positive reviews can be the deciding factor that convinces someone to visit your studio over a competitor. Conversely, negative reviews or a lack of online presence might drive potential customers away.

Provide Opportunities for Service Recovery

Negative feedback, while challenging, offers a chance to demonstrate your commitment to customer satisfaction. Remember that potential customers often specifically look for negative reviews to see how businesses handle problems. A thoughtful response to criticism can actually build more trust than having only perfect ratings, as it demonstrates authenticity and commitment to customer satisfaction.

What to do first?

-Get your Google Business Page current

-Google reviews: look over a quick review and how-to's

Then

-Create a QR code to send people directly to your GBP; display it at your POS

-Stay updated on Google's updates: here's one on a newer search function

Followed by

-Use those reviews! Don't be afraid to share all that positivity! Include reviews on your social posts, emails, website and studio signage.

PS: I'm super proud of the testimonials I've received from clients!

Wrapping up my blog series Marketing to your customers in 2025, I'd like to highlight a few points:

• Your customers know you, like you (often love you) and trust you. That relationship didn't happen overnight.

• Continue to focus your strategies on your customers - not how do I find new ones?

• Your customers will bring you their friends (more customers), but you must remind them to "come back and bring friends!".

• In a year of ongoing challenges hitting creative retailers from all sides, don't ever forget your loyal customer base. They don't want your business to go anywhere. They need you just as much as you need them.

I'd love to hear YOUR customer marketing successes! Please share them in our FB group.

-`♡´- Hillary