A recent Wall Street Journal article “As Online Reviewers Grow, Businesses are Listening” discusses how online reviews, written by everyday customers is on the rise. With sites such as Yelp, UrbanSpoon, Yahoo Local and CitySearch, users have the ability to review and rate their favorite (and not-so-favorite) businesses. Many consumers use these sites to discover and research their choices online. In fact, the article states that 4 in 10 consumers perform online research to aid in offline purchase decisions.
So how can you harness the power of this user-driven content? Some businesses publish positive reviews on their websites, or print them for viewing in their stores. Sites such as Yelp and CitySearch offer the ability for business owners to publish special promotions for their users. Yelp alone had 29 million unique visitors in September, so the purchasing power behind these users is quite attractive.
So in short, be aware of and listen to your reviews. It’s free market research from your actual users!