No matter how you look at it, reviews play a key role in brand discovery, and should be a key consideration for all digital marketers.
For example, search engines use online reviews when deciding which businesses to rank where in local search results. It’s not the only factor they consider, but it’s in the top 3, and that’s important if you want to gain visibility with 89% of the population that use web search engines to make purchase decisions.
Once you’ve earned visibility, nearly all consumers (97%) use online media to research and compare products and services in their local area. 93% of consumers say that online reviews influence their buying decisions.