Include Google Reviews in your digital signage

Many digital signage software packages allow you to integrate Google reviews into your communication screens. So you can easily display the latest reviews written by your customers on Google. But why are reviews important, and why include them in your display? From increasing sales to supporting your SEO activity and improving internal communication, the answer in four points.

Increase offline sales

Positive reviews have an impact on online purchasing behavior , but they can also influence offline behavior. For example, if you're a hairdresser or barber, you can inform passers-by of your positive reviews by using digital signage in your shop window. For many types of stores or services, even if someone isn't interested in what you're selling at the time, positive reviews can create an impression that the person will remember later or is likely to tell their friends about.

For retailers, the ability to highlight customer reviews has a considerable impact on visitor confidence. Reading a positive review at an opportune moment, for example when a prospect is walking past a shop window or waiting for a salesperson, can determine whether he or she will walk through the door or take a closer look.

Building trust

As a customer, if you're looking for a service in your area, a plumber for example, it's likely that you'll ask friends, family or neighbors for recommendations. If this isn't possible, the best solution is to look for recommendations online. In 2019, BrightLocal conducted a local business survey of 1,000 US consumers. This showed that 76% of shoppers trusted online reviews as much as they trusted a friend's review.

The number of reviews is also important. The same survey revealed that the average consumer reads 10 reviews before feeling able to trust a company, and that only half of people would consider using a company rated with less than four stars. So if you've got those stars, put them up!

Supporting search engine optimization

In addition to your other traditional SEO strategies, promoting the writing of new reviews via your in-store display screens is key.

Your company's presence on the Google search engine results page (or SERP) is crucial. In fact, more than two-thirds of all clicks are associated with the first five organic results (according to Zero Limits Web), and Google is by far the most widely used search engine. Ranking in the top five search results is a competitive advantage and depends on many factors, but positive reviews help. 

More and more people are searching for local results, such as "good coffee near me" or "Italian restaurants in 'name of town'". The "Local listings" section is therefore an important part of the Google SERP. It appears at the top of the page, links results to Google Maps and includes reviews. Google uses online reviews for its local organic rankings. The more positive the reviews, the easier it is to find you.

Note: You'll need to ensure that your Google local listing is up to date. This is a free process, and Google provides guidance to help you improve your company's local ranking using Google My Business.

Reconnect your teams with reality in the field

Genuine and transparent, Google reviews reflect the reality on the ground and, when positive, are a source of motivation and recognition for employees.

Whether positive or negative, reviews are an honest testimony to what your customers think of your products or services. It'sa goldmine of information that would benefit from being widely distributed to your employees. For example, to service , to assess customer satisfaction, or to product development, to see what could be improved or needs to be changed.

Online reviews, especially Google reviews, can have a major impact on your business. Positive reviews have the power to convert prospects into customers, and customers into a community. Make sure that all the effort you put into getting those positive reviews wasn't in vain, and make the most of them.

At Cenareo, by adding Google reviews to the content library, we help companies highlight customer testimonials on their display screens. Contact us to find out more.

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