Every successful marketer who’s ever lived knows that word-of-mouth advertising trumps all when it comes to generating new business. When your prospective customers or clients hear the opinions of others that have already done business with you, it creates a perception and influences decision making in a way regular advertising never could.
每一个成功的营销人员都知道口碑广告在创造新业务方面胜过一切。当你的潜在客户或者客户听到其他已经和你做过生意的人的意见时，这会产生一种印象并影响决策，这是常规广告永远无法做到的。
In today's digital world, customer reviews are the new word of mouth. People look for them, they learn from them, and quite often, people base their buying decisions on them. Positive reviews about a company's products or services can spread quickly and lead to explosive sales, while negative reviews can stifle sales and cause a business to take a step back.
在当今的数字世界，客户评论是新的口碑。人们寻找它们，向它们学习，而且通常，人们的购买决定是基于它们。对公司产品或服务的正面评价可以迅速传播并导致爆炸式的销售，而负面评价可以抑制销售并导致企业后退。
Luckily, getting great customer reviews isn't just about having your products and services out there in the marketplace and hoping for the best. There are specific tactics that you can use to ensure customers are satisfied and willing to leave a positive review for others to see.
幸运的是，获得良好的客户评价不仅仅意味着你的产品和服务在市场上，并且希望得到最好的。有一些具体的策略，你可以用来确保客户满意，并愿意留下一个积极的评价给其他人看。
Why People Look at Online Reviews
为什么人们看在线评论
Typically, there are four reasons that a person would look for an online review:
一般来说，一个人在网上寻找评论有四个原因:
- To get social proof from customers that have used the product or service 从使用过该产品或服务的客户那里获得社会认可
- To learn more about the product they are buying 了解更多关于他们正在购买的产品
- To reduce the possibility of making a bad purchase 减少购物失败的可能性
- To get a better sense of the product’s benefits and limitations 更好地了解产品的优点和局限性
Naturally, the goal for any business is to get positive reviews and use them to boost sales and grow their brand online. Here are five tactics you can use to get great customer reviews:
自然，任何企业的目标都是获得正面的评价，并利用这些评价来提高销售额和发展自己的网络品牌。这里有五个方法可以帮助你获得好的客户评价:
1. Ask for Reviews Across a Range of Platforms
1. 在不同的平台上要求评论
The first step in getting great online reviews is to make it as easy as possible for people to leave them. The more effort it takes, the less likely someone is to dedicate the time to leave the review you want. Social media and third-party review sites are great platforms to help get the good word out about your company and your products and services.
获得网上好评的第一步是让人们尽可能容易地留下评论。花费的努力越多，就越不可能有人花时间离开你想要的评论。社交媒体和第三方评论网站是很好的平台，可以帮助你宣传你的公司、你的产品和服务。
Some of the most effective ones include:
一些最有效的方法包括:
- LinkedIn Recommendations 领英推荐
- Facebook Business Page 商业页面
- Instagram 图片分享
- Manta 曼塔
- YouTube – create videos and ask for reviews underneath YouTube ——制作视频，然后在下面征求评论
- Google – using the Google My Business feature 谷歌-使用谷歌我的业务功能
- Yelp – claim or add your business to start getting reviews Yelp-claim 或添加您的业务开始获得评论
- Yellowpages - akin to Yelp, this is the digital counterpart of the iconic listings book 黄页-类似于 Yelp，这是图标书籍的数字版
- Four Square - for brands in hospitality. 四方-酒店品牌
- Better Business Bureau – claim your business if it’s located in the US, Canada or Mexico 商业促进局——如果你的企业位于美国、加拿大或墨西哥，你可以申请认领
There are also many different niche review sites depending on the industry you are in that may be effective for eliciting great customer reviews. An example would be Trip Advisor in the travel niche or, as mentioned, Four Square for those in hospitality. The key for all of these platforms is to make it simple and ask for reviews, so there is no confusion about what you want your visitors to do.
根据你所在的行业，还有许多不同的利基评论网站，这些网站可以有效地获取大量的客户评论。一个例子是旅游专业的 Trip Advisor，或者，如前所述，酒店专业的 Four Square。所有这些平台的关键是使它简单，并要求评论，这样就不会有任何困惑，您希望您的访问者做什么。
2. Make the Most of Your Website
2. 充分利用你的网站
Your own website is a great tool for getting great customer reviews. Your web pages and blog posts should be optimized to allow visitors to leave their comments quickly and easily. You should also provide a clear path to all of your social media channels and be sure your website is optimized for mobile.
你自己的网站是获得优秀客户评价的好工具。你的网页和博客文章应该进行优化，让访问者能够快速、方便地留下他们的评论。你还应该为你所有的社交媒体渠道提供一个清晰的路径，并确保你的网站是为移动设备优化的。
If you have an e-commerce site, you may want to consider adding a live chat CHECK option to receive instant feedback from customers. That will satisfy people's "I want everything right now" mentality and provide value as it reduces response times and enhances your customer service.
如果您有一个电子商务网站，您可能需要考虑添加一个在线聊天 CHECK 选项，以获得客户的即时反馈。这将满足人们“我现在什么都想要”的心态，并提供价值，因为它减少了响应时间，提高了你的客户服务。
3. Solicit Reviews in Your Emails
3. 在邮件中征求评论
If inbound marketing is part of your process, you will have a great platform to ask for customer reviews. As part of your customer marketing, send out a short email after a purchase has been made asking for a review. You will get the most honest feedback possible because people feel as though they are communicating with you one-to-one. That will help you boost sales or make the necessary adjustments if you notice a negative pattern in the responses.
如果搜索引擎优化评论是你过程的一部分，你将有一个很好的平台来询问客户评论。作为你的客户营销的一部分，在购买后发送一个简短的电子邮件要求评论。你会得到尽可能最诚实的反馈，因为人们觉得他们好像在和你一对一地交流。这将有助于你提高销售额，或者在你注意到反馈中的消极模式时做出必要的调整。
If you don't want to ask for a review and make them write their thoughts, consider adding a link to an online survey, instead. Polls or surveys are easy to get set up, and the data can be analyzed efficiently. With a survey, you get to dictate the information that's collected so you can also take the opportunity to learn more about your customers.
如果你不想让他们写评论或者让他们写下自己的想法，可以考虑添加一个在线调查的链接。投票或调查很容易建立起来，而且数据可以被有效地分析。通过调查，你可以口述收集的信息，这样你也可以利用这个机会更多地了解你的客户。
4. Incentivize the Review Process
4. 激励审查过程
If you find that you aren’t getting the number of reviews you’d like or you just like the idea of rewarding your customers, consider adding incentives to the process. Everyone believes their time is valuable, so give them a reason to leave a review. Incentives like discounts, coupons, gift cards or being entered into contests should motivate people and may even boost your sales when they go back and shop again.
如果你发现你没有得到你想要的评论数量，或者你只是喜欢奖励你的客户的想法，考虑增加激励措施。每个人都相信他们的时间是宝贵的，所以给他们一个留下评论的理由。像折扣、优惠券、礼品卡或者参加竞赛这样的激励措施应该能够激励人们，甚至当他们回去再次购物时，你的销售额也会增加。
Birchbox, for example, incentivizes its customers to leave reviews by offering loyalty-based Birch Points. Since 2010, the brand has grown from a humble beauty products startup to being the world’s sixth most popular subscription service—and loyalty-driven review incentives have certainly played a part in its success.
例如，Birchbox 通过提供基于忠诚度的 Birch Points 来鼓励客户留下评论。自2010年以来，该品牌已经从一个不起眼的美容产品初创公司发展成为全球第六大最受欢迎的订阅服务公司，以忠诚度为导向的评论激励措施无疑对其成功起到了一定作用。
5. Work on Your Timing
5. 掌握好时机
Asking for reviews at the right time will help you get more out of the process and improve your customer service at the same time. Whether it's on social media, your own website or in an email, timing is always important. The last thing you want is to get under someone's skin at the wrong moment and end up with a negative review that others will see.
在正确的时间要求评论将帮助你从过程中得到更多，同时改善你的客户服务。无论是在社交媒体上，你自己的网站上，还是在电子邮件中，时间总是很重要的。你最不希望的事情就是在错误的时间惹恼别人，最后得到别人会看到的负面评论。
Some great times to ask for a review include after a client has positively interacted with your brand, after they re-order a product, if they tag your company or product on social media, if they spend a certain amount of time browsing your website or if they refer new customers to you. The idea is to approach them when they are feeling satisfied or fulfilled so that they will pass that feeling along in the review.
一些要求评论的好时机包括客户与你的品牌积极互动之后，在他们重新订购产品之后，如果他们在社交媒体上标记你的公司或产品，如果他们花一定的时间浏览你的网站，或者如果他们向你推荐新客户。我们的想法是在他们感到满足或满足的时候接近他们，这样他们就会在回顾中传递这种感觉。
Final Thoughts
最后的想法
There is really no perfect formula for getting great customer reviews, but if you follow the tactics listed above, you’ll be successful more often than not. If you want to prioritize reviews, make sure you task certain team members with the job and allow them to devote enough time to make it feasible. Once the strategy is in place, execute it and keep moving forward until you have a multi-faceted process for getting reviews from a range of platforms.
真的没有一个完美的公式可以让你获得好的顾客评价，但是如果你遵循上面列出的策略，你会更加成功。如果你想优先考虑评估，确保你给某些团队成员分配任务，并允许他们投入足够的时间使其可行。一旦策略就位，执行它并继续前进，直到您有了一个从一系列平台获得评审的多方面流程。
