How Influencers Can Help Your Advertiser

BY Adam Ambro
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When you’re about to hire a lawn care service, do you check the reviews before scheduling a service? If you’re about to have a birthday party for your child, do check to see if others had a good experience and got their cake made on time? Online reviews, and how a client responds to them, are a crucial part of the advertising process. Additionally, the role influencers play in a product review has a much larger role than many Americans may think, according to a new survey by SlickText.

Sponsor or not to sponsor?

There’s one thing that age groups ranging from Gen Z to baby boomers agree on: No one likes to see a product reviewed if it’s a sponsored post. If an influencer is reviewing a new line of makeup, if there’s a hashtag #ad at the end of the post, everyone will be turned off.

One thing that unites the age groups is a universal distrust for sponsored posts,” writes SlickText. “One in three respondents said too many sponsored posts erode their trust in an influencer. For brands and personalities who rely on sponsored posts to pay the bills, this could represent somewhat of an issue— how do you provide value while asking for something in return?”

So, what about online reviews? “One of the simplest ways influencers can add value to their followers is by providing unbiased reviews, 38% of respondents indicated this was the content they found most helpful,” writes SlickText. “Authentic reviews aren’t just important for building trust, they’re the main way online shoppers make purchase decisions.”

Online reputation matters

Let’s go back to the lawn care example. If your client is trying to advertise to a lawn service customer target audience, one of the best ways of doing that is to promote their online reviews.

According to the 2020 AdMall AudienceSCAN survey, conducted by SalesFuel,  59.1% of lawn service customers say they read reviews or comments from others who have already purchased the product they are considering. 33.1% trust positive reviews of a business and 26.5% trust negative reviews of a business, both of which influence their purchasing decision.

Maybe most important, however, is that this audience is 30% more likely to react positively when the business responds to a negative review. Too often, businesses will receive many one-​star or two-​star reviews, but if the overwhelming majority of reviews are five stars, more than likely there would have been an extenuating circumstance for those low ratings.

Therefore, if businesses are responding to bad reviews and explaining the situations, it will go a long way in building trust and credibility with their potential customers. This is the perfect opportunity for you to reach out to your clients; whether they be new, or old or to prospects, and inform them of all the ways your business can help them regarding social media services.

Bottom Line: influencers work

Make sure they’re taking advantage of influencers and monitoring their online reputation. This will boost their online presence, showcase your value as a knowledge expert, and ultimately boost revenue for them and yourself.

Photo by cottonbro from Pexels