How Reviews Create Devoted Customers


84% of consumers say online reviews are as trustworthy as personal recommendations, according to a recent study by Visual Objects. Additionally, according to AudienceSCAN, 32.5% of U.S. adults are influenced by recent reviews, 23.7% trust positive reviews and 21.4% trust negative reviews. So, why are only 32% of companies utilizing reviews and case studies in their inbound marketing?

The Problem

The answer is that most companies don’t feel as if they have the time or expertise to gather reviews, let alone use them. If a company doesn’t already have many positive reviews, it often hesitates to reach out and ask clients for reviews. “Case studies can often take even longer to collect and publish because businesses need to incorporate web design and branding to make studies appealing to potential customers,” notes Visual Objects.


Businesses that take the time to make the most of their positive reviews reap an array of benefits. For one, review aids search engine optimization efforts. Not only do reviews increase traffic to companies’ websites, they also provide insightful content that can convert potential customers into active shoppers. First-​hand accounts from other shoppers give potential customers the reassurance that they’ll be getting their money’s worth out of the product or service they’re considering.

Are your clients making the most of their positive reviews? If your clients don’t have many reviews under their belt, offer your expertise in obtaining those reviews for them and turning those reviews into effective inbound marketing. Check out your client’s target demographic’s audience profile on AudienceSCAN on AdMall by SalesFuel to see how open they are to giving reviews. This information can be found in the Marketing section with just a click of the Internet Usage button. Let this data reassure your clients that gathering positive reviews will be easier than they ever thought possible.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.