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However, many business owners overlook the power of the marketing funnel and fail to use it to its full potential. Each stage of the funnel plays a vital role in the marketing process and, when used effectively, can be especially beneficial for local businesses. 

According to KhrisDigital, “95% of buyers choose a vendor who provides them with sufficient content which helps them navigate each stage of the buying process.” 

We’ve already covered the top-of-funnel (TOFU) and middle-of-funnel (MOFU) stages of the marketing funnel, and will now complete the series by discussing the final step, bottom-of-funnel marketing (BOFU). This stage is focused on converting prospects into customers and represents the culmination of a well-rounded advertising strategy designed to increase revenue and strengthen your brand.

Before diving into specific strategies for this stage, let’s first clarify exactly what BOFU marketing is.

What is BOFU Marketing?

Unlike the TOFU and MOFU stages of the marketing funnel, which focus on attracting prospects and educating them about your business’s offerings, BOFU marketing is designed to push potential customers toward making a purchase.

This stage involves content that is much more direct than the previous stages and is measured primarily by its conversion rate, which is why it’s often alternatively referred to as the “convert” stage. At this point, the prospect is presumably ready to buy; they just need a final nudge to take action.

Many local business owners find this stage comes naturally, especially if they have experience in sales. However, they may not be maximizing its potential. Others may be unaware of its significance in the overall process, resulting in missed sales opportunities.

Regardless of your level of sales experience, it’s important to understand the primary goals of this stage before exploring deployment strategies. As mentioned, the main objective is to convert leads into customers.

Several secondary goals support this objective. One is to demonstrate that your products or services outperform the competition. This typically involves addressing common objections related to budget, reliability, and trustworthiness.

This leads to another goal, which is to increase the confidence of prospective customers. If they haven’t purchased yet, it likely means they’re lacking the assurance needed to move forward.

Finally, BOFU is also an opportunity to evaluate the effectiveness of not just your bottom-of-funnel efforts, but your TOFU and MOFU strategies as well. If your conversion rate isn’t meeting expectations, it may be time to reassess each stage to identify where your funnel is falling short.

Now that we’ve clarified the importance and purpose of the BOFU stage, let’s dive into some strategies that can help you boost sales.

Strategies

There are seemingly endless methods to complete the marketing funnel. Every local business is different, meaning some methods may perform better than others. It’s essential to experiment with multiple tactics to determine what works best for your business, including strategies not listed here. Still, here are 10 effective approaches to help you launch your BOFU marketing campaigns.

Promo Codes, Discounts, and Limited-Time Offers

Every consumer is looking to make the most of their budget, and offering a deal can give your business a competitive edge. These offers work well in various marketing materials but are especially effective in email campaigns and in-store promotions. Limited-time deals create urgency, encouraging quick decisions. At this stage, customers already understand your value, so a small discount might be the final push they need to convert.

Personalized Email Campaigns

It’s well known that email marketing is among the easiest and most affordable ways of advertising for local businesses, but did you know that 59% of marketing professionals believe personalization is among the best ways to increase email engagement, according to Mailjet? By using data gathered from consumer behavior and interactions, you can greatly improve the effectiveness of your email campaigns by tailoring products and services to their preferences. Another impactful tool is sending cart abandonment emails. Data collected by Baymard Institute found that ~70% of online shopping carts are abandoned, so addressing this can rapidly increase sales.

Testimonials and Case Studies

If a lack of trust is holding a customer back, testimonials and case studies can help build credibility. Wyzowl discovered that 90% of consumers trust customer opinions more than a company’s self-promotion. Testimonials can be placed across your website and nearly any marketing material, while case studies work well in email campaigns and newsletters. 

Retargeted Advertisements

Display ads and social media campaigns are effective at all funnel stages. Retargeting these ads to people who have already visited your website or interacted with your brand helps keep your business top of mind. This approach maximizes your marketing spend and becomes even more effective when paired with a discount or special offer.

Trust Badges

Another tactic that can appear at any point in the funnel, trust badges provide similar value to testimonials and case studies. These badges can include awards you’ve won, your average star rating from review sites, and companies you’ve partnered with. These visual cues show consumers that your business is reputable, helping increase confidence during the buying decision.

Free Trials and Demonstrations

Confidence is key at this stage of the marketing funnel, and offering potential customers the chance to use your products or services for free or see them in action before making a purchase is a great way to build that confidence. Be clear that trials are obligation-free to ease concerns. Demonstrations are great for overcoming objections by showing exactly how your product or service addresses customer pain points.

Customer Support

While some local businesses may not have sufficient resources to employ a customer support team, it’s still a highly effective tactic that can be adapted for any budget. Whether via phone, email, or live chat, personalized assistance helps resolve last-minute objections. According to Tideo, live chat is preferred by 41% of customers, compared to 32% who prefer phone calls and 23% who prefer email. Additionally, 63% are more likely to purchase from a website that uses live chat widgets. There are free tools available to implement chat widgets, making this a worthwhile strategy for any business.

Checkout Page Reviews

For businesses that rely on online sales, displaying reviews on the checkout page is a simple and persuasive tactic. Reviews help build trust and can also address unanswered objections, providing the reassurance needed to finalize a purchase.

Pricing Page Optimization

Optimizing your pricing page can include several elements previously mentioned, such as free trials, live chat, and reviews. It should be as transparent as possible so the user can make an informed decision without navigating off the page. This can also be an opportunity to perform A/B testing with different designs and messaging to see what users respond to best.

Product Comparisons

This is one of the most aggressive strategies at this stage of the funnel. It directly compares your offerings to a competitor or a generic brand, proving where your business exceeds theirs. Be careful not to create a negative image around your brand by disparaging your competitors. Instead, focus on where your brand excels, such as features, price, and service.

General Tips

No matter how you approach the bottom of the marketing funnel, there are four essential best practices that will help maximize its effectiveness.

Identify Audience

The BOFU stage is designed to push interested and informed prospects toward making a purchase. That’s why it’s critical to ensure your messaging targets the right audience. Using BOFU strategies on individuals who aren’t ready can be off-putting and may drive them away. By tracking interactions on your website, social media, and other advertising channels, you can better identify those who are ready to purchase, ultimately helping you get the most from your marketing budget.

Utilize Multiple Strategies

Each BOFU strategy appeals to different types of consumers. Using a diverse mix allows you to reach a wider audience. Relying on only one or two tactics or limiting your use of marketing channels can restrict your results and lead to missed opportunities. This principle applies to every stage of the funnel, but is especially crucial at the bottom. You’ve already done the work to get leads this far, so now the goal is to get them across the finish line, and different people are persuaded in different ways.

Conduct A/B Testing

A/B testing is key to maximizing both your budget and campaign performance. Testing elements like layout, design, copy, and calls to action can uncover what resonates best with your audience. These insights can boost revenue without requiring additional ad spend and help you avoid the time sink of constant guesswork.

Conversion Rate Optimization

At the end of the day, conversion rates are what matter most to local business owners. CRO involves analyzing your campaign performance and identifying where leads are being lost. By making data-driven adjustments, you can continually fine-tune your approach to boost results. Since the marketing landscape is always evolving, staying current and adaptable is essential for long-term success.

Find Out How Best Version Media Can Help

A comprehensive marketing strategy can be challenging for many local business owners who are focused on the day-to-day operations of their business. Best Version Media makes it easier by bundling geo-targeted social media and display ad campaigns that help you maximize your budget while reaching the right audience.

BVM also provides listings, reviews, and reputation management, all from one easy-to-use dashboard, allowing you to efficiently manage every aspect of your marketing efforts.

Contact BVM today to get started and elevate your brand.

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Button text is one of the simplest, yet most overlooked tools for business owners looking to drive website conversions. Selecting the proper call-to-action (CTA), a prompt that encourages potential customers to take the next step, can ultimately be the difference between a bounce and a buyer.

Consumers often decide whether they will engage with content or move on in a matter of seconds. Clear, action-oriented CTA buttons can help guide users, while influencing how they interact with your brand. They can also help improve the bottom line for your business, as a clear, specific CTA can help increase conversion rates by 161%, according to wisernotify.com. 

Whether on a digital ad, website landing page, email or mobile app, optimizing and strategically placing CTA buttons can significantly boost your brand. To do this, businesses need to understand what motivates someone to click a button, where the most effective CTAs appear and why certain words perform better than others.

Here’s a closer look at the psychology, strategy and data behind high-performing CTA button text, and how it can help drive conversions for your business.

The Power of the Button: Why CTAs Matter

Buttons are typically the final gate between user interest and user interaction. Small prompts such as “buy now,” “learn more” and “get started” can ultimately carry significant influence in the customer journey.

A well-crafted CTA button that tells users what to do and what value they will get from taking action can factor into several business outcomes, including increasing click-through rate (CTR), driving sign ups, boosting purchases and supporting lead generation.

Color, shape and placement are important factors for high-converting CTAs. However, messaging within the button often does the heavy lifting, as users are typically motivated to click based on the text they see. Users tend to scan pages for relevance, and if your CTA doesn’t stand out or its value isn’t immediately clear, they are prone to skipping it.

It’s important for businesses to define CTA goals while focusing on button design, including concentrating on specific messaging, preventing user confusion and boosting conversion rates. CTA goals and designs should also consider what stage of the marketing funnel consumers are entering. Most often, a motivating CTA driving a purchasing decision will come at the bottom of the funnel.

What Button Text Actually Gets Clicks?

No one specific CTA button is the ultimate answer for success, but several can work well for businesses depending on their marketing strategy. Ultimately, CTAs should be easy to identify, come across as simple and deliver a compelling message that invokes positive emotion, promotes value and makes a user want to take action. This can be done through identifying customer pain points, understanding motivations and personalization. Here’s a closer look at what businesses can do when it comes to creating valuable CTAs through button text.

1. Be clear, not clever

Creativity never hurts, but clarity is a must. While buttons like “Submit” or “Click Here” send a clear message, they don’t convey the value that can lead a user to click. Some high converting alternatives may include:

• “Download my free guide”

• “Get your quote”

• “Start my free trial”

These CTAs are clear, direct and specific, while displaying ownership, benefits and personalization. Additionally, businesses should aim to avoid vague words, and clever phrases that force users to think. A confused visitor usually won’t click.

2. Use first-person language

Switching to first-person pronouns in your CTAs can significantly increase conversions. Some marketing studies have seen as high as a 90% CTR boost by doing so. As a result, businesses should say:

• “Start my free trial” rather than “Start your free trial”

• “Create my account” rather than “Create your account”

First-person language helps personalize the experience for consumers while making the action feel user-centric. According to Hubspot, personalized CTAs perform 202% better than regular CTAs.

3. Inject urgency and value

Driving urgency and presenting value are important parts of marketing strategies, particularly with CTAs. According to moldstud.com, CTAs that incorporate a time-sensitive element result in a 35% higher CTR.

Using time-sensitive or benefit-driven language can compel users to take action quickly. Some examples of this include:

• “Save my seat” (for ticketed events)

• “Claim your discount now”

• “Get instant access”

Time-sensitive words like “now,” “today” or “instant” communicate immediacy. Pairing these with tangible benefits helps increase click potential.

Why Design and Context Matter For High-Converting CTAs

Having the right button text to attract consumers is crucial. However, design and context also remain integral parts of CTAs that lead to clicks.

Button placement and context

CTAs perform best when they are:

• Placed above the fold (visible without scrolling), with wisernotify.com noting that CTAs placed above the fold outperform those placed below by 304%

• Repeated throughout long-form content

• Used after trust-building situations like testimonials, reviews or benefits

Heat-mapping tools can be beneficial when exploring where to place a CTA button, as they allow businesses to see where users are most frequently clicking or hovering on their website.

Buttons should also be large enough to be easily seen, but not so big that they overwhelm users. Each button should feel like an inviting and logical next step, not a hard sell.

Button colors and whitespace

Button color and how it contrasts with the colors surrounding it can play a big role in CTR. A study from J Suresh Kumar discovered that color can influence 85% of purchasing decisions.

Many businesses adhere to this when creating CTAs on digital and print ads, or their websites, often picking one “action color” to be placed on links and buttons. Contrasting colors further help draw attention. Using complementary colors on opposite sides of the color wheel, like warm colors (red, orange and yellow), alongside cool colors (green, purple and blue), can quickly attract the eyes of users.

Here’s a closer look at some colors that can work best for high-converting buttons, courtesy of Hubspot:

• Orange – displays confidence, creativity and boldness while also exuding energy, excitement and urgency

• Red – a bold color related to excitement, power and passion, often driving urgency with its attention-grabbing appeal

• Blue – displays security, strength and trust, often making businesses look more dependable

• Green – a color often associated with relaxation, health, prosperity and growth, often utilized by food and wellness brands

• Yellow – seen alongside youthfulness, positivity, happiness and optimism, standing out with brightness while invoking excitement

• Purple – related to royal and prestige, invokes wisdom, wealth and sophistication, often showcasing premium quality

• Pink – often associated with femininity, offers an accessible feel through its youthful and playful style

• White – gives off a clean, minimalist look that contrasts well with black

• Black – displays a sophisticated, powerful and sleek look that often promotes luxury

Meanwhile, it is also suggested that businesses utilize whitespace around buttons, helping guide eyes toward the CTA. Subtle elements like shadows or hover effects can also promote clicks, as can images of real people looking toward a button, as humans are naturally inclined to look where others look.

Mobile-first thinking

With a continually increasing number of users taking action on mobile devices, buttons should cater to a mobile interface by being:

• Tap-friendly

• Well-spaced

• Center-aligned or thumb-reachable

Even a persuasive-looking CTA will have trouble converting if the button is hard to find or press. According to w3.org, buttons should be at least 44 x 44 pixels to ensure that they’re easily accessible on both mobile and desktop devices. According to wisernotify.com, optimizing CTAs for mobile devices can improve conversion rates by 32.5%.

Words That Convert: Top CTA Examples By Intent

Businesses can use a variety of phrases when crafting high-converting button text, but here are some common and successful CTAs to consider.

Lead Generation

• “Reserve your spot”

• “Get a free estimate”

• “Try it risk-free”

Sales and Ecommerce

• “Add to my cart”

• “Buy now and save 20%”

• “Claim my discount”

SaaS/Subscriptions

• “Start your free trial”

• “Schedule a demo”

• “Join free for a month”

Educational/Informational

• “Read the full guide”

• “Learn how it works”

• “Talk to an expert”

Community and Engagement

• “Join the community”

• “Share your thoughts”

• “Become a member”

Several of these examples include specific power words that can be added to button text to appeal more to customers. Some of the most notable are:

• Best – appeals to users by suggesting the highest quality or performance

• Discover – encourages users to check out something new and exciting through curiosity

• Easy – makes the message feel more attainable and achievable

• Exclusive – helps users feel valued by promoting access only available to some of the audience

• Free – attracts attention by offering something of value without a cost

• Guaranteed – promotes trust and security for consumers with mitigating risk

• Instant – appeals to users seeking a quick solution or access

• Limited – drives urgency by making an offer appear time-sensitive and scarce

• Now – makes users feel that they need to act quickly or with immediate action

• Save – promotes benefits and value to users with a deal or discount

Common Mistakes to Avoid That Can Kill Clicks

Even well-designed buttons can fail if messaging misses the mark. Here are some common pitfalls to avoid when adding button text.

• Being too generic or overusing words – Using something too simplistic such as “submit” doesn’t explain what is happening or what benefit the user is going to get. In addition, overusing simple words can also be a turnoff when it comes to your CTA buttons. The goal should be to use language and tone that will engage your audience, keeping it simple, yet appealing.

• Misplacing the button in the wrong spot – One of the biggest reasons buttons work stems from their placement, particularly when shown on a website or landing page. Buttons that are difficult to spot or lost within other graphics or text are less likely to generate clicks.

• Coming off as pushy – Businesses want to be persuasive, but it’s important not to be overly pushy. Something like “Buy now or miss out forever!” comes off as a bit extreme and may trigger skepticism.

• Making a message difficult to read – CTAs should usually be short, typically running between 2-5 words. Over explaining can dilute urgency and look clunky. In addition, using a hard-to-read font can be a turnoff.

• Mismatching with page intent – Each button must align with the content on the landing page that it is taking users to. Something like “get started” shouldn’t be asked on an informational page. Lining up CTAs and landing pages may also enhance user trust and brand retention.

• Placing too many CTAs in one spot – Users shouldn’t be overwhelmed by multiple CTAs in one spot. A secondary CTA that complements a primary CTA button is typically fine, but it is often wise to avoid making users choose between multiple primary CTA buttons in the same location.

• Overwhelming images – It is generally recommended to place an appealing or high-quality image near a CTA button to help it stand out. However, it is important to use imagery strategically, as a clutter of images could make a CTA button difficult to find.

While CTA buttons may be small, they’re pivotal and persuasive in guiding behavior and driving conversions. Every interaction along the customer journey is important, and the rise of personalization tools makes CTAs a valuable opportunity to engage with potential clients.

Testing Can Help Optimize Your CTA Strategies

Every facet of a quality marketing strategy should be tested and analyzed, from the top of the funnel to the bottom of the funnel. CTAs, which are typically bottom-of-the-funnel tactics, are no different, as measuring their success can help businesses fully optimize their marketing plan.

Businesses will often find that no audience is the same. That makes A/B testing with your CTA buttons critical. According to scoop.market.us, A/B testing on CTA buttons can lead to a 49% improvement in CTR. That begins by testing one variable at a time:

• Wording: “Start free trial” vs. “Try it free”

• Pronouns: “Get my quote” vs. “Get your quote”

• Urgency: “Download now” vs. “Download guide”

Various tools such as Google Analytics can help track engagement and conversion metrics. Specific metrics businesses should monitor include CTR, conversion rate, bounce rate and time on site.

Examples of CTA Buttons in Action

Many local businesses have eye-catching CTA buttons on their websites. Here are some examples:

Cleaning Lovers – This Virginia-based cleaning service features a couple of CTA buttons toward the top of its homepage, including an attention-grabbing blue button with lead generation text encouraging users to “Get a Free Estimate Now.”

The post Button Text That Gets Clicks: The Secrets to High-Converting CTAs appeared first on Best Version Media.

The three stages include top-of-funnel marketing (TOFU), middle-of-funnel marketing (MOFU), and bottom-of-funnel marketing (BOFU). TOFU is designed to generate leads and attract new customers who are unfamiliar with your business, while BOFU encourages consumers to make a purchase. MOFU bridges the gap between these two stages.

According to Leads At Scale, a staggering 79% of leads are never converted into sales. MOFU aims to address this issue, offering the potential for a significant increase in revenue.

We covered some content strategies for the TOFU stage in a previous post, and we’ll explore the next step here. In this article, we’ll examine how MOFU contributes to the marketing funnel and share 10 strategies for deploying it effectively. We’ll also briefly explain how to measure its success and highlight some common mistakes to avoid.

But before we get into that, we need to understand just what exactly is MOFU?

What is MOFU?

MOFU is an often overlooked stage, but without it, you risk losing many customers to competitors who recognize its importance. This stage occurs after you’ve sparked initial awareness and interest with potential customers and are now looking to show them why they’ve come to the right place.

At this point, the consumer is seriously considering your product or service and wants to become more informed before taking the final step. They’re not quite ready to make a purchase yet, but they could be if they find the value they’re looking for in what you offer.

There are several ways to guide a potential customer through the middle of the marketing funnel. All of them aim to demonstrate why your business is the right choice to solve the problem or meet the need they’re facing.

So, how is this achieved? Here’s how it works.

How MOFU Works

The main component of MOFU is creating content that educates potential customers. This involves clearly explaining your products and services and demonstrating their value in a way that keeps readers engaged. 

The information should be easy to access and digest, while highlighting why they should choose you over your competitors. Since you’ve already piqued their interest, longer-form content is appropriate and often encouraged.

This stage is also an opportunity to build a relationship with your audience. While many business owners wait until after a purchase to begin fostering a connection, it’s smarter to start earlier with people who have already reached the middle of the funnel.

Ultimately, the goal of this stage is to move interested prospects to the next step of the funnel, and your content should keep this at the top of mind. Addressing pain points and showing how you can solve their problems can persuade readers to take action.

Now that we understand how MOFU works, let’s dive into some strategies that best support its purpose.

MOFU Strategies

Segmentation

Segmenting your audience allows you to create advertisements that appeal to specific demographics, fostering a deeper connection. However, segmentation doesn’t have to be based solely on age, interests, etc. It can also be tied to the specific product or service that initially caught a potential customer’s attention. This means you can tailor content, such as email campaigns, to individuals based on their specific interests rather than using a one-size-fits-all approach.

Email Marketing

Email campaigns remain one of the most cost-effective and efficient marketing tools. They’re especially powerful at this stage of the marketing funnel because recipients have voluntarily shared their contact information. Email marketing offers creative flexibility, allowing you to share links to other MOFU content and deliver targeted, personalized messages. 

Retargeting Ads

Retargeting ads are shown to users who have already visited your website. These ads often relate to the products or services previously viewed and aim to reinforce their value and add urgency. Retargeting ads can appear in multiple placements, including social media, banners, and sidebars on various websites.

Reviews and Testimonials

If you’re looking to establish trust and credibility, there’s no better way than reviews and testimonials. According to Reputation, which surveyed 2,000 U.S. consumers, 77% “mostly” or completely trust reviews, and 91% say they influence purchasing decisions. This type of social proof can be integrated into a wide range of promotional materials.

Case Studies

Case studies offer in-depth demonstrations or explanations of how past customers used your product or service to solve a problem. They serve as powerful social proof, especially for potential buyers looking for evidence that your business can meet their needs.

Blog Posts

Blog posts are versatile tools that support every stage of the marketing funnel. Two of the most effective types for MOFU are “how-to” articles and comparison posts. “How-to” content positions you as an expert by offering actionable guidance, while comparison posts highlight how your offerings outperform competitors. Blogs should be updated regularly to maintain relevance and establish your brand as a trusted industry resource.

Free Trials or Demos

Odds are you’ve tried on a shirt at a department store or test-driven a car before buying it. These are examples of free trials or demos, and can be used for nearly any product or service. When a customer can physically see the value of your offerings, they’ll be able to make a completely informed decision rather than relying on what others have to say.

Webinars and Virtual Events

Virtual events like webinars are excellent opportunities to dive deeper into topics that interest potential customers. In addition to showcasing your product or service, webinars allow you to answer frequently asked questions and address common objections. These events can be conducted live or recorded in advance.

Content Upgrades

Content upgrades are bonus offers or additional resources given to users who’ve already provided their contact information. They’re especially useful at the MOFU stage because they target individuals who’ve already shown interest in your business. Content upgrades can be attached to TOFU or MOFU content, such as webinars, guides, or free trials, to further nurture leads.

Influencer Marketing

Influencer marketing is becoming increasingly effective. Matter, who surveyed 1,000 U.S. consumers, reported that 69% trust personal recommendations over information directly from a business. It’s also accessible for local businesses, as influencers don’t have to be national celebrities to be effective. Just 11% of surveyed consumers reported that they prefer a celebrity to promote a business, making community influencers a cost-effective and trustworthy marketing asset.

How to Measure MOFU Marketing Success

Now that we’ve explored 10 ways to implement marketing strategies in the middle of the funnel, it’s time to track their effectiveness. Since there are many mediums you can use to promote different aspects of your business at this stage, there are also several methods for measuring success. This step is essential, as it should directly influence how you allocate your marketing budget. If one strategy is outperforming another, consider shifting more of your budget toward the more successful approach.

Here are three key methods you can use to ensure you’re getting the most out of your MOFU efforts.

Click-Through Rate (CTR)

Whether you’re linking to landing pages from email campaigns, blog posts, social media posts, or video content, tracking the rate at which users click through to your website is a strong indicator of effectiveness. When your content resonates with your audience’s pain points and interests, your CTR will increase. A low CTR, on the other hand, suggests it may be time to reassess and refine your campaigns

Engagement

Not all content is intended to lead a potential customer to visit a link. Sometimes its purpose is simply to inform, so monitoring engagement is the best method to evaluate success. Tracking the time a user spends watching a video or reading a blog, the amount of likes and shares on a social media post, and which landing pages on your website are visited most often can all provide beneficial insights into what content connects with your audience. 

Conversion Rate

Unlike conversion rates at the bottom of the funnel, which focus on completed sales, MOFU conversion rates track how many users complete a desired action after interacting with your marketing. These actions might include signing up for a free trial after watching a demo, joining your email list, or downloading informational resources. If your conversion rate is low, consider updating your offers or redesigning aspects of your campaign to better appeal to your audience.

Common Mistakes to Avoid

You’re almost ready to implement these MOFU strategies, but it’s important to stay on track and avoid common mistakes that can cost you time and money. Here are four to keep in mind as you build your new campaigns.

Not Specifying Content

This applies to both the content itself and its intended audience. If a potential customer has reached the MOFU stage, they no longer need generic messaging to keep moving forward. Clearly showing how your products or services solve specific problems is far more effective. Additionally, narrowing your target demographic can help your content resonate more deeply. Different people have different goals, so speaking directly to them as individuals, rather than to a broad group, can help you stand out from the competition.

Using One Strategy

We’ve listed 10 strategies here, and there are many more available, so be sure to test multiple approaches and see what works best. Relying on just one channel or method can significantly limit your reach, especially since people prefer to engage with content in different ways. Diversifying your strategies also helps maximize your marketing budget, as you might be investing in tactics that are less effective without realizing it.

Coming Off as “Salesy”

At this point, consumers have already expressed interest in your offerings, but they’re not quite ready to make a purchase. That’s why it’s important to avoid sounding overly “salesy,” which can feel off-putting and discourage engagement. In today’s marketing landscape, consumers are more skeptical of pushy sales tactics and often tune them out. Save the hard sell for your BOFU strategies and keep your MOFU content focused on education and value.

Neglecting Customer Needs

Few things waste marketing efforts faster than ignoring the needs of your potential customers. This often happens when marketers focus too much on what they want to promote instead of what the consumer actually wants to know. It can also occur when you highlight product features rather than the real-world benefits they deliver. Always have your audience’s needs top of mind, and you’ll see better engagement and stronger results.

Best Version Media Can Help

Creating a comprehensive marketing plan is a taxing endeavor, but Best Version Media makes it significantly easier to execute. By bundling display ads and social media campaigns, you can maximize your marketing budget while boosting your brand awareness.

BVM also offers listings, reviews, and reputation management that enhance your online presence on search engines, directories, and maps, all from one convenient dashboard.

To get started on your new marketing strategy, get in touch with BVM today.

The post 10 Proven Middle-of-Funnel Strategies to Turn Interest Into Sales appeared first on Best Version Media.

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This step is vital in the buying process for many consumers, which is why every local business should take it seriously. Responding appropriately serves several purposes, including building trust and credibility within the community and demonstrating that you care about your customers and are willing to make improvements when needed.

It’s also important to address reviews across all platforms where consumers can leave feedback. Google is the most widely used review platform and plays a major role in your business’s visibility. Responding to Google reviews can boost your local SEO, making it easier for potential customers to find you.

That said, it’s equally essential to respond on other platforms. Facebook, the most popular social media site, offers a powerful opportunity to connect with your local community. Reviews on Facebook are often highly visible, especially in neighborhood groups and local pages.

Other platforms to monitor include Yelp, Trustpilot, and TripAdvisor, among many others. All contribute to building a sense of community around your business, so making review engagement a regular part of your weekly, or even daily, routine is critical.

This guide will walk you through how to respond to every type of review, because each one matters. But before we dive into response strategies, let’s explore the kinds of reviews you’re likely to encounter and how best to handle them.

Types of Reviews

Determining the type of review is the first step in crafting an appropriate response. Most review sites make this easy by using a star rating system, typically ranging from one to five stars. While this is a helpful starting point, it’s crucial to read each review in full before deciding how to respond. Some five-star reviews may include minor complaints, while some one- or two-star reviews might contain positive remarks.

With that in mind, here are the four main types of reviews found across most platforms:

Positive Reviews

The most welcome of the bunch, positive reviews praise your business, whether it’s your products, services, customer experience, or staff interactions. These are the reviews you hope to see most often, as they’re likely to influence potential customers to choose your business over competitors. While usually rated four or five stars, some three-star reviews may still contain positive comments worth acknowledging.

Negative Reviews

Although no one likes receiving negative feedback, these reviews present a valuable opportunity to show that you care. Addressing real issues shared by customers allows you to demonstrate your professionalism and dedication to improvement. By responding thoughtfully, you can turn a bad experience into a positive impression. These reviews typically appear as one- or two-star ratings.

Neutral Reviews

Neutral reviews are becoming increasingly rare, but they still deserve attention. Usually rated at three stars, these reviews don’t clearly fall into the “positive” or “negative” category and often reflect an average experience. They may highlight both strengths and areas for improvement, making them a good opportunity to earn repeat business with the right response.

Troll Reviews

Troll reviews are fake, malicious, or exaggerated posts that provide little to no constructive feedback. They may come from disgruntled customers, competitors, or even random internet users. These reviews often stand out due to excessive punctuation, emojis, ALL CAPS, or language that doesn’t appear genuine. While you may easily identify them as illegitimate, others may not, which means it’s still important to respond appropriately. Troll reviews can have any star rating but tend to be extreme without clear justification.

Responding To Reviews

Now that you’ve identified the type of review you’ve received, it’s time to craft your response. While some businesses opt for canned replies for each review type, the best practice is to personalize every response. This gives you a valuable opportunity to stand out from competitors and genuinely connect with your community.

Instead of using a template, follow these tips to respond effectively to all types of customer reviews and experiences:

Positive Review Responses

Though they’re not always providing critical feedback and may just want to praise your business, it’s still crucial to show your appreciation for a positive review. It can further cement that you have a customer for life, and perhaps more importantly, an advocate you can rely on in the future.

Here are some tips for responding to positive reviews:

• Personalize each reply, which means addressing specific aspects of the review that the customer enjoyed about your business. If the review mentions they had a good experience with customer service or that a product worked as intended, be sure to reference those details in your response. This shows that you read through the review and valued their input.
• Be genuine, as it goes a long way towards showing your appreciation for your customers. It signals to readers that you actively participate in the community, and it reinforces their behavior, which can lead to a return to your business and even word-of-mouth referrals. 
• Explicitly encourage additional interactions, such as suggesting a product that complements another they’d previously used or simply expressing your excitement to interact with them next time. However, be careful not to push too hard, as it could become off-putting and deter the reviewer. 
• If a customer took the time to highlight your business, maximize this opportunity by returning the favor and showcasing them in your marketing campaigns. Feature their praise on your website, social media posts, and any other platform that has space for their opinion. Turning praise into promotion can be a major win for your brand.

Negative Review Responses

Negative reviews can be hard to digest, but they’re just as important to read and respond to as positive reviews. According to GatherUp, which surveyed 1,200 US-based consumers, 69% expect to see an apology for a customer’s poor experience. It’s an opportunity to prove you hear your customers and value their feedback, while also improving your business operations. It can also influence those who’ve had a negative experience to return and give your business another chance.

Here are a few tips for responding to negative feedback:

• Start by taking responsibility for the poor experience and offering a sincere apology. Show your respect with a mature response that doesn’t come off as defensive or dismissive of their criticism. Remember, this response won’t just be read by the person who submitted the review, but anyone trying to learn more about your business through reviews. 
• Resolve the issue to the best of your ability. Propose a solution in the form of a replacement, refund, or store credit, but be sure not to over-promise.
• Some issues can’t be resolved from a single message and require a deeper understanding. Providing your contact information to continue the conversation offline allows for more time to resolve the issue and avoid a long dispute. Once an issue is resolved, be sure to follow up and ensure no other issues have arisen. This could even lead to future positive reviews from those who rated your business poorly in the past.
• If someone’s review led to a change in your business, let them know. Whether you tell publicly or privately is your decision, but either is a powerful way to show you heard their complaints rather than brushing them off. 

Neutral Review Responses

These reviews are the most frequently overlooked by business owners, as they don’t present themselves as an initial priority. However, every review deserves a response, and neutral feedback should be treated equally important. They offer the chance to tip the scales in your favor and turn them into a positive review by the end of the process. 

Here are tips for responding to neutral reviews:

• As with all reviews, start by thanking them for taking the time to provide their thoughts. While on the surface it may not appear as valuable as other reviews, it can end up just as important.
• If they kept their feedback generic, ask for specifics. It shows you’re interested in what they have to say and can lead to helpful criticism that others may agree with.
• Like negative reviews, neutral reviews may have a complaint, and it’s usually relatively minor. Treat it the same as a major issue and offer a resolution that’s appropriate for the situation.
• If you’re receiving a high volume of neutral reviews that don’t particularly seem important on their own, look for patterns that could reveal underlying issues. 

Troll Review Responses

Your first instinct with troll reviews is likely to ignore and forget about them. However, keep in mind that potential customers see them as well, so responding is still necessary to show it’s been addressed and you pay attention to all feedback, even if it isn’t particularly helpful.

Adhere to these tips to navigate fake reviews:

• Don’t confuse negative feedback with trolling, as there are distinct differences. Trolls aim to provoke a reaction for their amusement, while negative reviewers are just expressing their experience. 
• While it may be tempting to fight fire with fire, professionalism must prevail. Stick to protocols and respond politely, as you would with anyone else. Showing restraint in these situations proves you’re willing to listen to all feedback, even if it comes off as excessive and unhelpful. It will also dissuade other trolls from following suit, as they’ll see they won’t get the type of response they’re looking for.
• If you’re unsure if feedback is real or fake, treat it like it’s real and offer to talk with them offline. Trolls often won’t want to engage further, yet you’d still show you valued their response. 
• Sometimes, trolls reveal themselves very obviously. In these cases, you can show your personality by poking fun at the feedback. Be sure not to stray from your brand’s voice, as it can be easy to get caught up in the moment. 
• Some trolls take it too far and post reviews that you don’t want potential customers to see. Report or flag content that is deemed inappropriate, abusive, or violates the guidelines of the platform to initiate the process of having it removed. 

General Tips

While personalizing messages based on the type of review is important, some guiding principles apply to all feedback and can help ensure consistency. Apply these suggestions to help improve your local credibility and increase your online presence:

• The timeliness of your response is key. GatherUp found that, “36% of your customers expect a response within 1 day, and 30% want to hear back within 3 days.” These percentages can vary by demographic, but a good general rule of thumb is to respond within 24-48 hours of the review being posted.
• Maintain a professional tone that’s consistent with your brand and provide personalization as often as possible in your replies. Using the reviewer’s name and addressing specific concerns will help you appear genuine.
• Keep reviewers informed on any updates to your business due to their feedback. It proves you regularly evaluate your business and value their opinions. 
• Track your reviews to monitor if your overall rating is increasing or decreasing. If you haven’t been responding to reviews and plan to start, make a note of your current status and evaluate the effectiveness of your new strategy over time.
• Don’t just read and respond to reviews, but truly listen to what they have to say. While some reviewers may come off as extreme and difficult to deal with, every review provides an opportunity to better your business.

Let BVM Help You Manage Your Reviews

Monitoring every review platform can feel like a challenge, especially for local business owners who already have a full schedule. Still, it’s important to pay attention to reviews, and Best Version Media makes it easy.

With reviews, listings, and reputation management from one simple dashboard, you can track your online presence across every platform without wasting precious time. BVM also offers social media and display advertising bundles, which help maximize your marketing efforts and ensure your business grows.

Get in touch with BVM today to take your business to the next level.

The post Are You Replying to Reviews the Right Way? A Guide for Local Businesses appeared first on Best Version Media.

However, that doesn’t mean it’s an impossible task. There are several methods that local businesses can use to drive sales, and it all starts at the top of the marketing funnel. 

What Is a Marketing Funnel?

A marketing funnel is a visual representation of the stages that potential customers go through before making a purchase. It serves as a guide for marketing teams to generate leads through content and lead individuals through the buying process.

The funnel consists of three stages: top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU). While all stages are vital to the process, this blog will focus on the first stage, as it’s the starting point for new customers to find and interact with your business. According to HubSpot, “At least 47% of buyers view three to five pieces of content before engaging with a sales rep, and most expect brands to create content to gain their interest.”

TOFU content intends to address that and build awareness among potential customers. You’re not selling anything yet; instead, you’re simply increasing brand recognition by creating content that engages and informs while improving search engine optimization (SEO).

This means it’s essential that the content demonstrates your expertise and authority in your industry, ultimately encouraging individuals to move further along the funnel. There are several ways to achieve this, and some ways will work better than others depending on your marketing goals, target audience, and other factors.

To help you get started with your marketing funnel, here are 10 effective TOFU tactics that local businesses can use to attract interest and drive sales.

Tactics

1. Content Marketing

Content marketing is valuable at every stage of the funnel, but it’s especially crucial at the top. Its greatest strength is its ability to adapt to any audience and for any objective, whether it’s addressing pain points, explaining your products or services, or showcasing your general expertise. Content marketing can take many forms, including blogs, infographics, videos, case studies, and more.

2. Social Media

Social media advertising offers a variety of platforms and marketing strategies to choose from. The platforms you choose typically depend on your target audience. For example, Facebook tends to attract an older demographic, while Instagram appeals more to younger users. Your content strategy will also vary based on your audience. Creating eye-catching graphics, hosting giveaways, and running contests are just a few effective ways to use social media at the top of the funnel.

3. Search Engine Optimization

When someone searches online for the products or services you offer, you want your business to appear as early as possible in the results. HubSpot reports that 75% of search engine users never scroll past the first page of results, and 61% click on one of the top three results. To improve your ranking, include common keywords and phrases on your website that your target audience is likely to search for. This strategy often overlaps with content marketing, as blogs, infographics, and similar content can help boost SEO. If you’re new to your industry or community and find it difficult to compete with established businesses in the surrounding area, consider targeting secondary markets with your keywords and phrases.

4. Display Ads

Display advertising is highly effective for local businesses for multiple reasons. One of the biggest advantages is the ability to target internet users based on geographic location. You can customize your targeting to reach only the areas you serve, and your ads can appear across nearly every website your local audience visits. Display ads also allow for creative freedom, as they can achieve many goals and have several different placements on websites.

5. Testimonials

If you’re trying to establish credibility with someone unfamiliar with your business, testimonials are one of the most effective ways to do so. Research from Wyzowl shows that “9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.” Testimonials can be collected and displayed in various ways, and experimenting will help you determine what works best for your business. Common sources include reviews on listing sites and social media pages, which are often unsolicited and perceived as more authentic.

6. Direct Mail

While it may seem outdated in today’s digital age, direct mail can still produce impactful results, especially for local businesses. Like display ads, direct mail can target specific audiences and often feels more personal than digital marketing. It tends to leave a longer-lasting impression and is far more likely to be read in its entirety. It also offers more space for detailed and visually appealing designs compared to limited online ad formats. Local newspapers and magazines are still regularly distributed, helping maintain a strong connection between advertisers and their communities.

7. Referrals

Word-of-mouth marketing is among the oldest forms of advertising, yet it remains one of the most effective. Like testimonials, referrals tend to be more trustworthy than traditional ads. While it’s ideal when satisfied customers voluntarily refer others to your business, you can also encourage referrals with incentives. Offering discounts on future services or bonus credits can build customer loyalty while expanding your reach, without using significant marketing resources.

8. Broadcast Ads

Television, radio, podcasts, and videos are excellent platforms for forming emotional connections with consumers. These formats allow for creative storytelling that appeals to your target audience better than many other advertising options. They also provide the opportunity to be selective with the channels you advertise with, as each platform hosts a variety of shows with a wide range of topics.

9. Sponsorships and Events

Sponsoring or participating in local events is a great way to increase brand awareness and foster a sense of community. Setting up a booth at a fundraiser or festival, or sponsoring a local youth sports team, are just a few examples that have proven to benefit local businesses. These efforts are typically cost-effective and offer face-to-face interaction with potential customers, something digital advertising can’t replicate. 

10. Influencer Marketing

While large corporations have the resources to hire celebrities to endorse their products, local businesses can adopt a similar approach on a smaller scale. Many communities have local influencers with dedicated followings who share content about businesses, events, and news in the area. Collaborating with these influencers can boost your credibility and help you reach audiences you might not have accessed otherwise.

Let Best Version Media Help Boost Your Brand Awareness

You don’t have to increase brand awareness on your own. Best Version Media offers the ability to bundle geo-targeted social media and display ad campaigns, helping you maximize your marketing budget and reach only the audiences most valuable to your business.

In addition, BVM provides listings, reviews, and reputation management, all from one easy-to-use dashboard, so you can efficiently manage every aspect of your advertising without wasting valuable time.
To take the next step in your marketing journey, reach out to BVM today.

The post 10 Top-of-Funnel Tactics for Local Businesses That Actually Attract Leads appeared first on Best Version Media.

However, an often overlooked benefit of a happy customer is their potential to provide a testimonial. A testimonial is typically a positive review of your business in which a customer shares their experience with your product or service. It offers social proof that real people have interacted with your business and found value in it.

Many local businesses underestimate the power of testimonials, despite their significant impact on sales. Medill Spiegel Research Center reports that a product with five reviews is 270% more likely to be purchased than a product with no reviews.

While you may not have the resources that large corporations do, such as nationally televised commercials featuring celebrity endorsements, you can still gain a major advantage through simpler, more cost-effective methods.

This guide will walk you through everything you need to know about testimonials, from the different types, to how to gather them, to effective strategies for showcasing them on your website, along with some bonus tips. So without further ado, let’s dive into the various types of testimonials your business can collect and use to build trust and drive growth.

Types of Testimonials

1. Quotes

The most common type of testimonial, quotes are acquired directly through submission forms such as surveys and are simply the expressed opinions of real customers about your product, service, or business. They have been used across all forms of advertising for decades, including magazines, social media, and various other media channels. 

2. Interviews

As the nature of interviews allows, this format allows you to prepare questions with a specific purpose in mind. It’s an excellent way to collect detailed feedback that can generate insights into your offerings and ensure the responses are coming from verified customers.

3. Social Media

Sprinklr found that 246 million Americans are active social media users, making it a prime channel for collecting testimonials. Platforms like Facebook and Instagram are especially effective due to their interactive features, such as comments and shares, that allow for easy and widespread engagement.

4. Blog Posts

For more in-depth reviews, blog posts offer an opportunity to explore your business’s offerings in detail, educating potential, current, or returning customers. While commonly used by large corporations, blog testimonials are a great way for local businesses to gain a competitive edge. Customers, local influencers, or anyone familiar with your business may write them. 

5. Videos

Video testimonials are increasingly popular, as many internet users prefer visual and auditory content. Seeing real people speak about their experiences with your business adds a layer of credibility and trust. Typically, video testimonials should be kept under two minutes in length. If a lot of information is packed into a review, breaking it up into a series can help maintain viewer interest.

6. User-Generated Content

User-generated content is a broad term used to describe unsolicited feedback that’s provided without influence from the business. Blog posts and customer reviews fit into this category as well as content from third-party review sites such as Yelp.

7. Case Studies

Case studies generally only apply to more complex products and services that require added attention to demonstrate the value to potential customers. These in-depth studies are often used near the end of the marketing funnel to give potential customers the final push to make a purchase.

8. Press Reviews

While a press release is used to announce a new product, achievement, or update, press reviews discuss the quality of a new product or service. This can include things like new menu items at a restaurant or a recently added feature on a vehicle at a dealership.

9. Success Stories

Success stories are similar to case studies, except they focus on how the product or service helped the customer rather than how to use it. These are typically marketed towards new customers who are first interacting with a business, while case studies tend to appeal to those who have already shown interest.

How to Gather Testimonials

Now that we’ve covered the types of testimonials, it’s time to figure out how to collect them. While it may seem like a challenging or uncomfortable endeavor, many people are often excited and willing to give a testimonial under the right circumstances. 

The ideal testimonial comes from a satisfied customer who voluntarily praises your business without being prompted. These can often be found on platforms such as Google, Yelp, or your Facebook business page.

However, many customers need a little push to share their feedback, and there are several effective ways to encourage this. One of the easiest methods is to integrate testimonial requests into the buying process, prompting customers automatically after each transaction.

Email outreach is another productive method to gather testimonials. You could reach out to all previous customers requesting their feedback, and could even add incentives for responses, such as a discount code.

If you prefer a more selective approach, targeting previously satisfied customers would be an ideal target. These could be individuals whom you’ve talked with face to face, through a phone call, or a virtual meeting, as they are more likely to have an interest in publicizing their praise upon request.

While it may not be suitable for every business, partnering with a local influencer or public figure for an endorsement can significantly boost credibility. In this case, transparency is expected, and any compensation should be disclosed within the testimonial.

No matter how you choose to collect testimonials, authenticity is key. Prioritize reviews that include specific pain points such as product durability, customer support, and other aspects that your customers value. This demonstrates your commitment to solving customer problems and continually improving their experience.

Placing Testimonials

Gathering testimonials is important, but how you display them on your website can mean the difference between driving business and wasting time and money. Various options exist, and all can provide value in one way or another. Here are six effective placement options for your testimonials.

1. Dedicated Page

One of the most common strategies is to create a dedicated testimonial page. It can be used as a landing page that you include in social media posts, email marketing content, and other promotional materials to help drive traffic. While it may not receive much organic traffic from search engines, it remains a useful and credible resource.

2. Home Page

First impressions are vital, and your website’s homepage is often among the first interactions with your business for potential customers. Presenting a positive review near the top of the page can immediately establish trust and influence visitors who have already heard about your business and are interested in learning more.

3. About Page

Those who are unfamiliar with your business will often visit your about page to learn more about the history of your company and the people behind it. If you are in the service industry, such as plumbing or painting, this is especially likely. Meeting the visitor head-on with a positive experience from a past customer can add a personal touch to your story and assure they’ve found a company that is reliable and professional. 

4. Sidebar

If you use sidebar advertisements on your website, consider creating an ad for your business that includes a testimonial. This is valuable space as it often appears across every page on your site, meaning visitors can be influenced by the testimonial even if they weren’t searching for it.

5. Footer

The footer of your website is another opportunity for passive exposure. It may not be as frequently viewed as sidebars, but it’s still a spot that garners attention from those who’ve shown enough interest to scroll through your home page or a landing page. 

6. Product/Service Page

A visitor who reaches a specific product or service’s page is likely just one click away from making a purchase. Still, some may need one final nudge to make their decision, and a glowing testimonial could provide exactly that. Just be careful not to distract from the product or service information, as it could clutter the page and negatively affect the user experience.

When choosing the best placement options for you, keep in mind your website design, industry standards, and your marketing goals. It’s best practice to experiment with multiple placements to determine what resonates most with your audience. 

Bonus Tips

To take your customer testimonials to the next level, consider these tips for writing and displaying them:

• Choose a legible font style and size to ensure all audiences can easily read and understand the content.
• Show only the most relevant content and receive permission from the original author if any edits are made to their testimonial.
• Clean up the text where necessary, but be sure to preserve the original meaning.
• Include the reviewer’s information where appropriate, such as full name, photo, and job title, to enhance authenticity and trust.
• Use negative space strategically to improve readability and help the testimonials stand out on the page.
• Prioritize testimonials that quantify results, as they tend to be more persuasive.
• Keep it simple and avoid forcing the user to click or hover to view a testimonial.

Improve Your Online Presence With Best Version Media

If you’ve done the work to collect and place testimonials on your website, you’ll want to attract as many eyes as possible to them. That’s where Best Version Media can help. With listings, reviews, and reputation management, you can increase your business’s online presence across multiple search engines, maps, and directories, all from one simple dashboard.

BVM also offers the ability to bundle display ads and social media campaigns to make the most of your marketing budget and ultimately drive sales.
Contact BVM today to get your new marketing strategy started.

The post How to Use Customer Testimonials on Your Website the Right Way appeared first on Best Version Media.

A 1-star review can happen at any time, stemming from a miscommunication, a late delivery or simply an unreasonable customer. Once the bad review becomes live, it is visible everywhere, whether that be Google, Yelp or social media – platforms where the story of a negative experience can quickly gain traction.

Negative reviews can be particularly damaging for small and local businesses driven by digital marketing success. According to reviewsonmywebsite.com, 86% of consumers are less likely to purchase from a business that has negative reviews, while 13% of consumers won’t even consider purchasing from a company that has a 1-star or 2-star rating.

While a 1-star review can be detrimental, it doesn’t have to be permanent. Your response, reaction and ability to turn a negative experience into a growth opportunity can be key to turning things around and maintaining customer loyalty.

Here’s a closer look at the impact of receiving a 1-star review, how to manage it and what consistent reputation management can do for your business.

How One Bad Review Can Damage Your Reputation

Consumers rely heavily on online reviews when making purchasing decisions. According to Capital One Shopping, 99% of American consumers read online reviews before making purchases, with 93% of consumers being influenced by reviews when it comes to making a purchasing decision.

This means that negative reviews can immediately impact conversions, as well as how your business is perceived by potential customers. A 1-star review in particular can quickly diminish your average rating, especially if you don’t have that many reviews overall. Fluctuation in average rating is significant, as just a 0.1 rating increase can boost conversion rates by 25%, according to Uberall.

Getting a 1-star review impacts any business, but can be particularly detrimental to local service, SaaS, e-commerce or hospitality companies. Search engines and review platforms like Google and Yelp weigh recency and frequency when it comes to rating average, allowing a negative review to potentially send a damaging blow that might move you down search rankings.

Ultimately, one of the biggest concerns that stems from a 1-star review is a potential snowball effect. After the review is posted, businesses may begin to see a chain reaction of negatives, including fewer clicks, less traffic, lower engagement, declining sales and less visibility in search results. If the negative review goes unaddressed, it is hard to slow these damaging effects.

A Closer Look at the Digital Domino Effect

A negative review can have several significant impacts on your business in real time, including:

• Drop in search rankings – Google’s algorithm considers your average star rating, so if your business drops lower than a 4.0, you may be less likely to appear in a 3-pack for local SEO.

• Fall in click-through rates (CTR) – Listings with higher star ratings tend to receive more clicks thanks to a higher trust factor. A bad review that drops your rating could discourage potential customers before they even reach your website.

• Suffering conversion rates – According to an analysis across 40 purchase categories by the Medill Spiegel Research Center at Northwestern University, purchase likelihood peaks when the average star rating of a product or service is between 4.2 and 4.5 stars. A 1-star review, particularly one without a response from the business, can lower your star rating below this threshold, and in turn decrease conversions.

• Decline in consumer trust – It is easy for negative reviews to create a negative connotation and bias toward a business, potentially leading buyers to weigh bad experiences more heavily than positive ones.

Ultimately, each of these impacts can play off of each other and compound over time. If a business doesn’t react promptly, the negative perception can stick and become reality.

The Human Side of Reviews

It can be easy to forget that reviews come from real people. There will be times when your customer has a bad day, and other times when your team does. It’s also possible that a negative review may be disingenuous. If a business suspects that a review is fake or malicious, it should:

• Flag or report the review through the platform’s official process

• Gather documentation such as screenshots, order history or communication logs

• Stay professional in your response, as other consumers are watching

Even with fake or malicious reviews, your response can set a significant tone as to how your brand is perceived. While some consumers will judge businesses based on what went wrong, they will more often focus on how the company handled a negative situation. It’s not uncommon for a bad review to evoke negative emotion, but remaining calm and professional in all responses should benefit a business in the long run.

Turning It Around: A Step-By-Step Response Plan to a Negative Review

The impact of a 1-star review can be damaging, but it’s not irreversible. The key is responding promptly, authentically and strategically. To begin turning things back to positive, businesses should:

1. Respond publicly, calmly and timely

It’s important to acknowledge the consumer’s concern without getting defensive or personal. Using empathy can attempt to diffuse the situation. A prime example would be:

“We’re sorry to hear about your experience, [Name]. We take feedback very seriously and would like to learn more about what happened. Please contact us at [email and/or phone number].”

Businesses should stay away from responses that are generic or pre-written, which feel impersonal and lack authenticity and empathy. Responding to the review in a timely manner also shows your concern for the issue, and may diffuse it faster. According to ReviewTrackers, 53% of customers expect businesses to respond to a negative review within one week.

2. Take the conversation offline

Once you have responded publicly, the focus should be continuing the conversation offline or through a private channel, which is often where the negative issue is resolved. To do this, businesses should offer a private chat channel such as phone, email or direct messaging to resolve the issue. This will prevent any further public damage, and signals to customers that you are proactive.

3. Investigate and resolve the issue

First and foremost, businesses need to analyze if the complaint was valid, or if it was a miscommunication or just a genuine mistake. The customer feedback should ultimately be used as an internal quality check. If the issue can be fixed through things like a product replacement, refund or policy update, businesses should take action.

4. Request an update

If the reviewer’s issue was resolved satisfactorily in a timely manner, businesses can politely ask if they would consider updating or amending their review. Consumers will often be willing to revise a rating if they feel heard and helped.

5. Bury the bad with the better

To mask the negative review, businesses should further encourage satisfied customers to leave positive reviews. While incentivizing fake reviews is against FTC guidelines, nudging happy customers to leave true, positive reviews can be done through post-purchase emails, QR codes at checkouts or additional follow-ups asking for feedback. According to Bright Local, 96% of customers are open to leaving reviews.

6. Track review metrics

Businesses can use tools like Google Business Profile, Yelp for Business, or third-party platforms to monitor reviews over time, something that should be a priority in today’s business landscape. A proactive approach across all channels will help to recognize patterns and respond faster in the future.

A key takeaway is that while bad reviews are generally unpreventable for most businesses, you can control your response. Negative reviews are impactful, but businesses can also gain positive momentum by attempting to turn them into customer service wins.

The Importance of Proactive Reputation Management

Perhaps the most effective way to mitigate and overcome a 1-star review is through building a consistent and resilient online presence. That means stacking the deck in your favor before anything goes wrong through strong reputation management.

Reputation management consists of monitoring, maintaining and influencing a positive public perception of your business. This entails maintaining accurate online listings that clearly highlight everything a customer needs in order to make a decision on which business to purchase from, including things like phone number, address, location and hours.

The other main focal point of reputation management is handling reviews. Good reviews not only show customer satisfaction, but they also foster loyalty and trust, key factors when it comes to customer retention.

Negative reviews can be unfortunate, but they also give businesses a chance to build their reputation. Responding to negative reviews professionally by addressing the concern and trying to come to a resolution will hopefully solve the issue the customer had. However, the handling of the situation can be the true driver of customer loyalty. In its 2025 consumer survey, Bright Local notes that 89% of consumers are likely to utilize a business that responds to all reviews, both positive and negative.

How to Make the Best of Receiving a Negative Review 

While bad reviews are generally seen to have a negative impact, there are multiple benefits that could derive from them. Most consumers don’t expect any business to have a perfect, 5.0 rating, so a couple of bad reviews can portray your company as legitimate and trustworthy. According to Capital One Shopping, 82% of shoppers look for negative reviews to establish credibility.

In addition, negative reviews can help identify potential customer pain points, and things your business can improve on. Businesses might also be able to gain more insights on what their competitors are doing well or better thanks to a negative review.

Meanwhile, bad reviews can provide opportunity for self reflection for your business team and may strengthen customer service. It can also potentially help marketing, as businesses can use negative feedback as an opportunity to provide additional information or answers to questions that other customers have as well.

Other things you can do to help mitigate the negative impact a 1-star review can have include:

• Build review volume – The more reviews you have, the less impact one negative review will have. Ask consumers to leave reviews consistently, and make the process to do so easy across multiple touchpoints, including email and SMS, social media platforms, or reminders on receipts, websites and apps.

• Diversify review channels – Businesses should encourage reviews across multiple channels, including Google, Facebook, Yelp, Trustpilot and industry-specific platforms. Doing so spreads out your online presence, which could also heighten brand awareness and protect against significant damage on any one channel.

• Showcase positive reviews – Displaying positive reviews helps boost your company’s reputation while reinforcing trust. Businesses should look to showcase their best reviews on their website, in email campaigns or on product pages.

• Train your team – Whether it’s front-of-house staff, support agents or delivery personnel, all employees should know how to provide an experience that can lead to a positive customer review. In turn, those within the company who manage reviews should be educated on how to respond to all types of feedback, both positive and negative, in a professional manner.

How Businesses Respond to Negative Reviews

Many businesses are regularly faced with having to respond to negative reviews in order to maintain their positive image, whether that be a small local business or an industry giant. Here are some examples of how businesses have excelled at responding to negative reviews in the past.

1. Home Depot, one of the leading home retailers in the United States, was given a negative review and 1-star rating after a customer received the wrong item they had ordered and was told that they would be charged an additional fee to get the correct item. With the customer relationship needing repair, Home Depot responded with this:

“Greetings Mrs. Chance,

Thank you for taking the time to reach out to us and bringing this situation to our attention. We are very sorry to hear about your experience. 

We would like an opportunity to review your concerns and discuss this matter with you. Please call us at 1-800-Home Depot or email us at [email address]. 

A representative from our team would be happy to assist you.

Thank you for being a valued Home Depot customer.”

This message is highlighted by a personalized greeting, empathy for the customer and contact information that allows the consumer and the business to get in touch to discuss the matter further. Even if that particular customer’s issue doesn’t get resolved, the professional response helps Home Depot maintain a positive brand image.

2. A consumer left a negative review about Stamford Plaza, a hotel in Brisbane, Australia. The customer, who had previously stayed at the hotel, complimented the staff and aspects of the stay, but was concerned about an issue with the bathtub and flies around the breakfast buffet. At risk of losing a repeat customer, a manager from Stamford Plaza responded with this:

“Dear McMillan2014,

Thank you for sharing your feedback, both positive and constructive. I apologize that we did not exceed the standard you have received during previous stays. I was glad to read that the staff provided great service and the unexpected surprise of a bottle of sparkling wine for your anniversary. Your comments have been discussed at length with our pest control contractor to make sure the hotel maintains its standards.

Warm Regards,

Dale John

Executive Assistant Manager”

This review displays a professional tone and voice. By apologizing, responding to the customer’s issue and addressing the issue with a plan of action, the hotel is positioning itself to ensure that this specific customer’s next stay, and the stays of other potential customers, will be more positive.

3. UK beauty and health retailer Boots sees negative reviews as an opportunity to turn a disgruntled customer into a supporter.

“Responding to negative reviews gives us the chance to shift the way the customer feels toward us based on the way we handle their concerns,” Bonnie Berrio, a former customer service specialist at Boots, said to Bazaarvoice. “They might still share their negative experience about a product or service, but they also immediately follow with how they will always buy from us because of how well we handled the issue.

“We always answer as quickly as we can, even if it is just to let the customer know we received your inquiry, we’re looking for the answer and we’ll be back in touch. Then we direct questions to key people we rely on to answer most questions, and reach out to each other for help as needed so that we can follow through.”

According to Bazaarvoice, responding to a negative review with an apology while also offering a refund or exchange can result in a 92% increase in intent to purchase. Responding with an explanation of how to use a product that is being misused, or giving other guidance information can lead to a 186% increase in intent to purchase.

This further highlights the benefits of responding to all reviews, positive and negative, and simply engaging with customers when they have questions. Not only does it potentially increase conversions, but it also fosters a highly-positive brand image, as potential consumers can see that your business truly cares about the products or services you provide.

How Best Version Media Can Help Manage Your Reviews

Best Version Media can help your business maintain a positive reputation through its management of reviews across directories, maps and search engines – all from one dashboard.

Whether it be positive or negative reviews, BVM can assist in maintaining a positive image of your brand, which can boost your online presence, grow customer loyalty and increase your customer base.

Connect with BVM today to see how our reputation management can assist in your marketing strategy.

The post The Snowball Effect of a 1-Star Review (and How to Turn It Around) appeared first on Best Version Media.

That’s why it’s especially essential for local businesses to utilize ad targeting, as they often lack the extensive resources available to large corporations. Every dollar needs to count, and targeted marketing campaigns consistently outperform mass marketing efforts in delivering results.

In fact, the US Data Corporation revealed that targeted ads are twice as effective as generic ones.

However, not every targeted campaign reaches its full potential. Many local business owners fall into the same common traps that lead to wasted time, effort, and money that they simply can’t afford to lose. To help you make the most of your targeted advertising strategies, here are seven mistakes to avoid. But first, let’s define what ad targeting means.

What Is Ad Targeting?

Ad targeting is a marketing strategy that focuses on a specific group of people who are most likely to engage with a business. The goal is to avoid wasting resources on consumers who have little to no interest in a particular product or service.

There are several ways to define a target audience. Demographic factors, such as age, location, and income, are among the most commonly used, but targeting can also consider shopping behaviors, potential challenges, communication preferences, and personal priorities.

This information will vary between businesses depending on their goals and values, but the objective remains the same, and that’s to place the business and its offerings in front of the most valuable audience.

It’s an incredibly effective strategy that every local business should embrace, but be sure to steer clear of these frequent mistakes.

1. Broad Targeting

Broad targeting occurs when the targeted audience isn’t well defined. If an ad reaches beyond the population who is most likely to be interested in a business’s offerings, the message of the ad often fails to resonate, and it will result in lost ad dollars.

For example, if a beauty salon targets only individuals aged 18-29 but doesn’t refine any other criteria, their ads are likely to be shown to many people who aren’t likely to engage, such as men or those who live outside the local community.

Even if you believe the products and services your local business offers appeal to everyone, it’s still best practice to identify the most responsive audience and focus your marketing efforts towards that group. After all, the most effective ads are the ones that feel personalized.

To solve this issue, clearly define the type of consumer you want to attract and build your marketing campaigns around that profile. Just be mindful that it is possible to be too specific.

2. Narrow Targeting

While a broad approach undermines the purpose of ad targeting, narrowing your audience too much can be just as harmful. It creates the opposite problem of broad targeting, which is overlooking those who may be genuinely interested in your business. 

For example, a senior care center that only advertises to individuals over the age of 65 who actively need their services may miss out on slightly younger adults who are beginning to plan for future care needs.

To avoid missing out on valuable opportunities, take the time to evaluate what audience is ideal for you. Don’t fall into the trap that many local businesses do, which is relying on assumptions instead of data when identifying your target customer.

3. Assuming Ideal Audience

If you’ve been running your local business for a long time, chances are you’ve become an expert in your industry and can solve most problems instinctively. While trusting your gut can be an effective method of management, it’s not always foolproof.

It’s especially true when it comes to identifying your ideal audience. While you may have a strong sense of who that is based on daily interactions, more reliable methods exist to take the guesswork out of it.

Utilizing research tools like Google Analytics and others can provide valuable insights about your audience that you may be unaware of. You may discover customer behaviors or influences you hadn’t considered that could be missing from your current marketing strategy. 

These insights can come in several forms, preferred social media platforms, common interests, or behavioral trends. Analytics helps ensure you’re targeting the right audience and tailoring your campaigns based on what resonates most.

4. Popular Targeting

Identifying the most attractive demographic for your business is an important step, but narrowing it down to just one type of customer often misses the mark. This is especially true if you’re not already the leading business in your industry within your area, because the odds are that your top competitors are already targeting the most obvious audiences.

This doesn’t mean you should ignore your ideal demographic, but relying solely on it can limit your results. If you find yourself struggling to keep up with local competitors, it’s worth identifying additional segments within your broader target market to reach with your advertising efforts.

Many successful businesses have adopted this approach. For instance, SpotHero, a premier name in parking services, recognized that many similar businesses were competing to offer the lowest price point for their service. In response, SpotHero pivoted to a secondary market, the average business parker. As a result, they emerged as an industry leader.

If your goal is to attract as many customers as possible and grow your business, this is a great way to do so while making the most of your budget. Eventually, you may even become the leader in your industry and gain access to a broader consumer base.

5. Egocentric Targeting

When creating an advertisement, many local business owners fall into the trap of designing it to appeal to themselves. Some may not even realize they’re doing it, but this mindset can be a tremendous detriment to marketing efforts. 

Even if you’re an expert in your industry, basing your ads solely on what appeals to you can cause you to miss the mark with your target audience. This is another reason why gathering analytical data is crucial to marketing success. It provides genuine insights into what your customers want, rather than what you assume they want.

Egocentric targeting is another strong argument for working with a specialized marketing team. You’ll avoid wasting your ad dollars while developing campaigns that resonate with your target audience, instead of just yourself.

6. Failing to Adapt Targeting Strategies

Maximizing your marketing efforts isn’t just a one-time task. Even if you create an ad that delivers strong results and drives business, that doesn’t mean your work is complete.

Social and market trends as well as customer behaviors and needs are constantly shifting. Keeping up with these changes is a necessity for success, especially for local businesses. It’s vital to regularly review and update your marketing campaigns to evolve with your audience and remain relevant in the space.

This includes monitoring trends, experimenting with new products and features, and exploring new markets. Staying proactive ensures your business never falls behind and continues to attract your ideal customers.

7. One-channel Approach

This is perhaps the most detrimental mistake that local businesses make. A business may decide that one marketing channel, such as Facebook, sufficiently reaches its target audience, is easy to manage, and stays within budget.

However, this strategy comes with some fatal flaws. A one-channel approach severely restricts your ability to reach your target audience, no matter who it is. It also makes your efforts overly dependent on changes to the platform’s algorithm, which can change unexpectedly, reducing the effectiveness of your marketing efforts.

Instead, use insights from analytical tools to identify which platforms perform best for your business, and be sure to test several platforms to find the right mix for your audience. When in doubt, consider using your marketing budget on professionals in the industry to maximize your reach and results.

The Challenges of Ad Targeting and How Best Version Media Can Help

While these are critical mistakes to avoid, it’s not always easy to address them on your own. Hiring a team of professionals is the most effective way to get the most out of your marketing efforts and attract more customers, but many local businesses don’t have the resources to do so in-house.

Best Version Media solves that problem by offering geo-targeted display and social media ad campaigns along with listings and reviews management across multiple directories and search engines. This approach ensures you maximize your budget and reach your ideal audience, all from one easy-to-use dashboard.
To enhance your advertising campaigns and grow your business, contact BVM today.

The post Understanding Ad Targeting: What Every Local Business Owner Gets Wrong appeared first on Best Version Media.