Steps on Creating a Review Funnel


Sometimes marketers feel helpless when it comes to positive reviews. You cannot control what your customers think about you, can you? If you want to keep your good name and avoid PR mishaps, you you absolutely cannot buy or create fake reviews.

Getting realistic reviews is all a numbers game. How to increase your numbers and turn your reviews into an recognizable marketing channel. Some tactics that help us get more happy customers are as follows:

Namely, I cover how you can create a “review funnel” that…

  • Provides an easy way for business owners to invite and remind customers to share their experience

  • Drives customers to a single destination specifically designed to convert them into reviewers

  • Guides reviewers to complete reviews on the best possible site for both you and them

The Big Challenge
Reviews work as effective marketing strategies for small and local businesses. People review the reviews as a trusted source a compared to ads. Reviews convert lookers into buyers. This can give business listing a high visibility and SEO a boost.

Imagine having happy customers to share reviews on major third-party sites like Google+, Yelp, and TripAdvisor? Why don’t happy customers share their experiences? The point is no one is going to bother to write about the last restaurant they visited or an ice cream they gulped.

The top two reasons are…

  1. “Writing reviews is a pain.”

  2. “I forgot to write the review.”

A “review funnel” is a system designed to minimize these two obstacles. We know that customers who intend to write a review won’t do so if it’s too hard or they just plain forget. An effective review funnel must therefore offer assets and triggers that…

  • Make writing reviews easy

  • Remind customers about writing reviews

Step 1: Draw the customer
If you have information about the customer, such as email or phone number, you might send a post-transaction message inviting him/her to give feedback about their experience. For the social media audience, you can periodically poll them. For instance: We’d love to hear about your experience, we are all ears…”

Sometimes, collecting emails or building a robust social presence is impractical. When business transactions happen face-to-face, such as at a doctor’s office, arm the business owner (or server, or front desk) with printed review “invites,” or small small takeaway cards.

The message could read:

“Please take a moment to review your experience with us. Your feedback not only helps us, it helps other potential customers.”

Send something tangible that reminds your customer about you. Make your intentions clear and simple to understand.

Step 2: Keep the Customer engaged
So, how do you convince the customers to review a business. Should you drive them to the business website or a review site or somewhere else?

Remember that our goal is to make reviewing easier, so be sure to drive them to an accessible online destination that offers few distractions, choice of several review sites, and just enough education to help them pick one and complete a review if they are not already a “superuser.”

Some Tips:

  • Put the page at an easy-to-remember URL and provide a QR code on any printed invite

  • The page should be mobile-friendly

  • Limit your choice and highlight the ones you currently care most about

  • Educate reviewers about the review process for each site

  • Provide a way for disgruntled customers to get out of the funnel before posting a review, such as a prompt to contact the business directly.