Navigating the Online Storefront - Part 3

This is part three of a three part series. The three parts will be:

  • Website

  • Social Media

  • Reviews


The third and final pillar of building a successful online presence is reviews. In 2017, 40% of YouTube users went on the platform to learn more about a product before they bought it. Everyday, we all swear by one product or service by how we dress, what we drive, by simply living our lives. With the internet, people have the power to become even more informed before they purchase a product. Reviews are how they make their choice of purchasing your companies’ product or service instead of your competitors. Reviews are even used by Google to decide your position in the search results. As such, every business should properly manage their reviews. When a business receives a negative review, just like in the social media pillar, they must respond to the criticism and try and resolve the situation. As I stated previously 94% of all organic search result are through Google. This makes it imperative that businesses take control of their business listing on Google. Google my Business  has many different features, but the most important features are that it allows for businesses to manage their address and contact information, and it allows for businesses to respond to reviews on their listing. Other websites to think about are Yelp, Facebook and any industry specific review site. For the automotive industry you could find DealerRater important or for health care specialist you may want to pay attention to RateMDs.

Reviews can also be used in tandem with social media for content or for comparison to your competitors. Electronic companies are known to come out with new products and to give them to reviewers for their thoughts. They then advertise the reviewer’s article or video to reach potential customers.



The online world is an ever-changing landscape, and for this reason it can daunting for business leaders who primarily work in the physical world. It allows for massive business growth, but when done haphazardly can turn potential customers away. This article has focused on the three pillars to a successful online presence; Website, Social Media and Reviews. A business’s website allows for full control over the content that is shown to potential customers, Social Media allows for a mix between a business’s content and user content, while Reviews are purely user content which needs to be used to make an even better future experience for a company’s customers.

Please let me know if there is anything that I have missed or that you have found to help in building a successful online presence.