For every business, the benefits of reviews are huge. Not only do they help build trust with potential customers, they can also provide an SEO boost and generate insights from your entire customer base — not just the ones that tell you what they think directly.

For a robust review pipeline, make sure to include some aspects of each of the following steps:

1. Ask customers for reviews at the right time, in the right way. Find the most likely customers to leave you a good review, incentivize them and make it easy.
2. Use reviews in as many places as you can — on your website, in product description pages, on marketing collateral and in voice of the customer programs.
3. Respond to every review you can, thanking customers for their insights and answering any questions they might have. A negative review with a positive response can be even more convincing than a full page of happy people.

Remember, every review is a gift from your customers. The more positive reviews you’re able to recruit and publicize, the easier customer acquisition becomes.