Expanding your business and exploring new markets can be exciting yet daunting as a small business owner.
However, the right strategies and mindset can also be incredibly rewarding. Whether you are looking to increase revenue, gain more customers, or establish a stronger presence in your industry, there are numerous ways to expand your business and tap into new markets effectively. Expanding your business and exploring new markets requires careful planning, strategic thinking, and a willingness to take calculated risks.
In today’s edition of Let’s Talk, our experts discuss some of the most effective methods for small businesses to expand and explore new markets.
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Phillip Zammit, APJ Head of Customer Experience, Zoom
“Every small business should be leveling up their customer experience in 2023. With the majority of customer interactions in ANZ taking place on digital channels, businesses must invest in digital experiences that cater to customers’ needs. By providing personalised customer support when and where customers need it, small businesses can build better loyalty and attract new customers.
“Partnering with other businesses can help smaller teams plug their skills gaps and enhance their customer support with tailored technology solutions. For example, an omnichannel approach allows customers to seamlessly interact with businesses across multiple channels while helping agents manage customer inquiries more efficiently. Or, consider implementing AI chatbots to handle routine inquiries quickly and effectively – this frees up human agents to address those issues that require a human touch.
“When we consider our own experiences as consumers each and every day, isn’t it those incredible service experiences that we not only remember, but often drive us to tell our friends and family? It’s this brand loyalty and advocacy from your customer that every business is seeking, and total customer lifetime value is such a critical measure of current business health and future profitability, especially for smaller businesses.”
Chris Green, Business strategist, author of Business By Design
“Often small business owners are so busy in their role as the technician and the source of so much operational knowledge, they have limited time or capacity to explore new opportunities and business growth. Many are turning up each day to their business, treating it like a job rather than creating a business by design. A new approach is needed, but where to start?
- Create documented business systems and videos that show others how to undertake operational tasks, so you don’t have to.
- Rebuild the organisational structure and create a formal mentoring program that builds the capability of key people in the business, and
- Craft and live a new position description that shifts your role from the technician to the entrepreneur then take action!
“In leveraging knowledge and creating space, the entrepreneur can commit to drive business growth, maximise their impact as leaders and explore new opportunities.”
Ayaan Mohamud, RVP Marketing APAC, impact
“Partnering with key influencers or brands with shared values who already have a relationship with your target market is a highly effective way for Australian small businesses to expand into new markets and grow their consumer base.
“Increasingly, consumers are only buying brands, products and services they trust – so there is no better way for a new brand to explore new markets than on the shoulders of established and authentic partners.
“The good news is that the advent of partnership automation technology means small businesses now have an affordable way to find, recruit, contract and pay these types of trusted partners; something that would previously have been impossible unless you had deep pockets and a significant headcount.
“For example, dynamic Australian start-up July Luggage used impact.com’s partnership automation technology to launch into the US market at a time when they only had a team of 15 people. Whilst they partner with big-ticket lifestyle media such as Vogue and Forbes and Fortune they also lean on premium bloggers, influencers and creators with smaller but loyal audiences that often have a higher conversion rate!
“Partnerships have proven to be a game-changer for them and many other Australian small business brands.”
Fergus Dunn, Regional Executive, Bentley Systems
“Small businesses face unique challenges when it comes to expanding their operations and exploring new markets. By investing in software solutions that streamline operations and improve collaboration, businesses can unlock new opportunities in their field.
“Digital twin technology is a powerful tool that can help small businesses optimise their operations, identify areas for improvement, and reduce costs. Collaborative platforms like ProjectWise can also be highly effective for small businesses, enabling them to work more effectively with international partners and stakeholders, improve project visibility and control, and streamline their operations.
“In addition to investing in technology, networking and collaboration are also crucial for small businesses to succeed. Initiatives that connect small businesses with industry experts, investors, and peers can provide valuable insights, mentorship, and resources to help them accelerate growth across markets.”
Jonathan Perumal, Country Manager ANZ, Safeguard Global
“Fast growing Australian companies that are making the leap of expanding overseas are often looking to test new markets quickly and low cost, which means they must balance maximising business opportunity with minimising risk.
“Finding the right balance starts with how you set up overseas – whether you invest in establishing a foreign entity or partner with a global employer of record (EOR) to hire in-market talent. Each option has its own implications, costs and timelines, which small businesses with limited resources should consider carefully.
“Strategic partnerships are a valuable resource for small businesses navigating the challenges of expanding internationally. They enable businesses to access local HR expertise around the world, help them to comply with complex foreign employment laws and hiring practices, and give them guidance on competitive local salaries and employment benefits.
“By hiring local employees in overseas markets first, before doing anything else, small businesses can quickly create a network of contacts and understand the commercial opportunities in that country. Leveraging the expertise of local employees also empowers companies to tailor products and services to local markets. Overall, this will increase the chances of sustainable growth and long-term success in new markets.”
Damon Pal, Head of Asia Pacific, HireVue
“With Australia on track for a net migration of over 300,000 people this year and an immigration process overhaul in place, businesses should take the opportunity to recruit overseas talent to help grow their company’s footprint both locally and internationally.
“Business expansion requires local market expertise, and that all starts with hiring. By casting your net to reach talent with experience outside of the Australian market, you’ll equip your company with valuable insights and knowledge of key market nuances that will put you way ahead of the competition.
“A great way for business leaders to make the most of this skilled immigration boom is to make their hiring processes more friendly for international employees. By harnessing tech to conduct fair, structured and data-driven interviews, you can ensure the process is seamless for all prospective employees regardless of where they’re applying from.
“Introducing AI to the hiring process will mean your organisation no longer has to rely on archaic and unreliable CVs or a gut feeling and can engage the top, incoming talent faster than your competitors. By standardising the interview process with video and game-based assessments, you can evaluate what truly matters, source more candidates, save time and hire the best talent that is more likely to thrive and therefore stay in their new role.”
Theo Hildyard, VP Demand Generation, Brightcove
“A scalable video-first strategy is key for small businesses to grow their business and reach new audiences. Two key aspects include having a robust video analytics platform and easy access to multilingual video capabilities.
“As an expanding small business, it is imperative to understand how your video content is performing and being delivered and received by your target audience. This enables companies to evaluate and tailor their video content strategy across new markets. However, data alone is not enough. To truly leverage data for business growth, businesses must consolidate and convert data into actionable insights through a trusted video hosting platform.
“Having multilingual capabilities and captioning is important for greater inclusivity and legal compliance. For example, Brightcove’s recent partnership with 3Play Media now allows customers to make video content more accessible to audiences through closed captioning, audio descriptions, video localisation services and more.
“As small businesses look to expand their market footprint, a solid video-first marketing strategy that integrates analytical insights and video accessibility capabilities will equip them for the best chances of success.”
Lachlan Millist, Director of Sales ANZ, Airwallex
“According to Airwallex’s Australian Business Growth Index, a third of Aussie SMEs businesses are currently operating outside of Australia – and this figure is expected to double by 2027. Two top financial planning tips to make the move into new markets a successful one include:
- Scale and localise your customer experience: Localisation goes beyond simply changing the language or pricing on your website – it’s about delivering the retail experience that matches your customers’ cultural expectations. Currency is one of the easiest elements of your website to localise, through tools such as Airwallex, which integrate with your existing website and allows you to collect payment in multiple currencies whilst avoiding FX fees.
- Streamline your financial operations: With multiple currencies and bank accounts – your old way of managing accounts may no longer be feasible. Automate multi-currency bookkeeping and notifications to integrate across your inventory, banking, payroll and more. This will give your accounts team full visibility of your finances and frees them up from hours of manual work to instead focus on providing strategic financial advice to bolster your expansion.”
Joanna Oakey, Managing Partner, Aspect Legal
“Small Businesses can expand very quickly via acquiring other businesses! Also known as a ‘roll-up’, acquisitions are an excellent strategy for small businesses to achieve growth and expansion in their industries. By buying other smaller companies in the same market, you get immediate scale – expanded geographic coverages, greater brand recognition (if you rebrand them) and if the merging entity has complementary capabilities – your product and service offerings can expand too.
“What’s more, with additional staff, you’re able to share your team and knowledge across the businesses, creating operational efficiencies which allows for scaling quickly. This is a very common strategy for bigger businesses, but for some reason remains far less common in the small business sector.
“Keep in mind, not every acquisition is going to be a success. You need to know the reality of the industry you are dealing with, the people you’re getting into business with and ensure there’s going to be a good fit between the existing business and the new one. It also goes without saying, you need to do your due diligence, have sound contracts and have a plan in place (of course a lawyer would say that!).”
Elise Balsillie, Head of Thryv Australia
“As a small business owner, it’s hard to focus on growing your business while running it. But taking a step back from the day-to-day to focus on long-term strategies is crucial for future-proofing your business.
“To effectively expand your business and explore new markets, small business owners can look at purchasing trends and inventory. This data can be used to figure out where your next market expansion should be. Buying patterns can also tell you a lot about your customers and can inform your market business strategy.
“Implementing technology such as customer relationship management (CRM) software that automates tasks and supports with effective marketing and sales tools is another way to scale your business.
“Keeping a focus on consumer data and technology are two ways that will help your business generate more revenue short term and bigger exposure in the long term.”
Michael Tutek, Founder and CEO, preezie
“The retail industry has evolved significantly over the years, with the rapid rise of eCommerce playing a pivotal role in influencing consumer behaviour and preferences across various sectors. As competition in the retail space intensifies, there is no better time for brands to broaden their horizons and venture into new markets, taking advantage of the eCommerce boom and the vast number of potential customers it brings.
“To achieve this, businesses should develop a solid channel strategy that enables them to reach as many customers as possible, such as:
- Create an engaging and easy-to-navigate online presence that includes a mobile-friendly website and seamless checkout.
- Identify target markets by analysing customer demographics and purchasing habits to personalise communications and create targeted campaigns.
- Develop a localised marketing strategy that tailors content, advertising, and partnerships to the customs and cultures of target markets.
- Expand internationally through digital marketplaces to reach new customers without the high costs of physical stores.
- Broaden reach by collaborating with local partners, such as businesses, influencers, or organisations with an established presence in target markets.
- Establish a consumer base quickly in new markets by offering competitive pricing and a strong value proposition, including adapting products or services to suit local needs and offering discounts and promotions.”
David Britten, Managing Director APAC, Corpay Cross-Border Solutions
“Expanding into emerging markets could be a challenge for small and medium-sized enterprises (SMEs) due to the complex web of localised regulations, currency exchange rates, and limited access to financial infrastructure. This could make it difficult to complete local currency payments and complete cross-border transactions seamlessly.
“To gain access while minimising market risks, SMEs could leverage a provider that offers access to exotic currencies, which are traditionally more difficult to make cross-border payments for. With extensive experience in foreign exchange regulations, a specialist cross-border payment solutions vendor could operate as a local market participant, mitigating sometimes limited access to financial infrastructure.
“They could also help navigate complex pricing and opaque fees. With an established network and systems to complete payments in almost any market, a cross-border payment specialist could help unlock the potential of emerging and frontier markets.”
Tom Shanks, Manager of Asia-Pacific, Ideagen
“Today, security and privacy are two of the top priorities for businesses. So, when a business makes the decision to launch operations abroad, it needs to take all the possible measures to ensure it doesn’t expose its operations and data to potentially malicious actors.
“International regulations are another key consideration. Whilst Australia has its own set of strict regulations to adhere to, businesses need to ensure that they are meeting the requirements of the individual country they’re looking to expand into.
“There’s often a perception that regulation and security slow down innovation and growth, but this need not be the case. Software exists that will help businesses navigate the matrix of regulatory requirements and create secure online environments for specific documents or whole project collaboration.
“Surf Lakes is an example of an Australian organisation whose artificial, surfable pools are making waves internationally. With plans to open 17 new international sites in the next few years, the company is utilising a bespoke online portal from Ideagen that creates a secure and regulatory compliant space for its employees to collaborate with partners and licensees overseas. By doing this, the organisation can continue its rapid expansion across borders without compromising on security.”
Michael Rosenbaum, CEO, Spacer Technologies
“When thinking of expanding your business into new markets, it’s important to continuously be in touch with your users, their insights can help you identify new markets and potential improvements.
“Owning your space is vital, get a solid grasp of your core audience and what makes you unique. This will aid you in keeping your edge, by continuously improving your offerings to help you stay ahead of the market. If it still seems daunting, consider collaborating with complementary businesses to reach new audiences and create value for both parties.
“Ultimately, while it is important to keep an eye on global trends, you must always adapt to the local markets’ needs and cultural nuances for a tailored approach.”
Dhanush Ganglani, Managing Director, Eden Exchange
“Expansion into new and emerging markets for small businesses and franchises can be a very exciting opportunity, especially if your business has the view to sell sometime in the future. However before expansion, it is important to take the time to ensure your business model can adapt to the nuances of the new market, that you have a competitive USP and offer a strong service or solution that can stand out against your competitors.
“From an operational standpoint, you also need to consider whether you have a scalable business model and streamlined operations that can support growth. Talent is also critical for new market expansion, and hiring seasoned, regional experts can make all the difference to servicing new customer segments. Finally, from a marketing perspective, there is no ‘one size fits all solution.’ Take the time to find marketing and customer engagement strategies that are highly personalised to the new regions you are targeting.”
Michelle Kvello, Founder and CFO, Lantern Partners
- “Be clear about why you are selecting these particular new markets for expansion. Be wary of ego based expansion! It’s important you make sure it is the best thing for your business and not just so you can say your business did “x”.
- “Be clear about your financial capacity.
- Run your financial model and test various scenarios to work out if you need additional cash to fund the expansion.
- Make sure you build in longer timeframes than you think you need and contingency for experimentation and course adjustment.
- Investigate sources of funding that you may not previously have used. For example grants are available for expanding overseas or testing new products. And Export Finance Australia is a government agency which provides finance solutions for businesses expanding overseas.
- “If this is a totally new market for you speak to others who have expanded into these markets previously. Particularly if you are expanding overseas it can be easy to make assumptions about how business is done, particularly if you are expanding into other English speaking markets which can initially seem similar! Understanding your market is extremely important.”
Warren Liu, Chief Strategy Officer, Access Brand Co
“At Access, we advocate for the SURE Model for growth and expansion and our premium wellness brand management company is currently expanding into South East Asia, opening new offices in Singapore and Malaysia. Our market channels include retail partners, our VTN platforms (localised Apps and websites) and also we’ve just launched a Celebrity Streamers platform, partnering with ultra influencers across APAC for live commerce opportunities for our brands which include eimele, Science Research Wellness, Vida Glow and Napoleon Perdis.
- “Social at Heart – In this device and platform driven world, being socially savvy and available in the intended market is crucial. Pivot towards local culture, leverage influencers and use digital sales channels.
- Uniqueness – be precise about defining the unique value proposition you are offering as a new player, an overseas player. Is there a story about provenance or quality you can share about your brand or products?
- Relevant to the local market – ensure your offerings are appropriate to local consumers and business partners, this includes price point, languages on packaging, distribution channels.
- Exclusive partnership – leverage networks and find locally based partners in each sector (sales, marketing, logistics…) to help facilitate market entry, particularly at the start.”
Lachlan Grant, Co-founder and CEO, Vital Addition
“SMEs are crucial for driving economic growth in Australia as they contribute a third of the country’s national GDP. Effective expansion and exploration of new markets are critical to sustaining their contribution to the economy.
“From a financial perspective, SMEs should first conduct thorough market research to identify potential target markets and assess the demand for their products or services. Next, developing a strategic plan for market expansion that includes a comprehensive budget and timeline for the project is necessary. It is critical to carefully consider funding options and ensure sufficient capital to support the expansion.
“Establishing strong partnerships and networks with local distributors, suppliers, and other stakeholders can assist with gaining a foothold in new markets. Collaborating with local businesses, or having someone on the ground locally, can help businesses navigate any possible cultural or language barriers while expanding internationally.
“Finally, monitoring and evaluating progress by tracking key performance indicators, such as revenue, profits, and customer satisfaction, is essential to ensure the expansion is financially sustainable and profitable.
“With the right partnerships and advice, SMEs can effectively expand and explore new markets through research, strategic planning, risk analysis, and accessing critical but relevant funding to thrive in Australia.”
Aimee Baker, CEO, Ari Recruitment
“So you’re considering world domination? Growth and expansion can be fun, exciting, stressful and expensive when not executed well. I’m an optimist so I always believe in bigger and better things. Sometimes it pays off and other times it doesn’t; I’ve learnt most from mistakes along the way.
- Be a ‘forever student’ who’s always learning and researching the market and industry. This helps your current clientele, but also gives you direction to grow.
- Have a customer retention strategy, as investment in holding on to your current customers speaks to how and where you invest your money to gain new ones.
- Prioritise your marketing and strategic partnerships and, well, get strategic for leads. I lean on search engines, content marketing and social media but the B2C and B2B strategies differ a little.
- Monitor your conversions/sales to recognise what works and what doesn’t. If you want to increase your sales you need to increase your leads.
- Diversify and expand. What else can you offer? This is where the research and market trends are super important.
“Finally, review and refine with these 3 simple questions. What should I stop doing? What should I continue doing? What should I start doing? Be honest!”
Anurag Vasisth, Group CEO, Loyalty Now
“Modern digital loyalty and rewards programs are levelling the playing field for small businesses to expand their customer base and explore new markets despite limited resources compared to larger organisations. By merging online and in-store shopping experiences, these programs provide a seamless omnichannel experience that meet customers’ increasing demands, allowing small businesses to compete effectively.
“One significant benefit of digital loyalty and rewards programs is the real-time access to data on customer spending patterns and behaviours. With this information, businesses can create personalised promotions that engage customers and foster loyalty, ultimately increasing sales and customer retention.
“Digital loyalty and rewards programs can be used as an effective sales strategy to understand customers better, provide personalised experiences, and foster customer engagement. These programs create opportunities for small businesses to compete with larger organisations and expand their customer base.”
Lynn Yong, Co-Founder, NX Decor
“We prioritise customer service, and firmly believe it has been the backbone of our business’s success; enabling us to diversify and expand, explore new markets and drive our growth.
“Positive word-of-mouth referrals play a vital role in expanding our customer base, as satisfied customers have remained loyal, for repeat business to fund our growth. Exceptional customer service has set us apart from our competitors and attracted new customers, enabling us to expand into new markets. Interactions are a valuable source of insight, and help us to develop products and services better tailored to customer and market needs.
“Providing excellent customer service leads to positive reviews and ratings, improving our reputation and attracting new customers. Understanding our customers with direct interaction, means we’ve built stronger bonds in business, and that also informs our marketing efforts. Our business relationships have also brought us through some challenging times, and enabled us to pivot, not only for survival, but to thrive.
“By fostering customer and business loyalty, attracting new customers, gaining insights, and improving our reputation, we have increased our chances of success and growth. I truly believe that providing exceptional customer service is a win-win for both our business, and our customers.”
Remonda Martinez, Managing Director, Blue Haven Pools and Spas
“As Blue Haven has expanded significantly over the last 50 years, here are my tips based on experience:
- Be where the customers are. We have always been present at pool, home and garden shows. Being where the customers are helped with our branding position and grew our business to become the most recognised pool building in the country.
- Advertise. My dad would always say – never stop advertising – most people can only remember 3 businesses in a category. Make sure you’re remembered. Our Google insights show more than 75% of traffic to our website is direct brand name searches.
- Offer exceptional customer service. Blue Haven bends backwards for customers, and we remain the same family business with a boutique approach of personalised service to our clients and stakeholders. Excellent customer service spreads effortlessly like wildfire.
- Understand your market. Use research and analysis to grasp new market nuances, identify potential customers, and recognise competitors. Tailor products and marketing with consumers in mind; profits will follow.
- Invest in technology. Embrace technology to optimise operations, elevate communication, and enrich customer experiences. We were the first to sell custom concrete pools online, using AR and VR to address consumer hesitation and offer personalised experiences. Innovation is king.
- Implement a tailored digital marketing strategy. Recognise the qualities of channels like social media, email and content marketing, and SEO. Develop targeted strategies and emphasise personalisation. Humanise your voice to strike real, emotional connections with your audience.
- Monitor and adjust. Regularly assess expansion efforts with data-driven insights. Continuously fine-tune your strategies and stay proactive.”
April Booij, CEO and Founder, FAME Event Design
“In a flooded market, with digital content overload, businesses need to stand out if they’re considering breaking into a new market. As we distance ourselves from the dreaded online events the last few years, and customers are craving real-life experiences again, experiential marketing events are the way to go.
“Events have the incomparable benefit of an engaged target audience, that get you connecting with your audience on an emotional level, building relationships that last long after that next click.
“These engaged audiences can become a great testing platform to trial your latest product or service, with real-time feedback from the attendees. Capturing an already engaged room will help to hone in on your “why” and drives leads.
“The modern-day word-of-mouth recommendations – user-generated content is, one of the biggest drivers of leads. Events are a perfect way to get your own customers shouting your brand name online.
“Studies continue to show events can see higher investment returns, an Event Track study in 2019 found over ‘98% of users stated they felt more inclined to purchase a product after attending an activation’. With a lot to gain and a relatively small financial outlay, events are a great way to test out a new market.”
Nicole Jameson, Director and Founder, The Social Kit
“The big stretch on social media.
Promoting your business on social media is a solid marketing decision, and an essential business strategy. But pushing out content on just one platform won’t cut it in 2023 if you want to lift your brand. Stretching into other platforms will expose your business to new audiences, demographics and new ways to showcase your business (attracting more fans and customers).
“For many small business owners, the thought of consistently posting to one platform is challenging enough, so using more platforms seems bonkers. But, fear not there’s strategies to ensure your business is on more platforms with only marginally more effort. Content stacking, using the same piece of content across many channels is one of the easiest ways to do this. If you’re creating an Instagram Reel, use it on Facebook Reels, TikTok and YouTube Shorts – that’s four channels with four different audiences. This gives you more reach with only a small amount of additional effort/cost. And utilise social media management support programs to access Australian images, videos, captions and graphics, plus ideas to feed the ever-hungry social media content machine.”
Michael Sackett, Owner, Sackett Services
“In today’s business landscape, it’s almost a given for SMEs to adopt sustainable practices, and comply with new regulations to future proof their business.
“The rising costs of fuels and electricity have hurt consumers, businesses, and entire economies, with SMEs being the most exposed economic players due to their lack of margins, and economies of scale.
“Small businesses can mitigate these challenges by adopting sustainable business practices that offer several benefits. Firstly, sustainable practices help SMEs reduce costs by reducing energy and resource consumption, waste, and improving efficiency. This leads to long-term savings and improved profitability.
“Secondly, consumers are becoming increasingly conscious of sustainability, and by prioritising sustainable practices, SMEs can differentiate themselves from competitors, build a strong brand reputation, and access new markets.
“Sustainable practices can also help small businesses attract and retain critical talent, as employees also become increasingly attracted to companies and businesses that promote social responsibility and sustainability. Adopting sustainable practices can also help SMEs comply with environmental and social regulations introduced by governments and regulatory bodies, avoiding penalties and ensuring compliance.
“Additionally, sustainability requires a long-term perspective, which can help SMEs plan for the future and ensure their long-term viability and success.”
Robert Adelman, Owner, The No BullShit Business Coach
“Small businesses often struggle to expand their business and explore new markets due to limited resources and budgets. However, digital marketing provides a cost-effective solution for small businesses to reach new customers and increase their visibility in the marketplace.
“One effective way is Search Engine Optimization (SEO). By optimising your website for search engines, you can improve your website rankings and increase your online visibility.
“Another effective digital marketing strategy is to use PPC (Pay-Per-Click) to reach a targeted audience. PPC allows small businesses to place ads in front of potential customers searching for specific products or services. This targeted approach ensures that small businesses reach the right people at the right time.
“Finally, using Google Trends can help keep you up to date with the latest trends in your industry. By analysing the search data of potential customers, small businesses can identify new opportunities for growth and adjust their marketing strategies accordingly.
“Overall, digital marketing is a powerful tool for small businesses to expand their business and explore new markets. By utilising SEO, PPC and Google Trends, small businesses can effectively reach new customers and grow their business without breaking the bank.”
Carl Taranto, Co-founder, Dusk & Dawn
“One effective strategy is to focus on your unique selling points. For Dusk&Dawn, being Australian made helps us stand out. The fact we are not a ‘mattress-in-a-box’ also sets us apart and leveraging this advantage has helped us expand.
“All communication via our digital marketing channels reiterates that we are Australian made and handmade to order and these unique selling points will continue to be the focus of our communication.
“We continue to leverage digital marketing and targeted online advertising and SEO has been a great way for us to attract new customers.
“Collaborating with complementary businesses has also helped us reach new markets.
“Expanding your offering can help businesses appeal to a wider audience and we are expanding our range, whilst ensuring that every product that comes to market is in keeping with the premium quality that our customers expect.
“Finally, we know that we must prioritize the customer experience. Building a loyal customer base is essential for our long-term success and positive reviews are a powerful tool for attracting new customers.”
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