Small businesses can enhance their online word-of-mouth marketing by making sure to keep customer testimonials fresh and featured on their websites, writes Instamonial co-creator Praising Gaw. Any new reviews that go up on your site should be shared on Facebook and Pinterest, and you should also work to make it easy for customers to share their reviews through their own social media channels. "Testimonial pages can have a big impact on SEO. Consider how often people search for the term 'reviews' along with your company name. Would you rather they land on the reviews you've placed on your site or on a review site that gives them easy access to your competitors as well?" he writes.