There are new trends emerging in the world of marketing every day. While online reviews have been around for quite some time it seems they've never been more important than they are at the moment. Studies have shown that about 90 percent of customers read at least one online review before buying a product. Not only that but the majority of customers claim they trust online reviews more than friend recommendations. With that said, it's obvious that every business out there can benefit from online reviews. But how exactly do online reviews affect your small business? Read on to find out.