Marketing in the Recommendation Age

"I think people still appreciate that we're casual and that we're really putting our own personalities into the business," Badillo says. "We run this business mainly for the activism side of it and to inform people about veganism."

For Seattle-based Theo Chocolates, the only roaster of organic cocoa beans and the first roaster of fair trade certified cocoa beans in the United States, factory tours of its environmentally friendly operations as well as the causes it supports help drive a high amount of positive customer reviews.

"Our overall brand draws a lot of traffic because the growth is driven by our commitment to organic and fair trade products," owner Joseph Whinney says, adding that taking a factory tour extends the consumer's understanding of the business.

To make sure your business doesn't fall behind in the Recommendation Age, consider the following tips:

1. Make your business part of a lifestyle.

2. Let your customers know you respond to customer feedback.

3. Don't risk your company's reputation by faking reviews.