Word of mouth is an essential part of the savvy marketer’s toolbox - and for good reason. You can sing your product’s praises all you like, but buyers are more inclined to believe praise written by your customers.
That’s why online reviews are so important. Yes, they provide a valuable snapshot of how customers are feeling about your company. But online reviews can also serve as the cornerstone of your reputation management strategy.
Your best reviews can easily be repurposed and used in marketing campaigns. Feedback from satisfied customers can amplify your brand message and showcase the value of your products or services. Reviews help you attract more customers, and when they fall in love with your brand they’ll post their own reviews, creating a positive feedback loop that boosts your reputation online.
There are many ways to incorporate online reviews in marketing. Here are some ideas that you can put into effect right now.
Share reviews on social media
This ought to be a no-brainer. It requires minimum effort and has a maximum payoff - yet many companies neglect this strategy.
What you need is an ongoing, maintainable process for collecting glowing reviews and sharing them on your company’s social media profiles.
This is a win-win situation. Not only do you improve your online reputation, but you also get more content for social media posting.
Most review websites let you share your reviews easily. The trick is to track all the websites where reviews of your products appear. Reviewshake can help by automating the process. Instead of selecting reviews manually, simply define parameters like the minimum number of stars and the posting frequency. Then you can kick back and don’t worry about this again - Reviewshake will take care of posting the positive reviews you receive.
Add reviews to your website
Your website is the central hub that showcases your brand’s offerings, detailing all the features and benefits. Your enthusiastic reviews belong there, providing social proof to back up assertions about your brand’s benefits. Get creative - there are lots of places on your website that would benefit from seamlessly incorporated reviews and testimonials.
You never get a second chance to make a positive first impression, they say, and that’s why you should start with your homepage. It’s your most prominent page, and reviews from satisfied customers can help you create a good impression. Product, feature, and pricing pages can also be suitable.
Remember to update the reviews on your website frequently. Leaving old ones on the page too long can make your company look unprofessional or even worse, out of business. Reviewshake’s Review Widget can take this task off your hands. You can send the best reviews to your page automatically. The widget even lets you choose the best layout to fit your design.
Showcasing reviews on your website can also improve your SEO ranking and click-through rate. You can even include customer ratings in your site’s rich snippets so Google will display your star rating in search results. That’s a great strategy for grabbing the attention of prospective buyers even before they visit your website.
Collect your best reviews on a single web page
Consider creating a distinct page on your website for positive reviews from your most loyal customers. Having all the best reviews on one page can be a powerful way to convince new customers to choose you over your competition.
When selecting which reviews to include, consider the value of the information they provide. Yes, you want to include reviews with the highest star ratings. But be mindful of specific comments. Prioritize reviews that provide details about how your product helped in a particular use case.
Include online reviews in your sales collateral
Up your sales game and improve your prospecting process by adding relevant user feedback to your brand’s sales collateral. You can do this for both print brochures and online content.
Email is a good place to start. Adding what others have said about your company to pitches can attract attention and make your text more convincing. Use this tactic for cold emails or as a part of your drip campaign and see the results.
Email is just the beginning. You can also add reviews to presentations and pitch decks, using them to highlight important points or unique value.
Be sure to share positive comments with your team as well. You can do this through an internal newsletter or company chat. The important thing is to let your team know that their hard work is recognized. Don’t be surprised if your team works harder and better as a result.
Use your best reviews in paid ads
If you need inspiration for your next promotional video or ad creative, consider positive customer feedback. Everyone is constantly bombarded by the same marketing messages and offers, so this tactic can help you stand out. Remember, prospective buyers find praise from customers the most persuasive factor when choosing a brand.
For more leverage, add customer reviews to your Google search ads and your website’s landing pages. Rich snippets will make your ad stand out in search results and get you more clicks.
Tap your best reviewers to be brand ambassadors
Not all positive reviews are created equal. It’s easy to tell when someone took the time to write an in-depth, thorough comment. Keep an eye out for these customers so you can reach out to them. They may be interested in furthering your relationship by becoming brand ambassadors for your business.
Brand ambassadors are people employed or commissioned by the company to promote a brand and present it in a positive light. It doesn’t have to be a complicated relationship. You can ease into it by reaching out, starting a conversation, and suggesting the possibility of promoting your product or service in exchange for a discount.
Repurpose reviews for case studies and videos
Brand ambassadors don’t work in every market. But there are lots more ways you can reach out to your best reviewers and expand your relationship.
For example, you can ask your best customers to be part of a case study. Use your company’s positive impact on your client’s business to write a detailed article or blog post that you can use to attract new customers who face similar challenges. In return, your satisfied client gets promoted - featured in your blog at least, and wherever else your article is published. It’s a win-win situation for everyone.