Whats the Purpose of Product Reviews in Advertisements
Customer reviews don't just serve as helpful feedback for your brand — they can likewise exist repurposed in your digital marketing.
Here you'll larn:
- Why customer reviews are a valuable asset
- How to use customer reviews for search engine optimization ( SEO )
- Means to use customer reviews to build brand awareness
- Why negative reviews are worth addressing
Happy customers are one of the almost constructive marketing tools you tin go. Their feedback doesn't simply assistance yous adjust your sales or customer service strategy. Information technology can also strengthen brand loyalty, convert more prospects, and ability up your SEO efforts.
Data shows that 89% of consumers don't have activity until they read reviews. Knowing how to best present reviews to your target audience can help you achieve noticeable results without a high marketing cost.
Below, nosotros highlight a few creative means to inject customer reviews into your digital marketing strategy.
When you tin utilise the testimonials of others to speak for you, you can foster credibility in a fashion that's more "show" than "tell." (Image via Unsplash)
1. Enhance your landing pages with reviews
While it may seem obvious to utilize customer reviews in the products or services sections of your website, many people ignore their value when it comes to landing pages.
For example, you can include reviews at the bottom of landing pages connected to your ads so the client immediately sees how happy others are with your offerings. This doesn't simply increment the overall value of your website, simply it also gives your SEO efforts a serious push.
To brand sure customer reviews contain the necessary keywords, you may need to tweak your questions when asking for testimonials. You lot could enquire, "What service or product did you use and what exercise you like best about it?" or "Which one of our branches did you lot visit?" Gently push the client toward describing the feel while inserting the necessary keywords.
Pro tip: Don't paraphrase or significantly modify quotes that you're directly attributing to a person or company. Shortening long sentences or taking out phrases like "um" or "you lot know" from verbial testimonials is fine. Merely you lot may go into hot water if you attribute a quote to someone who knows that's not what they said.
2. Add reviews to marketing emails
When creating emails for your next email marketing campaign , don't hesitate to include meridian customer reviews when it makes sense.
About 93% of consumers trust recommendations of friends and families over any other course of advertizement. Meanwhile, 88% of them trust online reviews as much as personal recommendations.
Sure, a lot of marketing is near showing leads the value of your company. But when yous can use the testimonials of others to speak for you, you tin foster credibility in a style that's more "prove" than "tell."
three. Utilise client reviews in your paid ads
Google offers the option to utilize information from the review section of your Google My Business organisation page in paid ads. Bonus: Y'all can do information technology without paying extra. By clicking the review link, the customer is redirected to the review section to learn what others are proverb well-nigh your business.
To take full advantage of this feature, yous need to optimize your Google My Business organization listing . Make certain all the information is filled out properly and the elements accurately reflect your make. Once reviews announced, practice your best to reply to all of them in a timely, professional style to show customers that y'all care nigh what they have to say.
four. Implement reviews in your blog
Inserting advisable reviews in your blog posts is some other creative fashion to attract customers' attention. After all, if a visitor comes to your website in search of information, seeing a carefully integrated review can drive them downward the marketing funnel.
If y'all can't insert the review in the web log postal service organically, you can create a defended review field on the side or at the bottom of the article. These reviews tin can aid to found your company as a idea leader in the manufacture and brand your content appear more trustworthy.
5. Place reviews adjacent to the CTA
We identify a lot of emphasis on calls to action (CTAs) effectually here. That's because we know they're fundamental to getting users to accept the desired next step subsequently clicking an ad. I way to reinforce your offer when someone gets to the CTA is to leverage a review.
By showing someone else'due south positive opinion nearly your products or services, you lot're 1 step closer to getting that visitor to click a button or fill out a contact form. (Reviews are likewise an excellent style to capitalize on the clients' herd mentality .)
Pro tip: Republishing reviews on your website is a great way to amass testimonials posted on diverse websites. This way, anyone who lands on your site has an opportunity to meet what others are saying virtually you without having to check Google or dedicated review sites.
Out of ideas for your next piece of content? Expect at your reviews. (Paradigm via Unsplash)
vi. Share reviews on social media
When people are researching a brand, service, or product, social media is often a part of that process. It makes sense: You can get a feel for a company's tone, aesthetic, values, and more by looking at their social media profiles.
Ane of the best ways to share reviews on social media is to harvest user-generated content (UGC). If someone publishes a tweet, post, or photograph about your business organisation and tags you lot, you tin ask the user for permission to repost the content and credit or tag them.
This is a cost-constructive style to create content, and it shows your customers that y'all're paying attention to them.
7. Turn customer reviews into success stories
Out of ideas for your next piece of content? Look at your reviews. They can make appealing success stories and inspire you to write about a particular aspect of your company that yous haven't touched on earlier.
You can also draw details from clients' purchase history and reviews to come up with a story others can chronicle to. This tin can be especially effective since studies prove attaching names, faces, and job titles to testimonials can help readers trust the story yous're telling.
8. Don't ignore bad reviews
While you tin't exactly utilize negative reviews to promote your brand, it doesn't mean y'all should ignore or try to delete them.
Negative reviews don't just help suit your marketing, client service, and sales strategies. They tin too give brownie to positive reviews. A company that has solely positive reviews may raise suspicions.
Near review platforms don't permit businesses merely remove bad reviews unless they fall nether guidelines similar obscenity, spam, or malicious content from a competitor trying to bring your score downward. (Here's a helpful explainer for getting reviews that violate guidelines removed from Google .)
Replying to bad reviews can also show your professionalism and willingness to solve issues. And if a bad review stemmed from a simple misunderstanding, you can always reach out to the person and ask them to amend their review once their problem has been solved.
Pro tip: Including keywords in your review responses (when it's appropriate and makes sense) is some other clever fashion to heave SEO efforts.
The takeaway
Customer reviews tin can exist highly efficient digital marketing tools. By taking full advantage of them, you can tweak your marketing campaign while raising make awareness and retaining existing clients.
Make information technology a habit to pay attention to your reviews on all possible platforms. You can leverage the positive ones to strengthen your marketing strategy, and employ the negative ones as a learning experience to better your business organization in the future.
This commodity has been updated and was originally published in Baronial 2020.
Source: https://hawksem.com/blog/how-to-use-customer-reviews-in-digital-marketing/
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