Business success is heavily influenced by customer reviews and reactions. An improved overall reputation aids a company’s recovery during periods of distress from controversy and noting positive consumer experiences is one way to do that. The way in which a business responds to customer commentary further impacts the reputation of a company. Marketing reviews, whether positive or negative, effectively increases brand visibility and generates interest in the brand’s product or service.
Promote Via Social Media
Following a new product or service launch, you can market its success by promoting positive customer reviews via social media. Social media has become one of the most effective ways for customers and businesses to share reviews. The audience is much larger and instant sharing capabilities allow praise to be displayed to multiple people without much effort.
Include Testimonials In Marketing Campaigns
It helps a company to use unsolicited testimonials in marketing campaigns. A disclaimer stating that the testimonials are from actual customers and are unsolicited is a direct marketing tactic that makes a larger impact. Consumers believe what previous and/or existing customers tell them, whether it is face-to-face or in written text.
It is important to select the proper testimonial for the marketing campaign. The attempt must come off as natural and genuine. Consumers can see past fake smiles and tele-prompted words, which negatively impacts a company as consumers see it as deceptive marketing.
Include A Reviews Tab On Your Website
According to statistics from Infinity, 63% of consumers are more likely to make a purchase from a site that offers customer reviews. Consumers that are unfamiliar with a brand or service are more likely to use customer reviews to make their initial judgment regarding impression. Companies should allow both positive and negative feedback to be visible, as it is important to understand that there are some customers that are unable to be pleased. While showing customer reviews on company websites used to be a way to stand out, it’s now becoming the norm.
Use Actual Customers In Media Advertisements
When creating television and Internet advertisements, ask supporting customers to appear in the commercial or advertisement. Again, include a disclaimer indicating that the clients are actual customers who have not been compensated in any way for their positive review.
Advertisements that use celebrity endorsements pay those celebrities handsomely to participate. It is important to read the fine print at the bottom of a media advertisement in order to establish the validity of the review.
Improve Email Marketing Tactics
Email marketing is trending and with that comes changes to how consumers respond to those marketing strategies. It is important to include a link to the reviews page on your website along with quotes from actual customers. One or two quotes, especially those that include initial skepticism about the product or service ending with praise are ideal. Based on an email statistic report from The Radicati Group, the average person receives 84 emails per day, thus consuming roughly 30% of that consumer’s work day simply on checking emails.
When using an online shopping cart system or subscription service, send confirmation emails to inform consumers that a step is complete. Include a short testimonial and advertisement in those follow-up emails.
In these interactions, include a little tidbit of information and a positive customer quote. This helps hesitant customers want to purchase from a company more often than not and clears up lingering online shopping carts faster.
Increase Visible Interactions
Companies that respond to reviews, regardless of them being of positive or negative nature, have better success. When consumers see that a company is responding to the reviews, in a non-generic way, it is actually marketing the reviews. In return, consumers are more likely to read through several more reviews and visit a brand’s website.
Replying to consumer reviews should be done individually and in a professional tone. The company should always offer to rectify unpleasant experiences and offer a method of direct contact for resolution. This shows consumers that the company really cares about feedback and satisfaction.
Market Directly Demographically
When using consumer reviews to market your business, demographic statistics are important to pay attention to. Consumers relate best to the opinions of those within their specific demographic group. Younger demographic groups prefer catchy music, familiar faces and easy-to-understand terminology. Middle-age consumers tend to focus more on facts, viewable statistics and demonstrations. Market to each group specifically for the best results.
When consumers research a brand, they view both positive and negative reviews. Before a consumer even decides to purchase from a brand, they are likely to search reviews first. Consumers want to know if a product or service is worth the value put on it and if it works/performs as promised. These tactics are important to keep in mind when marketing consumer reviews for improved reputations and increased revenues.
This article was written by AJ Agrawal from Forbes and was legally licensed through the NewsCred publisher network.