5 Ways To Do More With Your Customer Reviews
27th April 2018
Word of mouth remains a powerful tool for marketing a business. With the internet and so many digital channels at our fingertips (Facebook, TripAdvisor, Yelp etc.) it’s easier than ever for consumers to tell others about their very best (and worst) experiences and for people to base their buying decisions on them.
Ask yourself: When was the last time you made a purchase decision without first checking out reviews for that product or service?
A 2018 BrightLocal study about online reviews for local businesses revealed that 97% of consumers aged 18-34 read online reviews, 91% of consumers aged 35-54 read online reviews, and 86% of consumers aged 55+ read online reviews.
In a recent study, 88% of customers reported that online reviews of a business influence their buying decision. So, we know that they are valuable but how can you do even more with them to make sure they are seen by a wider audience, so you can increase acquisition? Here are 5 ideas.
1. Display them clearly on your website & across social media accounts
As obvious as this idea may sound, displaying your customer reviews on your website and on your social media platforms where visitors are likely to come across them is often something businesses miss out on.
You don’t necessarily need a specific web page for your testimonials, place them where visitors are likely to see them, give them pride of place. For example, near the bottom of each service page would be a good place, or even on the homepage as a slide share. You can also embed plugins which will allow you to show reviews from 3rd party trusted sites such as Yelp and Google reviews. You could also showcase your favourite reviews on your blog, to increase your visitors’ faith in your expertise and experience in your industry.
b. Social Media Accounts
There’s no better place to share customer testimonials than across your social channels. This is because it is what we call user-generated content, it’s authentic, it builds trust with your audience.
2. Repurpose the reviews into eye-catching visuals
People are drawn to visuals, period. By taking your reviews and transforming them into a graphic it will showcase your brand and allow you to share the review on another channel that favours image-based content, such as Instagram.
3. Make engaging videos with your reviews
Humans love video. The way our brains are wired means we retain visual content better than a page loaded with words. According to research, the average viewer remembers 95% of a message when it is watched, whereas only 10% when read.
a. Animation Video
Taking your best customer reviews for the month you could create a short animation video which showcases them in a fun, engaging way. You can then share these videos on YouTube, Instagram and Facebook. There are so many platforms out there that enable businesses to take plain text and bring it to life with animation. Alternatively, working with an agency who has these skills can enable you to do this regularly.
b. Create Video Testimonials
Video testimonials have gained popularity amongst brands, and with it being easier than ever before to create and publish videos of your own there is no excuse. The great thing about video testimonials is that they really stand out and make a statement, people recognise the effort a brand has gone to when creating a great video. There is something about seeing a person talking and hearing an actual voice that establishes trust.
You can create videos of your customers giving feedback on your products/services if you have some customers who are willing to get on camera and tell others about their experience. An interview video can be powerful if not too scripted, it needs to remain as natural and authentic as possible.
You should also make sure that the videos you use are of good quality, otherwise, you risk coming across as unprofessional.
4. Use them to start a conversation and demonstrate customer care (both positive and negative reviews)
Responding promptly and effectively to all types of reviews is a must for your business. It says a lot about your business and you can bet your audience is watching closely. Businesses often think it’s only necessary to reply to negative reviews since it acts as a sort of damage control. In fact, you should reply to compliments as frequently. Recognise and value the time someone has taken to leave a positive review, these people are your advocates and will continue to promote you if you continue to nurture that relationship. Online users will see that you are active in communicating with your customers online and this creates a great impression of the brand in their mind.
5. Use them in your marketing collateral
Adding your best customer reviews into any printed material is another great method for building credibility. Incorporate them into brochures, case studies and even into your pricing packages to justify the investment they will make with you.
Do More With Your Customer Reviews Today
We hope this article has given you insight into how important customer reviews are and how you can do more and make the most of them.
If you are interested in working with us to help you make the most of your customer reviews, contact us via the form below (We’d love to hear from you).
To find out more about what we do, take a look at our Services.