Need an efficient way to build your brand’s reputation? You’d do well to consider harnessing the power of customer reviews.
A good customer review is a testament to the quality and credibility of your brand. It’s a great way to build your reputation, social proof and discoverability for future customers.
In this article, I’ll show you four ways to leverage customer reviews to market yourself to the top.
1. Choose the Right Reviews to Highlight
For customer reviews to be as impactful as possible, you’ll need to select a few and use them as testimonials on your site or as ad creative. And for this tactic to be truly effective, you’ll need to choose the right reviews to promote. These reviewers will essentially be acting as your brand ambassadors, so they’d better be great.
A review is supposed to build trust. It’s an unbiased appraisal of your company. If it doesn’t provide any valuable insights to the reader, or if it doesn’t come off as authentic, then it’s not something you should highlight.
Do not choose reviews that:
- Are just a few words long
- Look very generic and don’t provide real-world insights
- Are overly glowing, using superlative positive descriptions
Ask yourself these questions when choosing a review:
- How does this review showcase something distinctively valuable about your brand’s offerings?
- How does it show the reader that your company is worth checking out?
- Why would someone benefit from reading this review?
This Neil Patel review is a good example of what you should be looking for. It’s detailed, focused and gives you tons of quotables to post on social media, ads, website content and emails.
2. Make Reviewing Easy for Your Customers
If you want a large pool or reviews to choose from, you’ll need to make the reviewing process easy. Customers won’t go out of their way to leave a positive review if the process is complicated.
Leaving a review doesn’t benefit them, so why should they waste any effort on it?
However, if you simplify your customer contact channels, you’ll have an easier time acquiring tons of customer reviews to choose from. Use an automated review platform to send feedback emails right after a customer buys from you.
This is a great tactic, as you’re asking for feedback immediately. This shows customers that you’re genuinely interested in what they thought. Keep these feedback forms short, and ask questions on specific aspects of their experience – not just a general overview. This makes answering questions easier and quicker.
Remember, customers aren’t gaining anything from these reviews; they don’t have to do this, so keep it as uncomplicated as possible.
3. Share Customer Reviews via Social Media, Ads and Emails
Now that you have some good reviews in place, it’s time to start using them. There are several platforms where they’re most effective.
Social media is the easiest place to leverage customer reviews for brand-building. Add customer reviews to your Facebook, Twitter and Linkedin posts and watch your engagement metrics skyrocket.
Why? Most people are immune to company-backed social media posts. They come across as biased and gimmicky. However, adding customer testimonials to your posts is a great way to show people that the company isn’t the only one backing this service/product. Regular people – just like the readers themselves – are vouching for it as well. It’s no longer biased, self-promotional content; it’s backed by legitimate reviews. This type of post can also be repurposed as ads for social or search.
Promotional emails are an incredibly popular engagement channel. Unfortunately, they can come across as gimmicky. A good way to add value to them is to let your customer reviews do the talking. Instead of detailing what every feature does and how “amazing” your product is, pepper your email with customer reviews.
Add a customer review after each feature, testifying to how useful it is. It’s a good way to show the reader that you’re not making baseless claims. You’ve got customers who agree with what you’re saying and seeing value from it. This works well both in emails and on feature and product pages.
4. Keep Tabs on Aggregator Sites
Reviews left on your site and social media channels aren’t the only important ones. Don’t forget about the top review aggregator sites for each industry, such as Yelp, TripAdvisor and G2.
You’ll find tons of helpful reviews here that you can easily quote in your content, promotional posts and emails. Some of these sites even allow you to use your best reviews as advertisements or embeddable widgets. For example, Yelp allows you to choose your best review and place it next to your competitors’ listings.
Review aggregators are also a good place to gauge what you’re doing wrong.
If you see customers complaining about some product features, thank them for their feedback and assure them that you’re working on rectifying it. Then you can tackle the issue with an update or a new product roll-out. When you do so, you can reference these reviews as the reason for this change. It shows people that you genuinely care about their feedback, thereby building your reputation.
Reviews can help tip the scales, turning your brand from a “Who dis?” into an “Oh, these guys are the real deal!” in the minds of interested parties. But to have this effect, you’ll need to make sure that you receive usable reviews from customers – and that the best ones are as visible as possible.