Are you taking advantage of the testimonials and reviews your customers are giving you? Or are those reviews getting lost on the web without proper utilization and promotion? These reviews and testimonials can be valuable content that can be reused and repurposed over and over throughout your marketing campaigns. Take a look at some of the top ways to use the reviews you've gathered from customers to stoke your marketing efforts and draw additional prospects and customers.
Reviews as Content
That stack of reviews you have on your desk is a content gold mine. While most can be used in all types of marketing materials, from brochures to social media and your website, they can also be used to develop content ideas. What is it that your customers really appreciate about your business, employees, and service? Tap into what they consistently note in reviews and highlight those attributes in your content. Write a blog based on what they appreciate. Do you consistently receive positive feedback about your customer service? Highlight the people behind your service team in a series of "meet the team" posts on social media. Look at what your customers say you do very well and highlight those aspects of your business. Prospects may be looking for a similar experience.
Don't Ignore Negative Feedback
No one can make every single person or customer happy. Instead, we're often faced with negative critiques. But while it can be easy to shuffle less-than-perfect experiences under the rug, tackling them head on sends a powerful message to potential customers as well as current patrons. In addition, taking an honest look at negative reviews (and addressing the publicly when necessary) shows that you and your employees are always looking to improve and grow. We all know perfection is a lofty goal. But showing your potential customers and current customers that you're on a mission to get better and serve them more fully is vital to the growth and success of your business.
Gather a Wide Range of Reviews
While you don't always have control over how and where your audience provides reviews for your business, encouraging a plethora of channels can make it easier for you to be found on multiple sites and review platforms. Don't get stuck merely requesting or highlight reviews on one review site. The best review management strategies say you should highlight a variety of channels. Reposting those reviews on various channels and making sure your clientele knows where they can offer you positive feedback is a great way to get things going.
Gather Different Types of Reviews
Reviews are so much more than pieces of paper or a link on a website. Instead, reach out to more zealous customers who you have tighter knit relationships with and request a video review. Post those video testimonials on your website and on social media to give potential customers a more dynamic way of understanding the customer experience you provide and the satisfaction of your patrons.
Expand on those Reviews
Short and sweet can be easy to use on multiple platforms and channels and easier to request and post. But don't count out longer reviews that can be created from initial feedback. Case studies provide a way to highlight products and services in a more in depth and organized way. Use open-ended questions that address common problems in your industry and highlight the solution your business provides in response, right from the words and mouth of your customers. Prospects shopping your product or service will gain a more in-depth perspective of what you offer while gaining trust by hearing that feedback from other people they can relate to, with similar needs, problems, and questions.
By getting the maximum value from the reviews you receive and extending their reach, you can continue improving and sharing what makes your business special, unique, and appreciated.