February 15

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How Can Brands Use Customer Reviews in Their Marketing?

In today’s digital world it may seem that just about everyone can have an opinion about your brand. If you receive glowing customer reviews and testimonials, then why not flaunt them? This guide will explain how you can take it a step further by using customer reviews as part of your marketing strategy.

Whether it’s email marketing or online advertising campaigns – here are four ways to get you going.

  1. Incorporate reviews into your ad campaigns

Click-through rates on display ads and paid campaigns are not as high as they used to be. Brands can now expect approximately five clicks per 1,000 impressions. This means you need to take extra steps to entice the digitally savvy and smart customer who does not trust a brand ‘selling’ them something. Showcasing real reviews from real customers is a great way to counter this.

Adding customer reviews to your ads, especially testimonials that highlight key features and give you five-star ratings, speaks for itself. It’s a cost-effective way to generate content that converts for your ads.

  1. Add reviews to your email newsletters

Sending out an email about a new product range? How about a new member of your team? Let a customer do the selling for you. If you can get a client to try your service and submit a great review for it, then feature it in the next relevant email newsletter. Email marketing can deliver an ROI of up to 36 times the initial spend. Capture some of this for yourself by incorporating reviews.

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The reviews you showcase in emails will add a human element and build trust in the message you’re conveying in the newsletter.

  1. Use them to generate content

Struggling to think of new content three times a week? Integrate customer reviews as part of your content marketing strategy. Turn customer testimonials into long-form blog posts that you can also publish as bite-sized social content. If a customer has agreed to write a longer review or fill out a questionnaire, ask them if they’re happy to appear on camera and give you a video testimonial. This provides you with video content to share on Developing a website is a big task, and maintaining is even bigger. We specialize in making the maintenance of your website and social channels as well.

Customer reviews also make good case studies and success stories for when you want to showcase your achievements in a believable way.

  1. Share reviews on social media

A lot of people look through a brand’s social media channels to aid them in their purchasing decision. Reviews are an excellent way to generate authentic social proof for your brand. The praise and satisfaction that existing customers share about your company can inspire potential clients.

Ultimately, people want to feel like they belong in a community and that they are making the right decisions. Sharing customers’ reviews on social media will also show that their voices are heard and provide them with another platform to air their views.

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The bottom line

A large part of your marketing strategy should be focused on listening and catering to what the customer needs and wants. Reviews can play a huge role in shaping your current actions and paving the way for long-term growth. Be proactive in asking customers for feedback through the right channels. Display the feedback on the channels that seem right for your brand.

Not all methods work for every business. It might take patience – and some trial and error – to find a rhythm of sharing reviews that is most beneficial for your business.

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