The power of customer reviews

customer reviews

In today’s highly competitive business landscape, companies need to differentiate themselves from their competitors to establish a strong brand image. One method to achieving this is through customer reviews. Third-party endorsements have become a crucial element in the decision-making process of potential customers with 98% of customers reading reviews before making a purchase.

In this blog post, we will explore the importance of reviews and how your business can leverage them to score big.

How to collect customer reviews

Contact your happy customers: Asking your customers for a review after they purchase a product or service is one of the best ways to solicit positive reviews. This can be conducted via email, social media or a SMS message. Another option is to incorporate a review page at the end of the purchase stage, with clear and defined graphics to make the process easy for customers. Let the customer know how long it will take as this creates transparency about the process.

Respond to all reviews: Whether the reviews are positive or negative, it is essential to respond to them promptly and professionally. This indicates that you value customer feedback and aim to provide a positive experience for all.

Incentivise reviews with rewards: To encourage customers to leave reviews, your business can offer benefits such as discounts or cash incentives. Incorporating discounts and cash incentives have increased in the last three years. However, the ability to include a benefit or incentive does depend on the size and scale of your business and its capacities. It is also important to remember to disclose these benefits when sharing reviews. 

The benefits of positive reviews

Obtaining and showcasing positive reviews can be extremely beneficial for your business as it is a form of social proof that builds trust and credibility with potential customers and therefore, generates leads. Some of the key benefits include:

Increased visibility: By obtaining a greater number of public reviews your business is boosting its online visibility as frequent mentions of your business name can help increase your search engine ranking.

Increased credibility: Positive reviews amp up credibility, and conversions and set your business apart from competition. When potential customers see a positive review it helps build their trust and increases their likelihood to make a purchase.

Consumer insights: Customer reviews can highlight positive and negative attributes relevant to the product or service that may not have been identified by your business. This allows you to recognise areas for improvement or if positive, showcase greater benefits of the product/service.

How to overcome negative reviews

Overcoming the negatives associated with reviews requires adopting a proactive and strategic approach to ensure you minimise its damage.  Here’s how you can overcome negative reviews and prevent it from hurting your business:

Embrace transparency: It is important to be open and honest about your product or services when addressing an issue. This shows that you value customer feedback, builds trust and reduces the likelihood of negative reviews.

Respond promptly: It is essential for your business to respond quickly to any negative reviews to address the problem and provide a solution. This will show your customers that you care about their experience, potentially turning a negative review into a positive one and improving overall customer satisfaction.  It is also important to ensure you are professional and empathetic when responding, as this will prevent further negative feedback.

Learn from constructive criticism: Look at negative reviews as an opportunity for growth. Identify patterns or recurring issues from your customers feedback to identify areas of improvement and then make changes to your product or service. This demonstrates a commitment to continuous improvement and prevents similar issues from happening in the future.

How to use reviews in your marketing strategy to generate leads

By leveraging customer reviews in your marketing strategy, you can boost your social proof, improve online visibility and increase potential customers likelihood to purchase your product or service. Some ways you can do this is by:

Sharing reviews on your social media platforms: Create engaging posts that highlight positive customer experiences including glowing reviews of your product or service.

Sharing reviews on your website: Amplify the impact of positive reviews by sharing them on your website. Customer testimonials and ratings enhance credibility and build trust with visitors, overall enhancing a sense of professionalism. Incorporate these reviews strategically on relevant product pages and landing pages to make it easy for potential customers to see.

Highlighting reviews in your product descriptions: Enhance your product descriptions and provide valuable insights by incorporating positive reviews. This can include quotes that highlight unique benefits or features, helping potential customers make informed decisions.

Whilst its incredibly beneficial to share customer reviews, it is essential to familiarise yourself with consumer protection and advertising guidelines to ensure your business is allowed to promote and share reviews.  Pay attention to disclosure requirements and any restrictions for the use of testimonials to avoid legal issues.

The Final Points

Reviews can be a vital component of your business’s marketing strategy. When leveraged effectively they can provide valuable insights, credibility and boost visibility.  By following these tips and guidelines, your business can utilise customer reviews to boost lead generation and drive success for your business.

If you need assistance with your marketing strategy and leveraging your reviews, our expert team at Purple Giraffe are standing by to step in and take your business to the next level. Chat with us today – we’re here to help!

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Jessica Evans

Jess is our newest intern in her final year studying a Bachelor of Business with a major in Digital Marketing and Communications at The University of Adelaide. As a commercial videographer, working on projects for both not-for-profits and for-profit organisations, Jess hopes to integrate her learnings from Purple Giraffe to further her understanding within the digital marketing industry and explore her interests in social media and content creation.

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