4 ways you can use reviews in your marketing strategy

May 5th, 2020 —
6 minute read

About the author:

Alexa is a Content Marketing Associate at G2. Born and raised in Chicago, she went to Columbia College Chicago and entered the world of all things event marketing and social media. In her free time, she likes being outside with her dog, creating playlists, and dabbling in Illustrator.

The customer is always right.

Although the phrase is highly overused, there’s truth behind it. Anyone can design a product and bring it to market but this is where mediocre businesses tend to drop the ball. If you want to create a brand, a product, and a legacy that will stick around for years to come, you must listen to your customers. It can be easy to brush off minor criticism in the beginning stages but using the negative to improve your business can be the one thing that catapults you into success.

There are 4 ways to use customer reviews in your marketing strategy:

  • Share reviews on social media
  • Incorporate reviews in your video content
  • Display reviews on your website
  • Highlight customer stories

Whether you work in fashion, beauty, home design, tech, or even agriculture, any of these 4 methods can work for you. Keep reading to discover how you can begin using customer reviews in your marketing strategy today.

Look for customer reviews

Before you can begin incorporating the feedback you get from customers into your overall marketing strategy, you have to keep an eye out for it. Reviews may be the only thing customers look at before they decide to buy your product. In fact, Nielsen reported that 92% of consumers will trust a recommendation from a peer and up to 70% will trust a recommendation from someone they don’t know. Needless to say, reviews are essential for your business to grow and thrive.

The good news is that there are plenty of ways to collect customer reviews. More often than not, people will be giving you invaluable feedback under the comments of an Instagram post or in the replies to your tweet. Finding customer reviews on social media isn’t just one of the easiest methods of accumulating them, it’s also one of the most authentic.

Review sites are also your friend. Say your company sells marketing analytics software. You can easily find product reviews on sites like G2. G2 checks the authenticity of every single review so you know the feedback is actually from customers who use the software. Genuine reviews are crucial to any business and showcasing them to as many people as possible can give potential customers a good first impression.

According to Pew Research, 50% of adults under the age of fifty regularly check online reviews before buying and 53% of consumers age 18-29 regularly read product or service reviews. That’s a good chunk of your customers already reading reviews about your product so why not get a leg up and incorporate them into your strategy?

1. Share reviews on social media

People live online, and your business should too. One of the easiest ways to share customer reviews is on your social channels. When you post these reviews, customers will realize that you’re listening to them and find you more credible than companies that don’t share reviews.

Think about it this way: when you’re thinking about buying a product, what’s the first thing you do? Look up reviews on sites from people who have already bought it. If you go to a brand’s Instagram, for example, and read some comments under a post, you’ll find the best impression of the product there. As a brand, you can amplify your customer’s voice and turn online reviews into a graphic for Instagram or Twitter. This is a great way to activate your community and turn user-generated content into social promotion.

Glossier is fabulous at doing exactly this. On both Twitter and Instagram, the cult beauty brand frequently reposts its customers’ content. This not only exhibits real opinions about its products, but it also boosts the brand’s relationship with its customers.

All in all, make sure to display reviews regularly via a social media suite. It’ll boost your credibility and paint your brand as one that can be trusted to take criticism, good or bad.

2. Incorporate reviews in your video content

“Video is the future.” You’ve heard it plenty of times.

With a huge increase of video content in the last ten years, it’s no wonder why companies are implementing reviews into this medium. You can stick a review into a promotional YouTube video or, even better, partner with a company that backs what you do.

To show this in action, video conferencing company Zoom partnered with Sonos to create a video testimonial that explained why the software was essential to how Sonos worked across teams. While they are promoting Zoom, it’s subtle, authentic, and works well to boost both companies. Potential customers that might not have even known of Zoom before could come from Sonos’ customer base and develop a positive association with the brand just because a brand they already love endorsed it.

3. Display reviews on your website

Reviews shouldn’t just be posted on social platforms, as they can be just as powerful when displayed on the homepage of your website. Why place them right on the front page? Because doing so will not only provide social proof, but also communicate that you value your customers and believe that their opinion is important enough to take up prime real estate on your site.

Having a customer review on your website is pure word of mouth marketing. When customers see other people just like them displayed on your website, they’ll instantly become endeared to you and be more inclined to buy your product.

Note: If you want to display the names and faces of customers that leave reviews, make sure to contact them and ask for permission. Full disclosure and transparency is key.

If you want to go the extra mile, create another page on your site that is completely dedicated to customer testimonials. And instead of forcing promotional copy on an FAQ page, try asking customers to answer common questions about your product. This way, you boost your credibility and anyone curious about the product will get answers from real customers.

4. Highlight customer stories

Looking for an authentic way to display reviews? Turn them into more than just a review. Turn them into a story. That’s what Patagonia did when they introduced their Worn to Wear page.

This page highlights the stories customers have about Patagonia apparel and the adventures that they hold near and dear to their heart. While it’s not the traditional way to share customer testimonials on an ecommerce site, this page accomplishes a few unique things. Customers get the chance to share a memory they have with friends and family that revolves around Patagonia apparel, showing how much they cherish the brand.

Patagonia’s mission and brand are dedicated to producing environmentally friendly clothing and staying aware of conservation efforts. The Worn to Wear page consists entirely of stories of customers sporting Patagonia clothes in extreme weather and putting it to the test. The purpose of the page, opting for garment repair instead of replacement, strengthens their overall mission to conservation. These stories are real and hold authentic emotion while also showcasing how well Patagonia gear can hold up in extreme weather conditions.

Instead of displaying a long list of customer reviews, take the opportunity to create something that connects the brand to the buyer. Lean into emotion.

Leverage the power of your community

Inviting your community of customers to be a part of your brand rather than just another buyer can be the difference between great sales for a couple years and great sales for decades. Your customers should be treated like family. Let them know you take their feedback to heart and are proud to address every customer concern, even if the exchange isn’t so nice. Keeping an eye on what people are saying using an online reputation management tool can help you stay on top of any potential PR crises and faults in your product. After all, taking criticism and turning it into progress is what customer reviews are all about.

About G2.com (formerly G2 Crowd)

Headquartered in Chicago, G2.com is revolutionizing the way businesses discover, buy and manage software and services. More than three million users per month rely on G2 to help them find and buy the best software for their businesses. The platform has more than a million verified reviews and $100M in total funding invested by IVP, Accel Partners, LinkedIn, Emergence Capital, Pritzker Group, Chicago Ventures, Hyde Park Ventures, industry leaders and founders. G2’s customers include Amazon Web Services (AWS), IBM and Zoom and Its most recent funding, a $55M Series C, was announced in October, closely followed by the company’s acquisitions of Siftery and Advocately.

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