3 tips to maximise online reviews for your brand

Whether it’s Google, Amazon, Trip Advisor or Trustpilot, we’re constantly surrounded by other people’s opinions on something they’ve either bought or experienced.

Garnering views on what did or didn’t work well can be vital in a consumer’s decision- making process and can determine whether they make a purchase or not. In fact, 65% of people say they’re often or very often influenced by reviews at some stage during the purchase journey.*

Trustpilot, for example, plays host to 120m+ reviews which are ‘published without moderation’, giving people an honest insight into a company or category. It’s all to do with ‘social proof’ – consumers often consider customer endorsement more authentic than a brand’s own comms.

And whilst brands can’t control what is said in all reviews, they can certainly monitor and apply tactics to ensure they’re making the most of any positive feedback online. Here, we discuss three tips for dealing with online reviews in your digital marketing activity.

1. Embrace customer feedback, good or bad

Just like an employee, customers will do more for you when they feel valued.

One thing for sure is that you can’t please everyone – but you can at least try! What you should always do though is listen. Reviews provide a invaluable source of customer feedback and can highlight areas for improvement and/or praise.

Negative reviews should always be responded to publicly – acknowledge and take it offline.

Thank people for positive feedback, too, as it can often be few and far between.

2. Celebrate success by sharing positive reviews

It may be hard to believe but none of the seven wonders of the world even scored 5 stars by Google reviewers! In fact, the lowest-scoring Great Wall of China was criticised for being ‘too long’ and ‘in need of renovation’. Some people are just hard to please, eh?

So, when positive things are said, use them to your advantage.

Whether it’s citing a review snippet or quoting the product’s star-rating in your communications, the information is already out there for all to see, so make the most of it.

Do your research on the review platform and what they’ll allow in terms of promotion. Some may charge a fee but will provide you with their official logo to work into your brand comms for a time period, whereas others will be free to use.

Once you’ve determined this, sharing positive feedback on your website and across social media is encouraged. This way, people start to build a picture of who you are as a brand and what others think of you.

3. Bolster your brand messaging through reviews

If your business prides itself on ‘value for money’ or ‘friendly service’, make sure to pick out reviews which support this. As with public relations, what people say about you can be much more effective than what you say about yourself.

By selecting the reviews or feedback you’ve received which support your core ethos as a brand, you can demonstrate to potential future customers that you are indeed practicing what you preach.

Make sure you’re requesting reviews, too, encouraging that valuable feedback!

If you would like to find out more about how we could help your business communicate its benefits better, just get in touch!

*Source: https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-value-of-customer-ratings-and-reviews-in-advertising-in-the-us.

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