Written by Caroline Cox on Jun 16 , 2021

Customer reviews don’t just serve as helpful feedback for your brand — they can also be repurposed in your digital marketing. 

Here you’ll learn:

  • Why customer reviews are a valuable asset
  • How to use customer reviews for search engine optimization (SEO)
  • Ways to use customer reviews to build brand awareness
  • Why negative reviews are worth addressing

Happy customers are one of the most effective marketing tools you can get. Their feedback doesn’t just help you adjust your sales or customer service strategy. It can also strengthen brand loyalty, convert more prospects, and power up your SEO efforts.

Data shows that 89% of consumers don’t take action until they read reviews. Knowing how to best present reviews to your target audience can help you achieve noticeable results without a high marketing cost. 

Below, we highlight a few creative ways to inject customer reviews into your digital marketing strategy.

customer views in google maps

When you can use the testimonials of others to speak for you, you can foster credibility in a way that’s more “show” than “tell.” (Image via Unsplash)

1. Enhance your landing pages with reviews

While it may seem obvious to use customer reviews in the products or services sections of your website, many people ignore their value when it comes to landing pages. 

For example, you can include reviews at the bottom of landing pages connected to your ads so the client immediately sees how happy others are with your offerings. This doesn’t just increase the overall value of your website, but it also gives your SEO efforts a serious push.

To make sure customer reviews contain the necessary keywords, you may need to tweak your questions when asking for testimonials. You could ask, “What service or product did you use and what do you like best about it?” or “Which one of our branches did you visit?” Gently push the client toward describing the experience while inserting the necessary keywords.

Pro tip: Don’t paraphrase or significantly modify quotes that you’re directly attributing to a person or company. Shortening long sentences or taking out phrases like “um” or “you know” from verbial testimonials is fine. But you may get into hot water if you attribute a quote to someone who knows that’s not what they said. 

2. Add reviews to marketing emails

When creating emails for your next email marketing campaign, don’t hesitate to include top customer reviews when it makes sense. 

About 93% of consumers trust recommendations of friends and families over any other form of advertising. Meanwhile, 88% of them trust online reviews as much as personal recommendations.

Sure, a lot of marketing is about showing leads the value of your company. But when you can use the testimonials of others to speak for you, you can foster credibility in a way that’s more “show” than “tell.”

3. Use customer reviews in your paid ads

Google offers the option to use information from the review section of your Google My Business page in paid ads. Bonus: You can do it without paying extra. By clicking the review link, the customer is redirected to the review section to learn what others are saying about your business.

To take full advantage of this feature, you need to optimize your Google My Business listing. Make sure all the information is filled out properly and the elements accurately reflect your brand. Once reviews appear, do your best to reply to all of them in a timely, professional manner to show customers that you care about what they have to say.

4. Implement reviews in your blog

Inserting appropriate reviews in your blog posts is another creative way to attract customers’ attention. After all, if a visitor comes to your website in search of information, seeing a carefully integrated review can drive them down the marketing funnel.

If you can’t insert the review in the blog post organically, you can create a dedicated review field on the side or at the bottom of the article. These reviews can help to establish your company as a thought leader in the industry and make your content appear more trustworthy.

5. Place reviews next to the CTA

We place a lot of emphasis on calls to action (CTAs) around here. That’s because we know they’re key to getting users to take the desired next step after clicking an ad. One way to reinforce your offer when someone gets to the CTA is to leverage a review.

By showing someone else’s positive opinion about your products or services, you’re one step closer to getting that visitor to click a button or fill out a contact form. (Reviews are also an excellent way to capitalize on the clients’ herd mentality.)

Pro tip: Republishing reviews on your website is a great way to aggregate testimonials posted on various websites. This way, anyone who lands on your site has an opportunity to see what others are saying about you without having to check Google or dedicated review sites. 

marketing team looking at customer reviews

Out of ideas for your next piece of content? Look at your reviews. (Image via Unsplash)

6. Share reviews on social media

When people are researching a brand, service, or product, social media is often a part of that process. It makes sense: You can get a feel for a company’s tone, aesthetic, values, and more by looking at their social media profiles. 

One of the best ways to share reviews on social media is to harvest user-generated content (UGC). If someone publishes a tweet, post, or photo about your business and tags you, you can ask the user for permission to repost the content and credit or tag them. 

This is a cost-effective way to create content, and it shows your customers that you’re paying attention to them.

7. Turn customer reviews into success stories

Out of ideas for your next piece of content? Look at your reviews. They can make appealing success stories and inspire you to write about a particular aspect of your company that you haven’t touched on before. 

You can also draw details from clients’ purchase history and reviews to come up with a story others can relate to. This can be especially effective since studies show attaching names, faces, and job titles to testimonials can help readers trust the story you’re telling.

8. Don’t ignore bad reviews

While you can’t exactly use negative reviews to promote your brand, it doesn’t mean you should ignore or try to delete them.

Negative reviews don’t just help adjust your marketing, customer service, and sales strategies. They can also give credibility to positive reviews. A company that has solely positive reviews may raise suspicions.

Most review platforms don’t let businesses simply remove bad reviews unless they fall under guidelines like obscenity, spam, or malicious content from a competitor trying to bring your score down. (Here’s a helpful explainer for getting reviews that violate guidelines removed from Google.)

Replying to bad reviews can also show your professionalism and willingness to solve issues. And if a bad review stemmed from a simple misunderstanding, you can always reach out to the person and ask them to amend their review once their problem has been solved.

Pro tip: Including keywords in your review responses (when it’s appropriate and makes sense) is another clever way to boost SEO efforts.

The takeaway

Customer reviews can be highly efficient digital marketing tools. By taking full advantage of them, you can tweak your marketing campaign while raising brand awareness and retaining existing clients.

Make it a habit to pay attention to your reviews on all possible platforms. You can leverage the positive ones to strengthen your marketing strategy, and use the negative ones as a learning experience to better your business in the future. 

This article has been updated and was originally published in August 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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