Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Aug 10 , 2020

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 your best brand ambassadors. 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 72% 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. Complement your landing pages

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

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 services. 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. For example, “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 you’re creating emails for your next email marketing campaign, don’t hesitate to include top customer reviews at the bottom when it makes sense. 

About 92% 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 all 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.)

marketing team

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. 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). When 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. 

Not only is this a cost-effective way to create content, but it shows your customers that you’re paying attention.

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 simply let businesses 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.

9. Add a reviews to your website

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. 

While some brands have a dedicated reviews page, you can also sprinkle these reviews in places like your homepage, services page, and elsewhere, so they don’t get missed. 

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 help better your business in the future. 

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts

Problems with Google Display campaigns

Do Your Google Display Campaigns Suck? Here’s Why

If your Google Display ads aren't bringing you the ROI you want, one of these reasons could be to blame....

Read More
linkedin ads vs. google ads

Google Ads vs. LinkedIn Ads for B2C & B2B Companies

Whether you already use LinkedIn Ads and Google Ads or are curious about which one is right for your brand, let’s dig into the pros and cons of each....

Read More
HawkSEM blog: PPC lead scoring

How Lead Scoring Benefits Your SEM Program

Set up a lead scoring system so you can focus on leads that will generate maximum revenue for your SEM program with the least amount of effort — and time....

Read More