Reviews posted on social media are of great importance. Businesses and organizations add reviews from customers to their social media strategy. Feedback plays a role in generating higher SERP results. This is due to the invaluable and unique content that customer feedback delivers.
If you aren’t asking for reviews from your customer base, start now. Otherwise, you’re passing up on an enormous marketing opportunity. Here’s why:
- 92% of shoppers read through online reviews and feedback before making a sale.
- 88% of consumers rely on online reviews as much as personal recommendations.
- 72% of buyers say good reviews and testimonials make them believe a brand more.
- 86% of customers claimed negative online reviews influence their buying decisions.
So, yes. Reviews on social media are a big deal. As such, using them to work on a better social media strategy makes sense. Prospective buyers will be open to your brand if they “know” who you are. They will be more receptive to your marketing content if others have used your product or service.
All these stats are favourable for businesses in terms of earning a buyer’s cash. But, the reviews are not limited to conversion. They can also generate traffic through SEO. They are also used to up-sell and cross-sell products to customers and leads.
The Power of Customer Reviews on Social Media
Today, the online presence of any business or organization is a top priority. You set up a website. You incorporate customer testimonials. You make social media profiles. You update your Google business listing.
But, your reputation is not only the product of what you generate online. It’s also all the conditions where your brand appears on the internet. And that includes reviews on social media. With the prevalence of social sites, you must learn the influence they have on your business. You also need to know how to use reviews to create a stable social media strategy.
Reviews posted on social media are influential because:
- They are personal recommendations.
For about nine in ten consumers, a web-based review is as vital as a personal endorsement. On social media, prospects are observing this firsthand feedback from people they know. Word-of-mouth continues to be the reputed means of advocating a local business. But, using social networks is a more useful approach to creating a marketing strategy.
- Millennials trust social media.
Millennials trust reviews on social media unlike any other age bracket before them. This is whether the remark came from someone they personally know or otherwise. Social media reviews are user-generated content. As such, they rely on these comments as much as a review penned by a professional.
- Both the quantity and quality are crucial.
But, trust is not guaranteed from the get-go. Dimension Research recently conducted a study on this subject. Participants gave a 50-50 split on what drives trust for social media reviews.
Half the respondents say that the trust is present if there are several reviews to gauge. A single excellent remark won’t work. But for the other half, trust relies upon the authenticity of the feedback. So, quality is as critical as quantity. Both factors help in demonstrating the validity of the reviews.
- They deliver business insights.
Customer reviews on social media can establish a difference in the brand. The remark is not only for a product or service you offer. It can also relate to what potential customers can experience with your business. Also, the feedback allows consumers to focus on a feature or function that they like. Even a one-line positive comment on Twitter can have an enormous impact on how others will see your brand.
- They establish credibility.
If your brand has many positive comments, but without a negative one, that’s not a good thing. Consumers may find your brand shady. Receiving a negative feedback is natural. Remember the saying “you can’t please everybody.” It works, especially, in marketing.
Engaging with an unhappy customer is more common than you think. If you receive a negative remark, don’t hide it away from your followers. This is particularly important if you can fix the problem or if the fault isn’t yours. Instead, respond to the reviewer. Try to fix the issue. If the customer gets irate, keep your cool.
The mix of good and bad reviews will prove transparency to your brand. It also establishes brand credibility.
Use Customer Reviews to Boost Conversions
It’s reasonable to say that we now live in a review-based market. For businesses and consumers, every star and thumbs-up matter. Comments left on social sites help build a solid marketing strategy. You can use and share customer reviews on:
- Social Media Platforms
There is no better place to spread reviews than all around your social channels. Brands that highlight user-generated content establish a personal relationship with their social followers. Cross-promoting reviews on your social accounts help in establishing trust. It’s especially useful if customer profiles are featured on social channels too.
- Paid Ads
The average AdWords CTR on all industries peaks at 1.91% for search ads and 0.35% for display ads. But, an AdWords advert that has a customer review can have an increase CTR as high as 10%. Social validation is a vital aspect of any marketing strategy. Paid media is not an exception.
- Search Engine Optimization
Today, various search engines put more weight on customer reviews for several reasons. Feedback generate unique and related content. This confirms to search engines that people interact with your brand. By nature, reviews are full of long-tail keywords that online users use. Adding feedback to your marketing content can boost SEO openings.
Optimize Reviews on Your Social Media Strategy
Reviews have a distinct influence on consumer’s decision-making. Still, a lot of businesses fail to optimize them. Here are tips on how to make the most out of customer feedback to strengthen your social media plan.
- Keep track of your reviews.
It is imperative that you reply to reviews consumers leave on your social media accounts. Testimonials are an invaluable promotional tool that helps to build relationships with your followers. They are also ideal customer service resources. Take advantage of the chance to tackle any issues someone may have with your brand. It’s an efficient way to show your customers and followers that you care.
- Ask for feedback.
What can you do to prompt a satisfied customer to advocate your brand online? Just ask. People who are passionate about your product or service will share their good experiences. Often, consumers only consider reviewing a brand when something goes wrong. So, why don’t you ask for a review when something goes right?
If possible, ask your customers to leave a review in person. Ask a satisfied client to leave a comment on the brand’s social media page/s. Otherwise, highlight links to your social media platforms on your website or blog.
- Use the reviews to make your marketing content more credible.
Most marketers find it difficult to get direct quotes or kudos from happy customers. So, if a customer posts a favourable review on social media, reuse it as a marketing tool. You can feature quotes from the customer on the following:
- Blog posts
- Website call outs or sidebars
- Testimonial page on your website
- Brochures and leaflets
- Direct emails
- Case studies
- Email signatures
Let your customer know you appreciate the positive feedback. If possible, try to reward their actions. It doesn’t have to be monetary. It could be a simple shout-out online or a feature on your blog.
- Use actual customers in media ads.
Ask select customers if they can appear in your testimonial video ad. Make sure to note that the clients are real customers who aren’t paid for making the video. Prospects tend to respond favourably to videos with real, ordinary people in it. They see themselves on these people. And so, they react positively to what they’re endorsing.
- Add a reviews tab or a testimonial page on your site.
Consumers are more inclined to buy from a website that features customer reviews. People who are new to a brand use the feedback visible on the site to make an upfront assessment. You need to showcase both good and bad comments. Online users get more apprehensive about a site if it doesn’t receive a negative feedback or two.
- Use demographic stats.
When using reviews to promote your brand, demographic data are crucial elements. People relate better to the feedback of consumers within their bracket or group. Millennials prefer ads with catchy music and niche influencers as endorsers. Older generations like easy-to-understand terms. Middle-aged buyers often focus more on details and demonstrations. Apply the reviews you get on the right demographic for best results.
When consumers consider a brand, they check out good and bad reviews. Before they even decide to buy from you, they’re likely to browse customer feedback first. They’d want to know if your brand merits the worth put on it. Or if your product or service works as promised. Using reviews on your social media strategy is a wise decision. Use the tips and tricks above to make reviews feedback work for your brand marketing.
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