Brands know that reviews are everything. Whether they are positive, negative, or neutral, customer feedback is at the core of any business. It’s a matter of how well your company leverages or responds to each type.
For instance, positive customer reviews are just as powerful of an influence on business success, if not more, than negative ones. And do you just simply smile when you see a customer’s compliment? Of course not!
You may want to show it off, particularly to attract new and potential customers to get them to try/use your products and services. But then the question becomes how exactly can brands take advantage of the positive feedback?
Well, let’s find out now! In this article, we go over 10 examples of how marketers can leverage positive customer reviews. By understanding a few tips and tricks here and there, your team can improve brand image and the customer experience. Also, be sure to check out our other post on how to respond effectively to negative feedback!
1. Display a review carousel
Customer reviews are more important than ever, with 93% of buyers reading reviews before they buy a product. One of the simplest ways to introduce reviews to your website is through a review carousel.
Create more confidence in your brand by highlighting the positive feedback you’ve received from existing customers. Your homepage and other pages that get a lot of traffic (product, checkout, or post-click landing pages) are key places to include these.
Displaying customer reviews in general shows that you’re honest and give potential buyers the confidence they need to make a purchase.
2. Add your best reviews to your landing page
Your homepage is the place where your entire marketing strategy revolves. Your message and the way it is presented must be powerful yet concise and easy to understand
A great strategy to build customer trust is to display your best reviews on the landing page of your website. When potential customers land on your website, they will be regularly reminded in a subtle, unobtrusive way of how respected your business is. You could even add a different review on each page.
Your customers are usually more persuasive than your marketing team, and they often say things in direct ways that are more likely to stick. Think about it: who would you trust more? A recommendation by a real person or generalized marketing material? The data backs this up, too; 79% of consumers trust online reviews just as much as reviews from friends or family.
Follow Suja’s lead and highlight portions of your reviews on your landing page.
3. Turn those good reviews into headlines
Similar to the practice above, if you’re struggling to come up with an eye-catching headline, then consider using your own customer’s feedback instead.
The brand Molekule makes great use of this technique. We love this method because it’s unique and gives the brand a sense of authenticity.
This can be personalized for specific pages, too. On a product page, you can share a review that describes how great your product is, whereas on your about page, use a review detailing how enjoyable your company is to deal with.
If you’re stuck for ideas, browse your customer feedback to see if anything jumps out at you.
4. Add positive reviews to your search results
You are not solely ranked by search engines depending on how well you optimize your listing. They also keep an eye on what others are saying about you.
Reviews might assist prospective customers in seeing how you compare to their expectations. Additionally, regularly gathering new, fresh information might assist you in obtaining Rich Snippets and Google Seller Ratings, enhancing your search engine visibility.
Searchers can learn valuable feedback information from the orange stars, ratings, and the total number of reviews. By doing this, you can stand out from the competition and gain customers’ trust before visiting your website.
5. Share your customers’ praises on social media
Browsing social media is frequently done as part of consumer research for a company, service, or product.
In fact, social media is used by 34% of consumers to learn about products they may not have otherwise considered. The rationale for this is obvious: by perusing a company’s social media sites, you may learn a lot about its culture and principles.
Reviews are a great example of user-generated material that can be harvested for social media sharing. If someone mentions your company in a tweet, post, or photo and names you, you can ask for permission to reproduce the content and credit or tag them.
It’s a low-cost technique to generate content that also demonstrates to your audience that you’re listening to what they have to say.
6. A review round up
Do you need some ideas for your upcoming email campaign? Make reviews the center of attention.
In this example from At Home, they sent out an email with the subject line “You rated and reviewed; we gathered your favorites.” What a way to create intrigue! People are encouraged to open the email and take a look at it by the call-to-action-based subject line. The email itself included excerpts from 5-star reviews and top-rated products with star ratings.
Like this one, review-focused emails can be a creative way to rekindle interest in your company, particularly if you sell furniture or other items that people only occasionally buy.
7. Build intrigue
You can use reviews to build intrigue and encourage your customers to keep reading your marketing material.
Hook them in with great reviews, and then give them specific information to help them decide if the product is right for them, like its key specs, dimensions, or best uses.
8. Get creative with reviews
In product photo galleries, you can use reviews as an alternative image. Throw your best testimonials into your graphics program of choice and create an infographic. You can use these images as visuals for your own online store’s catalog, as well as for sale on other websites.
If a customer was on the fence about purchasing your product, this is sure to push them over.
9. Create success stories
Are you at a loss for what to write about next? Examine your ratings.
They can serve as compelling success stories. They may also encourage you to write about a subject related to your industry that you haven’t previously addressed.
Additionally, you can use information from customer evaluations and purchase histories to create a relatable narrative. This can be especially helpful because giving testimonials names, faces, and work titles can increase reader trust.
10. Get offline
According to research from Trustpilot, 87% of customers think that advertisements are more trustworthy when they include reviews. It’s not hard to understand the value of things like star ratings, reviews, and testimonials as indicators of trustworthiness.
Offline marketing can benefit from the additional context provided by customer reviews, too.
This example from Trek Bikes is amazing since it uses social proof in two ways: awards from the industry and feedback from happy customers.
Turn your positive reviews into actionable insights within weeks with Wonderflow
Wonderflow analyzes the vast stream of ratings & reviews out there, uncovering all the things your customers love (and hate) regarding your brand and products/services. With these insights, we translate them quickly into practical solutions that you can easily interpret and use in a matter of weeks. Let it to be highlight more of a product feature based on existing good feedback or proudly showcase it in new marketing campaigns, and so on. Book a free demo with us to learn more!
