Collection of reviews is growing like never before. More and more businesses are beginning to realize how powerful reviews are in convincing a customer prior to a purchase. But are you using the full power of reviews? Do you use them in your email marketing? No? Why not combine the power of email marketing with the power of reviews to positively impact conversion?
When you collect reviews, you are bound to get a mix of them. This post will walk you through how you can strategically use the various kinds of reviews that you receive.
Use reviews to collect reviews
People have a natural desire to align with the thoughts or actions of other people. You remember the last time you entered a room and found everyone silent? You immediately mimicked the behavior of the people.
Or when you were uncertain about buying a product at a store but ended up buying it because everyone else seemed to be buying one?
In much the same way, you can send out an email to request reviews and attach a couple of the reviews you already have to that email. When received, people will more likely want to get back with a review because they have seen reviews from others.
Now, here is the interesting part. The reviews you send out should be similar to the kind of reviews you want back. If you send out reviews that sound like “Good” or “Great” , you will most likely get reviews with no more than three words. Pick longer and more meaningful reviews, and you are likely to get reviews back with a similar style.
Use reviews to answer customer questions
Some reviews have a reassuring effect. The reviewers actually add fair amount of detail that you can use in an occasion where something goes wrong for the first time. You can use these reviews to convince your customer that your business will usually not have this challenge. For example, you have several reviews that have messages such as :
“Super fast shipping! So efficient.”
“The item got here faster than I expected. This is so amazing!”
“I love how my items always arrive on time whenever I order from this store”
If for some reason, shipping delayed today, in your apology note, you could attach these reviews. The effect of this is that your customer will have more faith in your store because they will know for sure that whatever went wrong was a one-time issue.
Customers today trust the voice of fellow customers more than your voice so take every opportunity to make use of this.
Market Products using Reviews
Having a discount sale? Sending out emails about this? Include reviews in the emails.
Yes, you have the reviews on your site, so they will be seen once the recipient visits your site. But that is where the problem is. What if they never get as far as clicking to your site? Reviews are a powerful way of convincing people about your product. If you include the reviews in your marketing email, there will be a higher probability that you will actually get prospective customers visiting your site. Once they land on your site, well, you know the rest.
Create a Story and Send as a Series
Do you get really interesting reviews? You know those reviews where the customer talks about everything from the moment they placed the order to how much they love using your product? You can do so much more with them!
Take time off to select about five great story-like reviews and then create a story out of them. This will come in very handy when you need to send out a series of emails to explain different components of your product or system.
Make use of the Negative Reviews
Now, no one likes bad stuff. Absolutely no one. But you know, bad stuff can turn out good. Remember a time when you thought some cooking had gone bad but after adding an extra ingredient or two, the meal turns out super great?
When you get a bad review, figure out what went wrong. Next, send an answer to the customer. Next, let your customers know how cool you are at staking out fires. Strategically put together the bad review and your reply. Include this in an email, letting your customers know this was feedback you received from another customer. Then ask them if they have any feedback for you.
Two things will happen. Those who have good stuff to say will want to share them right away. Those who have negative stuff to say will send it directly to you rather than leave it out publicly such as on Facebook.
Reviews are too powerful to just leave them displayed on your website or on social media. Do more with them. Add reviews to your email marketing strategies and reap more from them.
About the author:
Cheryl Appiah is the Kudobuzz Community Ninja. Kudobuzz is a simple widget that displays social reviews on your website. Kudobuzz offers the most effective way to collect lots of customer reviews while improving your SEO.