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Do's and Don'ts for Using Reviews as Part of Your Marketing Strategy

There is no one better to market your company’s products or services than your own customers. This is why customer reviews are in such high demand, especially those that shed a positive light on the company. In fact, many companies have used the tactic of incorporating their reviews into their marketing. However, there is a lot you need to know before utilizing these assets. The following list includes the various do’s and don’ts for using reviews as part of your company’s overall marketing strategy.

Do Post Reviews to Social Media

In today’s market, a large portion of your potential customers won’t find out about you through your website. Many will be introduced to your company for the first time through your various social media pages. This is why it is so important to display your reviews on these platforms. Platforms such as Facebook and Instagram are great places to not only add a list of all your reviews but also upload a video presentation highlighting all the great services you’ve provided in the past. By approaching social media this way, you can include it into your marketing strategy with a call to action at the end of each video presentation.

Don’t Use Fake Reviews

If there is one sure way to lose credibility rapidly. It’s through the use of fake reviews. Yes, as a new business, it can be rather difficult to obtain legitimate reviews for your company. However, you must never fall into the temptation of posting or purchasing fake reviews. A legitimate, good-quality review carries more weight than a fake review ever will. This is because many of them can be backed up by prior claims or even the person who originally posted the review. Fake reviews are filled with misinformation and holes in their stories. They could even lead to being sued for false advertisement. This really can’t be overemphasized: Never use fake reviews. If your product or service is as good as you claim, legitimate reviews will naturally pour in with time.

Do Respond to Reviews

Not every review is going to be filled with praise, but this does not mean you should ignore it. Most consumers will be more likely to notice a negative comment than a positive one. Therefore, it is incredibly important to make sure to address these reviews head-on. Remember, everyone is observing how you respond and the time you take to reply. It is paramount that you respond in a professional tone. Never release any personal information regarding the transaction. Instead, apologize for their negative experience and urge them to call your business to further work on the issue.

Don’t Delete Negative Reviews

Sure, some reviews are downright vulgar and should be taken down, but there are many others that take legitimate issue with your service. These reviews must never be removed from public view. In today’s world, most consumers don’t really trust large companies and will take the necessary steps to call them out when possible. In this instance, consumers might screenshot their reviews in order to have proof that they were indeed posted and then deleted. Never place yourself in this situation. Instead, promptly contact the customer and see how you can fix the issue.

Do Make It Easy to Leave Reviews

When business leaders complain about not getting enough online reviews, they often blame their salespeople or the product. Unfortunately, the issue with getting too few reviews is often caused by how a company asks for them. If you are asking consumers to take time out of their day to leave a review, you must make it as easy as possible for them to do so. Forcing them to confirm personal information and following that up with multiple loading screens will most likely deter people from leaving you a review. One of the best ways to make sure you are receiving these reviews is to provide a direct link. Through this method, they can instantly type out their response and go on about their day.

Don’t Take on More Than You Can Handle

Say you implement all the suggestions above in order to gather as many reviews as possible. You then begin to see an outpouring of reviews coming into your site and other platforms you’re active on. Although this seems like a good thing, too many incoming reviews can actually harm your company. This is because you could be rapidly overwhelmed. Reviews won’t be filtered properly, and responses will be neglected. Consequently, negative comments will be left unseen for days. Only request reviews on one or two platforms. This will allow you to monitor them more easily.

Do Encourage Photos

As the saying goes, a picture is worth a thousand words. Encouraging your customers to pose with your product is a great way to show that real people have received it and loved it. This can be used (with permission) throughout your marketing strategy to showcase the authenticity of your company.

When it comes to business, showing off is a good thing. Therefore, you should search for various ways to incorporate the positive reviews you receive into your marketing strategy. Utilize these tips to craft a wise approach and avoid making costly mistakes.