Create a successful customer review strategy

User-generated content, like customer reviews, can generate new business for your organization, or it can just as easily drive business away.

Customer experience is a hot mantra in marketing – but understanding what that experience is, how to improve it, and how to let others know that a positive experience exists is where many businesses get stuck. Customer reviews serve two purposes, as a marketing tool and as a way to inform your marketing and product development strategies based on user feedback.

However, engaging in a customer review strategy can be a minefield. The web is full of review sites that are thinly veiled pay per click engines, meaningless single lines with five stars generated by SEO companies, and subscription sites that block casual shoppers. As a result, the customers you target can lose trust in reviews very quickly.

A strategy often used by low budget SEO firms, black hat marketers, and in-house marketing departments of even larger organizations that should know more is ‘astroturfing’ – the practice of posting fake reviews. fees to hire your own business or destroy your competition. The ease and low cost with which businesses can acquire these paid reviews make them a popular decision. This is a common tactic used by SEO companies, and online job boards like Fiverr are full of people willing to write you a review for five dollars, whether or not they’ve used your product.

The too common movement of astroturfing can have serious repercussions. Besides the risk of putting you in legal jeopardy and risking FTC fines, there is a serious risk that these bogus positive reviews will backfire on you and seriously damage your brand. A fake five dollar review is easy to spot. Reviews generated by SEO companies are even easier to eliminate, as their strategy is to generate dozens or even hundreds of very generic five-star reviews, which often do not even refer to the specifics of the product or the product. company evaluated. When a company has a hundred reviews, all of which consist of a single verse such as “Great service! Five Star! ”Is the work of a black hat SEO company. If you’ve gone this route, you might have a hundred five-star reviews, but you’ve damaged your brand in the process.

Create and execute a successful review strategy

User reviews have a powerful impact on your brand and your success, and nothing this powerful should be left to chance. But an evaluation strategy doesn’t mean that you create your own evaluations. It means creating a customer experience that gets those delighted customers to write reviews organically. Beyond that, a results-based review strategy includes these tactics:

  • Continuously monitor reviews and keep metrics on returns
  • Use these comments to refine your marketing and product development teams
  • Respond to positive and negative feedback and try to resolve any negative situation
  • Make it easy for happy customers to write a review: provide a link to a relevant review site on your home page
  • Join legitimate review platforms and create comprehensive profiles to describe your offerings
  • Apply – If you have a happy customer, invite them to write and submit a review. Just ask – offering rewards undermines the legitimacy of your review strategy, instead just provide quality service, ask for the review, and make it easy for customers.
  • Don’t be afraid to brag! Include your positive ranking in your ads and social media posts.

A valuation strategy means you have to face the reality that every business will get a bad review from time to time. Legitimate review sites won’t allow you to remove or remove these bad reviews, so don’t ask. If this is a review site that allows you to remove poor reviews, then this is a site that you don’t want to be associated with. The job of a review site is not only to provide a place for customers to provide feedback, its job is also to keep you at a higher level as a supplier.

The difference between getting the numbers and building a brand

The review strategy is not about numbers, SEO and backlinks, but rather branding and reputation management. The fast and easy path of astroturfing gets the numbers quickly, but it neglects your brand. All of those five-star, three-word reviews don’t add anything to building your brand because they put mechanical SEO ahead of building a meaningful brand and real customer engagement.

Those who take SEO seriously realize how far the practice has grown, and those old largely mechanical tactics of bogus reviews, keyword stuffed content, and private blogging networks that provide numbers but no meaning, don’t. simply no longer work. SEO today is no longer something you can buy in $ 99 packages that promise instant results. Rather, it has become an important part of a larger PR and marketing initiative that incorporates meaningful and legitimate user-generated content and user reviews that provide real insight into your business and range. of products.

Jeev trika is CEO and founder of

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