How to leverage customer reviews in your marketing

Laia Martin
3 min read
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Customer reviews serve as social proof, demonstrating that real people have purchased and enjoyed your product or service. This type of feedback is more trusted by consumers than traditional advertising. According to various studies, most customers read reviews before making a purchase, which can be a deciding factor in their buying journey.

Leveraging reviews in marketing

6 key strategies for leveraging customer reviews in your marketing

1. Display reviews prominently on your website

Feature customer reviews on key pages of your website, such as the homepage, product pages, and a dedicated reviews or testimonials section. Highlighting these reviews can reassure potential customers of the quality of your offerings and encourage them to make a purchase.

2. Use reviews in social media campaigns

Share positive customer reviews across your social media channels. Create visually appealing posts that highlight customer testimonials, and consider using video reviews for added impact. Engaging with customers who leave reviews on social media can also foster a sense of community and loyalty.

3. Incorporate reviews into email marketing

Include customer reviews in your email marketing campaigns. Whether you're sending out a newsletter, a promotional email, or a follow-up message, showcasing positive feedback can reinforce the credibility of your message and encourage conversions.

4. Utilize reviews in paid advertising

Incorporate customer reviews into your paid advertising campaigns. Platforms like Google Ads and Facebook Ads allow you to include testimonials in your ads, making them more persuasive and trustworthy.

5. Encourage customers to leave reviews

Actively solicit reviews from your customers. Send follow-up emails after a purchase, requesting feedback, or offer incentives such as discounts on future purchases for leaving a review. Make it easy for customers to leave reviews by providing direct links to your review pages on platforms like Google, Yelp, and industry-specific sites.

6. Respond to reviews

Engage with customers by responding to their reviews, whether positive or negative. Thank customers for their positive feedback and address any concerns raised in negative reviews. This shows that you value customer input and are committed to improving their experience.

How to choose which reviews to highlight?

When selecting reviews to feature in your marketing efforts, consider the following criteria:

  • Relevance: Choose reviews that are relevant to the specific product or service you are promoting.
  • Detail: Detailed reviews that mention specific features or benefits are more persuasive than generic praise.
  • Authenticity: Highlight reviews that come across as genuine and heartfelt.
  • Visual appeal: If possible, use reviews that include photos or videos provided by customers.

Detailed analysis of effective review utilization

Product pages

Featuring reviews on product pages can directly influence purchase decisions. Potential buyers often look for reassurance that they are making the right choice. Including a mix of positive and constructive feedback can make the reviews seem more credible.

Social media highlights

Creating a recurring series of posts that feature customer reviews can keep your audience engaged and provide consistent social proof. Use high-quality graphics and a branded template to make these posts visually appealing.

Email campaigns

Incorporating reviews into email marketing can take various forms. For instance, a "Customer of the Month" feature in your newsletter can highlight a satisfied customer’s story, or you can include a review snippet in the footer of your regular promotional emails.

Paid ads

Customer reviews in paid ads can significantly boost their effectiveness. Ads that feature genuine testimonials often perform better in terms of click-through rates and conversions because they build trust quickly.

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Frequently asked questions

Not sure if TeamUp is right for you? Here are some common questions we’ve heard from gym businesses like yours.

How can I encourage more customers to leave reviews?

Should I respond to negative reviews?

Can I use reviews in offline marketing materials?

What do I do if I receive a fake review?

How often should I update the reviews displayed on my website?

Are video reviews more effective than written ones?

What if my business is new and I don't have many reviews?