Using customer reviews in your marketing

February 12, 2024

February 12, 2024

It's no secret that word of mouth is powerful. Hearing a friend's first-hand account of a shopping experience or their satisfaction with a product resonates with us in a unique way.

Online reviews, star ratings, and testimonials are also word of mouth, in a form that can have a huge impact on your business. A 2021 digital.com survey in the US showed that 88% of online shoppers read atleast three reviews before purchase.  

Here are a few places to integrate positive reviews and have them reach further than traditional word of mouth ever could.

  • On your website
  • In your social media posts
  • Online ads
  • Placed within direct mail campaigns
  • Radio ads and print collateral
  • Trade show material
  • Outdoor marketing such as billboards

That’s far from a complete list. Consider including reviews in sales presentations, case studies, or in-store product displays. View positive customer feedback as a valuable marketing tool, and be on the lookout for effective ways to put that powerful word of mouth to work.

An important note: It goes without saying that anything positioned as a review must be authentic. It should also be unedited and from an unbiased source.Never include a person’s profile photo without permission. Furthermore, platforms may have their own requirements for using reviews from their spaces.For example, Google’s user review guidelinesrequire getting permission from the reviewer.

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