Posted ByjagdeeshThird-party validation,
in the form of customer reviews, can carry a persuasive power that advertising and marketing simply cannot match. According to the marketing site HubSpot, 52 percent of surveyed consumers say positive reviews make them more likely to consider a business (as compared to 28 percent who consider only location and price).
Obtaining customer reviews can be part of your overall web marketing strategy. Fortunately, the reach of the Internet opens up lots of opportunity to connect with your customers.
Engaging Customers for Reviews
Ask nicely. There’s nothing wrong with contacting your best customers and simply asking them to write their impression of your business. Ask them to describe their success stories, or detail how a problem got solved, with the help of your business. But by the same token …
Don’t overdo it. Aggressively soliciting for reviews compromises your credibility and can even make you look a little desperate.
Interview them. Some customers may hesitate to submit reviews or testimonials because they’re not confident in their writing ability. If you suspect this, ask if you may interview your customer. Ask him to speak off the cuff while you take the notes. Then, after the customer has approved the text, you may edit it into a review.
Post some reviews yourself. Not reviews of your own company, of course – but you can review related businesses. Identifying yourself as a business owner yourself can position you as an engaged member of the community and remind people about your company.
Hold a contest. You don’t want to offer free services or other giveaways for reviews– that suggests compensation in exchange for endorsement, which is unethical. But you can create a grand prize drawing for all customers and prospects, with no strings attached. The more happy customers and prospects you generate, the better the chances for customer reviews later.
Thank them. In any interactive forum, whether Facebook comments or a website’s testimonial page, include your own responses and thanks for reviews – even the less-than-glowing ones.
Response Tactics and Media
Go to video. If you have the time and resources, a short video to post on YouTube, Vimeo or your own site adds sound, movement and engagement to the typical customer testimonial. You can
Create a call to action. An usual CTA – “Tell us what you think” or “Let’s hear your story” can inspire web visitors to create a review or testimonial. You can include your CTA on blog entries or in your social media pages to accompany relevant articles.
Open up your social media pages to comments. Facebook comments, Twitter tweets and LinkedIn recommendations can all work in your company’s favor.
Use email or e-newsletters. A well-designed HTML email or e-newsletter can be as attractive as a banner ad. Select a “customer of the month” and interview him or her. The customer will be flattered, and you may net some fine testimonial verbiage.