A survey conducted by digital CX firm TELUS International indicates that online reviews and social media ads carry more value in the consumer buying process than traditional ads. As a brand, taking advantage of this trust can elevate your marketing efforts to new heights.
Customer reviews and ratings are among the most valuable e-commerce metrics a brand’s marketing team can use. As shoppers tend to trust reviews more than product descriptions included in the listings, brand managers should pay close attention to customer reviews across channels.
MetricsCart’s cutting-edge review monitoring platform can help you tap into the goldmine of customer feedback. The platform turns reviews into actionable insights that drive brand awareness, boost product visibility, and solidify your reputation.
Here are some of the reasons why monitoring customer review metrics should be a continuous process in every company’s marketing strategy.
Build Brand Awareness Using Reviews
When customers find a product interesting on e-commerce sites, they might search the brand’s website to gather more information. Featuring positive testimonials at the bottom of landing pages for visitors to spot immediately serves as a great trust signal, increasing the product’s overall value.
Here are some other ways to build brand awareness using reviews:
Ask Customers for Reviews
Getting the latest feedback is vital to building a brand’s online footprint. To ensure the presence of fresh reviews, brands must regularly seek reviews from buyers within 21 days of purchase.
If the product is new in the market, offering incentives to early adopters to leave reviews is an excellent idea to build momentum. The Amazon Vine program is one such initiative introduced by the e-commerce giant to assist new brand owners with the first thirty reviews.
Repurpose Positive Reviews
Positive customer reviews add credibility to brands. Brands can capitalize on positive customer feedback by adapting it to other online materials.
- Brands can try sending positive reviews via e-mail to customers who have abandoned carts to get them to return and click the “buy” button.
- Accompanying positive reviews of products in all marketing collaterals when introducing new products or special deals on existing products encourages customers to take notice.
- Reposting positive reviews on the product pages of an item can strengthen customers’ purchasing decisions.
Highlight Aspects that Resonate with Target Market in Ad Campaigns
Companies with multi-regional operations have to localize their marketing efforts to drive positive customer interest.
- Highlight aspects of the product reviews that resonate most with regional consumers.
- Translate and adapt reviews to fit local languages and cultural contexts to make the marketing more relatable to regional audiences.
- Identify repeated themes and use them on product packages and advertising campaigns.
MetricsCart’s theme and sub-theme analysis of aspects in reviews helps identify preferences specific to different demographics. Marketers can weave stories around these keywords to target particular customers in their advertising and marketing campaigns.
Improve Product Visibility in Search Results
Customer reviews are a significant factor in Amazon’s search algorithm that influences product rankings. A high volume of reviews and ratings above four stars improves the chances for e-commerce platforms such as Amazon to recommend the products to their visitors.
Include Reviews on the Product Detail Page
By crafting narratives around product reviews that resonate with the target audience, real-life testimonials can become powerful marketing content.
- As customers give more weightage to social proof, it makes a lot of sense for brands to include reviews in their PDP content to encourage shoppers to buy the product.
- Another way to enrich PDP is to create video ads that dramatize a customer’s review by showing how the product solved a problem or improved their life.
- Displaying aggregate ratings of products received from multiple platforms gives potential customers a quick gauge of product quality across brands.
Cross-promote Products in Marketing Campaigns
Use reviews to emphasize how different brands within a company complement each other. For example, if a customer praises a skincare brand for its gentle formula and another product for its fragrance, a campaign could emphasize how the two products work well together.
Build and Maintain Brand Reputation Through Reviews
Reviews immensely help in brand reputation management. A brand can leverage positive reviews to strengthen its marketing strategy and use the negative ones as a learning experience to improve business in the future.
Rebuild Trust
If a global company’s brand faces a crisis, highlighting positive reviews from other brands in the company’s product line can reinforce reliability and help strengthen brand perception across its diverse portfolio.
Respond to Negative Reviews
Review monitoring should be an ongoing marketing process. To establish solid reputation management, brands have to respond directly to negative reviews.
For example, brand A is proactive in addressing negative reviews head-on. When facing criticism or negative feedback, the brand’s proactive marketing team quickly addresses the concerns, offers solutions, or simply acknowledges the feedback. This approach helps to mitigate any potential damage to the brand’s reputation and shows that the company is committed to customer satisfaction.
If the negative reviews concern the product features, the feedback can be given to the product development team for product improvement.
Highlight Product Improvements
Make review monitoring a part of your ongoing marketing process to search for and address bad testimonials.
- Demonstrate transparency by acknowledging negative reviews and showing how the brand took action and turned into a positive story.
- Besides directly responding to negative reviews, marketers can highlight the positive change in the PDP for the updated version of the product.
- Brands can focus on the aspects consumers find challenging. Use this feedback to leverage customer reviews in their marketing strategies.
- Negative reviews give you actionable information to move forward
READ MORE | Want to Know the Use Cases of Reviews in Product Development? Browse through our blog on Using E-Commerce Customer Reviews and Ratings for Product Development.
Final Thoughts
Monitoring reviews can significantly boost the marketing efforts of brands by fostering a loyal customer base that advocates for the brand and ultimately drives growth and success.
MetricsCart offers brands a unified dashboard on which you can view ratings and reviews for an entire category, including both your and your competitors’ product metrics.
To learn about how the e-commerce product review analysis platform from MetricsCart can benefit you, schedule a demo with one of our experts.
