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How to Use Your Customer's Voice to Create Powerful Content that Converts
In general, most consumers are conditioned to raise a wary eyebrow toward what a brand or company tells them, but they warmly embrace the opinions of people they know and trust - or perceive as “just like me.”
Your existing and potential customers are also conditioned to share their opinions openly online, which you can use to your distinct business advantage is you know where to look, and take the steps to listen and act on your customer’s voices.
Welcome Customer Reviews (And Be Prepared for the Good and the Bad)
While word-of-mouth marketing inspires trust and helps motivate many purchasing decisions, it’s almost impossible to quantify. Customer reviews are the next best thing to word-of-mouth and can provide a 360-degree view of your business. Reviews are vital to improving every step of your customer’s journey-because customers are already relying on reviews every step of the way. In fact, 76% of buyers use reviews as part of their discovery phase within the buyer’s journey.
Source: November 2017 poll of 680 buyers on TrustRadius.com
The first step you can take in using your customer’s voice to improve your conversions is to capture reviews from your existing customers. Good reviews will help solidify trust and help potential customers feel confident in their buying decisions, and while no one likes negative reviews, these do present perhaps more opportunity to your business so don’t be afraid to encourage feedback that is honest and authentic in these reviews.
But you should prepare yourself to receive some negative reviews. Handle them cooperatively and accept the fact that being too perfect can actually heighten customer scepticism and work to lower your conversions.
Placing reviews on your website will automatically help you build credibility, attract more leads, and give you great content for your marketing efforts. However, you can add another layer of conversion-boosting potential by creating a landing page that contains information specific to your marketing, and not just send them to your main website. Incorporating reviews on your landing pages can further reinforce your marketing and help you drive more conversions.
Gather and Share Testimonials
Beyond helping you hone your marketing efforts, your customers’ voices are powerful tools of modern-day word-of-mouth marketing. And thanks to social technology, you now have a paper trail in the form of quotes, recommendations, and testimonials for your brand. Gathering testimonials from your existing customers and posting them on your website will offer social proof to people who’ve not yet decided to support your brand.
Act on Customer Feedback
Gathering and posting snippets of your customers’ feedback are only one part of this important equation because to truly harness the power of their voices, you must take action. Use your customer reviews to help shape your marketing into messages that are speaking right to your customers, in their own words. If you’re noticing that many of your reviews mention a particular product or service favourably, use that information to build your marketing language around that positivity. You can use snippets of a review as a headline on a landing page, and see how it converts with your control copy.
If you listen, you can use your customers’ voices to make your marketing more effective. But if you act on what you hear and learn, not only will your conversions improve, but you’ll also you activate the ageless marketing powerhouse -- word-of-mouth marketing.
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