Majority of the time we don’t associate digital marketing and customer reviews as being the same thing. We tend to associate content marketing as a way to inform, educate or entertain a possible consumer thus this process is carried about before buying (pre-purchase). On the other hand, customer reviews are post-purchase and focus on customer satisfaction and experience. Although this might be the wrong way of looking at things. Potential customers may not be reachable through content marketing but are in contact with your current customers.
If this isn’t making sense to you, let me elaborate further. Your customers might not trust an ad but are very likely to trust each other whether the feedback is good or bad. We will see a big change in the near future where companies will put less effort into ads and producing content to entice consumers and more focus on the customer’s satisfaction. In fact, more than half of all adults will consult reviews before making an actual purchase (Pew Research, 2015). So how can you jump on this and be in the first wave of change? Well, incorporate customer reviews in marketing content. Having the ratings and reviews of customers on display rather than hidden in the depths of your webpage will have a big impact. Focus on making videos and uploading them to social media stories where not only do you high the product or service you are promoting but also incorporate reviews from real customers who are satisfied with your product/service.
The marketing of reviews is only getting started and will definitely boom in the near future. Having reviews incorporated in your content marketing not only will make it more effective but will also add a personalized touch.
