Use Brick & Mortar Reviews Effectively

How can companies tap into their positive reviews and consumer experiences to market to potential new customers?

I’m Daniel DiGriz with MadPipe and this is the MadPipe Mailbag. Now, each week MadPipe is opening mail with your marketing questions. The question this week comes from Daniel, another Daniel in New York City and he asks; for a retail store, how can we take testimonials and reviews that we’re, getting on the Web and make the best use of those to help get more people in the store.

So, there are a number of ways you can do that. First of all, always get a screenshot of those reviews; you can use that screenshot. You can feature it in your visual social media like Instagram and Pinterest and Twitter and Facebook really, really quickly. That’s a great instant grab and repurpose. Another thing that you can do with those is actually just capture the text and the photo of the person that left a review. A lot of reviews have photos and they tend to really “up” the credibility of those reviews, and you can create cards out of those; little visual graphic cards that can be shared in your Pinterest boards, shared on Instagram, in your blog etc. You can even blow those up and hang them up in your store, if those are public reviews. Now of course, I’m not an attorney, so be sure to consult on whether you have permission to do that. You maybe need a model release, maybe you need to talk with them; but stores do this, and it’s a great way to do it. Imagine I walk into your store and not only do I see the products but actually have people hanging up with reviews of the products.

You can also ask for an upgrade to a video testimonial; so if somebody left a review on a public place like Yelp, a social media source, Google+, you can actually reply. One way to do that is to say, “can you give us a video testimonial?” Those are great to have even higher conversion; you push those out over your YouTube channel, you add those to your blog, you push them out over your social media, and there are other ways you can use this information. The best experts on your products or services arethe people that are actually using them, so be sure and quote those testimonials less like a testimonial but more like what people are saying about it.

Then also, make sure they’re on your website. We need to see them as part of the flow; what’s your core proposition, what’s the story behind it, what’s the value that you’re offering, what are the exact services and get me something to support it. How are people using this – in the GenX range especially, which is one of the widest age group ranges there is and spends more money per head count on the Web than any other group and not just on the Web. When those people come into your store, one of the things that really moves them is seeing people give positive reviews. So, it’s a great age group to appeal to with this stuff, especially on your website. It’s a way to get people foot traffic in the store by making people understand what their peers are doing.

Lastly, if you’re doing email marketing, don’t forget to include those recent testimonials in your email blasts and newsletters. It’s a great way to curate your own content, if you have a place in your newsletter for recent testimonials, recent reviews, what customers have said this week, this month etc. There are lots and lots of ways to do this, and of course having an overall digital strategy is a great way to start.

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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