Product reviews sell products because people trust what others say more than what we say about ourselves. More customers are listening. So should more businesses.
SEO platform BrightLocal says that during the pandemic, buyers read 31% more ratings than before. Trustpilot, a consumer reviews website, reports that 89% of consumers now make an effort to analyze reviews before buying online.
An important company goal today is achieving more third-party endorsements in every form and style, from the high bar set by Consumer Reports to positive Facebook posts, comments on blogs, mentions on Twitter or Instagram and YouTube citations from known influencers.
Every positive mention carries weight, but only if a company remembers to lift it. Once third-party recognition is achieved, it’s crucial to let reporters, investors and even competitors know about it. And since online citations are ephemeral, it’s up to every business to acknowledge and preserve them so their influence lives on.
Third-party reviews don’t just happen. They can be made to happen. Here are five steps to consider before driving full-force:
Gather proof points. A reporter or influencer needs data, statistics, videos and other customer success stories to gather what they need to craft a product review. These should all live in a Dropbox folder or Google Drive that reporters can easily access.
Differentiate from the competition. Is the product better, cheaper, safer or more elegant? Truth works. Exaggeration feeds negative reviews. Arculus, a crypto cold storage wallet solution, prides itself on security and simplicity. A review by Dealerscope dedicates an entire section to this selling point. Read the review here.
Understand the influencer. What’s their tone? Who’s their target audience? Reach out to reviewers directly. Industry reporters know what breaking news is in their sector, and any mention by them keeps a brand front and center.
Show, don’t tell. If a picture is worth a thousand words, a video is worth 100 pictures. Explainer videos show them the actual product and how it works. The benefit is clarity and simplicity that doesn’t read like an advertisement or a press release. Customers are 85 percent more likely to buy a product after viewing a product video, according to Inc. A short link to how-to and demo videos in an email – no attachments – keeps the product top of mind.
Weigh the power of pros and cons. Most product reviews have both, but don’t shy away from the cons. Instead, address them publicly as a valuable means of communication and a display of corporate awareness and sympathy. Complaints that get listened to lose their sting, especially for potential customers who read negative reviews first.
Whether it’s a paragraph or a page dedicated to your product, you can optimize product reviews and make them count by utilizing your selling points, creating how-to videos and addressing any shortcomings.
Reach out! And keep OWC posted.
