How to Use Reviews to Update Your Marketing Strategy

Marketing strategy is an absolute passion of mine, and it has truly set Indispensable Marketing apart from the crowd. While many business owners and CEOs are fixated on tactics, I firmly believe that understanding what marketing strategy is not is just as crucial as understanding what it is.

When I talk about marketing strategy, I break it down into a foundation that has several elements. It’s not just one thing. It’s a handful of things that have to go together to work in concert to make your marketing strategy effective.

4 Elements of An Effective Marketing Strategy

• Understanding your ideal client
• Developing a problem-solving and promise message
• Creating educational content
• Guiding the customer journey

Why Are Reviews Important In Updating Your Marketing Strategy?

Reviews play a crucial role in the development of a marketing strategy due to their ability to provide valuable insights from customers. By analyzing your reviews, you can understand customer preferences, pain points, key touchpoints, and motivations, allowing you to update your marketing efforts to better meet customer needs.

Reviews also offer a competitive advantage by highlighting strengths and weaknesses compared to competitors. Additionally, reviews contribute to brand perception and reputation management, as positive reviews build trust and credibility, while negative reviews signal areas for improvement.

Leveraging a happy or unhappy customer writing a review on Google, Facebook Yelp, etc. can strengthen your messaging and enhance your marketing effectiveness.

Never underestimate the power of reviews—they're a goldmine of information that can shape your marketing strategies, improve customer experiences, and ultimately drive business growth!

How Do Reviews Impact Your Current and Future Marketing?

Reviews can make a real impact on marketing decisions! When you take a look at those reviews not just the 4 or 5-star rating, you get valuable insights straight from your customers themselves. It's like having a direct line to their thoughts and opinions!

These reviews give you a glimpse into the wanted, desired, and valuable aspects customers find in your products, services, and processes like sales, service delivery, billing, and what might need some improvement.

By scanning the actual words that the reviewer uses above and beyond the stars, you can make more informed marketing decisions. You can tailor your messaging, promotions, and even service offerings to better meet their needs and desires. It's all about giving them what they want and creating an exceptional experience.

4 Ways to Use Reviews to Update Your Marketing Strategy

#1. Understanding and Creating Timing Triggers

Let me share with you a neat trick to pull timing triggers or buying triggers from Google reviews! When you dig into those reviews, pay close attention to the language and context customers use when discussing their experiences.

Timing triggers can be identified by looking for phrases that indicate specific moments or situations when customers were motivated to make a purchase.

For example, you might come across comments like:

• "I returned for my routine cleaning/exam,"
• "repaired dining room ceiling after a leak,"
• "Today we celebrated my son's birthday."
• "I recently hired XYZ Landscaping for a backyard makeover"
• "I had a plumbing emergency"

These trigger words reveal the specific timing factors that influenced customers to take action.

By identifying these triggers, you can gain valuable insights into the motivations and needs of your customers at different stages of their buying journey. This information allows you to tailor your marketing messages and offers to align with those triggers, effectively capturing the attention and interest of potential customers.

#2. Clarifying The Real Problem You Solve

Reviews are like a gold mine when it comes to learning what customers really think about your business. When people take the time to leave reviews on Google, Facebook, Yelp, etc. they're sharing their genuine thoughts and experiences with the world.

The beauty of it all is that you can find some real gems in the actual words customers use in their reviews. They are not holding back—they're telling it like it is. And that's where the gold lies! These reviews provide invaluable insights into the value customers perceive in your offerings.

When you read through those reviews, pay attention to the specific language customers use to describe the experience they received from your products or services.

• "I had a plumbing emergency and called XYZ Plumbing. They came to my rescue within 30 minutes and fixed the issue swiftly. Their prompt response saved me from a major disaster. Highly recommended!"
• "I recently hired ABC Landscaping for a backyard makeover, and I'm blown away by the results! They transformed my dull yard into a vibrant oasis with their creativity and attention to detail. The team went above and beyond to exceed my expectations."
• "I rely on XYZ Dry Cleaners for all my clothing needs. Their pickup and delivery service is a game-changer! It saves me so much time and effort. Plus, their attention to garment care is unparalleled."

By understanding the value that customers see in what you offer, you can leverage this knowledge to enhance your marketing strategy. You can highlight those specific benefits and value propositions in your messaging and promotions. It allows you to showcase what sets you apart from the competition and resonates with potential customers.

#3. Addressing Common Objections

Reviews can serve as an excellent resource for creating Frequently Asked Questions (FAQs) for your business. When customers leave reviews, they often raise common questions, concerns, or feedback that can be compiled into a comprehensive FAQ section. This helps address potential customer queries proactively and provides valuable information to prospects.

As you read through reviews, pay attention to recurring themes or topics that customers frequently mention. These can serve as valuable cues for identifying common questions.

For example, customers might frequently mention, "how your pricing is easy to understand", "your response times are great", "your installation process only takes days". Take note of these patterns as they indicate areas where customers seek clarification or additional information.

#4. Identifying and Guiding The Referral Stage of The Customer Journey

Reviews can serve as a powerful tool to showcase that people highly recommend your business and, in turn, identify them as valuable referral sources. When customers leave positive reviews, they not only share their positive experiences but also act as advocates for your business.

Pay attention to the language customers use when they discuss your business in their reviews. They may explicitly mention recommending your business to friends, family, or colleagues.

For example, a review might say:

• "I'll definitely be referring XYZ Company to everyone I know!"
• "We will use them again and definitely recommend"
• "Highly Recommend"
• "Highly recommend if you’re downsizing or just moving down the street."

Such statements highlight that these reviewers can be activated to spread the word about your business and can potentially serve as referral sources.

In conclusion, reviews play a vital role in updating your marketing strategy and driving business growth. They provide valuable insights into the perceptions, experiences, and preferences of your customers.

By analyzing reviews, you can gather meaningful data and glean actionable information that can shape their marketing efforts and overall strategy.

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