Customer review marketing, particularly on rating platforms, involves leveraging customer reviews and ratings to promote products or services. It’s highly relevant in today’s digital landscape because consumers increasingly rely on reviews and ratings to make purchasing decisions. Customer review marketing on rating platforms involves encouraging satisfied customers to leave positive reviews and ratings about a product or service. These platforms are for example websites like Google Reviews, TripAdvisor, Booking, Expedia or any other online booking platform. The goal is to showcase positive feedback from customers to build trust and credibility with potential buyers.Positive reviews and high ratings can significantly influence consumer perceptions and purchasing decisions. They serve as social proof, indicating to potential customers that others have had positive experiences with the product or service. Conversely, negative reviews can deter potential customers and harm a company’s reputation.
Do’s and Don’ts in Review Marketing
- Do encourage satisfied customers to leave reviews: Actively solicit feedback from happy customers and encourage them to share their positive experiences on review platforms.
- Do respond promptly to reviews: Address both positive and negative reviews in a timely and professional manner. Thank customers for their positive feedback and address any concerns or issues raised in negative reviews. A respond might be seen as not important but it shows the professionality, seriousness and credibility of the company.
- Do monitor and analyze reviews: Regularly monitor review platforms to stay informed about what customers are saying. Analyze trends and patterns in feedback to identify areas for improvement or areas of strength.
- Don’t fake or manipulate reviews: Avoid creating fake reviews or manipulating review content, as this can damage credibility and trust with consumers. Review platforms have strict policies against fake reviews, and violating these policies can lead to penalties or account suspension.
- Don’t ignore negative reviews instead, address concerns constructively and demonstrate a commitment to resolving issues and improving customer satisfaction.
A practical demonstration of customer review Marketing
In various industries, companies often seize the opportunity to enhance their online reputation by reaching out to satisfied customers post-purchase or post-service. For instance, in the hospitality sector, hotels may send a follow-up email to guests upon their return home, expressing gratitude for their patronage and encouraging them to leave a review on popular rating platforms. It’s important to note that filtering unsatisfied customers and avoiding proactive solicitation of feedback from them is crucial. This approach helps prevent negative reviews from tarnishing the company’s reputation. This proactive approach aims to increase the likelihood of positive reviews outweighing negative ones, thereby boosting the company’s overall rating and visibility. However, it’s essential to maintain integrity in this process. While soliciting feedback strategically can yield positive results, it should always reflect the genuine quality of the products or services provided. Ultimately, companies must prioritize honesty and transparency in their interactions with customers, ensuring that their reputation accurately reflects the true nature of their offerings.
- Minazzi, R. (2015). Social media marketing in tourism and hospitality. Springer.
Thanks for that great article Thibaud. Will save those tips for future work!
Glad you found the article helpful. Good luck with applying those tips in your future work!