A big part of marketing today is having good reviews on the Internet. The fact that you have a lot of good reviews shows that you keep your promises.
But many people ignore the words the reviewers use. 5 stars often mean that this person is a great customer. They had the right problem, you did a great job, and they had a great time.
It was then that they went to a 3rd party review site like Google, Facebook, or Yelp and told the world how great you are. It meant that they were referring your business to anyone who read it.
No, I don’t. I want to get more of those ideal customers.
People who write good reviews about your business should pay attention to how they talk about it, especially the words and phrases that show up over and over again.
People who have been happy with your service have told you this repeatedly. It’s them telling you what you do that solves their real problem.
Here’s a real-life example of some local business reviews to clarify this point.
- “They came and did what they were supposed to and cleaned up well when they were done.”
- “The guys were on time and did a great job.”
- “There have been times when people didn’t show up or did a lousy job. Everything was very well cleaned up.”
Do you see a pattern in what’s going on? It’s not always clear from these excerpts what this business does, but the clues about how they do it are clear.
“We promise to show up when we say we will and clean up everything before we leave.”
If this business sounds like a tree service, it’s because it is. The real problem they solve for their ideal customers is that very few people in the home service industry are organized enough to set appointment times and often leave a mess behind when they leave.
As a marketing tool, reviews are essential for this business and many others I’ve worked with over the years. They also serve as social proof. Then, use them to help you find even more ideal clients.
There isn’t a lot of work to be done in review research.
Then, look at your reviews on Google, Facebook, or other review sites specific to your field and read each one very carefully. There are many things that can be learned from negative reviews as well, but for now, it doesn’t matter what they say.
As you read the reviews, start to look for words, phrases, themes, and patterns used a lot. Your customer says about how your company helps them and what you do that other businesses don’t is what you need to start using in your marketing right now.
There are times when you’ll find out that the reason your customers are happy is that they like your people, your work, or both! Great, don’t forget how important this message is. The core message of some reviews is hidden inside them, but sometimes you’ll find it.
A few years ago, we worked with a lawn mowing service with a subscription-based plan for busy people who wanted their lawns cut. Some of their reviews said that “I just love coming home on mowing day.” We looked through their reviews and found that.
This company solved the problem that they were very professional, did a good job, and could be trusted to do what they said they would do. On the other hand, the ideal customer said that this was a moment of joy in a hectic world, and this was what this company did. The magic is there.
Some people began to say things like, “You’ll love coming home on mowing day,” which made people wonder if that was true for them with their current service.
How do you turn a simple review into a powerful marketing strategy? You use reviews to develop a core message of difference that your ideal customers will value. But, you can also often find a few common themes that make great blog post topics, FAQs, emails, and Google Ads copy. These themes can be used in blog posts, FAQs, emails, and ads.
When you use words that your ideal customers use, you can get more of them to buy from you.
Now that you’ve got this review thing down let’s make it a little bigger. It’s also great to look at reviews when doing competitive research. People who write negative and positive reviews of your business can have a lot in common. It could help you sell more of your products or give you an idea of what else you could do better.
A review and the words it contains are more than just social proof. They’re great content and a way to improve your marketing messages.