By Kristy Sturgill • August 17, 2018

Why 5 Stars Still Isn’t Enough on Social Media Sites

 Reviews and Inbound

Think about the last time you were researching a product or service. What steps did you take during the consideration and decision stages of the buyer’s journey?

It’s likely you started by reading reviews looking to learn more about other customers experiences with the brand. Then, you browsed a website and social media to learn more about the company. Finally, you might have called the company or visited their location to talk to a salesperson.

Reviews are a powerful tool. 84 percent of consumers trust online reviews as much as a personal recommendation. But, it’s unlikely reviews are enough to earn the business of a new customer. 

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Customers want to consume information beyond the reviews about the company and the products or services they're interested in purchasing.

Customers have questions, and they’ll likely start looking for other ways to engage with your brand. They might read posts, look at pictures, watch videos and eventually end up on your website, or they might call your team. 

You might work hard to ensure your customers are delighted with your company, and in return, they might leave you a five-star review, but that’s only one part of a successful marketing strategy. What’s next?


Strategy #1: Engage with Online Reviewers

Customers want to know how you respond to negative reviews and complaints. It highlights how they could expect to be treated if they have a bad experience. They also want to know that you listen to your customers.

Review 2

 Simply saying thank you to reviewers who give you feedback will let prospective customers know that you won’t ignore them.

Review Example

 Go a step further by highlighting your best reviewers in a post on Facebook, Instagram or Twitter. Not only will it help other people see what your customers are saying, but it’ll let your customers know that you care about their opinions.


Strategy #2: Create Compelling Social Media Content

Social media is the perfect platform to let your customers see the human side of your business. You might post about your promotions or your services, but if you really want to connect with your audience, then be casual, have fun and show off your team.

One of the highest performing social media posts we’ve had in the last month wasn’t outlining our services or telling visitors how much we could improve their marketing strategy. While those two things are true, and we talk all about the inbound methodology on our website, the most engaging post highlighted one of our newest team members, Maddie.

 Example of a good social media post

BL3, a local plumber in SW OKC, had a really engaging post too.

 Pup post

Rather than talking about pipe problems, the company posted a picture of their pup and wished them a happy weekend. It performed nearly 10 times better than any other post on the platform.


 Strategy #3: Use Reviews to Inform Content Creation

As you read through your customer's reviews, look for patterns. Is there a question that they regularly mention? Do they talk about one or two services or products more than others? Is there a consistent complaint?

If you push to increase the number of reviews on social media and other platforms, what’ll you find is a treasure trove of valuable insight you can use to create more compelling content on your website. You can also use reviews to find areas in need of improvement at your company.

When customers are looking for answers to their questions by simply reading reviews, they might spend hours trying to find answers. Instead, you can make the process simple for them by giving them resources on your website.

For example, if you have a restaurant and several good reviews talk about how their delicious dinner was surprisingly affordable. Then, you might create a page on your website specifically outlining the prices for all your dishes.


Strategy #4: Highlight the Best Reviews on Your Website

When you do receive five-star reviews from your customers (or even three or four-star reviews), then you can highlight their feedback on your website, so visitors don’t have to go hunting for it.    


Sometimes you can highlight your reviews by adding a widget linking to your Facebook or Google account. Adding your reviews creates an additional level of transparency your customers will appreciate.


Strategy #5: Ask Your Raving Fans to Sign up for Emails

Have you asked your favorite customers to sign up for your emails? If not, then it’s time to capture their information to give them the latest updates and information on a regular basis delivered right to their inbox.

 email sign up

Email is one of the oldest forms of digital communications with customers, and yet it remains one of the most effective. The Pew Research Center found that 92% of adults in the United States use email, and 61% of these email users are checking and sending emails on an average day.

Without incorporating new ways to communicate with your customers beyond reviews, then you might be missing opportunities to create a more established relationship with your audience. 

To integrate the inbound methodology into your online reputation strategy, we encourage you to give our reputation management services a try. Click below to start a free trial, completely risk-free!

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