It is important to define campaign elements and objectives for review campaigns. These objectives and other optional criterion (e.g. campaign type and priority) allow evaluation of the success of a campaign. Once these objectives and campaign elements have been defined, tactics to achieve the desired results can be identified.
Consumer review campaigns are growing in popularity, with the concept of building a marketing strategy on user generated content (UGC). The rise of information technology as well as social media platforms have made it more easy than ever for local consumers to post their own thoughts and ideas online.
A successful review campaign will take advantage of content that comes from customer reviews, photos, videos, or blogs. There are many companies creatively tapping into these online resources, incorporating this user generated content as a powerful ingredient in their marketing mix.
When it comes to review campaigns, some marketers question the benefits of giving this much power to consumers. The truth is, when satisfied, these customers become the greatest evangelists a brand could ever have.
Statistics prove potential local customers are highly likely to be influenced by consumer generated content and review campaigns. In 2009, Nielson performed an analysis of 25,000 consumers from over 50 countries. 90% of the consumers surveyed said they trust advice from friends and acquaintances, while 70% admitted to trusting consumer reviews online.
For many companies, it’s seen as a gamble to relinquish control, but this will result in big payoffs. When comparing traditional marketing to review campaigns driven by consumer generated content, the review campaign offer several distinct advantages. Review campaigns are highly cost effective, provide unique and creative content, and additionally they produce high levels of social engagement.
Customer reviews campaigns are important in increasing sales conversions and featuring positive company information. There are several methods to recruit satisfied customers to produce highly sought after positive reviews.
A feedback/review button located on your website can be a great tool in the recruitment of customer reviews. Many business offer incentives in an effort to get their customers to create a review. Providing coupons or contest entry to win prizes, can be a strong motivator.
A post purchase email to ask the customer to write about their experience is another great way to gain reviews. Automation systems can make this type of e-mail fast and easy. They make asking customers for a review just another part of the sales process.
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