Think your brand content is untouchably unique? Well, guess again. Unless you’ve cornered the creativity market, your content probably shares many similarities with competing content. As a result, finding ways to stand out must be high on your to-do list. Don’t worry. It can be done.
Racking up plenty of glowing reviews is one way to get it done. But if you’re waiting for testimonials to roll in, it could be a while. Why? Because reviews typically aren’t self-generating. In most cases, brand marketers must ask for them.
Timing is an extremely important component of the asking process. You don’t just hit customers with random review requests. Ideally, reviews are solicited at the proper strike point -- when customers feel good about your brand. And how will you know this if they haven’t provided reviews? Simple. Identify your returning customers. By implication, the returnees are giving your products a thumbs up. Otherwise, why would they come back? This is a known feel-good moment – the point when people are most receptive to review requests. As a rule, when satisfaction is high, so are response rates.
Despite high satisfaction levels, many customers are time-pressed. They may want to honor your review request, but the spare minutes simply aren’t there. In that case, help them by creating a review template. Often, this template takes the form of a question list with convenient boxes for answers.
Finally, it never hurts to sweeten a review request with a bit of incentivization. Effective sweeteners include discounts, promotions, free subscriptions, and anything else legally permissible to spark a response.
Remember, ask strategies aren’t fool proof. Some people, no matter smooth your approach or how sweetened the deal, simply won’t respond. That’s OK. You’re not looking for a perfect batting average. Just enough hits to get a leg up.
If you have questions or comments about asking for customer reviews, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.