Best Review Marketing Strategies To Follow

We all know that reviews are the reflection of a brand’s online image. As a matter of fact all the online sales of a brand’s products or services depend solely on the reviews it gets from the customers. What you say about your product, is not important anymore. But, what the customers feel about your product, that’s an important thing to consider.

Before we get started let’s look at some fun facts about reviews:

  • 91% of people read online reviews while planning on buying a product/service online.
  • Online reviews act as an important factor for a customer in deciding whether to trust the brand or not.
  • Customers tend to spend 31% more on a brand with outstanding reviews
  • Reviews are capable of boosting your search ranking and improving conversion rate.

Reviews are really important and you must have a fool-proof review marketing strategy if you’re aiming to impress. As your brand’s reputation totally depends on the reviews your products get, here’s a vital piece of advice you must consider while framing up your review marketing strategy.         

Let’s first understand what the customers look for, in product reviews. So that we can plan an accurate strategy.

1.Star Rating:

The first thing a customer notices about your product reviews is the Star rating. As a matter of fact, it is the most important aspect of a review for most customers. Like, for an example, If your star rating is displayed below three stars on a search engine or site the customers are using, chances are that they’ll look right past you and will definitely go for a brand with a better star rating. Similarly, most customers expect a minimum star rating while reading reviews. They prefer to consider a star rating of 3 at the lowest, else they won’t make a purchase.

Understanding this with help of data from some common surveys:

  • 5-star rating – 8% people stated that they don’t prefer going for a brand unless it doesn't have a five-star rating.
  • 4-star rating – 37% people wish to see a 4-star rating to consider engaging with the brand.
  • 3-star rating – 42 % deny on purchasing from a brand with lesser than 3-star rating.
  • 2-star rating – Only 9% people prefer to buy products from a 2-star rated brand.
  • 1-star rating– Only 5% of consumers prefer to buy from a 1-star rated brand.

So, the moral of this story is that your star rating doesn’t need to be perfect as 5-star, but it should be as decent as a 3-star rating on an average, so that the consumers trust your brand and make purchases.

2.Number of Reviews:

Number of reviews that your products get, is the second most crucial aspect that you must consider. You need to know the right amount of reviews that a customer needs to see before they go for your brand. Talking about numbers, most of the customers need to read 5-7 reviews, but honestly, this number may vary from 2-21 depending on the individuals.

3.Review Quality

It may sound utterly shocking, but the quality of reviews plays a very important role in obtaining the user’s trust who read your product reviews.

Unluckily, there’s nothing much you can do about review quality because some customers write reviews as lengthy as an essay while the others finish off in two words saying “Great product!”. The only way you can get high quality reviews is getting them consistently.


4. Age of Reviews:

If a review is too old, it’ll fail in winning the customer’s trust. For gaining a consumer’s trust, the review needs to be written at-most within the last six months.

Key Points for review marketing strategy:

Step1:Evaluate your overall reviews and reputation

Search for your brand/business on various review sites and get your star rating , this will also help you in evaluating your reputation versus your competitor’s. This will give you a brief insight into your market reputation.
You can also understand which review sites require more reviews as well as on which sites you possess a great reputation and a plenty of reviews on.

If in case you require a list of famous review sites on the web, here are a few to start from:


  • Google
  • Facebook
  • Manta
  • Bing
  • TripAdvisor
  • BBB
  • Yellow Pages

Step 2.Once you’re aware of your online reputation, note down a few of your best and worst scores on those review sites. So that you have a target to achieve and improvise.
Step 3.Start collecting the email addresses of your customers. Whenever a customer signs up, checks in or checks out, ask them for their email address. So that you have a contact list to further promote your brand and regularly update them about your latest offers and products.

Step 4. Once you’ve got the e-mail addresses, start sending out emails. After a few short days the customer makes a purchase. Send them emails asking if they’d like to provide a review on your brand on the review websites you think need most improvement in terms of reviews. If in case you don’t have spare time, you can also create template emails that needs slight modifications depending on the customers.

Step 5. Just try and follow them up. Don’t just leave your product at getting more reviews. Engage and start replying to negative feedback and even the positive ones to let your customers know that you care about their review.

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