Content Marketing Thursdays: Leveraging Online Customer Reviews - LinkedIn Discussion of the Week
So marketers may already know that customer reviews can aid search engine optimization efforts and, ultimately, conversions. But if they've only got systems in place to collect customer testimonials, what do they do about all those unsolicited social reviews that may not even live on their sites?
Handling this concept and more, Colleen T. Reese—a member of the LinkedIn "Integrated Marketing Mix" group—posed several questions about online customer reviews, comments and ratings in the second week of "Content Marketing Thursdays." The subject this week is "Leveraging the Power of Online Customer Reviews and Other Social Content."
Beginning with the basics, group member Heather Fletcher cited an article she wrote for Target Marketing magazine in which the main advice to marketers was, "Ask for it."
In other words, many marketers neglect to request reviews from their customers in the first place. Another pointer in the "6 Methods of Building User-Generated Content" article is about software that lets marketers carry their customer reviews, comments and ratings with them to share when they post comments, themselves, online.
In the group, Reese adds: "This user-generated content provides marketers with valuable feedback from their customers AND a unique opportunity to repurpose content that is not only dynamic and highly engaging, but also an effective conversion driver."
Posing questions to the group about content marketing, Reese asks: "So how does today's multichannel marketer monitor and effectively leverage this unique content? How do you monitor external customer reviews from sites like Amazon or other community oriented e-commerce platforms?"