How To Collect & Implement Customer Feedback Into Your Content
Comment cards have long been a thing of the past and with 93% of customers reading online reviews before buying a product, it’s important to know how to encourage customer feedback. Even more important is knowing how to implement that feedback into your marketing content since your audience is willing to spend 31% more on a business with excellent reviews. This feedback will inspire positive change at your company because most important of all your audience will feel like their voice is being heard. Let’s jump in and show you how to effectively collect and implement feedback into your strategy!
Collect Customer Feedback
There are plenty of ways to collect your audience’s feedback! The most popular ways are to use targeted website surveys, Net Promoter Score, feedback widgets, in-message surveys and questionnaires. No matter which option you choose, make the collection process as simple as possible by creating easy to fill forms that embed on your major platforms. To get more responses, offer incentives like gift cards to Starbucks or Amazon or offer your audience different ways to give their feedback i.e. video, reels, photo, case studies.
Don’t forget to answer each feedback with a positive and understanding response regardless of what their review is. Yes, your team will be using their reviews for your content, but answering each review shows that your company cares and appreciates each customer no matter what kind of feedback it is- positive or negative.
Once your period of collection is complete, categorize feedback by product review, customer service review or marketing review. That way you can parse through the reviews quickly to choose which reviews you’ll use in your marketing content and which reviews you’ll send to your product team.
Implement Feedback Into Your Marketing Strategy
Now that your reviews have been dispersed across the company for implementation by each department, it’s time to utilize these reviews into your company’s marketing strategy. There are plenty of ways to use the feedback but these are just a few of our favorite ways!
One- Email Campaigns
Reviews can be written in promotional, lead-nurturing and newsletter emails.
Two- Case Study
Feature a loyal customer as a case study that can be filmed as video to use on your blog, emails, website and social media.
Three- Website
Spotlight testimonials on each of your product or service landing pages including your home page.
Four- Social Media
This one may be obvious but you can also get creative with how you utilize them on social media by using a review as a post, story or reel!
Five- Utilize Podcasts
If your company has a podcast, feature different testimonials in your episodes when it makes sense. You can even book guests who are willing to share their experience with your brand after trying your product or service. You can even go as simple as closing each of your episodes with a testimonial that leads to that product or service’s call to action. If your company does not have a podcast, consider sponsoring one that fits your audience’s demographic or having your CEO guest on a podcast!
Six- Paid Ads
You have seen them pop up on our social media, so why not use them for your marketing strategy? Using customer testimonials, especially those in video ad formats are a great way to inspire new leads in your audience to purchase your product or service. Try testing different formats like text and video with a call to action targeting your different audiences and see what kind of leads come to fruition thanks to your loyal customers.
Want a team to help you create an effective strategy for your customer feedback process? Content Creative provides a place for clients to receive a quality experience with one full-service team to help execute marketing in alignment with your brand and message. We understand as a business or marketing team sometimes you don’t have all of the resources that you need to create a successful content program. Reach out to us here.