Customer reviews and testimonials provide key insight into what is and isn’t working with your products and services. Small businesses can then use this feedback to make meaningful adjustments to their sales and marketing strategies to attract and retain customers. Whether you’re a contractor or an owner of a med spa, this insight is invaluable to the workplace experience for customers and prospects.
Not sure how to get started? We’re here to help. We created a small business guide for utilizing customer feedback so you can boost sales and conversions using reviews or testimonials. Here’s everything you need to know:
How to use Customer Feedback to Increase Sales and Improve Services
Customer feedback is an invaluable tool that can help you enhance your sales and marketing efforts. Here’s how to use customer feedback to improve service and sales:
1. Create a Testimonial Page
Adding a testimonial page to your website can help you build credibility with a new prospective audience. When a prospect visits your website to learn more about your products and services, they’ll trust you more if there’s social proof that highlights other customer experiences. If a customer has a question or concern about your product, they can learn more by looking through your testimonials. This is a great way to attract new customers and eliminate friction in the buyer’s journey.
2. Develop Case Studies
Did you recently complete a complex project? Are you seeking a creative way to highlight your company’s level of expertise? If you recently received a positive review from a customer, you can expand on their feedback by turning their experience into a case study. This is a great way to give yourself a competitive advantage.
Case studies can also be used in email and social media marketing campaigns. You can also add a registration wall on the case study and turn it into a lead gen tool on your website.
3. Reply to Reviews on Other Platforms
Responding to positive and negative feedback on Google, Yelp, or other review platforms is a great way to build rapport and customer loyalty. It shows that your business is open to feedback. It will also help you establish trust with a new prospective audience. Interacting with your audience will also help humanize your brand and turn a negative experience into a positive one.
4. Email and SMS Marketing
Once you start growing your collection of customer reviews, you can use this content for your email and SMS marketing initiatives. Adding reviews to the content is a great way to show social proof of the quality you provide. You can also use reviews to highlight specific products and services you offer.
For example, let’s say you own a spa and run a monthly special for facials. You can include customer reviews in your marketing content to highlight the effectiveness of your facials. This is a simple yet effective way to make your marketing content more appealing.
5. Add Reviews to Your Product Page
If you own a small local boutique or an HVAC company, you likely have product pages built out for all of your services or offerings. A great way to increase conversions on the product page is to add reviews and testimonials under the product. The reviews serve as social proof of your quality, pushing new customers to take action on your site. Reviews and testimonials can also answer common questions customers may have about the product, which can help boost sales.
6. Send Out Surveys
After a customer buys or uses your products or services, you’ll want to follow up via email or SMS with a short survey. You can offer an incentive for taking the service and schedule automated email follow-ups.
Sending out surveys is the best way to create a constant feedback loop. Don’t forget to include a variety of questions, including open-ended options. This is the best way to get well-rounded, meaningful customer feedback. You can then use the survey replies for your marketing initiatives.
7. Include Testimonials in Your Sales Decks
If your sales team meets with prospects for demos and walk-throughs, you can also include testimonials in your sales decks or presentations. This is a great way to highlight social proof of the quality you provide your customers. It also helps build trust and credibility with your prospects without being overly salesy.
8. Address Negative Reviews
The best way to mitigate risk and improve the customer experience is to have a communication strategy for negative reviews. Instead of ignoring the feedback, you’ll want to address the concerns or negative comments directly. Replying or asking for more information can help you make meaningful changes to the workplace experience. It also ensures that the customer’s problems are addressed in real-time.
9. Review Customer Feedback Regularly
At the end of every quarter, review all of the customer feedback you received for the specific period. This is the most effective way to continuously make improvements based on your client’s unique needs. You can use the positive and negative feedback to adjust your products and services.
10. Add Testimonials to Your Content
Reviews and testimonials can also enhance your blogs, guides, and resources. This is a great way to build trust and credibility while pushing readers to take action on your website. You can include testimonials directly in the content or get creative with an image-based option instead.
Improve Relationship Management With Townsquare Interactive
When learning how to use customer feedback to increase sales, you’ll want to always be open to improvements. Small changes can drive the biggest impacts, helping you attract new prospects and retain your current customers.
To grow and scale your business more effectively, you’ll need a business management platform like Townsquare Interactive’s. Our platform is designed to help you manage your day-to-day activities and improve your approach to customer success. We also have built-in tools to help with appointment scheduling, email marketing, and invoices.