Are you looking for any edge you can find to boost your lead generation? You’re not the only one looking for lead generation tactics that work. 61% of business owners find that generating leads is their biggest challenge. What if I told you there are lead generation tactics that most businesses overlook? Are you overlooking the opportunities that lay hidden in customer reviews?
I want you to imagine that you took the time to write a thoughtful review about a product you bought and loved, but got no response. You did not receive a "thank you" from the company you wrote a review for. Would you feel unappreciated? Perhaps you’d wonder why you took 20 minutes out of your busy day to write it and post it, when nobody even bothered to look at your feedback.
Unfortunately most customer reviews - both those of complaints and praises - are ignored or disregarded. This gives the customer the impression that once the sale has been made, the company no longer cares about the customer.
Communicating with customers - both before and after they buy - is something that should not be taken lightly. The consequences of poor customer relations can be crippling. Have a look at these statistics:
In a poll of 928 people, only 6% trusted Marketers and Salespeople and only 4% trusted customer service. – HubSpot Research
As much as 92% of consumers trust references from friends, family, and coworkers. – Survey by Nielsen Global Trusting in Advertising
70% will even trust people they don’t know from reading reviews online. – Survey by Nielsen Global Trusting in Advertising
45% of people let Google be the deciding factor of not working with certain businesses. – The Denver Post
Products with only 5 reviews have a 270% greater chance of being purchased compared to a product with none. – Spiegel Research Center
25% of potential customers will not buy due to 1 negative review, 59.2% from 3 negative reviews and 70% from only 4 negative reviews. – Moz.com
Even if you have good reviews, today’s buyers are smart. They purposely hunt down bad reviews, wanting to make sure they’re not being “taken”. And the customers that have bad experiences with your products or services won’t hesitate to tell their family and friends.
It’s disheartening to read bad reviews about a product that you spent so much time and money on. But every bad review is costing you leads. And if you’re not doing anything to stop it, it will only get worse.
It might not be fair that your prospects trust random strangers on the internet more than they trust you. But In the end it doesn’t matter. Remember that your customers are your most powerful marketers. Great customer reviews can be fantastic lead generation tactics because great reviews increase trust and credibility in your brand.
Some businesses understand the power of customer reviews. But they only use written reviews because they’re readily available. They often forget testimonials and case studies, which are harder to find and difficult to use. But when done correctly, they have the power to significantly boost your lead generation. Below are 3 ways you can leverage customer reviews to generate leads for your business:
Start by finding written customer reviews on websites like Amazon, Google, and Reddit. There are specialized review websites depending on the type of product you're selling. For example with cosmetics look at Sephora, Ulta, and Walgreens. Be sure to look at websites where your customers are most likely to shop.
Now that you’ve found some, you'll want to be careful of fake reviews. Pay attention to "verified purchasers" when available. You can also use websites like fakespot.com that test the likelihood of fake reviews. It gives a list of words that you should keep an eye out for.
When reading reviews look for ones that have similarities. If multiple people praise a product about something specific, keep count of it by using a spreadsheet. Also keep track of negative remarks. Then arrange them in order of highest to lowest occurrence.
Analyze the most repeated positive remarks. Since many people in the reviews mentioned these benefits, it will appeal to more potential customers. Quote reviews and highlight benefits in your copy, ads, website, and on the packaging. Use these to generate leads by putting them directly in frontlines.
In this podcast, Mike Shreeve gives some great insights on how to handle negative reviews and using them to your advantage. When responding be mindful of how you engage with your customers.
Use this as an opportunity to demonstrate what type of company you are. Don’t be afraid to respond with humor, but make sure it always aligns with how you want your company to be viewed. This is a great way to define your brand, allowing others to form opinions from your actions. If you’re not defining your company, then somebody else will.
By engaging with customers, they will see that their comments matter and share their positive experiences with others. Use both positive and negative reviews to your advantage, increasing your lead generation.
People are extremely skeptical now more than ever. Almost everyone has purchased a product or service and felt like they've been fooled. They don’t want to make the same mistake again. So it’s your job to provide certainty in an uncertain world. You can do this with testimonies.
Testimonies speak to those with similar looks, backgrounds, education, situation and much more. When people associate themselves with these testimonies it gives them the feeling that they will get similar results.
Expert copywriter David Garfinkel explains, “People like to hear about the experiences of other people so they can compare that to the experience and results they want. They like to hear it straight from the horse’s mouth.”
So you will want to obtain as many testimonies as you can in all formats. Videos are ideal because it is the most persuasive. Use them to turn into audio for podcasts or transcribed for written copy. For 61 great examples of testimonies refer to this YouTube playlist.
Use all 3 to generate leads on multiple platforms; blogs, podcasts, and YouTube.
A case study is like a rags to riches adventure, following your clients on their journey from before and after using your product or service. The process of writing case studies is very in-depth.
Start by choosing a client that your ideal customer can relate to. Ask about their pains, struggles and what they were trying to accomplish. And mention other solutions that they’ve tried prior to finding yours.
Ask them to be specific in explaining what they used that led them to their results. This will be the selling point where your client talks about your product and services. Obtain statistics and data on their growth. Get exact numbers to build trust and credibility.
By the end, your client will have given enough proof, credibility, and evidence to showcase the success they’ve accomplished by working with your company.
Case studies will be the most time-consuming but most rewarding of three techniques. But it may be the best way for your company to increase lead generation.
Now you have the power to start utilizing these 3 techniques; written reviews, testimonials and case studies to boost your lead generation. Keep in mind that people learn differently, so appeal to a wider audience by using different formats; written, audio, video and visual diagrams.
Do you need to use all 3 techniques in your industry? It depends on what you are providing to your customers. Could there be an exciting success journey from purchasing food? Possibly, but not likely.
So you don’t need to use all 3. But the more you have, the better and more credible your company will come across.
Dan Lok, King of High ticket sales, says “What other people say about you is infinitely more powerful than what you can say about yourself.”
Overwhelm your market with proof and remove any shred of doubt from your prospects. This way when they find your products or services they won’t be asking ‘Why’, but ‘Why not?”.
A problem many companies have is that they don’t know how to utilize these 3 techniques properly to generate leads. Or they could be busy running their business and don’t have the time to hunt for reviews, ask for testimonies or create case studies.
If you find yourself in this situation then hiring a copywriter may be a great option. At Copywriters.com you will find highly trained individuals dedicated to helping businesses increase their revenue.
Helen Chang is a passionate copywriter. She has a background in Biotechnology and Biomedical Science. Helen loves creating recipes and researching health and fitness.Hire Helen