A good review is great marketing!
If social media marketing, big data, and complicated metrics have proven anything, it’s that the old-school technique of marketing by word of mouth remains the most effective way to sell a product. All technology has really done is push word of mouth farther, with reviews. And browser-based push notifications are a superb way to get more, and better, reviews.
It seems odd that of all the research and other tools available to customers, the most effective form of marketing is a stranger who likes a business, but you need to stop and consider what reviews offer. When users trust them, user reviews allow them to find people similar to themselves, with similar needs from the product. This is especially true of a product with multiple markets, as reviews can unearth a popular use for a product even the person developing it hadn’t considered.
That said, there is a scale to user reviews. The user reviews people trust most are, for example, the ones we find on Amazon or Google, the ones where people gush about a product in person or on private social media. User reviews on third-party websites come next, and then finally reviews and testimonials on your own site. In some cases, of course, user reviews don’t make a lot of sense: If you’re running client-side cloud-distributed industrial software, CIO testimonials might make a bit more sense, as they’re your customers. But if you’re selling routers to consumers, the neighbor of a potential customer matters a lot more than even the biggest celebrity or the most intelligent, independent expert. So how can push notifications help you secure them?
Reviews make the difference.
Push helps by letting you gently nudge people into reviewing. The classic, and most effective, tactic is “Have a blast? Tell your friends! Have a problem? Tell us.” Remember, what’s important to customers is that they are heard, and customers most often weigh in when something has gone exceptionally right, in their view, or very wrong. The latter, you want them to reach out directly to make right. The former, you want to encourage them to spread.
One modern approach to this is an automated technique you may have run into. If you go to a site and rate something five stars, you might see a prompt asking you to tell them why on their Facebook page. Weighing in on the page helps them feel heard, although you’ll want to reply quickly to glowing reviews with a note of thanks.
Another approach, which can also be automated, is a request to share reviews on social channels after they’re written. If somebody gives a product five stars and writes a novel-length opinion about it, that’s generally something you want to encourage them to tweet and share. An alternate approach is to push a request saying “Thank you for the review! May we share this on social media?” Give them the opportunity to decline, as it’s only polite, but many customers will be flattered.
Of course, push notifications also help indirectly, by keeping your product and company in mind; so when a friend of theirs needs what you sell, yours is the name they think of first. But by encouraging customers to talk more about it, you can get that invaluable word of mouth. To see it in action, get a free trial of Pushnami!