How to Use Your Customer’s Voice to Convert

Even if you create an innovative marketing strategy, it's still very likely that it won't be as effective if you neglect one thing - your customer's voice.

Use your Customer's Voice to Create Powerful Content that Converts

Even if you create an innovative marketing strategy, it’s still very likely that it won’t be as effective if you neglect one thing -- your customer’s voice. 

If your target audience doesn’t know you’re speaking to them or doesn’t think your messaging applies to them, then your campaign will not be effective. To make sure your messaging and marketing content resonates with your customers, the voice you use needs to be a familiar one -- the customer’s. 

Or if you’re in B2B -- your client’s. 

Recent research has demonstrated that the impact of reviews in conversions does not just apply to B2C businesses. 

In fact, according to a recent B2B buyer survey conducted by TrustRadius, 49% of respondents said they used reviews for guiding buying decisions. 51% of these responses were from individuals in a director or above position in their business. 

Let's take a deeper look at some of the key ways you can harness the power of your customer’s voice through reviews and testimonials, to create convincing content that converts.

Use Authenticity as a Guiding Principle for Review

Consumers not only make the majority of their purchases online, they also use the internet and its abounding resources to research brands and make their buying decisions as well. A powerful way to capture your customer’s voice is by asking for reviews. how-do-consumers-use-reviews

Source: November 2017 poll of 680 buyers on

 Placing reviews on your website will automatically help you to build credibility, attract more leads and give you great content for your marketing efforts. However, you can add another layer of conversion-boosting potential by creating targeted landing pages for different segments of your market, rather than directing all your traffic to your main website. Incorporating reviews on your landing pages can further reinforce your marketing and help you drive more conversions. 

Encouraging complete authenticity and honesty in your customer reviews will not only help you see what you’re doing well and how you can improve, but they will teach potential customers about your brand in an approachable manner. While no one wants a bad review, they may bring you the biggest opportunity. Customers will watch how you handle a bad review, which when done well, may be just as convincing as a good one. Imperfection also works to make your business seem real, which can further validate your business and all the marketing efforts supporting it.

Gather Authentic Testimonials

Testimonials are a great way to implement modern day, word-of-mouth marketing for your business, but to work, they need to be authentic. Humans are skeptical by nature, especially when they feel they’re being fast talked or “sold” to.  However, a recommendation from someone they see as “just like me” will help immensely in motivating the decision to buy.

Claim Your Listing

As a business owner or marketing executive, your focus is likely centered around building a stellar product or service, creating a compelling message and growing your brand through creative campaigns. Your business has a 24/7 source of reviews and customer feedback that you may be inadvertently, but completely missing out on if you have unclaimed listings online. 

To fully incorporate your customer’s voice into your marketing, you need to ensure that you are looking everywhere online that they may be engaging with your brand. You can start this process by simply googling your company. Look for any listings or online directories that you didn’t create for your business and claim them. 

Next you should ensure that the messaging on these pages matches your branding and look for any reviews or feedback that customers have provided. Claiming your listings is a simple step that will ensure that you’re able to keep track of all your reviews, capture a full picture of your customer’s voice, and manage your brand conversation thoroughly.

Infuse Customer Feedback into Your Marketing

Finally, and perhaps most importantly, you should listen to what your customers are saying. Customer feedback, reviews, testimonials and any data you can glean from your marketing tools will all help you understand your customers much more intimately. Leveraging what your customers are already saying can also help you build a word-of-mouth marketing team who help promote your brand with reviews and testimonials.

Jeni Rogers is a researcher and regular contributor to TrustRadius, where she shares her knowledge of the latest trends in B2B news and software.

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