Converting Reviews into Fantastic Social Posts
Promoting your products on social media has always been a difficult thing to manage effectively because no matter how much testing goes into a new strategy, you just never know whether it will work or not, until it’s actually been put out there. This testing process has been made a lot more difficult because today’s online shoppers are very savvy, and even a little bit skeptical when it comes to making purchases, and they generally insist on doing a good amount of research before they actually buy something.
What this means to you as a business owner is that you have to do a lot more than simply place a good product out on the market, and expect that it will generate huge sales all by itself. Given the fact that social media can be so effective in promoting your products, it’s definitely worth your while to come up with strategies that incorporate the social media, especially since there are so many potential customers online.
One fairly creative way of promoting the products your business has to offer is by converting customer reviews into content that can be posted on social media. It’s probably fair to say that virtually all of your possible customers will check out online reviews, in order to find out about the quality of your products. If you can bring positive reviews to all these potential customers, you just might find yourself with a whole new audience.
Find a positive review
The first step, of course, is to find a positive review which describes the advantages or benefits of using one of your products. You should be a little bit selective about any reviews that you choose for this purpose because you have to keep in mind that you want them to be in some way persuasive for others.
That means you shouldn’t settle for a review which just has two or three sentences of adjective-filled praise for your product. Instead, choose a review which describes the legitimate benefits of your product, and how that product satisfied a need for the person who bought it. You should not edit the review, other than to extract an excerpt from it, and it would even be a good idea to include the name of the reviewer for greater authenticity. However, before converting this into a post, check with the person who wrote the review.
Highlight the best parts of the review
If you aren’t going to print the review in total, you should decide which parts of the review are most advantageous to your business, and which parts do the best job of describing your products. Whatever you do, don’t simply place a link in your post to the review, because there are very few of your followers who will actually click on that link. When you post a glowing review of your company or its products, that will probably generate some excitement and interest among your readers, and they will then want to read more about your products, or possibly check them out for themselves.
Obviously, the best parts of any review which you choose will be those sections which specifically refer to how using your product solved a problem for the customer, or how it made their life easier. Don’t automatically choose sentences which are just overloaded with flattering adjectives like fantastic, wonderful, awesome, and amazing. After one or two adjectives, they really don’t have much meaning anymore, and your readers will pick up on that, and abandon the review.
Make sure to include an image
Even a well-written review will not conjure up an adequate image in the mind of someone reading it. To accomplish that, you will have to include an image of your product to make it easier for readers to visualize. It’s very important for readers to have a visual image of what your product may be, because even the best review will only be a series of words and text, no matter how well organized, and how descriptive they are. When a reader really likes an image which is presented, and the review complements that image nicely, that creates a situation where it’s much more likely that you will make a sale.
Don’t overdo it
Hopefully, you’ll be able to find just the right combination of a beautiful, crisp image of a product you’re trying to sell, and a highly complimentary review which was legitimately written by one of your customers. In many cases, you’ll probably find that this combination is enough to trigger a wave of new sales for that product, and it may also trigger some serious buzz on whatever platform you’re working with.
When that happens, all of your followers will do the work for you, and advertising will be converted into word-of-mouth mode, rather than any process that you initiate. However, you should avoid the temptation to get carried away with success by repeating it too frequently. It’s a good idea to mix in some other posts with these converted reviews as well so that you continue to have a good presence on social media that engages with your target audience.
If you have worked for months or years to position yourself as an authority in your field, you don’t want to break that off and replace it with a flood of nice reviews of your products. There’s also a danger that overdoing these reviews could border on spamming, and have just the opposite effect that you are hoping to achieve. By placing too many of these converted reviews on social media, you might actually turn off customers and have them scurrying to check out your competitors.
You’re always much better off to establish a good mix of posts, with some general interest articles, some how-to articles, discounts and promotions, and news which will have relevance to your target audience. Never overlook the fact that the point of all your social media posts is to engage with your audience, and to learn as much as you can about their wants and needs.