Online reviews are a crucial part of marketing these days. The presence of lots of great reviews provides a layer of proof that you keep your promises.
If you want more customers like the ones leaving great reviews you should pay very close attention to how they talk about your business – in particular, the words and phrases that show up repeatedly. There’s gold in those phrases as it’s essentially your best customers telling you over and over again exactly what it is that you do that solves the real problem they have.
The process of review research is pretty simple.
Turn to your reviews on Google, Facebook, or any industry-specific review sites and start carefully reading your positive reviews. (Negative reviews can tell you a lot as well, but for now, that’s not what we are looking for.)
As you read the reviews start noticing words, phrases, themes, and patterns that are repeated. This is your customer explaining the problems your company solves for them, the things you do that others don’t, these are the words, phrases, and themes you need to start using in your marketing message right now.
Using reviews to develop a core message of difference – one that offers precisely what your ideal customers value is how you turn a simple review into a powerful marketing strategy. But, you can also often find a handful of recurring themes that make great blog posts topics, FAQs, emails subject lines, and ad copy for your Google Ads.
(Source: Duct Tape Marketing)