It is common knowledge that modern consumers have lost trust in mainstream marketing and advertising. After all, anyone can pay to have their products and services promoted in the best light to consumers, even if they are subpar. As such, customer reviews are becoming more vital in business. A recent survey reveals that 87% of Americans trust online reviews to help them find the right local businesses to patronize. It is one thing to get glowing reviews from your happy customers, but effectively using this feedback is a different ball game altogether. If you wish to learn more about using customer reviews for brand promotion, consider the following points.

1. Share reviews in marketing emails

Marketers love email because it is the best channel for ROI, generating an average of $36 for every $1 spent. As such, don’t hesitate to add your best customer reviews to your next email marketing campaign. Highlighting positive reviews in your emails is worth considering to build brand credibility outside your website and enhance your click-through and conversion rates. Infographics are, without a doubt, among the best ways to showcase your positive reviews in emails. Infographics help get the message across quicker and more effectively, so clients can easily remember it. A lot of marketing centers around showing your company’s value. As such, letting people’s reviews speak for you through infographics is a great way to build credibility through more showing than telling.

2. Create a dedicated customer review page on your website

The Small Business Administration (SBA) estimates that 64% of all American small businesses have websites. This site is one of the first places curious potential clients will visit to learn more about your company. Consequently, create a dedicated customer review page on your website as a simple but effective way to allow potential clients to see feedback on your products and services from people who have used them. This page will trigger curiosity because people will be eager to know more about your business offerings and why others love them. It is prudent to include before and after photos on this dedicated page, depending on the unique product or service you provide. For instance, let’s assume you are a tree service business. Showing potential clients the results they can expect when they hire you is one of the best ways to nail marketing for tree removal contractors and many more professional services.

3. Use reviews in search ads

Search indexes rank you based on more than how well you enhance your listing. They also pay close attention to what others have to state about you. Reviews can help show your prospects how well you measure up to your clients’ expectations. Also, regularly gathering fresh reviews can help you get Google Seller ratings, boosting your visibility on search engines. Potential clients will readily see your high ratings and the many positive things clients have to say about your brand when you use reviews in search ads. This way, you can build trust for your business earlier in the sales funnel, even before clients visit your site.