How to Use Your Customer's Voice to Create Powerful Content That Converts (Guest Post)

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The following is a guest post be Brooklin Nash. Brooklin writes about the latest tools and small business trends for TrustRadius. When he’s not writing, you can find him reading YA dystopian fiction (with guilty pleasure) and cooking.

Creating content that converts may be easier said than done, but the concept is relatively simple. You are looking for content that connects with your target audience and encourages them to move forward in the purchasing decision.

The Power of Your Customer’s Voice

These days, companies have a powerful tool at their disposal: their customers. When approached in the right way, customers are no longer just customers. They can be brand ambassadors - and their voice often speaks louder than your run of the mill marketing content.

Customers now have a worldwide public forum at their fingertips, in the form of social media and review platforms. 90% of online users rely on customer reviews to make a purchase decision. At the same time, people have learned to trust customer reviews nearly as much as a recommendation from a friend.

It’s clear your customers have an opinion and a voice to be shared. So how can you harness your customer’s voice to create content that converts?

Tip #1: Recognize the Power of User-generated Content

The very first step is to recognize just how powerful user reviews can be. Authentic reviews give a voice to your customers, and your customer’s voice give authenticity to your brand. People receive vast amounts of information online, and your company is likely to stand out if it features authentic reviews over marketing language. Incorporating reviews into content marketing has the added benefit of helping out your SEO.

Tip #2: Identify & Own Review Listings

As you get started using your customer’s voice for content, you should make sure you have all the sources you need. Use a backlink research tool to identify which review platforms your company is listed on, and then take the steps to own those listings. This will give you more to work with and make sure only the best information is out there.

Tip #3: Focus on a Variety of Authentic Reviewers

In building up reviews, you should make an effort to get recieve reviews from a broad range of customers. Avoid cherry picking from one set of customers. This is important for a couple of reasons: first, buyers usually look for reviews from people in similar roles and, second, buyers are usually wary of listings with only positive reviews. It can take some time to build up steam, but don’t lose hope! Authentic reviews from a variety of customers will be much better in the long run than positive reviews from a small set of customers.

Tip #4: Leverage Your Customer’s Voice into Powerful Content

Online review platforms can give you a leg up on your competition, but you should also take the active step of changing customer reviews into content. This can take the form of a landing page that features customer quotes, case studies about how you helped specific clients, or social media posts that engage with your customers. All of this is content that is more likely to convert, primarily because they feature your customer’s voice.

Tip #5: Stay Engaged!

Leveraging your customer’s voice is not a passive activity. It takes quite a bit of work - and will be well worth it! Once reviews start to come in, stay engaged with both customers and your target audience. Respond to reviews - both negative and positive. Thanking a customer for leaving a review will show loyalty, and responding to negative reviews will show engagement.

Social listening tools can also help you see what comments, questions and complaints are arising about your brand.

All in all, authentic content is content that converts. Using your customer’s voice will help your brand become more authentic. So start with these tips today!