Page 328 - Social Media Marketing for Dummies

FIGURE 21-4:
Amazon
customer
reviews.

In addition to adding customer reviews on your website, you can incorporate them
in other ways:

» In your search engine advertisements: Some retailers have found customer
reviews and ratings to be so successful that they now include customer
ratings in their search engine advertisements. Including the ratings in those
advertisements has also increased the click-through rate, which is the number
of clicks in an advertisement that drives users to the website.
» On your physical shelves: Other companies, such as Staples, include
customer ratings sourced from its website on the display shelves of its
physical stores. Even when customers see the ratings in a physical store,
they’re influenced.

The customer reviews and ratings are where your customers truly influence each
other. Allow for that social influence, and you’ll probably see it building trust,
increasing sales, and improving customer service.

312 PART 5 Old Marketing Is New Again with SMM