How to Use Your Customer’s Voice to Create Powerful Content that Converts

Who are the most effective advocates of your brand? The answer may surprise you. Your sales team, management and partners are all certainly valuable, but there’s one group that brings a different kind of trust to your brand: your customers.

Your customer’s voice – mainly in the form of reviews – is a valuable and largely overlooked resource for creating powerful content that connects with your target audience. Let’s jump into why it’s important and how to use it.

“It’s one thing for us to serve up a reference or a case study, but buyers intuitively know that those are all coming from specific satisfied customers, versus the wisdom of their collective peers.”

Julie Perino, Senior Director of Customer Marketing at Marketo

Why Using Your Customer’s Voice is Important for Your Brand

Simply put, your target audience is very likely to use reviews from your customers as an indicator of your brand’s promise. Sales language is one thing, but an authentic assessment from an objective third party is much more valuable.

In fact, your target audience is likely to use reviews to find, evaluate and select your product or service. According to a recent report from TrustRadius, 75% of online users engaged with online reviews to discover new software products. Beyond that, nearly 7 in 10 used reviews to evaluate a product and just over 4 in 10 used reviews as a decision criterion.

The B2B Buying Disconnect report from TrustRadius highlighted some of the main sources of information that your target audience is likely to use. As you can see, user reviews are in second place.

The statistics make it clear that customers are likely to use online reviews as they move through the buyer’s journey.

4 Tips to Create Powerful Content Using Your Customer’s Voice

How can you make sure to use your customer’s voice for conversion? Here are a few tips to get you started.

Make sure you vary your featured customer reviews.

Cherry picking the ‘best and brightest’ may be tempting, but your target audience is likely looking for reviews from users in a role similar to their own. Buyers are also usually wary of listings that only feature positive reviews.

Use reviews to hone your messaging.

Instead of focusing on what you think is important about your product, focus on what customers are talking about in their reviews. If pricing stands out, work that into your marketing materials. If customer service is mentioned more commonly, double down on those efforts. Keep in mind that using this content will likely require permission from the review site or reviewer.

Integrate reviews by bringing them into your marketing mix.

Once you have a base of reviews, encourage your buyers to look at your reviews. Include links to your listings in your nurture streams, and call out individual reviews on your social channels by thanking those customers.

Treat this as a process, not an event.

It won’t be enough to simply send out an email asking for reviews from your customer’s. You have to follow up. Send personal thank yous to customers that leave positive reviews, and respond publicly to negative reviews. This kind of engagement will benefit both conversion of new customers and relations with current ones.


Brooklin Nash 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.

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