How Reviews Can Assist Unique Product Descriptions

Unique product descriptions and reviews can help market your brand

The fight to be found is a constant battle. Whether attempting tried and true techniques or looking for that latest way to insert your product or service in front of the audience you seek to get noticed, the competition is fierce and an ever moving target.

Using reviews of products and services is becoming a solid way to get yourself to the top of the search engines or land in the face of the person researching the types of products or services you offer.

Use reviews rather than case studies or sales material

Using in-depth reviews with value added information from past customers presumes that the source of the review is more likely to be objective as opposed to the traditional ‘case study’ or even the great sales pitch or marketing campaign.

Buyers are savvier and intelligent shoppers are first looking to research what experiences their peers or other users/buyers of a product, service or company before venturing on to comparison shopping of price, convenience, etc.

Using these reviews can assist unique product descriptions in helping your target audience find and then buy from you.

According to the 2013 State of Demand Generation study by Pardot, close to 80% of buyers start their searches on the internet.

As review content grows, it is may very well begin to rank higher on search engine results pages (SERPs) rather than case studies when prospective buyers type in common search terms like “Product A vs. Product B.”

Reviews generate unique content material

Of course, you want and hope your reviews are all positive, but even less than stellar reviews do get you exposure.

If these opportunities are used to propagate less than happy customers into a positive showcase of how your brand/company handles itself, even a bad review can gain new respect and new leads.

Use this fresh content by encouraging your audience to place reviews ~ be sure you are asking for detailed reviews, this is an added value service that simply asking for a thumbs up or down or a Facebook ‘like’ isn’t going to give you.

Offering lots of opportunities for customers and users to review and publish their comments will help increase your search-ability and assist unique product descriptions of your brand in being found in the right places.

Posted in SEO
Chase Fluharty

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Chase has over 20 years experience in marketing/sales with a business degree and advanced graduate education from Boston University in IT Project Management. She is a licensed real estate broker and experienced web developer/designer. She can deliver timely, relevant copy for your technology, real estate, business and web related topics.

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Lewis Kipling
Guest
Lewis Kipling

That word “detailed” is quite important, Chase. I certainly agree with that! Another element is recognizing that comments, reviews and surveys are gifts of time from the customer (or would be customer) who chooses to write or take them. Acknowledging their gift whenever possible can go a long way toward helping reviewers – good or not-so-good – feel appreciated. Thank you for another wonderful post.

Earl Dotson
Guest
Earl Dotson

Acknowledging those who post comments and reviews and take surveys is a terrific idea. People today have so many ways to choose to spend their time, and if they choose to spend it on your product they deserve to be rewarded for it.

Natalya Ward
Guest
Natalya Ward

If any business ever wondered about the power of reviews, Amazon is a prime example of how powerful reviews really are. I’ve found that I rely more upon reviews that offer details about the product, a real life experience and an overall rating. Mixing product descriptions and reviews is a great marketing tool.

Georgia Potts
Guest
Georgia Potts

I rarely buy anything these days without looking at the Amazon reviews. Even if I might be buying it in a physical store, I look at Amazon first to see what people think of it.

Maxine Melton
Guest
Maxine Melton

I find it interesting in reading online reviews that often the review itself doesn’t match the star rating. I recently read a 2 star book review that praised the book, but didn’t indicate the reason for the star rating. I agree when the review is quality and provides detail, they can be a reliable source for making a decision between two similar products.

Grace Hartman
Guest
Grace Hartman

You make a great point about hoping the reviews are all positive. Just as you stated, it does depend on what information is included in the review. If the user is not clear or descriptive and says “I love product X!”, but doesn’t explain why they love it, it may appear less authentic. A beneficial review should highlight the product’s primary features and assist the product description. It would be wonderful if all users were able to provide creative reviews that were marketing friendly. Overall, I think a business is grateful for any form of positive review that will help… Read more »

auntieemily
Guest
auntieemily

Where would we be without reviews? They are so helpful for the company and the consumer.

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