Digital conversations are rarely reflected in overall brand health scores because they cannot be tracked throughout the customer lifecycle. We can’t know a tweet about Brand X’s great TV is from a customer, potential buyer, or simple enthusiast. At best, these conversations can provide directional insight into overall sentiment and satisfaction with your brand.
But there is a way to link brand health directly to arguably the most valuable digital conversations about your brand: Product reviews and questions.
Online product review content can boost a brand’s value by providing greater visibility across all dimensions of brand health because the content is structured and quantifiable, meaning that it can be organized, searched, and analyzed for insights. We can know what specific customers are saying about specific products. And we can know now. We don’t have to wait weeks or months for the next wave of research results to come, in because this content is fresh and can be accessed anytime.
Here are 5 steps for linking product reviews and questions to elements of brand health:
- Awareness: What is the total volume of reviews for each product? For your overall brand? And how many impressions did those reviews generate? To increase awareness through reviews, build a strong volume and then spread them everywhere you can. Send post-interaction emails to capture reviews from recent buyers. Syndicate your reviews to retail channel partners and your social networks for greater reach.
- Performance: What is the average rating for your brand, and what are the key phrases you can tease out from the content? That feedback can be instrumental in not just managing your brand’s health, but also can guide product innovation, reveal supply-chain issues, and result in more effective product packaging and marketing campaigns.
- Conversion: Product reviews and questions are one of the only types of earned media content that can be directly tied to sales. What percentage of people made a purchase after reading a consumer review or an answer directly from a brand expert? What is impact on shopping cart size and total revenue generated? And above all, how do these numbers compare to benchmarks for your industry? Across the top performing clients in our network, we see an average conversion lift of 104% for product page visitors who view reviews versus those who don’t. That number jumps to 166% for visitors who view both reviews and Q&A. And those visitors also show 12% higher average order value, and 191% higher revenue per visitor.
- Affinity: How likely is the reviewer to recommend your product to a friend? Are your products more or less likely to be recommended than your competitors’? And how many questions have your brand experts answered? These metrics are leading indicators of future business performance. Across the top performing clients in our network, 93% of reviewers would recommend the product to a friend.
- Trending: Once you’ve created a dashboard that tracks these dimensions, continuously monitor the results and determine the actionable insights from those metrics. Spread results to teams around your organization to aid smarter decisions in marketing, R&D, customer service, sales, and more.
Linking your brand’s most valuable digital conversations to brand health gives you a view into the future momentum of your business. Assess the relevancy and accuracy of your brand promise at every stage of the customer lifecycle to better anticipate customers’ needs.
Compare your metrics to benchmarks for every industry Bazaarvoice serves with our Industry Benchmarks tool.