We know marketers have a lot on their plates supporting sales, engaging prospects and customers, and communicating the ongoing value that your company provides.
Reviews should be a supplement to all those efforts: A way to educate prospects, engage customers, represent your brand, and provide sales with powerful ammunition to differentiate from the competition.
Knowing how busy you are, we put together our best practices and tried-and-true resources for collecting reviews to save you from the planning stage.
Everything you need to execute is included below, with minimum effort required from your team.
A few important things to keep in mind before setting up your review strategy...
While some of these may sound simple and intuitive, they are also often where vendors take shortcuts that end up leading to lackluster results.
Regardless of the strategies you end up choosing to run your campaigns, below are the the most fundamental tips and best practices to follow to increase conversion in your review campaigns:
- Personalize your messaging: Personalize your review campaigns by addressing clients by name and making communications feel as personal and 1-to-1 as possible to increase conversion.
- Hoteliers are busy, make sure to followup: Hoteliers are busy just like you so sometimes emails get missed. Vendors who send at least one followup see up to 2x conversion rates.
- Bigger audience=more reviews: Don't just send requests to key contacts: The more requests you send, the more reviews you'll get. Make sure to not only send requests to key contacts at your client properties, but to all users of your product.
- Offer an incentive: Incentives show appreciation and increase conversion. Use an incentive to motivate and thank clients while also increasing conversion. Remember, your clients are taking time out of their busy day to essentially help you with your marketing. Showing them you appreciate and value their time by offering an incentive is not only respectful, but it can increase campaign conversion by up to 50%! Learn more
- Choose a familiar sender: Whichever campaign type and tactics you choose, its critical to select who the campaign will come from (ie. the sender). The most successful campaigns come from a team member who is recognizable when the client sees their name in their inbox because they are more likely to open the email and engage when its someone they know. Recommended senders include either: (a) an account representative who has a close relationship with the client or (b) a c-suite executive like the CEO that clients know by name and will feel special receiving an email from them.
- Plan your send (Tuesday/Wednesday around 10/11am or 2/3pm): There are lots of different stats out there on email open rates, delivery and lots of complex variables. Generally speaking we recommending sending campaigns by geography (using the simultaneous campaigns feature) and choosing the date and time that you think your customers will be (a) the least busy and (b) the most willing to take a minute to help (ie. when they aren't at their morning meetings, pass-offs or getting bombarded by guests on peak days/hours). A good general rule of thumb that we advise is Tuesday or Wednesday morning because Monday is the start of the week and hoteliers who don't work weekends are catching up on emails and pass-ons while Thurs/Friday is usually heavy on arrivals so things are a bit more hectic.
Next article: (Step 2) Setting up your review collection strategy