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Making Content Marketing Work with Product Recommendations And Ratings

Anthony Williams By Anthony Williams 6 Min Read
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In today’s buyer-empowered world of businesses, people are demanding less generic, corporate-driven messaging, and more personal humanised content.

Content marketing has been revolutionised, and brands and marketers are increasingly benefitting more from content marketing than before.

However, there is more to content marketing nowadays. It’s not just about marketing your services or products, it’s also about creating a buzz around your brands.

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Using the right marketing tools

Having and using the right marketing tools is essential in today’s world of business marketing, especially, to ensure better ROIs.

It will offer you the opportunity to be able to get better results from your marketing efforts.

Thanks to modern technology, marketing your small business is now as easy and wouldn’t cost too much.

As a matter of fact, there are so many smart ways to market and promote your small business on a budget and without even spending much.

Nowadays, it’s easy for businesses to boost relevance by offering product, service and resource recommendations that aligned with the interests their contacts have shared.

These interests could be both explicitly (via forms and preference centres) and implicitly (via their behaviour). They all contribute to relevance.


SEE ALSO: Why Visual Content Should Be Part Of A Business Marketing Strategy

Social media platforms such as Facebook now offer a great channel through which brands can easily make content marketing work for them.

Making content marketing work with product ratings

Nowadays, customers are increasingly using peer reviews and products ratings when evaluating their decisions to possibly purchase the products.

Businesses too can easily make their content marketing work better by incorporating product ratings in their content.

Doing this will enable you to provide buyers with a perspective on your product or service that goes beyond corporate messaging. This also gives your messaging a more “social” feel and help boosts credibility in the process.

How an integrated platform can help content marketing?

When next you send out pre-purchase, promotional and transactional emails, make sure you integrate product recommendation, rating, and reviews.

You can also include customised recommendations and product ratings in this kind of promotion. For example, you could create a post-purchase upsell and/or cross-sell email to promote other products to your customers.

This kind of email can feature a section alerting the recipient that “people that bought item A that you recently bought, frequently also bought item B.”

SEE ALSO: How To Effectively Promote Content To Relevant Audience

Your product review software can aggregate and analyse customer behaviours to identify what content customers who bought Item A find interesting and engaging.

Then, via the integration with your digital marketing platform, that content can be served up in your post-purchase email.

For example, this section might feature earrings that match a necklace recently bought. It can also feature an extended warranty for an item purchased or a white paper related to the Webinar a prospect just attended.


Quick tips that work

Businesses could include product ratings and/or reviews for any of the suggested items highlighted. However, this largely depends on your integrations.

It’s all about building trust and confidence with your audience. This will easily help you build trust with your audience and positioning your company as a helpful resource.

Should you include one recommended product, three, or some other number? Test to determine what drives the most revenue without over cluttering your message and overwhelming your recipients.

#2]. Ask for product reviews

Set up an automated trigger that sends a message requesting a product review. You can send this automated message one or two weeks after a purchase (test timing and use of incentives).

The fact is that asking for product reviews is good for your brand. It is one of the best ways to accumulate more user-generated content and gain an extra touch point.

Once the review goes live, send a “your rating/review has been posted” email along with a related discount (if applicable) and a call to action for the recipient to share with his or her social network.

#3]. Reward top content contributors

Give those who review and share your content special status, such as providing them sneak peeks at new products or offering them special discounts.

Also, you can run giveaway contests as a way to compensate and incentivize them. With this, you will be able to build loyalty and likely increase message reach even more.


How To Easily Make Content Marketing Work For Your Business With Product Recommendations And Ratings
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Tony is a blogger, content creator, SEO marketer, and internet entrepreneur. He writes articles on various topics. Follow him on Twitter.
1 Comment
  • Great article. Here is why I believe product recommendations you mention should be automated. Personalization is crucial in today marketing strategies and a founder in meCommerce phenomenon for online retailers. Let’s discuss!

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