I was lucky enough to interview Callum McKeefery of Reviews.co.uk to discuss user generated content, how to obtain it and most importantly, how to leverage it for SEO and conversion success.
- So-called SEO/PPC experts fail to grasp the full potential of reviews.
- Brands missing out on valuable user generated content.
- Don’t be scared of negative reviews.
- Messages from company spokesperson outperform discounts or incentives in gathering reviews.
With all of the hype that is surrounding content marketing at the moment, I can’t help but feel that many brands are missing a trick when it comes to user generated content.
I talked UGC expert Callum McKeefery of Reviews.co.uk recently. We discussed how to obtain customer reviews and how to leverage them for SEO and conversion success.
Q) Hi Callum, could you start by telling us a little bit about your company Reviews.co.uk?
A) Reviews.co.uk is a review collection service provider that helps its clients collect both merchant and product reviews.
We basically help online retailers collect and leverage merchant & product reviews as well as questions & answers from their customers. It has been proven time and time again that customer reviews increase sales and build brand loyalty.
Q) Where did the idea come from, was there a eureka moment?
A) I wouldn’t say that there was one eureka moment that comes to mind, rather years of cultivating a business model that works and that offers a unique spin on what other Review Collection Companies are already offering.
Q) In your experience, what are the best ways to encourage customers to leave a review of your product or service?
A) We have tried many methods to increase our review collection conversion, but the method that always outperforms everything else is a message from the managing director or spokesperson of the company asking for feedback. The personal message outdoes any incentive method such as discount codes or competitions.
Q) In terms of incentives to review what is most attractive to consumers?
A) If you are going to incentivise I would recommend a discount code, we actually have a new area in our client dashboard that makes it really easy to integrate discount codes into your review collection solution. I must state though that the code must be given to all consumers not just the customers who write positive reviews.
Q) Is it fair to say that certain verticals are easier to gather reviews on?
A) Travel reviews are very easy to collect, we tend not to focus on travel because that sector is awash with so many fake reviews. Our main area of focus is ecommerce reviews of both merchants and products.