5 Creative Ways to Use Customer Feedback in Marketing for Increased Trust and Conversions

We’ve gathered insights from CEOs and marketing experts on leveraging customer feedback to boost your brand’s trust and conversion rates. From responding to negative reviews to narrating real customer experiences, discover five specific and creative strategies that have proven successful.

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Respond to Negative Reviews

Customer feedback and reviews can be a tricky field to navigate, especially when responding to this feedback. However, one of the best strategies I’ve used—and many other businesses have used—to increase trust and conversions is to respond to as many negative and concerning reviews as possible on your site and other review platforms. 

The number one thing a company can do to show the public, their fans, and their target consumer base that they care about their feedback and advice is to directly respond to them! In this digital age of remote work and online social media influencing, many will feel disconnected and unheard when giving support to the brands and companies they feel they resonate with. 

If you can respond to their negative experiences, product defects, or issues with your services or products and offer a solution that can benefit both you and their experience, that will always be a win for your marketing team! If you show your willingness to respond and address your customer and target base reviews, those customers will come back due to their positive consumer experience and customer service.

Bill Lyons, CEO, Griffin Funding

Spotlight Customer Success Stories

We curated customer reviews highlighting personal stories of how our athleisure wear supported their fitness goals and incorporated these narratives into a series of “Customer Spotlight” stories across our marketing channels. 

Each story was paired with photos of the customer wearing dasFlow apparel during their workouts, creating a genuine and relatable connection. This approach not only showcased the versatility and quality of our products but also built a community feel around our brand. The spotlight series led to a 30% increase in engagement on social media and a 20% rise in conversions from our marketing campaigns. 

Highlighting real customer experiences in this way fostered trust and demonstrated the impact of our products on customers’ lives, making it a powerful tool for engagement and conversion.

Nicolas Krauss, Founder and CEO, dasFlow Custom Sublimation Apparel

Create Authentic Testimonial Videos

One specific and creative use of customer feedback that significantly increased trust and conversions involved integrating real customer reviews into a series of short, documentary-style testimonial videos. We identified a selection of our most compelling and diverse reviews that highlighted different aspects of our product’s impact on customers’ lives. From these reviews, we reached out to the customers who wrote them, inviting them to share their stories on camera.

The project took shape as a series of mini-documentaries, each focusing on one customer’s unique experience with our product. These were not polished, overly-produced spots, but raw, authentic glimpses into real-life scenarios where our product made a difference. We showcased these videos across various marketing channels: on our website, within email campaigns, and heavily across social media platforms, including YouTube and Instagram.

What made this strategy particularly effective was the authentic emotional connection viewers formed with the real people in the videos. Prospective customers saw firsthand accounts of how our product worked in real situations, mirroring their potential needs and concerns. This authenticity helped to build trust in a way that traditional advertisements could not.

The impact was clear: website metrics showed increased engagement on pages where these videos were featured, email campaigns containing the video links had higher open and click-through rates, and most importantly, we saw a notable uptick in conversions. Social media comments and shares also indicated that the stories resonated with our audience, further amplifying our reach and reinforcing trust in our brand.

By leveraging genuine customer feedback in a creative format, we transformed positive reviews into powerful marketing tools that not only showcased our product’s value but also built a stronger, trust-based relationship with our audience.

Matt Goren, Head of Marketing, Tom’s Key Company

Leverage Social Media Reviews

We share reviews on social media. When people look into a brand, service, or product, they often include social media in their research. In fact, a third of customers turn to social media to find new products and brands. This makes sense because you can understand a company’s tone, look, principles, and more from their social profiles.

A great method to share reviews on social media is through user-generated content (UGC). If someone writes a tweet, makes a post, or takes a photo about your business and tags you, you can request their permission to repost their content and give them credit or tag them. This approach is an economical way to produce content, and it demonstrates to your customers that you notice their engagement.

Lydia Valentine, Co-Founder and Chief Marketing Officer, Cohort XIII LLC

Narrate Real Customer Experiences

The innovative method I’ve implemented for clients involves integrating real customer feedback and reviews into product narratives in a way that goes beyond simple testimonials. 

We created dynamic marketing campaigns where actual customer stories became the centerpiece, showcasing how the product fits into and enhances real-life scenarios. This strategy not only brought authenticity to the brand but also significantly increased trust among prospective customers, leading to a noticeable uptick in conversions. 

Each campaign was tailored to reflect the voice and experience of genuine users, making the benefits of the products relatable and tangible. This personal and creative approach to using customer feedback has been a game-changer in boosting conversions.

Valentin Radu, CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert

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