David Kirkpatrick says, “Customer reviews and testimonials can be a powerful source of third-party validation and credibility when added to an overall content marketing strategy.

Today’s MarketingSherpa Blog post looks at how one consumer marketer — in a business area that is potentially hostile to positive customer feedback — initiated a campaign to actively add customer reviews to its marketing mix.

Check ‘n Go is a payday loan company with a focus on short-term consumer lending with retail outlets going back almost 20 years and, more recently, an online option for loans as well. Farhad Rahbardar, Web Analytics Analyst, Check ‘n Go, worked with the company’s Analytics and Customer Acquisition Group. Rahbardar said the team wanted to begin using customer reviews in different touchpoints on the website. The team also wanted to aggregate those reviews through an independent third party to help build Check ‘n Go’s Google Seller ratings“.

User-Generated Content: How a payday loan company takes advantage of customer reviews

MarketingSherpa

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