Local Marketing Insider #014 // How to Mine Reviews for Untapped Marketing Insights

Sometimes great marketing messages can come straight from your customers.

The way they view your product or industry, their expectations and motivations, and the language they use to communicate those feelings will likely provide you a deep well of marketing inspiration. 

You may even be able to use customer language directly.

Spend some time combing through review content. Make note of descriptive language. Look for patterns or common themes.

Use these new insights to tweak your website, product messaging, GMB descriptions, pretty much any relevant marketing touchpoint.

While you research, add a “problems identified” column, making note of any consistent issues. These notes could be useful to improve products or customer experience. 

See The Process in Action (2 Examples)

To try this out I picked two local Burlington, VT businesses to see what I could find. I spent about 20 minutes each reading Google reviews. Having no prior marketing experience with these businesses, I was able to create relevant and differentiated positioning and messaging.

Example 1: A Single Pebble

Type of business: Chinese restaurant, Burlington, VT

Memorable phrases

• “They're able to get textures and flavors I didn't know were possible.” 
• “Missing the authentic tastes of home in Flushing, A Single Pebble fills the void”
• “If you leave hungry, its on you.”
• “Best Chinese food in Burlington”
• “Phenomenal tastes”
• “Buzzing with people even on a Thursday night”
• “We had the tasting menu. It was a bargain for two people at $40 each to share 9 dishes”
• “Wonderful family-style dining”

What people want

• Standout authentic Asian food in a place where very little exists
• Properly seasoned food
• High-quality vegan, gluten-free options
• Charming outdoor seating
• Lovely staff
• A great anniversary spot
• Generous portions

What people are mad about, in pain over

• How little quality, authentic Asian cuisine exists in Vermont

Problems identified

• Over seasoning
• Some dishes too “soy heavy”
• Lemon shrimp entree overpowered with lemon flavor
• Single bathroom experience is unpleasant

A Single Pebble positioning based on feedback from Google reviews:

Example 2: Outdoor Gear Exchange

Type of business: Outdoor sports retailer, Burlington, VT

The Memorable phrases:

• “The staff can not be any better. So friendly and helpful. Its been that way for over 20 years, I'm guessing the owners are pretty great if they always attract awesome employees”
• “OGE is the jam.” 
• “I order a pair of new skis yesterday at 3:00 p.m. and they were delivered to my home in New York City by 12:30 p.m. today.”
• “They will always be my first choice for outdoor gear.”
• “The staff are friendly, welcoming and very well informed and experienced without being condescending.”
• “REI on steroids”
• “Dog friendly as hell”
• “Go downstairs for sure”

What people want

• Dog friendly
• Well-organized consignment section

Problems identified

• Young, arrogant, rude staff

Outdoor Gear Exchange positioning based on feedback from Google reviews:

Thanks for reading Local Marketing Insider. I hope this exercise can help you uncover ideas and insights you haven't thought of before. 

Thanks to Copyhackers for providing this initial insight.

If you enjoyed this issue please share it with friends or colleagues.

See you in 2 weeks - Jake, Marketing @Widewail