#EP129 - The Power of Social Proof with Ed Bolton, Trustpilot

Welcome to episode 129 of the Marketing Freaks Podcast. Jon is joined by Ed Bolton, Partner Manager at Trustpilot to explore how businesses can harness the power of social proof, brand reputation, and user-generated content (UGC) to drive sales during peak buying seasons. We delve into the strategies and tactics that can be used, to help businesses thrive during their busiest times of the year. Gain valuable insights and practical tips on how you can leverage customer reviews within your marketing and customer engagement strategies, to boost sales over peak buying seasons.

Key Takeaways:

• The Importance of Social Proof: Understand how leveraging customer reviews, ratings, and testimonials can influence purchase decisions.
• Building a review strategy: How brands can automate the process of collecting reviews, making it easier for customers to leave feedback.
• Engaging with customers: Understand the importance of proactively engaging with customers by responding to reviews, both positive and negative. 
• Authentic Reviews: How to obtain reviews without impacting autenticity
• Leveraging reviews during peak seasons: How brands can prepare for peak seasons like Black Friday by having review processes in place, responding quickly to reviews, and showcasing reviews on their websites to build consumer trust.
• The value of finding impactful reviews: The importance of finding reviews that resonate with your target audience and strategically feature these reviews in marketing campaigns.

Transcript

Jon (00:10):

Hello and welcome back to the Marketing Freaks Podcast. In this week's episode, I'm joined by Ed Bolton from Trustpilot, who we've been working with for quite a while now, and he joins the podcast to talk through. But first off, the importance of having a good review strategy for your business, but more importantly, how to build your base reviews and some of the tactics you can deploy to get more reviews and manage that process a bit more proactively. If that's something you're looking to work on at the moment. I really hope this is useful. If you do find this helpful, would love to see you on social. Come and give us a follow on Instagram. You can watch the episode on YouTube as well. And if you do, please subscribe and you can find us, of course in all the usual podcast places as well. And let's get started with the episode. So thank you for joining. I think it's going to be really cool. We've never really talked about the importance of reviews and how that can help clients essentially make more money and convert their traffic better. And it is such a critical part of it, isn't it?

Ed (01:18):

Absolutely. I think all of us take reviews for granted in some area of our life. If you're looking at book a hotel on booking.com, you're going to look at reviews,

Jon (01:28):

look at reviews. Yeah.

Ed (01:29):

If you are going to see a film, you'll probably look on Rotten Tomatoes or IMDB knowing what film you're going to look at and when you're buying something. I'm quite stingy when it comes to spending money, so I'll look at some foremost, look for a reason not to buy something. And if I see a bad view of a product, I'll tell my girlfriend, no, we're not going to buy that. Let's look somewhere elsewhere. So very important. It's

Jon (01:52):

Just such a big part of that buying or a consideration process, isn't it? It's just so important. So before we dive into the detail of exactly what that is and how you help and what brands can do to get better at that, what do you do? Who are you?

Ed (02:11):

Yes.

Jon (02:11):

What do you do at Trustpilot? Give us the lowdown.

Ed (02:14):

Yeah, absolutely.

Jon (02:15):

On Ed Bolton.

Ed (02:16):

Ed Bolton. So I work in our partners team. So I work specifically with agencies that we partner with. So keeping them in the loop of new updates from Trustpilot, new reports from us, how clients can use a platform, are there any potential gaps in their client's on reputation?

Jon (02:35):

For

Ed (02:35):

Example, what's their rating on Trustpilot? How might that be perceived by consumers? What are they looking to do around increase their traffic conversion rates and educating our partners and agencies on how Trustpilot might be a solution that can help some clients.

Jon (02:53):

Awesome. And how long have you been there? So

Ed (02:56):

I've been at Trustpilot for about years now. Just under, before being in our partnership team, I was in our customer success or account management team. So speaking with brands, hearing what issues they have and how they can use Trustify to help some of them and generally being like their supported advisor. Trustpilot. Awesome, excellent

Jon (03:18):

Stuff. So into the reviews and why they're so important. Often. I think this is really one of the big reasons why new brands struggle so much to convert in the early days because they don't have that review base. And clearly just even looking at a comparison of a new brand that doesn't have any reviews to a more established brand that does have a good base of reviews. As a consumer, you're gonna have more confidence in that more established brand, aren't you? But from your perspective, having worked at Trustpilot for a number of years, what is it in your words that makes building a review base so important?

Ed (04:04):

That's a good question. So I think the last few years or so has been pretty tumultuous, has been a lot of things going on.

Jon (04:15):

People's

Ed (04:17):

Disposable income is lower. People are probably thinking about, do I need to buy this thing right now? Can I wait? Probably analyzing more the companies they buy from looking at is this good product? What are people saying? So I think reviews now is becoming more of like a tick box for consumers. It's part of their routine to look at something before they're going to buy it. Should I buy from this company? Have other people been saying they've had issues with delivery or the product? I bought something a couple weeks ago, coffee table, it arrived damaged, super annoying. I got a full refund within a week. But it's just really, really frustrating process. We looked for one for a while, found we liked

Jon (05:05):

Turns up.

Ed (05:06):

Yeah, probably could done more research from it. But yeah, just a bit frustrating and I think people would like to have that information beforehand

Jon (05:15):

To

Ed (05:16):

Not be in that situation. What we see is about 93% of people read reviews now before making online purchase, whether that's they're thinking of buying something, they look at reviews of merchants before or they have something in their bag, they're about to buy it and they think, hang on, lemme just read reviews of this.

Jon (05:37):

Lemme double check.

Ed (05:38):

Lemme double check. Exactly. So depending on if a brand's got a really good review presence or not so good, that's going to have an impact on some people, whether they buy or not.

Jon (05:50):

Yeah, I mean I think about my own buying habits and buying journeys and yeah, I'll always, I think not so much for lower price items, not everyday items, but if I'm spending a bit more money on something or it's like a coffee table or a sofa or a holiday or something like that, then absolutely 100% I'm looking at reviews.

Ed (06:15):

A hundred percent.

Jon (06:16):

I agree. So how do brands get going? Because it is so hard to start building up that base. You need a volume of orders, but it's like the real chicken and egg thing, isn't it? If you are struggling to get the volume and convert the traffic because you don't have the review base yet, it's hard to then build up the base of reviews because, so how do brands get started? What's your recommendation for a brand that's maybe decided that they need to focus on their base of reviews?

Ed (06:47):

Yeah, it's a good question. It is a bit of a chicken and egg situations as you described. So there's different ways through Trustpilot for example, brands can collect reviews. So if they're on an e-commerce platform they're using in Shopify, just as an example, they can use an integration we have that will automatically trigger a review invite to a customer. For example, two days after product arrives. So

Jon (07:11):

It's

Ed (07:12):

All automated. Once they turn it on, they don't have to manually send it to each person that will go out, I buy a coffee table two days later I get an email saying, what did you think of buying from Ben's coffee tables.com? What did you think of the table? Write your review here. So making it really easy is very important for consumers. We are all time poor. Unless something's made really easy for me to review the hotel I stayed in or restaurant I went to, I'm probably not going to go out my way to do it unless I may be annoyed I had a super bad experience or I didn't feel I've got most money's worth. Then I'll probably go out and leave my feedback, I'd probably be cross. So it's more likely to be a bad review if I'm not asked. Whereas if I'm asked, I'm probably more willing say, oh yeah, this was good. It was as I expected, I was happy with it.

Jon (08:07):

Tapping

Ed (08:08):

Into those kind of silent majority as it were of consumers for a brand,

Jon (08:12):

Definitely let adjust your mic a little bit

Ed (08:16):

Louder than I expected it. Okay.

Jon (08:18):

Which is a good thing. Most people are really quiet. Okay, so on a don't know whisper though. Alright, on that point about asking for reviews, it was my little boy's birthday a few weeks ago and we did the party, his friends came round, we hired this, it was basically like a van full of consoles, it was

Ed (08:42):

Wicked.

Jon (08:43):

But I remember a couple of days after the party

Ed (08:45):

Got a

Jon (08:46):

Text from, and it's a small business, but from the owner of that business, it was so personalized. It was, look, we're a family run business, we are really trying to keep going. If you've got five minutes to leave a review, it would massively help and would really appreciate it. Obviously we hope you had a great time, all that type of stuff. And it was just a really personal message and it's like, yeah, cool, I'll do that two minutes out of my day to help a small business. Absolutely. But if they hadn't messaged, I wouldn't have

Ed (09:17):

Thought about it. You don't necessarily think of, can I leave a review? How can I do this? Or it's not something that often comes up naturally, but when it's made easy you're like, oh yeah, I've a hundred percent. I'm more than happy to

Jon (09:32):

Advice

Ed (09:32):

About that. And I think for maybe some new brands or brands that have a real customer ethos where people who buy from them buy into the mission of the brand, I think that's something where with a review, they've probably got a higher propensity of giving that feedback. They enjoyed buying from there, it resonates with what they believe. And as a customer compared to maybe a billion dollar fast fashion company where it's very transactional, you buy your clothes, you return them, you probably don't have the same desire to leave a review because

Jon (10:13):

Just not the same personal

Ed (10:14):

Connection is there. Exactly.

Jon (10:16):

Yeah, definitely. So proactively asking is obviously a massively important part. Timing on that question for you. So I ordered a pack of T-shirts, it was like a classic D two C type brand, saw the ad on Instagram, bought the T-shirt, turns out these T-shirts are getting shipped from America. So they took about a week and a half to arrive, which I probably just rushed the purchase and didn't bother reading the information. But to me that was a surprise. And then a day after the purchase, I'm getting started getting harangued for leave review, do this, do that, and then more review requests. I'm like, it hasn't turned up yet.

Ed (10:56):

It hasn't even arrived, mate.

Jon (11:00):

So timing's quite important I

Ed (11:02):

Imagine. Yeah, that doesn't sound like they had their timing

Jon (11:05):

Accurate. They could have done that better, I

Ed (11:07):

Think. Yeah. So that's key, right? If you send a review request at the wrong time, you can't retract that review request in actually, oh, we're actually going to send it now in a week sort of thing. So you're obviously going to queue up before when you want the review invite to go out. So we would normally advise something like in that situation, if a brand is using something like Shopify or if they have any emails that go out and automate way of your product's now been delivered or it's arrived, piggybacking off that to send a review invite, maybe one or two days later, once you've put the T-shirts on, you've

Jon (11:49):

Eventually had a chance

Ed (11:51):

Gone down the pub, everyone's complimented your T-shirt.

Jon (11:53):

Hope no one did

Ed (11:54):

Mood.

Jon (11:55):

No, no one did.

Ed (11:58):

That's probably best we'd say.

Jon (12:00):

Yeah, you look at the platforms and the information you've got available to you. It's not hard to start going, oh, John's ordered this in the uk, it's going to take a couple of weeks to get there. We'll delay that process a little bit. It's

Ed (12:14):

Not

Jon (12:14):

Rocket science is

Ed (12:15):

It? No, no, no.

Jon (12:17):

But if you get it wrong, it actually ends up being a little frustrating as a consumer. Whereas that other example of that, the kids party good experience a few days after, it's like, yeah, great,

Ed (12:30):

Of course. Yeah, exactly. More happy to. And then also you might, then the result of that is you writing a review saying the product hasn't arrived and the brand is like, please could you have written that after it arrived? And you're like, well, you asked me to a day after I bought it. So

Jon (12:46):

Yeah,

Ed (12:47):

And the brand's like, oh, it hasn't arrived yet, they can't write that. And it's like, well, you asked them the day after then it's going to take two weeks it arrive. So maybe look at when you're going to invite,

Jon (13:00):

What's your stance on incentives for leaving reviews? So let's say you're a new brand, you're really proactively trying to build up your reviews, which is a great thing. You've got your automated requests in place, you've got the timing bang on. Do you offer a percent off your next purchase or some sort of incentive to build that up? Is that a good thing, a bad thing? What's your take on

Ed (13:23):

That? Yeah, that's a good question. So it is not something at Trustpilot that we allow brands to do because there's the element of even if a brand doesn't explicitly say if you leave a better review, you'll be entered into a chance or a raffle or something. There's probably that underlying feeling that

Jon (13:44):

There's a customer

Ed (13:45):

Has, there's a chance of it, which might bias the actual feedback. It may not then actually be representative of

Jon (13:52):

The users

Ed (13:53):

Feeling. So it isn't something we allow brands to do, but I think that there's some sort of value exchange that I think consumers probably feel their O to a degree of leaving a review. But how brands do that is, I'm not entirely sure,

Jon (14:11):

But no comment,

Ed (14:13):

No comment. But yeah, we would advise be safer and safe when it comes to asking for a review. Don't try and bias what they can say. Don't incentivize 'em to leave a better review or offer them a chance.

Jon (14:29):

Actually, this is going on to an interesting subject here, and I realized this probably wasn't in the notes that we sent you beforehand

Ed (14:39):

Going off piece,

Jon (14:39):

I'm really bad at sticking to them. I didn't warn you, did I? Anyway, so talking about regulations and best practice around this kind of stuff, what should be aware of what can they do, what can't they do? What's the big no-nos. From your perspective, is there anything that brands should be aware of? Obviously paying people to leave positive reviews, probably not a good idea.

Ed (15:07):

Yeah, great question. So I think it's kind of element of Trustpilot is a transparency, it's a credibility. So big, no-nos or something like a brand saying we're rated five stars and Trustpilot when they're actually rated three and a half for argument's sake saying we've got thousands of five star reviews when they may have 20, a handful of different reviews. So it's really important that consumers see our C Trusts pilot in our platform is trustworthy, that it's true. We want Trustpilot to be a universal currency of trust that regardless of country or industry, you can see that Trustpilot mark, you can have confidence in that brand because it's sort of been verified by a third party that's independent. So being transparent, being honest is a big thing. I think in today's society, consumers aren't, they're not looking for perfect companies. They're looking for companies that engage with their consumers that take feedback on the chin.

(16:19):

So we would say great practices simply replying to reviews that people leave, whether that's the good, the bad, otherwise in the middle someone leaves a review about the delivery to cages engaging something really sorry to hear about your experience. We are having issues with our delivery partner for argument's sake, we apologize to this, how can we help you out? So engaging with consumers. So I think it might be a Shopify blog where it's something like 60% of consumers would rather buy from a company where they can see it engaged with their customers than one that seems perfect. And then I think it's a similar stat of people who are more likely to buy from a brand when customer service have been responded really quickly in helping their issue. So from that engagement with consumers that we say that's a big do from the platform and the big nos will be around trying to cut corners, trying to falsify reviews, trying to garnish reviews from people who haven't actually been a customer had any experience. Sort of fairly obvious stuff I would say.

Jon (17:38):

I do think consumers are, well, I think the majority of consumers can kind of see through stuff quite easily. I know it's not the same thing, but shopping on Amazon, obviously reviews, they've always been a massive part of that product engagement piece, haven't they? But you can tell can't you, when you've just got a stream of reviews that maybe have just been free products dished out versus real reviews that are a bit more detailed, they're picking up on different things. And you're right, everyone knows that no brand or product is perfect, but if you can get a balanced view, that's what I think most people look for.

Ed (18:28):

Yeah, I think so. I think if I buy something from Amazon bought so many pairs of headphones in my life, normally buy the cheap ones, hence why I probably buy so many more. But I am just more like to buy a pair of headphones if it's on Amazon, that fact there's been a thousand reviews, it's like 4.2 out of five, then these five star headphones where there's 10 reviews. I just think that's bit unbelievable, isn't it? And that's the social proof aspect of x number of people have bought this. I can look at the one star reviews, some people saying, oh, it broke after six months. And I'm like, well they are only five pounds. So that's not

Jon (19:11):

Probably, it's

Ed (19:12):

Highly unexpected.

(19:13):

So yeah, I think with reviews you have to do your own research as well, right? The reviews where people write more is a lot better. I think from a Google and SEA perspective as well, it likes more content Google, it prefers I guess quite a few lines talk about something like I bought this T-shirt, it arrived a good time. John was really helpful on the phone for a slight issue I had. There's than just great product in a review. There's lot more content in there, it's a lot more informing to consumers. Brings it to life a lot more.

Jon (19:53):

Yeah, absolutely. Get that. Totally. And I think that's the whole kind of, if you're engaging with your customers, they're more likely to give a bit more detail. So it's now unbelievably November, which means Black Fridays frighteningly just around the corner. So we're in peak trading season for e-commerce, then going into peak for travel in January. So lots of peaks at the moment coming up. Are there any particular examples or recommendations for brands as they go through this period of time and how to maximize it from from a review perspective?

Ed (20:37):

Yeah, I think there's a couple of ways that brands can take advantage of this. So for something like Black Friday or Christmas, probably the volume of orders is going to be significantly higher.

Jon (20:51):

Going to go up. Going

Ed (20:51):

To go up a lot.

Jon (20:52):

So

Ed (20:55):

If you think about a review strategy and our reputation, you obviously want to be asking people for a review when they're buying. So there's potentially a massive pool of people you can get a review from over those few months compared to potentially throughout the year.

(21:13):

So I think what brands can do is be ready for that so they can have the processes already set up before these peak seasons of, okay, we're going to automate sending Ed a review invite once he's bought something, this is when we're going to send it out two days after it's arrived. This is how we're going to be ready to handle his review. If from the customer service point of view, if something goes wrong, let's be ready to respond to these reviews really quickly because over something like Black Friday. So from a Trustpilot perspective, we see a massive increase in people searching for company name reviews, company name Trustpilot, who are

Jon (21:55):

Interesting.

Ed (21:56):

Yeah, our impressions of Trustpilot pages in SERPs, I think last year was about 20% up compared to the year before. And on Black Friday itself, it's like 50% increase. So

Jon (22:11):

People

Ed (22:12):

Frantically probably searching for a company and reviews company named Trustpilot. I've seen this ad for a laptop, I've got three hours and 21 seconds

Jon (22:19):

Left,

Ed (22:20):

Left to buy it before it stops being on sale. Do

Jon (22:23):

You think part of that is because consumer behavior is obviously very different through that period and people are buying from where they can get, they know what they want to buy and they'll probably buy it. Well obviously they're going to buy it from the place where they can get the best deal, not necessarily the place that they would use these shops. So there's a lot of new customers going into brands aren't there,

Ed (22:44):

Therefore

Jon (22:45):

It's Hang on a minute, I'm just going to double check.

Ed (22:49):

Yeah, exactly. Interesting. So

Jon (22:52):

Your whole sounds like the recommendation there is all about seeing that period as an opportunity to build the right reviews, but having the right plan in place. And you mentioned having a plan in place to deal with anything negative that comes in. And I do think that with any peak season and big influx of new customers, there's a risk that things might not go as smoothly as they usually do in the quieter months of the year. That's just a natural risk of it. So what's your recommendation for dealing with that in a positive way? And let's say a brand has maybe, maybe they had a difficult black Friday last year, they scaled up too quickly, something broke in the chain and they've got an influx of reviews. So how do you deal with that deal with the negative side of it?

Ed (23:47):

Yeah, it's a good question. So I think in terms of getting on it quickly, so you don't want to be scrubbing around trying to have someone's time looking for, okay, are we getting bad reviews, having to spend time searching for them. So

(24:04):

Through trust party you can have preset up notifications going to specific people of say one star review left, this goes to Simon to pick this up, notified straight away post response, maybe get in touch with that person pretty much instantly as well on a purchase. That's really cool, having it feeding through into customer support platforms. So maybe something like gorgeous or Zendesk so people can monitor Trustpilot reviews' tickets through their reply to them in addition to general other customer service tickets that are going through that platform. I think how and why that's important is, again, in a few days in the run up to Black Friday, a few days before people are going to be looking at brands profiles, making sure that existing reviews, if they're not great, have been responded to is going to give someone who's looking at profile is going to give them the visibility of you as a brand are responding, you're engaging and

Jon (25:09):

A bit more confidence.

Ed (25:13):

If you've never heard of this company and on Black Friday you look at their reviews because you've about to buy from 'em and you see loads of one-star reviews unapplied to on those few days, that's not going to look great for you. So the not great reviews are inevitable, they're going to happen. Engaging with them is important. Demonstrating the customer service levels gives people, I guess a bit of peace of mind that if something does go wrong, they know there's actually someone there who's going to try and help them. That may not happen immediately, but that they'll have a bit of faith that there'll be someone there. So I think that's really important, engaging with consumers.

Jon (25:57):

And then I guess making sure you've got that proactive request so that when people get a positive response, you are kind of building up

Ed (26:04):

That

Jon (26:04):

Ratio. Yeah,

Ed (26:05):

Exactly. And I think just in the view of where Black Friday is in the year, and let's say a brand has no online reputation strategy, they don't have any reviews. When we get to those peak seasons, in an ideal world, you'd like people who are going to buy from you to see good reviews. So brands almost need to think about that a lot early in the year. So they want to have built up our presence before Black Friday, which kind of leads into something else of how business can leverage social proof and reviews is having it clear on the website what your rating is, having maybe reviews about the great customer service. People write about quick delivery, the products they love at key points on the sites. It could be in the bag or featured products.

Jon (26:56):

Are there, what's your, I was going to say favorite, but it's probably better to say. What in your view is the most effective place or place is on a site to showcase reviews? Is it in the checkout on the cart, is it the homepage? Is it, I assume it's not just a spray and pray everywhere you can. Are there any key things that you 100% recommend people do in terms of placements?

Ed (27:23):

Yeah, so I'd say a lot of people are going to be looking on mobile, so they're not going to have a huge amount of attention when they're scrolling. They're going to want to find things quickly. So if someone goes onto a brand's website on their phone via an ad from Instagram straight away showing them here's our Trustpilot rating, we're 4.5 out of five, I was like, okay, cool. I've heard of Trustpilot, I'll maybe keep scrolling a bit further. See the product, if they have reviews for that product, pull them through, it's going to help their brand stand out against maybe competitive doesn't have product specific reviews. And then what some brands do is when people get to that buying moment, so either in their bag or close to the checkout, pulling through maybe some featured reviews that maybe talk about people saying, I love this product delivery is really quick, great value for money to give people who have some of those potential worries about that.

Jon (28:22):

The last minute purchased. Yeah,

Ed (28:23):

Last minute, we've all done it. I like a cereal, put something in my bag, don't buy it. I dunno why I don't, but those people may still not buy, but for some people that will help get them over the line. And those kind of marginal gains of helping people stay on a bit longer

Jon (28:41):

Makes all the difference for

Ed (28:42):

People. Exactly.

Jon (28:43):

Exactly. Particularly in the checkout, it makes all the difference.

Ed (28:47):

And I think where trust part is valuable is as a trust signal. So if I am buying from an e-comm brand, I kind of want to see when I get the check out of, oh call, I can pay, these are different cards I can pay with. Oh, if I want to pay a clan or I can, here's the expected shipping date. All these just general trust signals, oh, there's a phone number call I can ring speak with someone if it goes wrong, here's the address. It's like, here's where they are. Okay. It just I think puts your mind at rest a bit more. A

Jon (29:22):

Hundred percent.

Ed (29:24):

So yes.

Jon (29:25):

Yeah, definitely. Cool. So to wrap up, I'm going to ask you a question that I don't think again was on the notes because

Ed (29:33):

Why

Jon (29:33):

Stick to,

Ed (29:34):

Yeah,

Jon (29:35):

Sorry,

Ed (29:35):

Freestyle.

Jon (29:37):

But from your experience of working with agencies and agency partners and on the customer success team, you obviously know so much about the platform, what's the one thing that you wish everyone took advantage of? If there could be one thing on the Trustpilot platform that brands can do, what would that be that you're like, I just wish

Ed (30:03):

Everyone, it's killer question,

Jon (30:06):

But probably on the spot.

Ed (30:07):

Yeah,

Jon (30:09):

So many things I didn't know about the Onestar review notifications. So you can deal with it really quickly. That's awesome. And the fact you've also got so much data that people can go and analyze and review and use to understand more about how to be better at what they do or the trends in a different sector. There's so much within the platform that I don't think people realize quite how much is there.

Ed (30:37):

Yeah. Do you know what, I think it sounds very obvious, and I don't think brands do this enough, but they should, is finding reviews that perfectly sum up why people buy from you and why you want other consumers to buy from you. So for example, a lot of competitions companies use Trustpilot because it's an industry where you take a risk, there's a high chance of this two pounds, spend a ticket, you're not actually going to get anything. So when those type of businesses get reviews of people saying, never thought I was going to win, so glad I entered, I'm so happy with this scooter, or watch I won, people who that's going to appeal to that target audience of people who don't buy regular tickets, but who they want to try and become customers and get into that customer base of people who've never taken that risk. So finding reviews like that, I think looking through all the reviews they've got, strategically grouping those into a collection to pull those through onto the site specifically having those and ads I think is really powerful. I see at the moment, they're a massive campaign by octopus energy. So they're on all these billboards in London at the moment. There's one right by my house on a bus stop, and it pulls through a collection of their Trustpilot reviews. And one that I always remember is just finally an energy company I can trust with their

(32:15):

Green stars pulling through. And that is going to appeal to so many people who have been conscious of price hikes, renewals that are way more than they hoped for. What type of tariff am I going to go onto? How is this supplier going to support me? And that's going to be really powerful to a lot of people in seeing. So I think finding the reviews that spending a bit of time you're looking for, okay, which one is most relevant to the type of customers we want to work with? What's going to resonate the most? I think it is quite an obvious thing, right? It's not super complex,

Jon (32:55):

But it's taking the time to really think about it. Yeah,

Ed (33:00):

Exactly.

Jon (33:00):

Yeah, I love that. Look, ed, thank you so much. That was fascinating and really cool to get a glimpse of your recommendations on review strategies. So thank you very much.

Ed (33:12):

Awesome. Thank you John.

Jon (33:13):

Alright, cheers,

Ed (33:14):

Great chatting.

Jon (33:16):

Thank you so much for listening. If you enjoyed that episode, please do come and subscribe. Join

Ed (33:21):

Us

Jon (33:21):

For future episodes where we talk about the ins and outs of running paid media and driving improved conversions of revenue for your business. See you next time.