How to Turn Google Reviews Into Marketing Gold for Your Small Business

Table of Content

Create Social Media Content from Reviews
Add Reviews to Your Website
Include Reviews in Email Marketing
Use Reviews in Printed Materials
Turn Reviews into Short Video Testimonials
Feature Reviews in Google Posts
Respond Publicly to Reviews (the Right Way)

Bonus Tip: Manage GBP & All Your Socials in One App

Word of mouth has gone digital. Today, Google Reviews can make or break your business's online reputation. But beyond building trust, did you know those glowing 5-star ratings can also be transformed into powerful marketing content?

Transfer your 5-star ratings into powerful marketing content

In this post, you’ll learn exactly how to turn Google Reviews into free and effective marketing material with real-life examples.

We’ll also show you where to feature them and how to make the most of your Google Business Profile (GBP) - all using simple strategies that any small business owner can copy and implement today.

What is Google Business Profile?

Google Business Profile (formerly Google My Business) is a free tool from Google that allows businesses to manage their online presence across Google Search and Maps. When customers search for your business or related services, your GBP appears with key information: location, contact info, photos, opening hours, and of course - reviews.

Key features include:

Business hours and contact details
Customer reviews
Photos and videos
Questions and answers
Links to your website and social profiles

If you haven’t claimed or updated your Google Business Profile yet (it’s free!), that’s your first step. Claim or verify your listing here. Make sure to fill out every section completely and upload at least 5–10 high-quality photos to showcase your business

Why is GBP Important?

For small businesses, Google Business Profile is one of the most important marketing tools available. It’s useful whether you have a physical location or operate as an online-only service area business (as Google calls it).

Here is a few key points why:

It improves local SEO: Reviews and activity on your profile can boost your rankings in local search results.
It builds trust: A 2023 survey found that 84% of people trust online reviews as much as a personal recommendation.
It offers free visibility: Your business can appear in Maps and the local pack without spending on ads.

Encourage your happy customers always to leave a Google review right after a sale or service. Example message to send via email or text:

"Thanks for visiting us today! We’d love to hear your feedback. Please leave us a quick review on Google here: [your review link]"

Turn Reviews Into Marketing Gold

Here’s how to transform your Google Reviews into engaging, persuasive marketing content.

1. Create Social Media Content from Reviews

Vitaltone Pharmacy from UK shared a great example on Instagram by celebrating their milestone of reaching 100 Google reviews - a smart way to boost both reach and trust.

Positive reviews are ready-made content! Take a snippet from a great review and turn it into a visual post.

Use a free tool like Canva to create a simple graphic:

Quote the review (use only a short sentence or two)
Add the reviewer’s first name (with permission or initials)
Include your logo and a call-to-action: "See why our customers love us"

Post it on Facebook, Instagram, or LinkedIn regularly - depending on your business, once a month is a great starting point.

2. Add Reviews to Your Website

Perfect Gift offers a clever example of how to showcase Google Reviews effectively. They’ve added a review banner that's immediately visible when visitors land on their homepage, along with a larger review section further down the page. This smart placement ensures social proof is front and center, boosting both trust and conversions.

Featuring reviews directly on your website builds credibility and encourages visitors to take action

Google Reviews act as powerful social proof. Featuring them directly on your website builds credibility and encourages visitors to take action.

Use a widget or embed code from Google to display your reviews on your homepage or testimonials section. Alternatively, copy and paste your best reviews into a visual carousel or styled block quote to match your branding.

3. Include Reviews in Email Marketing

Hookle included a customer success stories and reviews in their newsletter (shown above), along with a link to a landing page where readers can explore the full success story.

Adding a customer review to your emails builds credibility and reminds recipients that others love your product or service.

A few ideas:

Add a "Customer of the Month" spotlight with a review
Include a review under your email signature
Insert one or two reviews in your newsletter with a CTA to "Read more on Google"

4. Use Reviews in Printed Materials

Your best reviews don’t have to live only online. Add a quote from a happy customer to your flyers, brochures, product packaging, or even your business card.

Example: "The friendliest staff in town! - Jenna M. (Google Review)"

5. Turn Reviews into Short Video Testimonials

The White Lion, a pub by Whittington Castle near Oswestry in the UK, nailed it on TikTok with a funny short clip highlighting their 5-star Google reviews - fantastic!

If a review is especially good, consider turning it into a short video

People love video content. If a review is especially heartfelt or detailed, consider turning it into a short video. You can use a tool like Lumen5 to transform text-based reviews into engaging videos with background music. Or, ask a loyal customer to record a quick video testimonial that you can share on YouTube, Instagram, or even your website.

6. Feature Reviews in Google Posts

You can post short updates directly to your Google Business Profile - for free! These posts appear alongside your business listing and are a great way to highlight glowing reviews. Just like Hookle did above, it's a powerful way to show potential customers that others love your product or service.

While it may vary depending on your business, a good rule of thumb is to create a Google Post at least once a month that features a recent review. Add a clear call to action like: “Come experience it for yourself!”

7. Respond Publicly to Reviews (the Right Way)

A great example comes from Speed Queen Laundry in Texas, which holds an impressive 4.7-star rating. They responded to a critical 2-star review immediately - professionally and with care - showing how much they value customer feedback.

Whether a review is good or bad, responding shows that you care. In fact, when a review is critical, it’s even more important to reply quickly. A thoughtful response can turn a negative experience into a positive impression and even win back trust.

Consider these tips:

Thank all reviewers politely
Use their name if visible
Echo their positive comments ("We’re so happy to hear our team made you feel welcome!")
Avoid canned responses

Remember that positive responses to reviews also help your business appear active and engaged, which improves SEO.

Manage GBP & All Your Socials in One App

Your Google Reviews are one of the most powerful marketing tools at your disposal. With just a few simple tweaks, you can turn them into content that builds trust, increases visibility, and attracts new customers.

Hookle lets you publish to Google Business Profile and other platforms - all from one place

But managing your Google Business Profile, reviews, and social media can feel overwhelming. That’s where social media management apps like Hookle helps. It's an all-in-one social media app designed for small business owners - letting you connect your Google Business Profile, publish to multiple channels including GBP, create posts with AI, schedule content, and track performance, all in one place.

Don’t just take our word for it - try it yourself. Download Hookle for free today and start making the most of your reviews!