{"id":168750912,"date":"2020-05-01T16:49:54","date_gmt":"2020-05-01T23:49:54","guid":{"rendered":"http:\/\/blog.signpost.com\/?p=168750912"},"modified":"2020-10-16T10:53:25","modified_gmt":"2020-10-16T14:53:25","slug":"how-to-use-reviews-in-your-marketing-8-tips-for-displaying-customer-reviews","status":"publish","type":"post","link":"https:\/\/www.signpost.com\/blog\/how-to-use-reviews-in-your-marketing-8-tips-for-displaying-customer-reviews\/","title":{"rendered":"How to Use Reviews in Your Marketing: 8 Tips for Displaying Customer Reviews"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"168750912\" class=\"elementor elementor-168750912\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3b605dde elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3b605dde\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-41305628\" data-id=\"41305628\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4857d50b elementor-widget elementor-widget-text-editor\" data-id=\"4857d50b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 25-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:paragraph -->\n<p><em>The following post was contributed by our friends at <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>: <\/em><\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>There\u2019s no doubt about it \u2013\u00a0word-of-mouth marketing is the new normal.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>For years now, B2C <em>and<\/em> B2B companies have embraced review sites like Yelp, TripAdvisor, and G2.com to gather valuable feedback and maintain a pulse on the way their customers are feeling.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>But now, we\u2019re entering phase two.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>It\u2019s no longer just about <em>gathering <\/em>these reviews.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>To truly thrive in the review economy \u2013\u00a0and not just survive \u2013\u00a0you need to fully embrace them. This means fully incorporating them into every aspect of your business, from your <a href=\"https:\/\/www.g2.com\/categories\/marketing-automation\" target=\"_blank\" rel=\"noopener\">marketing<\/a> efforts to the closed deal \u2013 and even beyond in your product development.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>Luckily, it\u2019s easier than it sounds, and we\u2019re here with plenty of actionable tips that you can implement almost immediately.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Are you ready to <em>fully<\/em> embrace the review economy? Then let\u2019s start with step one \u2013\u00a0how to use customer reviews to fuel your marketing efforts.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<h2>8 Tips For Marketing With Customer Reviews<\/h2>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:list {\"ordered\":true} -->\n<p><strong>1. Build a testimonials page\u00a0<\/strong><\/p>\n<!-- \/wp:list --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>A modern truth? Potential customers are going to seek out your <a href=\"https:\/\/learn.g2.com\/customer-reviews-statistics\" target=\"_blank\" rel=\"noopener\">customer reviews<\/a> \u2013 whether you want them to or not.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>So, how can you get in front of this, practice transparency, <em>and<\/em> make your customer experience as seamless as possible? \u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Easy \u2013\u00a0by building a testimonials page! Testimonial pages prove to your prospects that not only do you accept your customer feedback, you <em>embrace<\/em> it and want to show it off.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>Even better, testimonial pages keep your potential customers on your site, as there\u2019s no need to seek out reviews elsewhere if they\u2019re right there in front of them. They are able to answer <a href=\"https:\/\/www.freshworks.com\/freshsales-crm\/sdr-sales-development-reps\/sales-objections-handling-blog\/?utm_source=G2&amp;utm_medium=NP-blog&amp;utm_campaign=G2-blog-linkex\" target=\"_blank\" rel=\"noopener\">sales objections<\/a> a prospect has before it\u2019s even asked.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p><strong>One quick tip? <\/strong>Feature a couple of your negative reviews (yeah \u2013\u00a0I said it) to make your testimonials page really stand out from the rest. By including these, you\u2019re saying \u201chey \u2013 we heard you, and here\u2019s what we\u2019re working on,\u201d and that, in combination with the clear emphasis on transparency, will go a long way.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/iLUwZ--TE6BkbfyBJOMkTgmOCq5rhwUJDTrntNd4AFgeojwKamECQHq8wDrB3YKV2dkVvyu2x7uBidV0sHV0S7GjCS7fJ_vyNKRYw82sGkkf2MdigxtmQkYimztMgvmXFFb1mmrc\" alt=\"\" \/><\/figure>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>2. <strong>Inspire your social media ads<\/strong><\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>How many social media ads to your scroll past in a day?<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>If you\u2019re anything like me, I\u2019d guess that it\u2019s probably quite a few.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>An easy way to cut through the noise and stand out is by featuring excerpts of your customer reviews on your social ads.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Consumers see right through the traditional advertisement. A review quote not only writes itself, but helps your social media ads stand out among the clutter. It doesn\u2019t get much easier than that. Manage responses and engagement of these ads through your <a href=\"https:\/\/www.g2.com\/categories\/social-media-mgmt\" target=\"_blank\" rel=\"noopener\">social media management tool<\/a>.<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/Z_lPK42zYGzoY0FM4-N5xEtfnPZstV3Du9Y8cbpr6S72LDTQWxakirwy-SGU7dC1YtBPzvc8O1r39pWlYo1AYbCCHBeN-FAhj2rqB7JjPSgZcEpnJw2Yi4L4FRWbuwtN_uY4Sxgn\" alt=\"\" \/><\/figure>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>3. <strong>Decorate your office\u00a0<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Every single employee at your company should think like a marketer.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>No, I\u2019m not saying every employee should <em>be<\/em> on your marketing team (that\u2019d really be something, though).\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>What I <em>am<\/em> saying is that every employee should know your brand\u2019s story, its mission, and most importantly, feel comfortable sharing that with others.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>So how, as a marketer, can you facilitate this?\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>By letting your office tell your story just as much as your own team does.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>An easy way to do this is by featuring your customer reviews around your own office. This will help your employees feel more connected to the brand, and as an added bonus, better understand what your customers love about it.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/UoSXN4UrlbXI7dntu9oJaAqt1LN-r32ts9LjDqwzU8HxElDHK46ChkDGUi0Mb1LMFTxU1nZjEnl-lV_hR9MxCw2fX403iBl6B8AwdOPcCfpz7BLQKI_AKXKoLx-9ziXynoX9kZRt\" alt=\"\" \/><\/figure>\n<p>\u00a0<\/p>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p>4. <strong>Enhance your Careers page<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Marketing isn\u2019t just about selling your product to potential customers.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>It\u2019s about selling your <em>company<\/em> to potential employees, too.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>A way you can amp up your website\u2019s Careers page a bit is by featuring some of your best product reviews from some of your biggest advocates.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>While this may not explicitly speak to your company culture, or what it\u2019s like to actually work there, it serves an important purpose: proving that your company \u2013\u00a0and its product or service \u2013\u00a0is on the right track to success.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>In addition to your Glassdoor reviews, this is exactly what a potential employee will want to see.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>5. <strong>Feature a review on your home page<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>It\u2019s important to start letting your prospects know what they can expect as soon as they visit your site.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>An easy way to do this is by featuring a review (or even a review carousel) directly on your homepage.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>By doing so, you\u2019re setting the standard that customer reviews aren\u2019t just important \u2013\u00a0they\u2019re mission-critical to your business.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p><strong>One quick tip?<\/strong> If you\u2019re using a carousel to feature multiple reviews,\u00a0 select reviews that highlight different features, were written by users from a variety of company sizes, etc. to prove to prospects that you have the full package.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/6l6I2h5oGm8FJhjdj7hCqBx9_Vy6Rf_psRaE6th2KGEsnuR0rRTOf2SUiIVvCV49Y_IrMwXArQTx8DU4pskz5L2s8Xbq0m0ZXogrI8PEp36wGyfZ0N3EStdrp3I1VxQQ8cJC4asw\" alt=\"\" \/><\/figure>\n<p>\u00a0<\/p>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p>6. <strong>Link to review sites in your email signature<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Remember what I said about prospects seeking out customer reviews no matter what?\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>Well, that\u2019s still true, and here\u2019s another way you can make it easy for them.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Encourage your team to include a link to your company reviews in their <a href=\"https:\/\/www.g2.com\/categories\/email-signature\" target=\"_blank\" rel=\"noopener\">email signature<\/a>, just like they do with their LinkedIn profile or their Twitter handle.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>This is a good look for <em>anybody<\/em> in your company who sends emails on the regular, but it\u2019s an even better look for sales reps who are regularly using <a href=\"https:\/\/moosend.com\/blog\/email-marketing-best-practices\/\" target=\"_blank\" rel=\"noopener\">email<\/a> to communicate with their prospects.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/QWJF1R9mM1Hd10UrF6vsdWpIskCo2rQRCSav5dpWc323pOaffoEwibjE1TvIctDxLtt1cJOWhycurE9tIoMpTbGMDSXnOZ0RgpX_3yXHmoiCkuuPauYGFzBBUJ_3NIbchA3kjRDy\" alt=\"\" \/>\n<figcaption><\/figcaption>\n<\/figure>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p>7. <strong>Inform your case studies<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>This may be a controversial opinion, but I believe that case studies are <em>just<\/em> as relevant today as they were ten years ago, so long as you make sure it fits with the times.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>And there\u2019s no better place to identify a case study candidate than from within your customer reviews.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Once you identify your candidate, you can use their customer review to guide the direction of your future case study. You\u2019ll know which product features to highlight, which experiences to dig even deeper on, and more. And of course, you can (and should) feature the original review itself.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Only reaching out to your happiest customers for case studies is so 2010. Modernize your case studies with customer reviews.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>8. <strong>Increase your landing page conversion rate<\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>According to a 2017 study from <a href=\"https:\/\/spiegel.medill.northwestern.edu\/online-reviews\/\" target=\"_blank\" rel=\"noopener\">Spiegel Research Center<\/a>, displaying customer reviews can increase conversion rates by <em>170 percent<\/em>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>When customer reviews are displayed for a high-priced item (say, business software or <a href=\"https:\/\/www.bigcommerce.com\/blog\/b2b-ecommerce\/\" target=\"_blank\" rel=\"noopener\">B2B ecommerce<\/a>), that number jumps to a staggering 380 percent.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>So, if you\u2019re trying to improve your <a href=\"https:\/\/www.g2.com\/categories\/landing-page-builders\" target=\"_blank\" rel=\"noopener\">landing page<\/a> conversion rate?\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Customer reviews.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Featuring reviews at every part of your buyer journey \u2013 from your advertisements to your homepage right up to this final step \u2013 mean that no matter where they are in their buying journey, your potential customers are constantly reminded why they\u2019re making the right choice.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p><strong>Final thoughts<br \/><\/strong><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>If you want to <em>fully<\/em> embrace the review economy, it\u2019s time to acknowledge that gathering reviews is only the first step.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>In fact, their value goes far beyond just getting a glimpse into your customers\u2019 thoughts.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>Today, companies can use reviews to fuel their marketing efforts, fine-tune their sales pitch, and even inspire future product development.\u00a0<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>By incorporating these reviews in every area of your business, you\u2019ll be setting up your team, your customers, <em>and<\/em> your prospects for success.\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:separator --><hr class=\"wp-block-separator\" \/><!-- \/wp:separator --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>By Claire Brenner<br \/>Manager, Content Marketing &amp; SEO @ G2<\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p><em>Claire is a content marketing &amp; SEO manager at <\/em><a href=\"https:\/\/g2.com\" target=\"_blank\" rel=\"noopener\"><em>G2.com<\/em><\/a><em>. Hailing from the University of Dayton, Claire found her way back home to Chicago upon joining G2 in May of 2016. In her free time, you\u2019ll find Claire practicing calligraphy, seeking out the city\u2019s best BYOB sushi restaurants, and planning her next trip.<\/em><\/p>\n<p>\u00a0<\/p>\n<!-- \/wp:paragraph --><!-- wp:image {\"width\":202,\"height\":133} -->\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/ArK8SPbitMSw5RIXSlPW-nZByBAJu__Hcnmj5DZyxt2ulgjTvaOx4Mj3Tqz8EIokbGN3PeQq0ZWixm3galsdWnzUEOPcuJgIlKOUTe9tMxapINewZ3brHdHjeTMQ5aIDS-Cy0hmt\" alt=\"\" width=\"202\" height=\"133\" \/><\/figure>\n<!-- \/wp:image -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The following post was contributed by our friends at G2: &nbsp; There\u2019s no doubt about it \u2013&nbsp;word-of-mouth marketing is the new normal.&nbsp; For years now, B2C and B2B companies have embraced review sites like Yelp, TripAdvisor, and G2.com to gather valuable feedback and maintain a pulse on the way their customers are feeling.&nbsp; &nbsp; But [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":168752815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[143,187,186,30],"tags":[164,43,133,165,128,134,135,40,163,37,41,136,93,98,99,137],"acf":[],"_links":{"self":[{"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/posts\/168750912"}],"collection":[{"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/comments?post=168750912"}],"version-history":[{"count":0,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/posts\/168750912\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/media\/168752815"}],"wp:attachment":[{"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/media?parent=168750912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/categories?post=168750912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.signpost.com\/wp-json\/wp\/v2\/tags?post=168750912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}