The importance of online reviews cannot be overstated. In fact, 49% or almost one in every two consumers trust customer reviews as much as personal recommendations from loved ones (BrightLocal).
Customer feedback plays a key role in shaping consumer behavior and driving business success. Businesses that share positive and negative reviews on their website or social media channels are more likely to attract new customers and retain existing ones. Conversely, the absence of reviews or negative feedback can put off prospective leads and result in lost sales.
Customer reviews are just as necessary for business-to-business (B2B) companies as they are for business-to-consumer (B2C) companies. They improve online reputation and leave positive impressions on potential customers. This guide tackles:
- The Importance of Online Reviews in B2B Marketing
- How To Ask Customers for Reviews: Dos and Don’ts
- Don’t Miss Out on Working With Trusted Reputation Management Consultants
What’s more, you’ll also learn how to apply effective B2B business ideas for online reputation management or ORM marketing.
But First, Meet the Modern B2B Customer
Marketing to businesses is no easy feat, especially in the modern B2B landscape when clients are more selective than ever. Personalized messaging and a powerful B2B strategy for ORM is crucial in capturing their attention and meeting their evolving needs.
But what exactly makes the modern B2B consumer different and how can B2B reviews help in earning their trust and driving them to convert?
1. They Are More Informed Than Ever
When marketing to businesses, keep in mind that modern B2B consumers are better educated. With just a few clicks, they can quickly access a wealth of resources, from blogs and videos to webinars and podcasts. A simple Google search can provide them with all the knowledge they need, easily downloadable from anywhere they are.
Publishing B2B reviews provide potential clients all the information they need to know about your brand and your offerings.
2. They Have a Wider Range of Options
Thanks to the internet, consumers can explore and purchase products or services from brands all over the world. The vast amount of available content online and B2B reviews has also empowered consumers to ask more in-depth questions that guide their purchasing journey.
The increased competition makes marketing to businesses more challenging than ever. To stand out and win your target audience’s trust, it’s vital to develop a B2B business strategy and a cohesive brand identity.
3. They Expect Instant Answers
Modern B2B clients expect swift and immediate answers to their queries. They often look at customer feedback to obtain the information they need during their research process. This is why review generation and response should be part of your B2B business strategy.
The Importance of Online Reviews in B2B Marketing
Build Trust and Credibility
Online reputation management is the process of improving how customers see your brand. It can help you build industry authority, foster customer loyalty and drive more sales.
Modern consumers conduct in-depth research before making significant purchasing decisions. They often turn to online reviews to gauge a brand’s credibility. Reviews act as powerful evidence of your company’s competence, instilling confidence among prospects. Positive reviews demonstrate reliability and competence, removing potential clients’ concerns about the quality of your service.
Brands must proactively generate reviews, especially if they’re relatively new in the market and want to establish a positive online reputation. Enlisting the help of online reputation management companies like Rize Reviews can help optimize your feedback gathering and response publishing strategies.
Differentiate Your Business From Competitors
Marketing to businesses can be highly competitive, and it’s often challenging for B2B brands to differentiate themselves.
B2B reviews highlight the unique strengths and features of your services, setting you apart from competitors and persuading leads to do business with you.
Provide Firsthand Accounts of Your Service
Reviews provide detailed information about your service’s effectiveness from the perspective of the actual customers. These can help not only customers who seek assurance that their investment will provide expected results, but also give you a snapshot of how customers use your service, what they love about it and what they think should be changed.
Uncover Opportunities for Improvement
Negative reviews identify areas needing improvement in your service or customer support. Implementing a review monitoring and response strategy shows your dedication to customer satisfaction, resulting in stronger, more meaningful client relationships. Additionally, negative feedback can help shape product development and future B2B business ideas that may result in further growth.
Support Other B2B Marketing Collaterals
Besides cultivating trust, client feedback can help optimize your overall B2B business strategy.
Here are B2B business ideas that use customers reviews to attract more leads and boost your bottom line:
- Pull out quotes from client reviews for your website or pitch deck.
- Use reviews to strengthen case studies and improve online reputation.
- Leverage positive feedback for future referrals.
Enhance Search Visibility
Search engines like Google prioritize fresh and original content that answers users’ queries and provides value. Product reviews are a prime example of valuable content because they provide ratings and detailed descriptions of your service from actual customers. They also address your target audience’s common concerns and questions.
In addition, Google considers the number of reviews and average score when ranking local results. So, when you generate more reviews and positive ratings, it increases the likelihood of appearing higher in local search results, attracting more qualified leads to your business.
Strengthen Customer Relationships
By actively engaging with reviews, whether positive or negative, you demonstrate your commitment to providing exceptional service. This transparent and responsive approach is the secret to stronger and longer lasting customer relationships.
Likewise, responding to negative reviews offers a chance to win back lost customers, regain their trust. Showing your willingness to address customer needs and concerns in a prompt and empathetic manner builds loyalty and fosters a positive brand perception and will, ultimately, improve online reputation.
How To Ask Customers for Reviews: Dos and Don’ts
Review generation is a crucial component of online reputation management. Follow these do’s and don’ts for a smooth and successful process.
Do:
Consider Timing
A general rule of thumb is to generate reviews immediately or soon after customers have used your service. The earlier you ask, the fresher their experiences will be in their minds. That way, you can receive more accurate and in-depth feedback.
You can also ask for a review during client milestones. This could be during a contract extension, the anniversary of your partnership, after they’ve availed a certain number of services or other milestones that make sense for your business.
Ask for Reviews via Email and SMS
Use your customer database to gather valuable feedback by sending a polite, personalized and concise request via email or mobile. SMS campaigns can be a powerful tool for reaching out to customers as they have a higher average open rate of 98% compared to 19.8% of emails. You can add a direct link or QR code to your message that leads the user to your review platform.
Monitor Social Media Mentions
Social media mentions present an opportunity to engage with customers who are already talking about your brand or have shared your content. In many cases, social media mentions already include feedback and insights into their experiences with your brand.
By responding to mentions, you show customers that they are heard and valued, making them more likely to share feedback.
Don’t:
Incentivize Your Reviews
As much as possible, avoid offering incentives in exchange for reviews. Remember, authentic reviews come from the heart. However, if you want to offer freebies or discounts, just ensure they’re disclosed beforehand and adhere to the guidelines of your chosen review platform.
Ignore Review Guidelines
Violating Google’s review guidelines can result in penalties. Your business listing may be temporarily suspended and your local search rankings may significantly decline.
Entrusting your ORM marketing efforts to trusted online reputation management companies like Rize can help ensure your company adheres to Google’s policies.
Don’t Miss Out on Working With Trusted Reputation Management Consultants
A customer review is a powerful reputation management tool. Beyond shaping your brand’s image, it helps attract potential customers and influence purchase decisions.
Rize is a leader in review generation and ORM marketing. Our reputation management consultants help B2B companies establish a positive digital footprint by obtaining more reviews on Google, Yelp, Facebook and other online review platforms.
Learn how our reputation management tool can propel your business to success in the online realm. Contact us now to request a free demo.
Leave a Reply