As humans, we want to get the most out of every day and every dollar we spend.
We take the time to consider the options before making a decision and in the process of learning what we like, we meet other people with similar values. These people become our circle of trusted peers whom we turn to for advice on important decisions.
B2B purchases are no different. Before investing in a new product, companies go through a long decision-making process. Part of this process is reading reviews from existing customers. Decision makers from companies of similar sizes and industries that have similar values can rely on each other to know what they like and dislike about a product, even if they don’t know each other personally.
While companies could, in theory, ask each other for this information directly, customer review sites make this process transparent. Customer review sites are useful resources where businesses can access this information in one place for any product they are considering.
Who benefits from online reviews?
Any business can benefit from customer reviews. The feedback that user reviews provide to sellers, as well as the information they provide to buyers, is unmatched. However, in the world of B2B purchasing, they carry a little more weight.
The stakes are much higher when investing in a solution for an entire organization, including higher costs, more stakeholders and a longer decision-making process.
The following organizations can particularly benefit from online customer reviews:
- SaaS companies: There are seemingly endless options for every type of B2B software. Reviews can serve as a buying guide for the customer.
- Offline Solution Vendors: When outfitting an entire office, companies want to make sure they have the most reliable hardware on the market. Users of these products can provide this.
- Agencies: When choosing an agency, organizations want information from previous clients to ensure that the agency can meet their specific needs.
The value of customer review sites
Good news: there are customer review websites designed to help you make your business look great and create more exposure for your products. Even better, you can statistically expect to earn more income once you claim your profile on these sites.
Software marketplaces collect reviews of SaaS products in separate categories, determine rankings based on customer satisfaction and usage, and offer this information to buyers.
Here are some other reasons to establish a presence on customer review sites like G2 is beneficial for businesses.
It may seem counterproductive to put effort into a review platform that displays your competitors right next to your own profile. Why would anyone want their rivals listed on the same page with testimonials that might make them look good?
Think of it this way: a buyer may need a product like yours, but may not know about your business. The buyer will likely do a generic search for your product’s software category and find your solution.
Focusing on online reputation management and building your profile on product review sites increases your chances of generating leads on review sites.
For example, suppose you have project management software called Clipboard. If buyers aren’t familiar with your business, but know they need to improve their project management strategy, they can search for “project management software.” If you have a strong presence on software review sites and have generated your own customer reviews, you can increase conversion rates from the software market to your website and down the sales funnel.
More social proof
Most buyers have a review site they trust to help them make buying decisions. And if your product isn’t there, you’re missing out on the opportunity to provide the social proof needed to secure business from those shoppers.
Social proof is essential for shoppers when deciding whether or not to buy a product. If you fail to generate software reviews on relevant sites, customers will look elsewhere for that information. This sacrifices your control over how your business is represented.
Social proof can also appear in other places. When generating reviews on external sites, you can use rich snippets schema markup to display these notices when your website appears on the search engine results page (SERP).
More Website Authority
Provider profiles on review sites include a link to their website. Earning links from reputable review sites helps establish more authority for your online presence.
If search engines trust the review site, and they likely do so because of relevant and comprehensive content, then this link shows that your site is worth ranking. It goes beyond equity, giving your brand an edge in search engine optimization (SEO) and organic search.
Typically, businesses use customer review sites to generate leads and convert them into buyers. Businesses can even leverage it to gain information on potential leads. However, there is an even more obvious value for businesses in customer reviews: reviews.
Converting potential buyers into new customers after visiting your profile on a review site is a big win. However, it is important not to overlook feedback from existing customers. Gather this information and use it to improve your products, your buying process and client experience. Take into account the opinions of your customers. After all, you shouldn’t focus on generating new business if your current customers aren’t satisfied.
Customer review sites also offer insight into how your product stacks up against your competitors in terms of features, price, and market share. If another provider has twice as many reviews as you and the content is newer, you need to rethink your review collection strategy.
And finally, customer reviews can help fuel your content marketing strategy. You can analyze reviews, select common themes, and create content around those topics to educate customers on recurring ideas.
More opportunities for customer feedback
All data is good data. You want to collect all the information possible to make your product, your business and your customer experience enjoyable and rewarding. When you invest in your presence on customer review sites, it opens up more opportunities for customers to give you the feedback you need to nurture relationships.
Let reviews do the work for you
The more you are on review sites, the more people will talk about your product – plain and simple. These conversations create helpful content for shoppers in the marketplace looking to make a purchase.
The more high-quality reviews you produce, the more context buyers have to help them take the next step in the buying process. Review sites provide the perfect platform to host these discussions.
Claim your G2 profile and be seen by millions of people who search, compare and buy software on the G2 Marketplace every month.