How to Boost Brand Awareness and Trust Through Online Advocate Reviews
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How to Boost Brand Awareness and Trust Through Online Advocate Reviews
- 1. INSIDE THE RESEARCH: How to Boost Brand Awareness and Trust Through Online Advocate Reviews July 29th, 2015
- 2. 2 Presenters CHRIS NEWTON VP of Business Development Influitive @csnew10 TIM HANDORF Co-founder and President G2 Crowd @thandorf
- 4. 4 Potential buyers found that the people in their personal networks could provide a more transparent view of what to expect of a given product, post-purchase Buyers Are Smart
- 5. 5 Build Trust Early in the Funnel It’s where your buyers are:
- 6. 6 User generated content = search engine results Improve your Searchability
- 7. 7 FOCUS GROUPS ON DEMAND: Gather ongoing feedback from both your customers, and your competitor’s customers and what they love and hate Gather Insights from your Customers, and Competition
- 8. HOW TOP BRANDS DRIVE MORE QUALITY REVIEWS
- 9. 9 Be Transparent in your Request TRANSPARENT REQUESTS: • Emphasize honest reviews • Reviews help the community of buyers with their research • Recognize that your product doesn’t do everything, emphasize what you do best
- 10. 10 Make it Fun! Kevin Lau – Online Marketing Manager @ Quorum “By tapping into our advocates, we were able to obtain approximately 100 4.5/5 star reviews in less than one year!”
- 11. 11 Make it Easy • Provide a few bullets to help them think about what to write • Provide a couple of examples • After someone has written one review, encourage frequent reposting!
- 12. 12 Incentives & Recognition • Up to 10X the number of reviews • Combination of incentives • Not sufficient for long-term engagement
- 13. 13 Long-Term Engagement • Provide recognition for reviews • Tie your review campaign to other initiatives that offer value to advocates • Ensure that product feedback is heard internally
- 14. 14 Empower your Advocates EMPOWER: First, we asked our advocates for feedback on our new Influitive VIP Logo. Then, advocates kept the momentum going by contributing to other campaigns. THE RESULT? 6 NEW REVIEWS ON G2 CROWD IN UNDER AN HOUR RECIPROCITY:
- 15. 15 Scaling Your Program with Technology • Winner of the 2014 Best Product Review Campaign Award in the BAMMIES • Within 8 weeks: garnered over 1,900 new reviews on Salesforce.com AppExchange! • Today: over 4,300 across all review sites, making Docusign the highest-rated eSignature application across all major review sites
- 16. 16 When is the best time to ask? • Events/conferences • Following an upsell/renewal • New feature/product launches • Leading up to a major purchasing cycle
- 17. 17 1.Old reviews don’t address new features 1.Newer positive reviews diminish the impact of older negative reviews 2.More current reviews can pull you ahead of the competition Review Campaigns Must Be Ongoing
- 18. INSIDE THE G2 CROWD REPORT: THE RESEARCH
- 19. 19 G2 Crowd looked at 114 Influitive customers and found that on average they: • Have more reviews • Are better positioned • Receive more page views • Receive more leads than other products in their category Inside the G2 Crowd Report
- 20. 20 More Page Views In the month of January 2015, the average product page on G2 Crowd received 10,282 page visits, while the average influitive customer received 35,667 visits.
- 21. 21 More Leads Influitive customers who have performed a review campaign get 200% more leads compared to other products on the site.
- 22. REPURPOSING REVIEWS FOR EVEN GREATER VALUE
- 23. 23 Customer Proof for Marketing OTHER MARKETING OPPORTUNITIES: Pull the quotes and examples from the online reviews you drive to gain even more value : • Testimonial Page for your Website • Conference materials • Industry specific handouts • Case studies and blog posts • Email signatures
- 24. Verified Reviews add Legitimacy to Marketing Claims
- 25. 25 Valuable Tool for Sales Reps • Reinforce and even replace the sales reference call • Provide industry specific proof • Address concerns about competition • Answer specific objections or feature concerns AS A CLOSING TOOL: AS A PROSPECTING TOOL: • Negative reviews of competition can be a good place to prospect new leads • Research top concerns for prospects, and the drawbacks of similar software offerings
- 26. 26 If You’re Not Ranking Favourably… 1. Use product reviews to drive your product roadmap 1. Use the comparison grids to create targeted marketing and sales collateral 1. Launch a new review campaign once enhancements have been released
- 27. 27 Reviews are here to stay THEN NOW LOCAL ADVERTISING ($20 BILLION) TRAVEL ($6.5 TRILLION) RETAIL ($22 TRILLION) JOBS ($122 BILLION) B2B TECHNOLOGY ($4 TRILLION) Consumer opinions posted on-line are the second most trusted form of advertising only to recommendations from people I know SOURCE: NIELSEN
- 28. 28 Questions? CHRIS NEWTON VP of Business Development Influitive @csnew10 TIM HANDORF Co-founder and President G2 Crowd @thandorf
- 29. 29 Data Sources for Further Reading • “Survey says B2B buying cycle getting longer, more complex” Demand Gen Report • “How Social Media and Industry Analysts Impact B2B Tech Sales” Hill+Knowlton • “The 2012 IT Buyer Experience Survey: Accelerating the New Buyer's Journey” IDC • “The Impact of Advocate Marketing on Product Reviews” Influitive & G2 Crowd
Editor's Notes
- Buyers (and Savvy Marketers) realize that a first-rate ad campaign doesn’t guarantee a high-quality product and that celebrity spokespeople probably care more about their check than customer success. They pay attention to these marketing tactics, but they’re not going to trust them the way they trust a personal recommendation from a colleague. According to Nielsen’s “Consumer Truth in Advertising” study, ‘recommendations from people I know’ remains the most trusted form of brand discovery and ‘consumer opinions posted online’ comes in at third most trusted. Buyers discovered that peer insight was more trustworthy than a vendor’s sales pitch. Word-of-mouth insight became an integral part of the sales process, providing potential buyers with more information than ever before.
- From our joint study we found that sales teams are starting to spend less time selling to early stages of the funnel and more time closing self-qualified prospects
- User Generated Content is 70% more likely to be seen as a good source of information. Why? Because buyers want to hear experiences of those who have been in their shoes before, whether the experiences support their initial opinions, or not. Prospects want to know exactly what to expect upfront; peer insight provides those expectations for them.
- Identify blind spots – be a “fly on the wall” in organic discussions that happen between customers and their peers to know what’s really being said about the brand Craft more meaningful messaging – brands can ask themselves: Does our messaging match what customers are saying about us.? Are we trying to be something we are not? Are the competitive advantages we claim accurate? Improve customer service – customers have more outlets to voice their complaints than ever before. Brands who actively access those outlets have the unique opportunity to engage with dissatisfied customers immediately and address concerns before they escalate Accelerate innovation – by evaluating what customers are saying about a brand or product with a different mindset, vendors can identify problems that allow them to out-innovate the competition Elevate customer involvement – mutual transparency allows brands to collaborate fiercely with customers and prospects, allow their voice to be heard and give them a stake in the co-creation of products and their own customer experience
- - Ideally find a screenshot of a transparent request using G2 Crowd integration
- Up to 30X the number of reviews (compared to un-incentivized campaigns) Combination of incentives (tangible vs. recognition on social, leaderboard, customer spotlight, etc, other) Not sufficient for long-term engagement (for this you need to build deeper engagement built on reciprocity, listening to feedback, etc)
- Insert image of new logo
- From ongoing review campaigns
- Higher traffic = more leads