Leverage Customer Reviews to Build Trust and Drive Sales
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Customer reviews provide transparency that builds trust and helps attract future customers. Developing a review strategy that encourages reviews and shares them on social media allows customers to advocate for your product and provide feedback. This feedback can be used to personalize content for account-based marketing throughout the buyer's journey, from creating brand awareness to closing deals, by leveraging customer stories and reviews to nurture prospects and get more relevant data.
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Leverage Customer Reviews to Build Trust and Drive Sales
- 1. LEVERAGING CUSTOMER REVIEWS IN YOUR MARKETING PROGRAMS
- 2. The power of the customer voice
- 3. Embrace transparency Future customers WILL find you Transparency builds trust Out-innovate the competition
- 4. Develop a review strategy Encourage reviews Implement advocate programs Share on social media
- 5. Customer-first values Give customers a platform to share feedback Let customers advocate for your product Address concerns and express desires for improvements
- 7. Create interactive content for ABM Get more of the right data Personalize content faster Aggregate account level activities
- 8. The buyer’s journey Close Deals Nurture Prospects Identify Accounts Nurture Prospects Create Brand Awareness Drive Customer Advocacy Close Deals
- 9. Key takeaways Share customer stories and spread brand awareness Develop a review strategy and advocacy program Customer reviews can be used throughout the buying process
Editor's Notes
- Michele Aymold of G2 Crowd - Director of Marketing Aaron Dun of SnapApp - SVP of Marketing
- Power of the customer voice Peers will trust their peers 53% of tech buyers rely on peers to make a decision 85% of tech buyers read up to 10 online reviews before making a purchase Word of mouth travels quickly and is more and more widespread Let your customer tell your story for you Look at reviews to reassure yourself that what you are doing is worth it - like reading reviews on a cruise. The number one complaint was about this pink dining room that it didn’t actually bother me.
- Your future customers WILL find you. Prospects expect access to all the information they need to make decisions, and they will find that information. By engaging in the conversation, you have an opportunity to amplify what customers are already saying. We also know that potential employees considering going to work for brands end up on our site as they are curious to know what customers think of the products they may ultimately be working on. 2) Transparency builds trust. By staying informed of the current conversations, your sales teams will have more confidence in the problems you are solving for customers, and prospects will have more confidence in your sales team. A negative reviews is not a bad thing. People want to know what potential issues might be. Sometimes those issues are not relevant to their needs. Other times, people are looking to understand how a brand or product addresses the issues and if they are responsive to the input/information. Prospects expect to have access to all the information they need to make their decision. They’re less likely to consider products that don’t have unbiased information available. 3) Out-innovate the competition. In all the years that I have been in this space, I have learned more from a customer’s input and feedback on what they need from a product. Most products can’t sit in the seat of the customer. By allowing customers to share their input/feedback in a constructive forum, products can learn where the gaps and opportunities are and run with it. What a fantastic way to always be learning and innovating. Find your blind spots, create better messaging, and learn from the organic discussions that happen between customers and their peers. Transparency builds trust.. and makes prospects MORE likely to consider your product. Whether your customers have something good to say, or not, they’re selling for you. Leverage what your customers are saying. Prospects expect to have access to all the information they need to make their decision. They’re less likely to consider products that don’t have unbiased information available. How Prospects benefit: Insight into real customer experience Understand products features and shortcomings How Your Company Benefits: Identify customer advocates Engage with Unhappy Customers to potentially convert them to at least a neutral state Pinpoint blindspots Help teams prioritize product improvement
- Q. Aaron, what were you hoping to achieve when you first began implementing a review strategy? Encourage reviews Implement advocate programs Share on social media Reach out on social media Expose your brand Be active on review sites Allow influencers to use your pedestal Encourage your customers to write reviews. People want to share information. Give them the platform and tools to pay it forward.
- Q: How have you put the idea that the customer comes first into effect as one of your core values? “Customer-first” is one of our core values G2Crowd gives us a platform to listen to them Let them advocate for us Express desires for improvements and updates in a stress-free way
- Q: How do you use reviews in your marketing programs? Customer stories G2 Crowd reviews create a kernel of interest in a full case study Low risk, low effort compared to a case interview Sharing the good and the bad is cathartic!
- Interactive content for account-based marketing Get more of the right data Personalize content faster Aggregate account-level activities
- Q: How have reviews and customer feedback affected the buyer's journey and helped you close deals? “you can create advocates before you ever have customers - just people who are in love with the brand” You may not be able to solve everyone’s problems but you can show your dedication to customers by acknowledging negative reviews, addressing complaints or issues, and demonstrating your commitment to success by offering alternative solutions Better experiences Find those amazing accounts to nurture and give them great experiences Different personas interact in their buying stages Third party reviews are assets to leverage to create brand awareness - a great place to point prospects Have your customers sell for you
- customer reviews can be used in multiple locations - brand awareness, advocacy, the sales process