As a buyer marketer, I really like getting to attach with different buyer entrepreneurs concerning the work we do. And, as a former G2 buyer twice-over, I understand how difficult working evaluate campaigns and capturing voice of buyer suggestions could be, particularly if you’re a small (or  even 1-person) staff attempting to juggle a number of competing priorities. 

So for the Buyer Advertising Masterclass session at G2 Attain 2023 – I requested G2’s Senior Director of Product Administration, Rachel Bentley to affix me in sharing some greatest practices for evaluate era, and extra importantly to assist underscore the massiveimpact that evaluations can have, not solely on advertising and marketing, however throughout the whole spectrum of an organization’s operations.

For buyer entrepreneurs trying to optimize their evaluate methods and maximize the worth of each 👏 single 👏 evaluate – listed below are just some of the perfect practices we mentioned in our session. 

• Keep in mind that not all evaluations are created equal. Reliable, actionable, and fascinating evaluations are invaluable. They provide potential consumers important contexts and assist firms uncover their shortcomings, finally strengthening relationships with prospects.

• Variety in your evaluate assortment is crucial. Important to optimizing the worth of evaluations, this strategy maximizes attain and ensures a wider viewers. Take into account implementing varied methods like in-app integrations, APIs, working evaluate cubicles at occasions, and a number of other different choices that fit your buyer base.

• Embrace the 4 pillars of evaluate assortment. In discussing the necessities of evaluate assortment, we highlighted 4 pillars: ask everybody for evaluations, ask constantly, request evaluate updates, and reply to all evaluations. These practices harness the facility of genuine suggestions, hold your content material present, and solidify your dedication to buyer satisfaction.

• Know your customers. It is essential to know your prospects’ preferences and habits, which is able to inform you of the perfect venues and timings for gathering evaluations. Be the place they’re and cater to their wants and habits. 

• Leverage evaluations as a advertising and marketing device… Optimistic evaluations could be highly effective advertising and marketing instruments. From incorporating badges to your web site homepage, utilizing buyer quotes on product pages, leveraging evaluate content material on touchdown pages, and even utilizing evaluations on social media profiles, there are ample alternatives to reap the benefits of constructive suggestions.

• …and for product enchancment. Critiques are presents, offering genuine suggestions and actionable insights for product refinement and buyer satisfaction. The suggestions delivered in evaluations could be fairly private to product managers, and insights translated from uncooked, customer-produced information are invaluable to shaping the trajectory of the corporate’s progress. Don’t let this slip by; use it to tell and enhance your merchandise, addressing prospects’ wants and suggestions.

• Constantly reply to evaluations. Managing evaluations is simply as necessary as gathering them. Participating with suggestions humanizes your model and builds belief, and a proactive strategy to evaluations can undoubtedly drive conversion and construct belief together with your prospects, as over half of customers learn evaluate responses and issue them into their decision-making course of. Ingesting our personal champagne, Rachel does this on behalf of G2 – responding to evaluations left about our options. 

In the long run, it’s all about embracing the suggestions, participating prospects, automating the review-asking course of, and embedding it into your product by G2’s evaluate levers. Bear in mind, evaluations can form the notion and, ideally, the success of your corporation, so just be sure you leverage their energy properly.

These greatest practices present a high-level abstract of our dialogue, underscoring the purpose that buyer evaluations are alternatives, not challenges. If you happen to frequently improve your evaluate assortment technique and use evaluations to information your product improvement course of and advertising and marketing campaigns, you’re on the suitable path ahead.

If you happen to missed it, you may catch the recorded session from G2 Attain 2023. And don’t neglect to take a look at the “Responding to Critiques” course in G2 College for extra steerage on managing evaluations.