No matter what industry you are in, third-party validation and customer reviews are essential for building credibility and driving sales. B2C companies rely on customer reviews to establish brand reputation and social proof about their products and services. B2B businesses can benefit from reviews as well. In fact, research shows that 92 percent of B2B decision-makers are more likely to make a purchase after reading a trusted review.
What Are Third-Party Review Sites?
Popular third-party review sites include Google Business, Yelp, Facebook, or niche platforms like Capterra, UpCity, G2 or Clutch.co. Customer reviews can also appear on organizational and association websites like the Better Business Bureau, Trustpilot or TrustMary. Reviews collected on these sites can be linked to and posted on your own website, depending on the platform, system or program you use.
When compared to first-party reviews that are collected directly from the company itself, independent third-party reviews appear more credible to a prospect. After all, a business is unlikely to publish negative reviews on its website. Third-party review sites allow companies to monitor and respond to customer feedback, providing valuable insights that can be used to improve customer service. Additionally, third-party review sites can drive traffic to your website, as customers often visit review sites before making a purchase decision.
Third-Party Reviews Provide Candid Insights
Third-party reviews give your customers the opportunity to speak candidly about their experience with your company and services. On top of increasing the visibility of your brand and services, reviews are a helpful and honest means for prospects to get an inside look at the value you deliver and how you deliver it.
Prospects consider your current and past customers the most reputable source for information about your company. In fact, according to a survey by the Chief Marketing Officer Council, customer referrals are the most valued source of leads at 54 percent, with e-mail and direct marketing coming up second at a mere 14 percent of the pie. Feedback from reputable sources can alleviate concerns and sway purchasing decisions. Moreover, these reviews offer a window of transparency and authenticity, helping prospective clients make an unbiased assessment of your strengths and weaknesses, helping to nurture trustworthy relationships.
Social proof, a psychological phenomenon driving individuals to follow others’ choices, is not exclusive to buyers in the B2C sector. With complex buying processes and large budgets, B2B buyers naturally gravitate towards purchasing from those with a proven track record of satisfying clients. Furthermore, positive reviews contribute to visibility through improving search engine optimization. As potential clients seek B2B solutions, a robust presence on review platforms increases the likelihood of your business being discovered.
Five Ways to Maximize Your Third-Party Reviews
Third-party reviews are most valuable when strategically incorporated into your marketing tactics. Consider these approaches when it comes to your company’s reputation.
1. Encourage reviews.
Actively encourage your satisfied clients to leave reviews on reputable platforms like Google, Trustpilot or industry-specific review sites. It’s important to eliminate barriers to entry and make the process as simple as possible. Provide direct links or step-by-step instructions or reach out personally. Following up with customers as soon as value has been delivered is a good strategy, but don’t leave longstanding customers out of the process. For B2B organizations that have been in business for more than 20 years, their long-standing customers may have been around since before the Google Business Profile and other review sites were created. Reach out to loyal partners and ask them to share their experiences with your company online.
2. Monitor, analyze and act.
Reviews are also a key tool for your organization to collect, analyze and understand candid experiences of your customers in their own words. Take the time to track, review and gather insights from them. This can be a source to identify common pain points and areas for improvement, as well as areas you excel. This information can guide business strategy, identify areas for investment, and help you tailor offerings to better meet client needs.
3. Respond thoughtfully.
One key feature of third-party review sites is engagement. Rather than passively collecting reviews, interact with customers quickly and thoughtfully. Respond to both positive and negative feedback in a professional and constructive manner. Show that you value your clients’ opinions and are committed to continuous improvement. Keep in mind that not every conversation belongs online. Move the conversation to an informed internal party when appropriate, using a direct communication channel.
4. Leverage reviews in marketing.
Positive reviews serve as a live wire to the customer experience your business provides. In addition to featuring third-party reviews on your website, they are also powerful ingredients to include in case studies, promotional materials, product descriptions and customer success stories. By focusing on the client triumphs that highlight how your products or services have addressed specific business challenges, positive reviews naturally guide prospects to the solutions you offer.
5. Integrate reviews into sales.
Sales and business development teams are always interested in offering something valuable to their leads. The direct insights of a review help prospects understand your value, especially when they are close to making a purchase decision. Sales teams are empowered when they can reference specific examples that align with a prospect’s needs and concerns. Demonstrating how your past clients have benefited from your solutions is a powerful selling point.
Celebrate Customer Voices
Embracing third-party reviews as a valuable part of marketing and client engagement strategy helps you build stronger client relationships and drive business growth. At the same time, remember, it’s not just about collecting reviews that’s important. It takes upfront consideration and strategic action to showcase your strengths and demonstrate your commitment to client satisfaction. In a business landscape where trust and reputation are paramount, third-party reviews can be the asset that sets you apart from the competition.
