Reviews have never been more important than they are in today’s B2B environment. Is your organization doing all it can?
Picture this: you’re in charge of finding a service provider for a very specific function, and it’s a partnership with your business that will likely last a significant amount of time and be a significant financial investment. Are you just going to close your eyes and throw a dart, picking whichever company it lands on?
Of course not. No matter the scope of a particular project or need, you’re going to do research to find out as much as you can about the companies that offer those services. Once you’ve whittled potential partners down to a short list—everything being relatively equal from a capabilities standpoint—how are you going to decide which group is the best match? That’s where online reviews come in.
89%
of consumers
trust online reviews just as much as personal recommendations.
Reviews can make or break a buying decision for many people. We’ve been conditioned to be cautious with a particular company’s claims and find ourselves wanting a second opinion from someone who has worked with that business in the past, even though they’re a complete stranger. In fact, 89% of consumers trust online reviews just as much as personal recommendations.
But swaying a potential buyer is just the tip of the iceberg. Here are three reasons it’s absolutely imperative your business seeks out and gathers quality reviews.
The Trust Play
We touched on this above, but it bears mentioning again. Your business builds trust and online credibility by providing great services, but a foundational component of that comes from the consumers who have been pleased by your work. There’s a reason why “But don’t just take our word for it,” has been part of the marketing lexicon for decades. People want to know what others think.
When you put together a wealth of quality reviews, you’re letting the customers do the talking for you. What’s more, when those quality reviews are out there for potential buyers to evaluate, it can lead to an uptick in sales.
A recent study revealed that 72% of consumers say positive reviews make them trust a business more. There’s also a tendency to spend upwards of 31% more when they see excellent reviews. Further, 72% say that they won’t take any buying action until they read a positive review. That’s a lot of money you could be leaving on the table if reviews aren’t a priority for your organization.
72%
of consumers
say positive reviews make them trust a business more.
But beyond sales, there’s an element of brand building that comes with the credibility you earn online. How do you want your business to be thought of: in a positive light with expert-level positioning or just meh (or worse—not thought of at all)? Reviews play a huge role in how your brand is perceived.
The Ear-to-the-Ground Effect
Another major reason to be constantly active in the gathering of reviews is to get a read on how your business is performing and if it’s in fact meeting or exceeding expectations. Reviews are a great place to start if you want to conduct an operational audit. Think of it as outsourced quality control.
Not every review is going to be perfect. Frankly, you don’t want that anyway. Reviews can be a valuable learning tool and an early indicator if your ship is drifting off course. What is going wrong? Is this a one-off situation or something that’s becoming a trend? Is this a process issue or an overall quality issue? What do I need to do to fix this right now?
Reviews can also be an effective way to see the changing tides of buyer preferences. Every business must be able to adapt quickly, and some effective market research can come right from the reviews section.
The Utility of Ubiquity
Individually, you can’t be everywhere at once. However, your business has to be. You know the content of reviews is important, but where those reviews live also plays an important role. Having a section for reviews and testimonials on your website is certainly encouraged, but it’s also critical to have reviews elsewhere on the web, be it through social media channels, Google, or review sites such as UpCity.
Reason being, most businesses don’t have the luxury of people knowing exactly what your business does or where to find it. You need to be found where potential customers are looking. Review sites and directories expand your online presence and increase your visibility to a tremendous degree.
And, in the case of UpCity, we make sure your reviews are legitimate and provide high-quality feedback for potential buyers looking for specific information on the services you provide. Additionally, the more than 1.5 million businesses visiting UpCity to find providers like yours are not simply browsing—they’re motivated to buy.
Stay Active in Pursuit
Reviews are perhaps the most powerful tools your organization can leverage in your inbound marketing approach. A strong review generation strategy can ensure your online credibility continues to rise, it can keep you connected to your customers and their needs, and it can help your business grow by expanding your digital footprint.
If your business is looking to increase visibility, generate leads, and continually strengthen consumer trust, contact an UpCity growth expert today!
About the author
Jason is focused on the voice and strategy of UpCity’s written messaging. A former newspaper reporter and editor—and winner of an Illinois Press Association award for sports column writing—Jason has extensive communications experience in a wide variety of interests and industries. He has spearheaded content initiatives in the agency world as well as at major companies such as State Farm and DocuSign. Jason believes in the 3 Cs of written messaging: Be clear. Be concise. Be consistent.
