Online reviews are important – these days more than ever. This type of user review and content can influence future customers, impact your SEO and rankings, and shift where your brand name shows up online and who is willing to work with you. So let’s talk about how to use online marketing to rake in those positive reviews.
1. Know Your Review Page
First, before anything else, you need to make sure that you have a great review page that you can direct everyone toward. These days, you may actually want more than one review page for your brand, depending on where your business shows up, and if you collect reviews on your own website. At least know the page for Google business profile reviews, and know how to direct people to your Facebook business page so they can review your company there.
Other review sites may also be important, and all your sales/marketing people should be able to bring this pages up instantly and link them to anyone they are talking to or at least provide instructions on how to find the review option. Without this step, nothing else will work!
2. Include a Postscript on Emails
If you use emails for meaningful client communication and support, consider adding a postscript to your email account. It can be simple and unobtrusive, something like, “Happy with our work? Visit here to leave a quick review!” at the bottom of the email body. This can help you reach out to a lot of long-term customers or people who have just been helped by customer support. If you have multiple email accounts, create the postscript for accounts that have the most direct interactions with your customers.
3. When You Get a Compliment, Send a Link to Your Review Page
Even in the B2B world, customers can be pretty casual with their compliments, leaving them as social media comments or quick email responses. But when your team gets a “thank you,” be prepared to shoot back a response that includes a link to your review page. If someone is grateful right now, they’ll probably be willing to throw you some stars…but that’s not so likely if you wait too long, so immediate responses are important.
4. Send Personalized Messages to Your Vendors and Partners
Along with direct customers, B2B companies should also pursue reviews from their long-term vendors and partners, reviews that can make a big difference in forming future partnerships. These reviews are a little trickier to obtain: We suggest sending a personalized message to your favorite vendors/partners discussing the good relationship you’ve had, how you’d like it to continue, and how you’d really like it if they could leave a review or write a testimonial for you. Obviously, this works better with a vendor where there’s established, reliable contact.
5. Include Your Profile Links on Marketing Materials
It’s good practice to include important links on your marketing stuff anyway, but when scouting for your reviews you should it a point to specifically include your Facebook business page and other web pages where people can leave their reviews. Put it on your flyers, ads, handouts, shipping materials, invoices, estimates, and even on some of your particularly good blog posts. Get those links out there!
6. Meeting in Person? Just Ask Politely
Meeting with a client in person – typically after the project is finished – is also a common way to ask for a good review. There are some little tricks that salespeople have tried to use here in the past, like saying, “Oh please give a review, I get an extra commission if you do!” These tricks don’t work well in the B2B world, so we advise you go for a more honest, relatable approach, and just ask. They will know exactly what you mean.
7. Create a Full Review Campaign
If you are badly in need of reviews or are anxious to tilt your reviews toward the positive side after a bad run, a total review-oriented campaign is a good idea. Here you create marketing content that’s specifically based on getting online reviews. You make social media posts about how you are scouting for reviews, you send out emails, and you start making calls to clients. A week is a good length of time to run this type of campaign – don’t press it too far.