As a buyer marketer, I 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 assessment campaigns and capturing voice of buyer suggestions might be, particularly once you’re a small (or  even 1-person) workforce making an attempt to juggle a number of competing priorities. 

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

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

• Range in your assessment assortment is important. Important to optimizing the worth of opinions, this strategy maximizes attain and ensures a wider viewers. Take into account implementing numerous methods like in-app integrations, APIs, working assessment cubicles at occasions, and several other different choices that fit your buyer base.

• Embrace the 4 pillars of assessment assortment. In discussing the necessities of assessment assortment, we highlighted 4 pillars: ask everybody for opinions, ask constantly, request assessment updates, and reply to all opinions. These practices harness the facility of genuine suggestions, preserve 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 one of the best venues and timings for accumulating opinions. Be the place they’re and cater to their wants and habits. 

• Leverage opinions as a advertising software… Constructive opinions might be highly effective advertising instruments. From incorporating badges to your web site homepage, utilizing buyer quotes on product pages, leveraging assessment content material on touchdown pages, and even utilizing opinions on social media profiles, there are ample alternatives to reap the benefits of optimistic suggestions.

• …and for product enchancment. Opinions are presents, offering genuine suggestions and actionable insights for product refinement and buyer satisfaction. The suggestions delivered in opinions might be fairly private to product managers, and insights translated from uncooked, customer-produced knowledge 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.

• Persistently reply to opinions. Managing opinions is simply as necessary as accumulating them. Participating with suggestions humanizes your model and builds belief, and a proactive strategy to opinions can positively drive conversion and construct belief along with your prospects, as over half of customers learn assessment responses and issue them into their decision-making course of. Consuming our personal champagne, Rachel does this on behalf of G2 – responding to opinions left about our options. 

Ultimately, it’s all about embracing the suggestions, participating prospects, automating the review-asking course of, and embedding it into your product by G2’s assessment levers. Bear in mind, opinions can form the notion and, ideally, the success of your enterprise, so just remember to leverage their energy effectively.

These greatest practices present a high-level abstract of our dialogue, underscoring the purpose that buyer opinions are alternatives, not challenges. In the event you frequently improve your assessment assortment technique and use opinions to information your product growth course of and advertising campaigns, you’re on the proper path ahead.

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