Influencer Marketing – why should you consider peer review sites?
Time to read: 2 minutes
Marc Duke, head of influencer engagement, takes an in-depth look at why, in B2B circles, peer review sites still matter.
Influencer Marketing, as the name suggests, is about influencing the people, groups, and organisations that buyers or decision-makers trust when purchasing products or services. One such group is Peer Review websites. Here, customers leave reviews of recent purchases, and their importance is growing.
A couple of statistics to back this up:
- Nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017)
- 92% of B2B buyers are more likely to purchase after reading a trusted review (G2 and Heinz Marketing, 2017).
You may have read about fake Amazon reviews or friends and family gushing about a holiday chalet on TripAdvisor. For B2B peer review sites, there is much more in the way of regulation, and the process of working with influencer sites is clearer.
Who are peer review websites most relevant to?
Peer review sites are most relevant to software providers that target businesses. For example, the adoption of cloud software has increased beyond all recognition in the last decade.
The Software as Service (or SaaS) market has become mainstream, and with it, the importance of reading and relying upon peer reviews to inform purchasing decisions has grown. The reason for this is simple: it’s great to get a free trial of a piece of software, but it’s even better if you can read about your peers’ experiences (positive and negative).
So, what peer review sites are we talking about?
Four major sites are:
Before you start to target peer review sites, you need to ask yourself a few questions:
- What categories do they cover?
- Are my competitors listed?
- Are my markets covered?
- Do the sites just generate traffic or also provide leads?
- Do I have the resources to create accurate product and company profiles?
- Do I have the resources to handle negative reviews?
- Does my marketing process enable me to maximise positive reviews/endorsements?
Assuming you can answer all of these questions, you can then look at working with Peer Review sites. The first step is to create a profile of your company and product/s. Once you have a company and product profile, you can then source customer reviews.
If you have happy customers, it’s a case of asking them to review your product in much the same way you would ask a connection to endorse you on LinkedIn. If you don’t have a large bank of customers, you might find that some users will discover your profile.
You also have the option of contacting the account management staff at these sites, who will be happy to discuss how to run a reviews programme (how to get reviews on your product page) and ways in which to generate branded collateral with reviews left by your customers to help with your sales process.
You will need a budget for this, so you have to weigh the benefits compared to the costs. Just remember that all of these sites want to cover every vendor in the market. Getting set up will cost you some time and information so even a start-up should consider peer review sites.
The main benefits of working with peer review sites include:
- Traffic – people can click from the review page to your site or landing page
- Endorsement – some reviewers are happy to be referenced and to be used in customer reference programmes
- Leads – some sites offer ‘click to trial’ so a prospect reading a review can request a demo
- Insight – there is a lot you can learn about your competition.
One thing is for certain – businesses can’t ignore peer review sites as they are increasingly becoming a decision-making tool of choice for some customers, and a positive review can help move a prospect from the top of the funnel to the bottom. However you look to engage with peer review sites, they are certainly worth considering as part of your marketing strategy.
