Today’s guest post was written by Ashley Lipman of Outreach Mama, a link and authority building agency.
Word-of-mouth marketing is evolving into world-of-mouth marketing. As more businesses move online, having recommendations and reviews is more important than ever for building customer trust. Over half of B2B purchasing decision-makers rely on reviews as a source of credible information.
What does this mean for modern businesses? Building trust requires a multi-faceted approach. Here are five tips for getting online reviews and building customer trust for B2B organizations.
Become a Reliable Industry Expert
Making your name synonymous with knowledge is a must in the modern business world. Positioning your brand as a reliable source of information will do wonders for building your audience and establishing trust. Take Niel Patel, for example. He’s been involved with numerous digital marketing brands, from QuickSprout to Crazy Egg. Yet it’s his name that stands out as an industry expert and leader.
Consider how you can position your business in this way. Share great content and cultivate a giving attitude when sharing information with your audience. Share your insights and start a conversation. Build customer trust by showcasing your passion for your industry and prove that your business will be around for years to come.
Create a Review Collection Funnel
Most businesses make the mistake of viewing reviews as a passive form of marketing. You provide a service, and someone will leave a review. However, to capitalize on this opportunity, you need to have an active procurement strategy in place. In other words, you need to create a review collection funnel.
A review collection funnel will outline when and how you reach out to clients for reviews. Outline a strategy for following up with customers, asking for reviews, and tracking your reviews over time. This strategy should also include how you’ll respond to positive reviews and address negative feedback. Remember, a negative review is an opportunity to change their minds.
Offer Exceptional Proactive Customer Service
One of the challenges with offering services in the digital era is that you could be facing competition on a global scale. There will be numerous other businesses offering the same product as you. Fortunately, businesses don’t purchase products; they are buying customer service.
Offering exceptional, proactive service is what will set you apart from the competition. Showing each customer how much you care about their success is a foolproof way to build customer trust and receive glowing reviews and testimonials. Don’t wait for your customer to come to you with a problem; reach out and offer solutions before a problem arises while adding a human touch.
Showcase Case Studies
Case studies are an excellent form of customer proof. They go beyond a positive review from a B2B customer and outline the experience and the results. For decision-makers, a case study provides quantifiable evidence of how your product or service has helped similar businesses.
Discuss your intentions with your most successful clients to request the use of their experience for a case study. If you’re just starting your business, offering a deep discount in return for sharing their progress is a fantastic way to build your reputation.
Offer Trials and Guarantees
One of the biggest barriers for online clothing shopping was the inability to try something on before buying. What if a consumer purchased a shirt and it didn’t fit? For many people, the perceived risk outweighed the reward. The solution, of course, was to create return policies that suited the new purchasing format.
Keep this in mind when positioning your products or services. Consider how you can create a “try before you buy” environment. For service-based businesses, having a free trial is a must. This approach allows your B2B customers the opportunity to evaluate your offering before committing. Having a money-back guarantee is also an effective way to build trust and reassurance when investing in your offering.
With these five tips, you can garner positive reviews and build customer trust with your B2B customers.
