There is a belief within the B2B business community that their companies, generally, are exempt from worrying about or focusing on online reviews. Since they don’t interact in a B2C capacity, online reviews are perceived as less pertinent and less important. However, this couldn’t be further from the truth.

Yes, there is less data available about how a B2B company is impacted by online reviews when compared with that of a B2C organization. But even though there is less data, that doesn’t mean B2B companies should ignore online reviews. While a buying decision with a B2B organization might be longer and more complex, at the end of the day, a prospect is still interacting with your company and deciding whether to partner with you.

And that decision-maker is swayed by what past and current clients say about your business.

Successful companies understand that they can’t always control the consumer narrative. Therefore, having an online review strategy will enhance customer satisfaction, build brand awareness and trust, and set your business apart from the competition. As I’ve discussed in a previous blog about the importance of client satisfaction surveys, positive and negative feedback benefits the business and the consumer. And like it or not, online reviews are here to stay.

The Numbers Don’t Lie

According to a study conducted by Power Reviews, consumers expect easy-to-access and independent information about a company and the service and products they provide — and they use this information to fuel their decision-making process. However, branded information provided by an organization doesn’t cut it. A purchaser wants real-world feedback from former and current clients of a company.

Consider the following statistics:

  • Nearly all consumers read reviews. In fact, that number clocks in at 97% — up from 95% in 2014. And of those consumers, over a quarter (26% actually) use reviews for every purchase they make.
  • Eighty-nine (89%) percent of consumers consider reviews an essential resource when making a purchasing decision. This number is up from 86% in 2014.

Additionally, as it speaks directly to the B2B business environment, a Corporate Executive Board survey found that B2B buyers complete approximately 60% of the purchase and decision-making process before ever contacting the vendor they are researching. And some of that “researching” includes consulting online reviews. Sixty percent is a significant number. This means that the consumer is way ahead of any internal business development representative or salesperson you may employ to bring new prospects to the business. In addition, the online researching process means that a prospect has likely already made their mind up about your firm or business before they ever decide to contact or not contact your organization.

Therefore, all businesses should embrace the online review process and actively encourage consumers to share their thoughts about your product or service.

Which Review Sites Do B2B Consumers Trust?

Of course, sifting through numerous review sites can feel overwhelming and may create hesitancy about an online review strategy. However, we encourage you to direct your clients to the most popular and easy-to-use sites when leaving a review:

  • Google My Business: Each day, millions of people search for businesses like yours on Google. The profile you set up on Google My Business is free and will allow you to take charge of your online reviews, directing your clients to your page so they can offer valuable feedback.
  • LinkedIn: Set up your company’s free business page to provide status updates and other pertinent information about your business. Additionally, LinkedIn now allows clients to leave reviews of your business and offer feedback about their interactions with you.
  • Facebook: Offering the ability for clients to leave reviews that rate your business from one to five stars, Facebook also lets you provide updates, post pictures, and more via your business’s page. The only downside? People who are not former or current clients can post a review… and if it’s negative, it can be challenging to reach an actual human at Facebook to get it taken down.
  • Bing Places: Similar to Google My Business, Bing Places is powered through a robust search engine and offers businesses the ability to take control and present accurate data about your company to consumers. Customers can log in using their Microsoft, Outlook, Live, MSN, or Hotmail accounts, making it easy for them to leave a review.
  • Better Business Bureau: Another top-of-the-line review site that engenders trust; however, you must apply for inclusion on the BBB website, and once approved, become a member. You will then have the ability to review any client testimonials before posting. This means that if someone didn’t use your business, you could flag the post before its publishing.
  • UpCity: This review platform helps connect businesses to over 50,000 service providers, from HR to marketing to accounting and more. You must register, and UpCity requires service providers to meet specific standards. But once included, it is a great way to showcase your company, encourage reviews, and display a commitment to transparency.

Industry-Specific Review Sites

Additionally, numerous review websites are industry-specific and popular with B2B consumers who seek reliable information to help them in the decision-making process.

For instance, consider this list and select the sites that best pertain to your industry or vertical. Then, set up a profile for inclusion.

  • UpCity (extensive list of B2B service providers of all stripes)
  • Clutch (great for software developers, marketing, design, and IT service providers)
  • Capterra (fantastic for software businesses)
  • TrustRadius (another good option for software pros)
  • GoodFirms (IT companies and software developers can be found here)
  • Avvo (appealing to the legal vertical)
  • Lawyers.com (the name speaks for itself)
  • FindLaw (another resource for legal professionals)
  • The Manifest (targeting app developers)

YGL Enterprises Helps B2B Businesses with Online Review Strategy

In Part 2 of this blog series, we will outline additional steps in developing and managing an online review strategy. However, if you are ready to move forward with your online review strategy in 2022, we invite you to contact our team directly. We would welcome the chance to speak with you about best practices and the approach to take when not only ensuring your B2B business is regularly generating online reviews but confirming those reviews are also positive, insightful, and in the end, profitable to your company. Contact us today.

Yvonne Levine, Charlotte NC-based Marketing Consultant Provider of strategic marketing solutions and brand management.Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.