Best Practices for Constructing and Executing Diversity Audit Generation Strategies

As a customer marketer, I love connecting with other customer marketers about the work we do. And, as a former G2 customer more than twice, I know how challenging it can be to run review campaigns and get customer feedback, especially when you’re a small (or even 1 person) team trying to juggle multiple competing priorities.

So for the Customer Marketing Masterclass course, G2 arrives in 2023 – I asked the Senior Director of Product Management at G2, Rachel Bentley Join me as I share some best practices for review generation and more importantly help highlight the huge impact reviews can have not just on marketing, but across a company’s entire operations.

For client marketers looking to optimize their review strategy and maximize the value of each 👏 👏 review – here are some of the best practices we discussed during the session.

• Please remember that not all reviews are created equal. Reviews that are trustworthy, actionable, and engaging are priceless. They provide potential buyers with necessary context, help companies identify their shortcomings, and ultimately strengthen relationships with customers.

• Diversity in your review collection is crucial. This approach is crucial to optimizing review value, maximizing reach and ensuring a wider audience.Consider implementing various strategies such as In-app integration, beesetting up commenting booths at events, and several other options that suit your customer base.

• Embrace the four pillars of review collection. When discussing the key points of review collection, we highlighted four pillars: ask everyone for reviews, keep asking, request review updates, and respond to all reviews. These practices harness the power of authentic feedback to keep your content current and solidify your commitment to customer satisfaction.

• Know your users. Understanding your customers’ preferences and habits is crucial, as this will tell you the best places and times to collect reviews. Put yourself in their shoes and meet their needs and habits.

• Use reviews as a marketing tool… Positive reviews can be a powerful marketing tool.from inclusion badge There are ample opportunities to leverage positive feedback on your website homepage, using customer quotes on your product pages, review content on your landing pages, and even using reviews on your social media profiles.

• …and product improvements. Reviews exist to provide real feedback and actionable insights for product improvement and customer satisfaction. For product managers, the feedback provided in reviews can be deeply personal, and the insights derived from raw, customer-generated data can be invaluable in shaping the company’s trajectory. Don’t let this slip away; use it to inform and improve your product, meet customer needs and feedback.

• Respond to comments consistently. Moderating reviews is just as important as collecting them. Engaging in feedback humanizes your brand and builds trust, while a proactive approach to reviews can definitely drive conversions and build trust with customers, as more than half of users read review responses and incorporate them into their decision-making process. Rachel was sipping our own champagne, doing this on behalf of G2 – responding to comments about our solution.

In the end, it’s all about accepting feedback, engaging customers, automating the review request process, and embedding it into your products through G2’s review leverage. Remember, reviews can shape perceptions and, ideally, the success of your business, so make sure to leverage their power.

These best practices provide a high-level summary of our discussion, reinforcing the idea that customer reviews are an opportunity rather than a challenge. If you’re continually enhancing your review collection strategy and using reviews to guide your product development process and marketing campaigns, you’re on the right track.

If you missed it, you can watch the recorded session of G2 Reach 2023. And don’t forget to check out G2 University’s Replying to Comments course for more guidance on managing comments.