3 Ways to Ask for Customer Reviews—and How to Do It Right

Boost sales. Establish credibility. Build trust. Increase brand awareness. Learn more about your customers. What’s the one thing your marketing team can do to accomplish all of these things and more? Leverage customer product and service reviews!

Customer Reviews Matter
As we shared in 5 Reasons Customer Ratings and Reviews Boost Your Sales, 81% of consumers read reviews and check ratings—and customer reviews are tied with family/friends as the most trusted source of information on products and services. In B2B markets, customer reviews are just as powerful. G2 Crowd’s 2018 Benchmark Report: The Impact of Reviews on B2B Buyers and Sellers reveals:

  • 4% of B2B buyers are more likely to purchase a product or service if they have been able to read a trusted review about it.
  • 60% of buyers use review sites and 82% find them to be very valuable in their research.
  • And…55% of companies don’t use reviews as part of their marketing mix!

These results may or may not surprise you. Either way, it’s important to know that customer reviews are important—and you’re wise to put them on your radar, especially if your B2C or B2B products and services are purchased or researched online. And let’s face it: what isn’t being at least researched online these days?Read more


Survey Says? Follow These B2B Lead Generation Trends in 2018

Chief Marketer’s just-released 2018 B2B Lead Gen Trend Survey reveals loads of fascinating insights into how B2B marketers are generating leads and converting prospects. But how can you apply the insights to your B2B marketing efforts?

We’ll help you make sense of it all by sharing survey highlights along with “our take” on the what’s been successful for our B2B clients. Let’s jump right to it:Read more


Creating A Brand Persona That Connects With Your Customers

Do your marketing communications bring your company and brand to life? Do they “speak” in a unique voice? Do they convey a human touch that connects to your customers and prospects? In other words, does your company have a brand persona?

The Value of a Brand Persona
We work with many of our clients on developing brand guidelines, sometimes called brand manuals or brand standards. These are put in place to help employees, franchisees, creative contractors, or other partners involved in sharing the company’s message understand and apply the company’s values and identity across all channels and media.

Part of this work involves establishing a brand persona—a set of attributes, or personality traits, that embody the brand and what it stands for. You can think of the brand persona as the “heart” of the brand; the logo, tagline, and other visual and copy-driven elements represent its “clothing.” The brand persona drives theRead more


7 Must-Haves for a Successful Direct Marketing Campaign

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Have you ever had a new product to introduce or a sales promotion to announce, so you pieced together a mailing and a few social media posts and called it a day? If your objective was to simply get the message out the door, then your efforts were probably “good enough.” But did they make an impact?  Were you able to measure the return on your investment?Read more


3 Reasons To Clean Up Your Data Files Pronto

3 Reasons To Clean Up Your Data Files Pronto

Data hygiene. While it’s not as inspiring as other direct marketing topics like branding or creative development, it’s music to the ears of data analysts. To them, it means “clean lists.” And to campaign managers, it means “better response rates” and “ROI.”Read more