Review ROI: ​ How marketers can get more value from online reviews​

0:03
Hi everyone, thanks for joining me today for review ROI, how marketers can get more value from online reviews.

0:12
I’m Bo Bandy, I’m the CMO here at Alkimer.

0:15
I am so excited to talk about this topic.

0:18
I think as you’ll hear, I’m very passionate that reviews are a fantastic marketing tool and widely underutilized by most teams.

0:30
So we’re going to share some tips and some tricks.

0:32
I’ve got lot, lots to get through today.

0:37
I’ll give folks a couple more minutes ’cause I see them hopping in as we go.

0:43
So give them another second to get everybody in here.

0:47
While that’s happening, I’ll cover the housekeeping things.

0:51
Everybody joining is muted, but I would love your comments and your questions.

0:57
So please feel free.

0:59
There’s AQ and a box.

1:00
There’s a chat box.

1:01
Ask as we go and I’ll try to keep an an eye on those and answer what I can either during the webinar or save time for questions at the end.

1:12
And this is being recorded.

1:14
The team will send you a link to this later today, probably early tomorrow.

1:20
So if you want to watch it again, you know, over the weekend, you you’ll have it available.

1:26
With that, let’s get started and people can catch up as they join.

1:31
So again, my name is Bo Bandy.

1:33
I’m the CMO here at Alkimer.

1:35
In my career, I’ve had the opportunity to run and work on all different types of marketing, demand generation, content marketing.

1:44
But my favorite has definitely been customer marketing, building advocacy programs and figuring out how to better engage customers, which is why I joined the team at Alkimer because we are all about customer feedback.

2:00
We’re a leader in customer feedback and intelligence platform technology.

2:06
We have more than 11,000 companies using US across hospitality, restaurants, healthcare, technology, you name it.

2:16
It’s a broad, broad group of companies that use us to manage their customer feedback programs, including managing their reviews.

2:28
You’re, you’re joining today.

2:30
So you obviously are familiar with the idea of reviews and you I’m sure you know that they matter.

2:36
But like I said upfront, I think there’s a lot of opportunities with reviews through the entire buying journey that a lot of folks are missing.

2:46
And so we’re going to dig into what those areas are.

2:50
We’re going to walk through the buying journey and the, the role that reviews play throughout it.

2:54
And then we’re going to get into kind of 11 different plays that marketers can run using reviews so that you can get more, more value out of your review program.

3:05
Before we do that, I want to get a sense for for the audience and what kind of reviews and what you’re doing with your reviews today.

3:14
So we’re going to put up a quick poll to learn more about that, hopefully.

3:21
There we go.

3:23
So tell us, how are you using online reviews today?

3:26
3 easy answers to pick from.

3:29
One, reviews are deeply integrated into your marketing programs.

3:33
Two, you monitor and respond to reviews.

3:36
Or three, maybe you’re just not doing anything with reviews today.

3:41
And if that’s the case, I’m really glad you’re here ’cause we have lots.

3:43
We’re going to give you lots of ideas, so we’ll let that run for just another minute.

3:50
Looks like we’ve got good responses coming in.

3:58
All right, all right, let’s, let’s see how what folks had to say.

4:07
Whoops.

4:08
I may have broken it.

4:09
I may not be able to see how you all responded.

4:16
I’ve lost my poll, you guys.

4:18
Oh, there we go.

4:20
So the majority of of the folks joining today are monitoring and responding to reviews.

4:27
Awesome.

4:28
And then we’ve got a couple of folks that aren’t doing anything with reviews yet.

4:33
And I’m really glad you’re here because you’re going to get double value out of this.

4:39
Let’s start with talking about the role of reviews in the buying funnel because as your prospects are engaging with you, whether you’re a restaurant or a software company or a dentist office or a manufacturer, your buyers are going through this same journey, same steps.

5:02
They might just look a little different and it doesn’t matter what industry your business is in, reviews are playing a really important role in that buying journey.

5:14
So let’s start with awareness.

5:17
Reviews and your kind of Google business profile are your magnet for new customers, right?

5:24
So we all in our personal lives and probably even in our work lives turn to Google as a starting point for research.

5:35
And we are looking for those top results and those results are heavily weighted based on reviews.

5:42
So Google’s algorithm weighs review quantity, recency, the response rate, the sentiment of reviews, and they take all of that into consideration and in where and how you show up, not just in the search results, but also on the map profile page.

5:58
And so that first way to be visible to prospects is to make sure you’ve got a strong review game, you know, to show up highly in, in search results as your buyer moves into the consideration phase where they’re maybe comparing you to others, right?

6:20
They’re debating Taco Bell or Burger King, Taco Bell or McDonald’s, right?

6:26
We’ll take an easy example there.

6:29
They are using those reviews to help make a decision on where they’re going to go.

6:35
86% of consumers rely on Google business profiles to evaluate local options.

6:42
76% of people who do a local search visit that store the same day.

6:48
90% of consumers read reviews before visiting a business.

6:53
Here’s the kicker, 94% of people that we’ve surveyed say a negative review has convinced them to avoid a business.

7:00
So all reviews are important, but those positive reviews are certainly key as your audience is considering whether or not to purchase from you.

7:13
I know there’s a few stats in here that speak to kind of local businesses, but this matters for B2B companies too.

7:20
We know sites like Kaptara and G2 and Trustpilot all drive B to B purchase decisions.

7:28
So all of these things matter whether you’re B to B or B to C.

7:34
As your buyer moves into the decision phase and they’re really starting to think about, you know, purchasing from you and, and making that transaction.

7:45
This is where reviews become your competitive edge.

7:49
A higher than average rating really helps tip you over the scales and helps you win in a head to head comparison.

8:00
You know if you’re comparing 2 automobiles, right?

8:03
Reviews and higher and more positive reviews are certainly going to be something you consider.

8:10
This is where marketers can really start to shine.

8:14
You may have a better product, you may have better pricing, you may have better service, but you might still lose to a competitor if they have a better a better review presence.

8:26
And so this is where marketers can really come in and help save the day and make sure that you’re winning, winning business.

8:36
As customers move into that purchase and activation role, reviews continue to play a really important step.

8:46
If marketers get interested on the last step, this is the step where finance really perks up.

8:54
49% of consumers spend more at companies that respond to reviews and 31 percent spend more at businesses with excellent online reviews.

9:05
So we’ve been able to do some research and tie these things together.

9:09
So when somebody walks in your door, if they’ve already read some of those favorable positive reviews, they are going to spend more.

9:17
So either spend more, they might come in more, but that behavior really matters and really has a revenue driving impact on your business.

9:28
And so as you’re thinking about again, why, why reviews and where do they fit?

9:33
Those positive reviews are going to lead to higher revenue and we don’t stop with that purchase, right?

9:40
So reviews certainly play a role in retention.

9:45
They give you that opportunity if something’s broken to fix it and to do it in a in the public spotlight.

9:52
I couple of stats on here that I just really love.

9:56
One in three people update a negative review when a business responds and 57% of consumers say they’d likely avoid a business that never responds to feedback.

10:07
So I think this really speaks to again how marketers and communications teams can help drive business to the organization in a really direct way.

10:17
If you respond to those negative reviews, people come back and update that review.

10:23
And we’ve actually seen that if you respond in within 24 hours, they are more likely to give you a full one star increase.

10:31
So you could move from A2 to A3 or A3 to A4 by being timely in your response.

10:37
Huge business impact there, right?

10:39
Because we already know negative reviews have an impact and just responding sends a signal to your current customers and future customers that you know your, your business that cares.

10:54
I was with some customers at an event last week and one of them was sharing that they’ve had a lot of success in, you know, saving customers by responding to reviews, by offering to make things right and correcting situations where something maybe hadn’t hadn’t been a great experience.

11:16
And so, you know, we all know saving a customer is cheaper than acquiring a new one.

11:21
And so reviews play a really key role in that retention strategy, final step in our buying funnel growth, right?

11:33
So we focused on retaining our customers.

11:36
Now we want to increase kind of our share of wallet with them.

11:39
Maybe that’s through more visits or higher purchases in the future.

11:46
Reviews fit right into that.

11:48
Customers who leave reviews are already advocating for you, for you, right?

11:52
These are your top customers.

11:54
Not only are they spending money, but they’re taking time to write a review.

11:58
It’s these customers that offer the ability to engage deeper, build a deeper relationship, and leverage that relationship in other ways.

12:07
These are your customers that are likely to help you with user generated content, right?

12:14
Not just reviews, but perhaps posting pictures and other things.

12:18
These are also the folks that are likely to talk about you through word of mouth, right?

12:24
So encouraging that and fostering that certainly helps you grow.

12:30
And if you have an MPs or a loyalty program, these reviewers are a natural kind of pipeline, an extension of of that program.

12:39
And we’ll talk a little bit more about that in the next section.

12:44
With that, let’s take another poll before we move to talking about the value of reviews to marketing.

12:53
Tell me how you’re generating online reviews today.

12:57
You know, are you asking customers in person after an interaction?

13:01
Are you sending a request by e-mail or SMS?

13:06
If you’re using a third party review platform or service to generate those reviews, Or perhaps you’re not actively doing anything today to generate reviews.

13:15
And if you’re not generating reviews, maybe you have an active NPS program or something else that you’re doing.

13:22
Would love to hear about that, give you another second or two on the survey.

13:30
And I’ll also remind you that I I’m a one man show today.

13:34
I’d love your questions and your chat.

13:36
So if as I’m going, please ask me questions, share your thoughts, would love to kind of hear from you.

13:47
Let’s see how we’re doing on our poll.

13:49
All right, by far and away we are asking people in person after an in our an interaction.

13:55
I love that follow up with e-mail or SMS.

14:01
That’s great.

14:03
Or we’re using and or using a third party review platform or service.

14:06
So great mix here of of folks doing different things.

14:12
We will hopefully talk more about review generation in one of our upcoming webinars.

14:19
In this section, we’re going to talk really about the reviews you’re already collecting and how to get more value out of that.

14:27
This is the section I’m by far in the way most excited to talk about because again, these are, I think, new ways, hopefully new ways for you to unlock more value from your review programs.

14:39
It sounds like many of you are already putting energy into generating reviews.

14:43
And so hopefully this helps you get more value, better ROI on that work.

14:50
All right.

14:51
First one, reviews tell you exactly what customers value in their own words, right?

14:57
This seems like a no brainer.

14:59
Yes, of course, these are my customers words, but there’s a lot of ways you can use that in your marketing to be more effective.

15:08
I think the first thing that’s worth calling out, we’re going to talk about market research and brand health tracking in another slide.

15:15
You know, I think in Alcamar’s world, we really see that as kind of the pinnacle of customer understanding.

15:21
But reviews are a really close second.

15:24
They give you so much insight into what your customers are thinking and feeling.

15:31
And you know, I think I find them to be very authentic because they’re not, while they’re posting it on your page, it’s different than if they answer a survey.

15:40
So how can you leverage kind of those insights?

15:44
Look for clues for campaign messaging, right?

15:48
So and creative.

15:50
I love this summary dashboard because it tells me exactly what people are talking about.

15:57
The food was great.

15:57
Customers loved AL’s Diner, they love the restaurant.

16:01
I think this is really interesting.

16:03
So service, the service is fast and friendly.

16:06
If I’m AL’s Diner and I’m not running marketing campaigns around our fast and friendly service, this would certainly spark some ideas for me on, hey, we should lean into this, right?

16:16
Customer service being a quick option.

16:19
Like those things really matter and our customers are giving us high marks for that.

16:24
So let’s go run a campaign that leans into that and hopefully brings in more business.

16:33
You know, again, looking at these themes can help with our content strategy and our ability to kind of segment by location gives me some other insights into OK customers in this region talk a lot about, maybe they talk a lot more about food quantity or quality portion size in this region and they do in this region.

16:55
So in that region I’m going to run a different campaign type.

16:59
So really kind of digging into the themes of your reviews is a great starting point for campaign ideas.

17:09
Next, I mentioned in the awareness phase just how important Google is for visibility.

17:19
We all know that that AI is changing that, right?

17:23
And AEO or GEOAI search is now becoming a standard for a lot of people.

17:30
It’s where they begin to do their research.

17:33
And so it’s really important that you’re thinking about how are my reviews supporting that.

17:40
And in some ways it’s very similar to SEO in that you need a very complete and accurate business page.

17:49
Your review volume matters here a lot and is going to be summarized in those results.

18:00
You really want keyword rich responses to help.

18:05
So consider moving from Sarah.

18:10
Thanks for the great feedback.

18:12
Can’t wait to see you next time as your review response and think about making a response that ties back to sort of some of your keywords.

18:20
So I’ll stay with my portion sizes.

18:24
I don’t know why that’s my example now.

18:25
But Sarah, thanks so much for coming in.

18:28
We really hope you appreciate or had a great time at AL’s Diner.

18:33
Hopefully you noticed that our portion sizes are larger than anyone else’s and that our service was fast and friendly, right?

18:43
So you know, large portion sizes, fast and friendly service.

18:48
Putting those responses into my review response really helps improve presence in Geo and AEO, which will help, you know, again with your visibility and your awareness and hopefully some of you are already thinking about this.

19:05
And if not, hopefully for the rest of you, this really sparks some some ideas and some changes there.

19:12
We’re still so early in this AI game that you have a great opportunity to to jump on it and capitalize ahead of your competitors.

19:23
OK, play #3 reviews are arguably the best way to improve your SEO and most marketing teams are under invested.

19:31
So kind of a theme going of SEO and Geo right now.

19:38
We’ve talked already quite a bit about it.

19:41
I want to share a really specific thing you can try that that I do or that I encourage our team to do.

19:49
I should say use your reviews to find high frequency keywords and make sure you’re incorporating that into your on page SEO and into your responses.

20:00
So I gave you the example about portion sizes, but I’m going to mine the reviews and my review summaries to figure out what specific keywords should I be leaning in on.

20:15
So for example.

20:18
I think I pull from a credit union two different summaries here.

20:25
So top summary is all kind of the general generalized summary of all their reviews.

20:31
And I noticed there was a theme around financing with the credit union.

20:36
And so I asked for a summary about, well, what do people say about financing?

20:42
And it gave me some some things that I could easily build into my SEO program.

20:48
So my customers say financing was smooth, fast and problem free.

20:52
Well, maybe problem free is not a term that this credit union is leaning into, but it’s the language of their customers or of their members.

21:00
And so using problem free in my web copy would help with SEO, you know, great Aprs.

21:09
I’m sure that the credit union is already trying to optimize for terms like that, but maybe not for problem free financing.

21:20
And then finally, like this is a -1 but customer describes a frustrating motorcycle loan experience and I’m sure that they created some content to help address that.

21:32
That would also then help bring in new search terms.

21:38
So digging through your reviews and your review summaries to find those keywords that can help drive your SEO and Geo strategy.

21:50
OK, 79% of people trust online reviews as much as personal recommendations.

21:56
You have to leverage that trust.

21:59
You should take these review quotes and use them in a variety of ways.

22:03
I have a few examples that I’ll share to of of places you can do that or other ways to do that, but a couple to call out here.

22:11
So first and foremost, like put reviews on your website, right?

22:15
Use these quotes.

22:16
So when people come to your site and they are researching, you put this, these customer proof points right up there for people to see and have visibility to cause.

22:29
Again, people are going to trust what others say more than what you say.

22:34
Use these reviews in your blogs and case studies in your one pagers so that you’re again leveraging somebody else’s credibility here.

22:48
Obviously social media is a great place to share, you know, putting those quote cards and that sort of thing out there.

22:57
And then I think we’ll talk a little bit more, but I think they also play a really important role in e-mail and newsletters and featuring them there.

23:07
Play 5.

23:08
Here’s what a customer, just like you said, is more more persuasive than anything your Rep writes.

23:14
So this builds on that theme of, you know, our customers have more credibility than we do for our B to B folks in the audience.

23:23
I think this one is probably more for you than our consumer facing teams.

23:30
But take these quotes and put them into your sales decks, right?

23:34
So that as your sales team is presenting, they’re seeing these quotes from other people, their prospects are seeing them.

23:43
It’s so much stronger than if you’re telling the story or your Rep is trying to tell the story themselves.

23:51
Give your sales team slides with, you know, aggregated star ratings.

23:55
Alchemerza, as you can see here on these two, we’re A5 out of five, right?

24:00
Pull these together.

24:01
Also, I think this one is really helpful.

24:05
Find a reviews by objection resource and that might just be different slides.

24:11
So if your team is regularly hearing, gosh, I, I just think the platform’s too expensive, find some quotes around the value and use those to create a value objection slide.

24:26
Or maybe you’re hearing an objection around onboarding.

24:31
Create find some quotes that talk about how great the onboarding process was, how fast it was and put those into one slide that the sales team can share.

24:42
Again, I think in most cases for my consumer facing folks, you may not have the same opportunity, you know, to present the objection content that way.

24:55
But you know, maybe you sell, you’re an appliance retailer and so a little bit larger purchase or auto automotive, right?

25:05
We know that’s a long purchase where you do get objections, consider on those different product pages pulling quotes that, you know, address frequent objections, right?

25:17
So, you know, again, if you’re selling appliances and people are concerned about the durability of the washing machine, find a quote around or a review quote to put in there around.

25:30
You know, I’ve had my washing machine for 15 years and haven’t had any problems or something like that.

25:37
OK, I’m going to keep cranking through these.

25:38
We’re about halfway through, but please feel free to drop quote questions in or comments and I will get to those as we go.

25:48
OK, review back review backed ads outperform generic claims.

25:53
So I, I love this idea, honestly, like we’re not doing it ourselves.

26:01
And so my team’s going to have an action item after today’s webinar.

26:05
Full disclosure, I created these using AI and they’re kind of a hot mess.

26:10
So please know that when we execute, they will be polished and lovely.

26:14
But they give you an idea, right?

26:16
So we run digital advertising, you know, kind of all over the place to get in front of different audiences.

26:25
And we’re going to start including these quotes because research is showing they outperform other brand ads.

26:35
And it’s really simple, right?

26:36
Like I just pulled this review straight out of G2 and created the ad.

26:43
You could take five or six of these to use as a carousel on social media.

26:49
You could use AI and turn them into a video.

26:54
You could put that carousel on your website.

26:56
So lots of options to have, you know, you’re using the voice of your customer to help you do your marketing in a way that is going to be more compelling and more effective than other advertising formats.

27:12
And I really love it as the video angle because video is expensive and you know, generating 5 or 6 of these into a 10 second gift for other video is, is relatively easy to do and very inexpensive.

27:30
Well, we have a comment that that suggests they actually use them interjected into their customer videos.

27:37
So alternating into the video.

27:38
And I love that too.

27:40
It would be a great way to really drive a proof point home, right?

27:45
If you’re doing some sort of a video testimonial or a video commercial.

27:49
I, I love that idea.

27:52
I mentioned e-mail earlier and that pulling your reviews into your e-mail programs is a a great way to get more value from them.

28:03
You know, I think we do a lot of nurture programs to stay in front of prospects and customers and share information.

28:11
And there’s no reason why we shouldn’t be breaking that up by pulling in quotes, right?

28:18
And reviews where our customers are saying really lovely things and essentially selling on our behalf.

28:26
So an easy way to do that.

28:28
You could also put a, you know, kind of a review of the month feature into your newsletter or onto your website.

28:36
I, I made a note here that I think it’s worth calling out.

28:40
You can also use the a negative then recovered review story to show that your brand cares.

28:49
You know, again, people want to be heard.

28:51
And if you’re an organization that’s listening and responding and taking action, you could highlight that using reviews #8 your competitive reviews are a free brief on what buyers wish they had.

29:13
Competitor reviews can highlight where they have unmet needs, where they’re frustrated, maybe where their messaging isn’t isn’t working and they’ve got some positioning gaps.

29:27
So mining your competitors reviews for that language for their pain points is really a goldmine of opportunity for you.

29:38
So I’d suggest go look for kind of the recurring complaints in their reviews.

29:43
You can look for if there’s gaps in their offering that you fill, absolutely be running a campaign around that.

29:52
You can track their sentiment and trends over time to find, hey, maybe you know, this location over here or in this region, they have declining sentiments.

30:03
Like let’s capitalize on that and use it to our advantage.

30:08
And then absolutely using language on their reviews to sharpen your own, you know, similar to what we looked at with the SEO side, like going through your competitors reviews and figuring out where you have real opportunities.

30:26
You know, I think this is a quick snapshot of how you can see like how you’re performing against your competitors and where you might have opportunities to stand out.

30:38
I think it’s amazing that in this example, our customer has almost 26,000 reviews compared to a competitor’s 9700.

30:48
I would certainly use that to my advantage by talking about, you know, 26,000 customers served, oops, sorry, fat finger served happy customers, right, that sort of thing.

31:03
You can also see that our customers got way more five star reviews.

31:10
So I find some kind of snarky ways to work that into a campaign and help win against the competitor.

31:22
So I mentioned this earlier, but I think it’s worth doubling down on.

31:26
The reviews are really free message testing.

31:30
So if you’re struggling for a marketing campaign idea, if you’re not sure if the concept is resonating, using reviews as a gauge on that is, is a great place to start.

31:46
The language that your customers use to describe your value is certainly the language that your campaign should use.

31:55
I mean, it’s a it’s a pretty direct signal if they’re using your language that your campaign is working.

32:04
I think it’s also a really great opportunity for marketing to shine in, in the CX space, right?

32:10
And bringing new insights to your product teams.

32:15
So maybe the organization sees you as more, more than a demand Gen.

32:19
function or brand function.

32:21
You can really drive some strategic input and value to the business.

32:28
I’ll give an example of this back screenshot is again, Alchemy Reviews, we recently made a change to our login page and somebody was not pleased about the functionality.

32:40
And it sounds like maybe there’s a bug in there.

32:43
And so we’re able to bring that to our product team, make sure that they’re aware they can work with engineering to to make sure things are running and operating as intended.

32:54
Or if not, you know, start, start getting a fix into the market.

32:59
And this is insight that, you know, they may they, they may or may not have have seen Oops if they weren’t following reviews closely.

33:08
And so we can play a really strategic role in in bringing that to them.

33:17
All right, Play 10:50 I, I spent some time as a content marketer and I love, love reviews as an idea source for content.

33:31
Most content teams you, you kind of struggle to keep your editorial calendar filled up with, with ideas that actually matter, right?

33:41
That our customers actually care about, that our prospects actually care about reviews are full of insights and ideas.

33:52
You know, I think first and foremost, it’s a goldmine of customers for case studies and testimonials because these are folks that, you know, are saying really positive things about you and would likely be willing to to do that in a in another format.

34:11
But I think more than that or in addition to that, reviews give me all kinds of ideas for blog posts and FAQs and how TOS sometimes they really highlight where maybe there’s a misconception about the organization or an idea that we should double down on.

34:33
I think a great example, this is from a Suburban Propane.

34:39
They had this review that said great price for bottle fills, great pre buy price, great customer service.

34:46
And I thought, oh, that’s interesting.

34:49
But I actually found a second review somewhat related.

34:53
They fill individual propane cylinders on a walk in basis.

34:57
Their service is valuable because of both price and convenience.

35:00
Compared to those retail tank exchange places, employees are efficient and friendly.

35:05
And so I thought, well, gosh, if I worked for Suburban Propane, I’d be writing content about this walk in capability and that we’re here to meet those needs of the local community and how it’s such a great experience because I see there’s a theme happening here with that.

35:23
And so I’d really lean into that experience or into that idea and write some content around around that topic.

35:32
And on the case study idea, I won’t read this whole review, but they had a driver that really went above and beyond for a customer to make sure that she was taken care of during a difficult time.

35:45
This to me is such a great case study or testimonial.

35:50
You know, if they’re willing to do video to hear somebody talk about their situation and their gratitude in a really compelling way, you could use that video on your website in, you know, social and advertisement.

36:06
So lots of great ways to use those case studies when you have a customer that’s willing to speak so highly about you.

36:18
All right, last play again, happy to take questions, drop those in.

36:26
Tracking the sentiment of your reviews is a really amazing real time brand health signal.

36:35
So for those of you that may not be familiar with brand health tracking, brand health tracking programs, most of our customers run quarterly.

36:44
We work with some that do it, you know, maybe monthly depending on their business and their audience and kind of the goals of their program.

36:52
But a brand health tracker really helps you to understand kind of, you know, your level of awareness are, are, is the market your target audience?

37:03
I should say, considering you are, are you part of their consideration set is a better way to say that are they buying from you?

37:10
Are they aware of your, you know, your campaigns and that sort of thing And brand health tracking programs are, I think I said at the beginning, I think they’re the pinnacle for kind of customer intelligence and market intelligence, but they are done on that fixed schedule.

37:26
Reviews are an amazing indicator of what’s happening in between that and, and essentially in real time.

37:34
So you can understand, is our sentiment going up?

37:37
Is our sentiment declining?

37:39
Is it, you know, kind of staying neutral and that’s a really, I think important indicator and pulse for for what’s happening in your business and do you need to take action and, and what kind of action, you know, you can we help our customers monitor it across lots of different sources so that it’s a really complete picture.

38:02
And then you can marry that data with your brand health tracker.

38:05
You can tie it into other, you know, indicators like NPS or even location sales to understand the impact.

38:14
And then hopefully, you know, if you have some alerting in place, you’re taking action if you see a decline and if you see it increasing, then you’re in those reviews figuring out what what the positive is and how to how to lean into that to get more of of the good stuff.

38:32
OK, Hopefully I gave you some new ideas, some good takeaways, some things that you want to go put into practice.

38:45
Quick recap here you, most of you already have reviews and review data.

38:52
This is the best time to start kind of putting that to work for you.

38:58
Make sure you’re thinking about every stage of the buying journey and the role your reviews are playing there.

39:04
I’d say that’s really kind of step one.

39:09
Step 2.

39:11
Get into that review text, right?

39:13
So if you’re using a platform like Alchemers or another platform, get in there and really mine it.

39:21
Understand what your customers are saying about you.

39:25
Look for those themes and those trends, you know, get that SEO keywords, find those in there and put them to work.

39:35
I think 3 marketing teams that activate review content outperform those that just monitor it.

39:42
You know, we hit on that earlier, even just the revenue impact that we can have on the marketing side.

39:50
So start today, right?

39:54
Pick one or two of these things and really go from there.

39:58
And I think finally, we did talk about review generation, but you don’t need more reviews to get started.

40:04
Start with the ones you have.

40:08
You know, I think in the B2B space, we don’t get a ton of reviews.

40:13
I mean, I know that’s shocking, but people aren’t out there reviewing their customer feedback platforms regularly.

40:20
And so we don’t have the depth of maybe some of our, you know, real estate customers or our consumer service customers.

40:29
But what we do get is plenty to give us these key insights and put it to work with that.

40:40
Happy to answer a few questions, but what would really help me is one more poll.

40:48
I’d love if if you’re on today’s call and you’d like to learn more about Alkimer and how we help our customers, you know, take this poll that’s up and we will follow up with you and either get you more insight, answer your questions, get you a demo, kind of whatever you’d like.

41:10
So take the poll if if you can.

41:12
The other ask is I love reviews, obviously because their feedback.

41:18
If you can scan this QR code and take our short survey, I would love to hear from you on if this was helpful.

41:28
If you have other topics you’d like us to cover, please share that.

41:34
We’ve also dropped into the chat a link to that survey, so if it’s easier for you to just click in chat and answer then we can do.

41:47
You can answer that way too, although I’m not sure that’s showing up for y’all.

41:58
Maybe it is, hopefully it is.

41:59
If not, scan the QR code and let us know.

42:04
You know, I there’s a couple of questions, happy to answer those.

42:10
I think first question, you know, how many reviews are enough?

42:16
And I think again, you know, if even if you haven’t had a review in a year, but you’ve got, you know, 15 or 20 reviews from last year, start with those, right?

42:28
It’s, it’s better than nothing.

42:30
And you’ll definitely get a few ideas out of that.

42:35
You know, I think again, some insight is better than no insight.

42:41
And then if you’re in that situation, then I think maybe your starting point is, OK, how do we, how do we start asking our customers for reviews?

42:50
And there’s lots of ways to do that on your website.

42:53
If you’re B to B, obviously emailing and asking, you know, happy to follow up and and share other ideas for how to generate more reviews.

43:07
OK, next question, which I am not surprised at all.

43:13
The question comes from Kelly and she asks, I guess it’s more of a comment, but she says this all sounds great, but how do we have time?

43:24
If we’re responding to all these reviews, how do we have time to get more out of them?

43:31
And I feel you, Kelly, because I think every marketer on the planet is feeling that right now.

43:39
So much to do, not enough time, not enough resources.

43:45
You know, I, I think if you’re in a situation where you’ve got a high review volume and you’re not using a platform to manage it, that’d be my first recommendation.

43:55
I think Alkimer and the others that are out there, we all offer ways to make review management easier.

44:04
You know, we have options where you can have AI respond to reviews and there’s rules for that.

44:09
So if you want AI to respond to all of your positive reviews, for example, AI can draft the response and you can approve.

44:19
We’ve actually found that 93% of the time the reviews approved without any edits.

44:24
And so you may get to the point where you just let AI approve those or publish those.

44:32
But even if you’re reviewing, it saves you a lot of time.

44:35
And so I’d suggest looking at a review management platform that could help you get more or get more done that way.

44:45
And then it might hopefully free you up to go work on some other things.

44:51
I think we’ve, we said 45 minutes.

44:54
I’m going to answer one more.

44:55
Hopefully the team doesn’t cut me off.

44:57
I think other really great question, how do we get approval to use customer reviews in our programs?

45:08
Great question.

45:10
You know, I think it, it sort of depends on how you’re going to use the review.

45:16
And I think it also kind of depends on kind of your brand, your brand values.

45:22
We always want to ask permission when we’re going to use a review kind of in a really public context or out of context.

45:33
I think the the thing to keep in mind is these were reviews shared on public sites.

45:39
I wouldn’t use things out of a survey with out permission.

45:42
Things shared on public sites.

45:43
I think you get a little more leeway, but we’re not going to go run an ad campaign that names a person at a company without their approval.

45:52
And so I think, you know, if you’re in a situation like that, obviously if it’s a case study, you’re going to get approval.

45:58
You you can also do some things where maybe you don’t include a name, right.

46:04
So you saw I had several where I did not include the person’s name or even actually the location of the company by design, right?

46:13
Just being thoughtful.

46:14
And so you can do something like that.

46:17
But yeah, if you’re going to go, you know, use it in a video or promote it on social, I would definitely suggest at least giving your customer a heads up.

46:28
All right, we are right at time.

46:30
Hopefully this was valuable for you and you learned something new again.

46:35
Please, please, I’d love your feedback.

46:37
Either scanning the QR code or I think now you can see the link in chat.

46:44
Yes, and we will send the recording out later today or tomorrow because I’m sure you want to watch it again and again, probably because I talked too fast, but it’s hard when you’re so excited about reviews.

46:57
Thanks so much everyone, have a great day