How to Leverage Social Media to Amplify Your B2B User Reviews

Why is it important to share user reviews on social media? What can existing and potential customers gain from reading peer reviews about your product on channels such as Twitter, Facebook, and LinkedIn?

Social Media and User Reviews: A B2B Marketing Power Couple

Forbes CMO Network contributor, Steve Olenski, hits the nail on the head with his answer for this very question: “It’s a fact. Your prospects are making up their minds about what to buy by reading social media content. Make use of this behavior. Integrate real reviews and ratings into your social media feeds to increase customer engagement and get more sales.”

Jeff Bullas adds another layer of brand value that social media can enable when used to distribute your user reviews:

“Sharing real-time experience of your buyers on your website, blogs, social media accounts, etc. will show how you deliver on your brand promise in the real world. Plus, your chance of drawing in more traffic to your site increases when customers write good reviews about your brand on social media platforms.”

Users would rather hear authentic feedback and read reviews written by real users, who have tried and tested the product themselves.

But how can you make sure that your user reviews are seen on social media, and that you’re tapping into your optimal target audience?

In this post, we share:

  1. Examples of vendors who have mastered the technique of sharing their products’ user reviews on social media channels.
  2. A Step-by-Step guide for how B2B tech marketers can expand the reach of their user reviews to a growing audience, all through social media.

Sharing your user reviews over Twitter

As of May 2017, Twitter’s social network boasts 313M active users on a monthly basis. A lucrative social engagement platform, Twitter allows us to generate more traffic to user reviews, so that as many tech professionals as possible can consume our valuable, peer-reviewed content.

user reviews

Viki Paige, a Senior Principal Product Marketing Manager at CA Technologies, tweeted this infographic that shows how CA Technologies Solutions rank as the #1 solution in various IT Central Station categories, such as APM, Network Management Applications, Network Troubleshooting, and others.

Viki’s tweet generated 91 Retweets and 18 Likes, engaging users in their peer-review content.

Sharing your user reviews over Facebook

With 1.13 billion daily active users, Facebook’s social network generates 36% of all social media-referred traffic to B2B websites.  

When Nagios shares review content that emphasizes their software’s ranking as the #1 network monitoring tool on IT Central Station, by means of a ‘thank-you post’ on their company Facebook page — they amplify their role as the industry leader for network monitoring.

nagios reviews

Sharing your user reviews over LinkedIn

When BMC Software’s Senior Technical Marketing Consultant for TrueSight ITOps, Patrick T Campbell, shared an insightful user review written by an IT Central Station user, it generated 13 likes, a significant amount of engagement for an enterprise technology company posting on LinkedIn.

bmc reviews

So how can B2B tech marketers leverage networks like Twitter, Facebook, and LinkedIn to generate traffic to their user reviews?


Step-by-Step Guide: How to Leverage Social Media to Amplify B2B Reviews

1. Share your User Reviews on Twitter

Example:

b2b reviews

  • Tweet valuable, engaging quotes from your user reviews.
  • When you can, add an engaging image to your tweet that’s relevant to the content. Users are much more likely to click when you’ve caught their eye.
  • Always add the relevant hashtags associated with the topic or industry of your product:

Hashtags that are relevant to your target audience will introduce you to online audiences that may never have met you before.

  • Check the rankings for every hashtag you want to use. These scores can be found on sites such as hashtagify.me or semrush.com:

b2b reviews

  • If your user review’s author has a Twitter account, mention their handle in the tweet!
2. Post user reviews on Facebook

Example:

it infrastructure monitoring reviews

 

  • When linking to your review content on Facebook, think of a catchy phrase that will encourage users to click.

Facebook users are more inclined to click on posts that ask questions they want answers for. Some ideas:

Some ideas:

  • “What do users really think?” about your solution?
  • “Who was ranked as a top solution?
  • “This user chose Solution X over Solution Y. Find out why in their review.”

Once you’ve identified the geographical location(s) of your target audience, schedule your posts according to their time zones.

If you can catch commuters on their morning train ride while they’re browsing their news feed, you’re much more likely to find engaged readers.

3. Distribute Review Content on LinkedIn

Example:

b2b reviews

  • Use industry-related terminology in your LinkedIn posts, that show users that your content discusses topics and questions they want to read about.
  • Search for (and join) LinkedIn groups where your target audience is most likely to be found. If you’re publishing user reviews that will interest storage professionals, for example, join active LinkedIn groups that are built for these users, such as:

b2b reviews

Interested in learning more about how IT Central Station can help you collect quality user reviews.?Contact us here

 

How CA Technologies Leveraged IT Central Station to Increase Brand Awareness and Generate High Quality Leads

Why Peer Reviews Matter To CA Technologies

CA Technologies, formerly known as Computer Associates International, Inc. and CA, Inc., is an American multinational publicly held corporation headquartered in New York City. It ranks as one of the largest independent software corporations in the world. The company creates systems software (and previously applications software) that runs in mainframe, distributed computing, virtual machine and cloud computing environments.

B2B Reviews in Enterprise Tech Marketing Strategies

CA Technologies sought to solidify the role of B2B reviews into their marketing strategies, recognizing the importance of peer recommendations in driving product awareness, consideration, and user conversion.

They chose to engage with the enterprise technology community of IT Central Station, a crowdsourced social platform where users write in-depth product reviews and discuss technology solutions they use.

Why IT Central Station?

CA Technologies started working with IT Central Station in order to drive their potential buyers to the authentic, valuable feedback given by peers in the tech community.

IT Central Station is the leading review site for enterprise technology buyers. All reviews are in-depth and include both valuable features and room for improvement. All IT Central Station reviews are triple validated to ensure authenticity.

Within days, CA Technologies found that buyers were leveraging IT Central Station in their decision-making.

CA Technologies on IT Central Station

Currently, CA Technologies has 91 solutions listed on IT Central Station, with a total of 1,066 CA Technologies product reviews. These reviews have been viewed over 150,000 times this year, impacting thousands of buyers on their user journey.

In-depth Product Reviews

b2b reviews

CA Technologies product reviews entail user input such as ‘How Has this CA Technologies Solution Improved Your Organization?’ and ‘Where Do you Suggest Room for Improvement in this CA Technologies Solution?

Comprehensive Video Reviews

IT Central Station attended CA World in both 2015 and 2016 to collect quality user reviews in video-interview format:

CA Technologies

CA Product Rankings

In IT Central Station’s category rankings, which are compiled based on number of views, comparisons, number of reviews, and product scores based on user feedback, CA Technologies solutions rank as the #1 solution in the following categories:

API Management

Mainframe Management

Mainframe Security

Mainframe Application Development

Event Monitoring

Test Data Management

Release Automation

Workload Automation

Service Virtualization

Project Portfolio Management

Network Troubleshooting

Network Management Applications

Infrastructure Capacity Planning

License Management

“IT Central Station is an extension of our marketing efforts.”

This statement was made by Cameron Von Orman, SVP Product Marketing at CA Technologies.

Von Orman elaborates on how CA Technologies leveraged IT Central Station to “confirm the capability of our products in the Enterprise IT market” —

“The IT Central Station peer review platform creates a no-pressure environment for our customers to provide honest feedback that their peers in the technology industry are much more inclined to trust. Peer reviews are an increasingly valuable part of a buyer’s journey.

CA is now well represented on a neutral and unbiased channel where the capabilities and quality of our solutions are demonstrated through the reviews of our users, who are solving real, complex business challenges.

The reviews and competitive comparison reports have not only helped us confirm the capability of our products in the Enterprise IT market, but have also helped with our lead generation, making these services an extension of our marketing efforts.

We look forward to continuing our partnership with IT Central Station, and utilizing the range of complementary services that they have to offer.”

Interested in learning more about IT Central Station?

Click here for more information about how we can help your marketing efforts in 2017.

How To Integrate Customer Advocacy Into Your B2B Marketing Strategy

When planning your 2017 marketing strategy and budget, you’ve probably covered activities related to online marketing activities, PR and brand building, along with designated time and budget for social media promotion, but have you included the voice of your user or customer in your marketing activities?

According to Forrester, 74% of B2B buyers are doing more than 50% of their purchasing research online. A recent study done by Gartner also revealed that 68% of a customer’s buying time is spent away from the actual vendor.

What type of content are users consuming online, if they are not doing their research on vendor sites?

As you can see in the infographic below, interested buyers are engaging with peer experiences, and product ratings and reviews. While users are spending less time on vendor sites, they are seeking out the experiences of your current customers to hear what they have to say.

peer reviews

Instead of sitting by passively when your users seek out alternatives, B2B Enterprise marketers in 2017 have a unique opportunity to harness this content. Marketers can integrate feedback from happy customers to produce detailed user reviews, testimonials and case studies.

peer reviews

Interested in finding out more about how to create new innovative marketing strategies built upon customer advocacy?

Find the IT Central Station team at The Summit on Customer Engagement, March 6th-8th 2017, Redwood Shores, CA. We will be in the Grand Ballroom Foyer, Table 6.