Before spending money on something, it’s commonplace for consumers to turn to those who have already made the purchase for opinions on anything from restaurants and hotels to the latest technology gadget. The business world is no exception – it’s becoming more common for B2B buyers to turn to reviews from colleagues and peers as they search for a new product or service. How should public relations efforts embrace this trend?
When I’m looking to make an important purchase, the first thing I do is check out product reviews on the internet. Whether it’s Yelp for restaurants, TripAdvisor for hotels, or Amazon for knick-knacks, reading product reviews help me make better buying decisions.
Business technology purchases are no less important. Research from Google demonstrates that 60% percent of B2B technology buyers read product reviews before making a purchase. This indicates that what buyers want most is to interact with a community of like-minded professionals through product reviews and peer discussions. Without these reviews, buyers can find it confusing to separate out the information they want from just marketing hype.
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