Yelp Comes to B2B: Can You Handle It?
In the past, if a new restaurant or store opened down the street from your house, you wouldn’t think twice about going down and checking it out blindly. Now, in the age of online information overload, it’s rare if you can’t find some kind of review of the product or service you’re looking to utilize. It makes things so easy for the consumer, and it means that businesses, even B2B ones, need to pay attention. And why should you care? Because your future success may depend on it.
If you have a small- or medium-size business, it is incredibly important to keep your customers happy. After all, they’re critical to your success. Say you run a small graphic design firm that services small logistics companies. Imagine the referrals that might come from a customer reviewing you positively in a public forum, versus the potential lost customers due to a bad review. The plain and simple truth is that people want to work with people they like. It’s essential for you to know what your customers are saying about you so you can either continue what you’re doing, or make positive changes.
Check out David Nour’s piece in The Brain Yard about some actions you can take to make sure that the Google-able B2B reviews that will be inevitably coming your way will be singing your praises from the rooftops: http://www.informationweek.com/thebrainyard/commentary/strategy/240001385/yelp-ratings-to-hit-b2b-companies-are-you-ready