5 Unconventional Sources of Customer Feedback for B2B Marketers


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Are you questioning whether or not you’re lacking helpful buyer suggestions since you’re simply not wanting in the best locations?

Our digital panorama immediately provides a big selection of well-used commonplace strategies for B2B entrepreneurs to gather buyer suggestions, with just some together with:

  • Monitoring Social Media Activity
  • Customer Experience Surveys
  • Feedback Forms
  • Website Data Analysis
  • Customer Reviews & Other User Generated Content
  • Direct Interviews
  • Testimonials
  • Usability Test Data
  • Sales & Customer Service Team Data

There are many different conventional methods as properly, and every methodology excels in its personal particular approach, holding the promise of offering insightful details about prospects or potential prospects.

There can also be a wholly completely different realm of buyer suggestions alternatives, nevertheless — an space stuffed with less-explored avenues that supply an ideal deal of viewers perception to B2B entrepreneurs keen to enterprise off the crushed suggestions path.

B2B entrepreneurs can optimize their 2021 advertising and marketing efforts through the use of all or any of the 5 highly effective unconventional sources of discovering buyer suggestions that we’ll discover.

Let’s soar proper in with 5 unconventional sources of helpful buyer suggestions.

Getting to the guts of the questions most vital to your prospects and potential viewers is a useful path to studying extra about your prospects and gaining the data obligatory to offer best-answer options.

We’ve checked out quite a few instruments for discovering the questions prospects are asking, reminiscent of these I explored in “10 Smart Question Research Tools for B2B Marketers,” and now Google has expanded on its Google Search Console providing with the current U.S. rollout of its Question Hub, a brand new service for discovering unanswered search query knowledge.

Google Question Hub, beforehand solely out there in three non-U.S. nations, focuses on the unanswered questions searchers are looking for to reply — knowledge that may then be used to create content material that fills these informational gaps — a possible goldmine for B2B entrepreneurs trying to differentiate their enterprise with greatest reply content material.

Google Question Hub makes use of subject classes to arrange unanswered questions searchers have submitted, and permits these utilizing the software so as to add their very own solutions, within the type of articles or movies on websites verified in Google Search Console, or through YouTube video.

Question Hub lets customers of the utility see how properly the solutions they’ve submitted have carried out, and though the search big notes that offering solutions in Question Hub doesn’t have an effect on search rankings for related websites, forthcoming updates might ultimately think about this type of content material amongst new search rating indicators ought to Google select to take action.

As a brand new free software, B2B entrepreneurs trying to each be taught extra about prospects and the questions they’re asking, and to offer solutions by means of Google Question Hub might discover it worthwhile to discover this new Google performance.

Sometimes asking for buyer suggestions in surprising locations — and through surprising occasions — can catch a buyer at simply the best spot to offer extraordinarily frank perception.

As I explored in “5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews,” Airbnb noticed success by making video evaluations a easy and non-obligatory half of buyer suggestions surveys. Offering manufacturers one of the best of each conventional text-based enter and — for those that select — the benefits of video evaluations, Airbnb’s system allowed customers to simply depart video by turning on their telephone or laptop’s digicam to go away a video response.

This video assessment format leads some prospects — particularly those that like the choice to go away audio or video suggestions — to share lengthier and extra exact suggestions, which in flip may give companies higher perception into prospects.

The richly emotional alternatives afforded by means of direct video suggestions may help B2B corporations lend a extra empathetic ear, and might result in the creation of content material that addresses any considerations introduced up in buyer video suggestions.

“If they say yes, then we’ve incorporated a video widget into the survey where they can just turn the camera on on their phone or computer and leave a response,” Airbnb buyer insights supervisor Raj Sivasubramanian has stated.

“The customers that chose that option really embraced it. And we actually had a lot of customers tell us in the video, ‘This is really cool. I love the fact that I can do this,’” Sivasubramanian added.

The expertise to collect video or audio suggestions — whether or not through survey varieties or different suggestions programs — has by no means been simpler to implement, and in 2021 savvy B2B entrepreneurs trying to up their buyer suggestions technique could be smart to contemplate such potentialities.

A key aspect to this strategy is providing the power to go away video or audio suggestions at a degree within the buyer journey the place it isn’t essentially anticipated. This isn’t to say that suggestions choices shouldn’t additionally exist within the conventional locations on firm web sites or social platforms, nevertheless the facility of shocking a buyer with the power to share their ideas verbally and visually — with out having to sort in suggestions — could also be underestimated amongst B2B organizations.

Where do you go within the on-line universe once you need to discover sincere ideas from actual folks about subjects which can be new to you, whether or not they revolve round an area enterprise or a world enterprise?

More folks than ever have began together with the search time period “Reddit” of their search queries, to see what phrase on the digital road is relating to nearly any explicit topic, which can be why the social information aggregator and dialogue platform is courting the half billion common month-to-month energetic person mark, and why its generated greater than 30 billion month-to-month views of user-generated content material.

Whether it’s gathering buyer suggestions within the type of ask-me-anything (AMA) occasions or preserving tabs on how your audiences are venting about doable frustrations referring to your model, Reddit provides a slew of perception for B2B entrepreneurs keen to discover, as I dug into not too long ago in “8 Things B2B Marketers Need To Know About Reddit in 2021.”

With its sizable progress in previous years Reddit can hardly be thought of both an up-and-coming social platform or a niche-only community any longer, however others within the social panorama are nonetheless in that wild west stage of discovering a specialty, and B2B entrepreneurs can profit by looking at these communities, reminiscent of Clubhouse, Slack Communities, and others.

Polls supply a particular two-for-one worth for B2B entrepreneurs, offering high quality buyer and prospect suggestions whereas additionally providing manufacturers a strong interactive social media content material advertising and marketing aspect.

Brands that take the time to hearken to what prospects are saying by means of their solutions to ballot questions achieve an inside glimpse into the place advertising and marketing efforts could also be put to the best use, and are additionally a useful method to improve model consciousness.

While social media polls are by nature extra restricted within the quantity of responses that may be provided, manufacturers can draw folks in past merely deciding on an current ballot alternative through the use of the ultimate ballot option to encourage responses in feedback.

Brands may collect social media ballot knowledge to get suggestions on current services, to be taught buyer ache factors, to check curiosity in new product choices, and to gauge reactions to new trade developments.

To be taught extra about social media polls take a look at my LinkedIn*-specific information, “Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls,” useful ways for a range of social platform polls in our content material advertising and marketing supervisor Nick Nelson’s “The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices,” and check out what ballot knowledge can inform B2B entrepreneurs in my “Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data.”

Websites immediately can gather extra knowledge than ever, but filtering out the noise to harness the really related gems of useful buyer suggestions info can also be at an all-time stage of issue.

Whether within the type of real-time human help chat logs, chatbot interplay knowledge, or web site utilization info, pulling out the great things has been an ongoing problem confronted by B2B corporations.

Luckily, to fight the document volumes of knowledge, a formidable array of highly effective knowledge extraction instruments have been developed, some targeted totally on gathering buyer suggestions.

There are some on-line spots holding probably helpful buyer suggestions which will usually get neglected, particularly some of the chat capabilities in functions used alongside digital occasions. Just a couple of in these classes, the place you might discover buyer suggestions, embody:

  • Zoom Chat Logs
  • Slack Channels
  • Skype Chat Logs
  • Google Hangouts Chats
  • Microsoft Teams Chats
  • Custom Event Chat Application Logs

Smart B2B Marketers Stand Out With Better Customer Feedback

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In the more and more complicated enterprise surroundings of 2021, B2B manufacturers want greater than ever to obviously differentiate themselves from the competitors.

Thankfully, discovering and utilizing buyer suggestions in locations your opponents might not be monitoring can show to be a powerful method to assist your online business stand out. We hope the unorthodox varieties of discovering buyer suggestions we’ve checked out right here, from Google Question Hub to Clubhouse and extra will assist together with your B2B advertising and marketing efforts in 2021.

Getting nearer to prospects takes many varieties apart from suggestions, and to be taught extra take a look at “How B2B Marketers Can Get Closer to Their Customers,” by our senior content material advertising and marketing supervisor Joshua Nite.



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