{"id":17629,"date":"2020-02-12T07:09:00","date_gmt":"2020-02-12T15:09:00","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=43939"},"modified":"2020-06-05T17:35:58","modified_gmt":"2020-06-05T17:35:58","slug":"advertise-on-review-sites","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/advertise-on-review-sites\/","title":{"rendered":"Should Your SaaS Business Advertise on Review Sites?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Software companies, as well as marketing agencies that work with software companies, are up against a tricky problem when it comes to review sites. While these sites can be a valuable resource for people who are researching SaaS platforms and features, they\u2019re also becoming increasingly pay to play. For users of the site, that means less <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/transparency-form-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">transparency<\/span><\/a><span style=\"font-weight: 400;\"> about why companies are ranking where they are. And for the companies themselves, that means if you\u2019re not willing to pay, you\u2019re probably not going to rank high enough to be discovered.<\/span><\/p>\n<p><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/bq6F8QYqBU7Yc\" width=\"480\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Should a review site PPC be in your SaaS company\u2019s marketing budget? As with most things in the pay-per-click marketing world: it depends. Below, we\u2019ll go over some of the pros and cons of paying for leads on review sites so that you can make the decision that\u2019s best for your budget and your long-term goals.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-43943 size-full\" src=\"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/06\/Should-Your-SaaS-Business-Advertise-on-Review-Sites-SOCIAL.png\" alt=\"\" width=\"1000\" height=\"1000\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Pro: Review Site Leads are Key in the Age of Informed Consumerism<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Today\u2019s consumers want to know as much information about a product as they can before they invest. This is in large part because software purchases are happening without direct human interaction. And the less you can speak to your product yourself, the more you have to rely on other sources to tout what makes you so great.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Review sites serve a key purpose when it comes to moving potential customers along all stages of the sales cycle. Also, they can make the difference between someone discovering (and purchasing) your product and never hearing about you. Two-thirds of software buyers<\/span><a href=\"https:\/\/www.capterra.com\/b2b-software-reviews-infographic\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"> <span style=\"font-weight: 400;\">say that product reviews significantly impact their purchasing decisions<\/span><\/a><span style=\"font-weight: 400;\">, with only 2% saying they have no impact at all.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Con: They\u2019re Misleading to Users<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you get an icky feeling when you think about paying for a spot on review sites, you\u2019re certainly not alone. As a general rule, you\u2019re not going to see most sites offering transparency to their users about why certain software platforms made the list and why certain ones didn\u2019t. Nor are they transparent about the order of the rankings. And while it\u2019s not necessarily unheard of in the review world to require payment for exposure, it\u2019s not something that a lot of consumers are aware of \u2014 and when they find out, it does tend to mar their perception of the information they\u2019re getting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider Yelp, a popular review site for commercial businesses that were once the go-to spot for people looking for a good restaurant or hairdresser. While the site is still pretty popular, they\u2019ve lost a lot of consumer trust<\/span><a href=\"https:\/\/slate.com\/technology\/2019\/06\/billion-dollar-bully-documentary-yelp.html\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"> <span style=\"font-weight: 400;\">since news about their pay to play practices came to light<\/span><\/a><span style=\"font-weight: 400;\">. Today, it\u2019s pretty much general wisdom that businesses have to pay up if they want the advertorial benefits of the site, and that makes more reliable peer-to-peer consumer review sites like Google Reviews and Facebook a preferred pick for many people.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Pro: It Helps to Diversify Your Reviews<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A strong marketing strategy for a SaaS company includes getting reviews on as many sites as possible. That\u2019s because 64% of software buyers<\/span><a href=\"https:\/\/www.capterra.com\/b2b-software-reviews-infographic\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"> <span style=\"font-weight: 400;\">want to read at least six reviews<\/span><\/a><span style=\"font-weight: 400;\"> before making a purchase. If you\u2019re only showing up on one or two sites, your platform might get overshadowed by one that shows up more often.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A concerted effort then to appear on review sites \u2014 even if it requires paying to get there \u2014 makes sense. Reviews are crucial in the software <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/harness-power-emails-every-stage-buyers-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">buying process<\/span><\/a><span style=\"font-weight: 400;\">, and there\u2019s value in optimizing your presence on review sites. The fact that that so often requires payment might just be the downside to an otherwise sound marketing strategy.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Con: Review Sites Aren\u2019t the Only Way to Get Your Name Out There<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re doing everything else right, you may be able to get away with opting out of the review site game. Because while reviews are notably important, they\u2019re not the <\/span><i><span style=\"font-weight: 400;\">only<\/span><\/i><span style=\"font-weight: 400;\"> way to get your name in front of buyers. You may find that the marketing success you\u2019re able to achieve through other channels fills in the gaps that not being on review sites leave behind. After all, the less money you spend on getting your platform ranked on review sites, the more money you have to put toward other <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/kickstart-your-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing efforts<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, it\u2019s up to your marketing team to decide whether advertising on review sites is in line with your values and your budget. Weigh the pros and cons discussed above, and consider the performance of your other marketing channels. If brand awareness and sales are strong without an active presence on review sites, then you might be just fine taking a stand against the pay to play practice. And if you do think that paying for review exposure is worth it, be sure to do your research so that you only allocate funds to the sites that stand to make the most significant impact for your business.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Software companies, as well as marketing agencies that work with software companies, are up against a tricky problem when it comes to review sites. While these sites can be a valuable resource for people who are researching SaaS platforms and features, they\u2019re also becoming increasingly pay to play. For users of the site, that means&hellip;<\/p>\n","protected":false},"author":44,"featured_media":18711,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Should Your SaaS Business Advertise on Review Sites? - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Should Your SaaS Business Advertise on Review Sites? - in\" \/>\n<meta property=\"og:description\" content=\"Software companies, as well as marketing agencies that work with software companies, are up against a tricky problem when it comes to review sites. 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