5 Ways of Maximizing Customer Testimonials in Your Marketing with PeerPapers
Introduction
Prospective customers often trust fellow users more than salespeople when making purchasing decisions, viewing the latter as potentially biased. PeerSpot‘s innovative PeerPapers program helps businesses capitalize on this tendency of trusting peer recommendations. PeerPapers use third-party validated reviews from PeerSpot users, who may be just like your target audience, and present them in a high-quality white paper that discusses different aspects of technologies or solutions. These long-form content documents provide a blend of user experiences and expert insights, making them a powerful resource for both businesses and potential customers.
What is a PeerPaper?
Let’s start by explaining what a PeerPaper is.
Traditional reviews provide readers with valuable insights by sharing actual experiences of users with different enterprise products. Utilizing PeerPapers takes these reviews to the next level—they aggregate and synthesize user reviews into organized discussions that focus on specific topics of interest or technologies.
Once you receive your PeerPaper, here are five ways that you can use the asset to maximize its marketing potential and incorporate it into an effective marketing strategy.
#1 Use PeerPapers as Gated Assets
PeerPapers can be used as gated assets launched from a landing page, which can highlight key points and noteworthy reviews in order to attract reader interest.
The information that can be gathered from prospective readers is invaluable. The information-gathering step prior to readers downloading your PeerPapers also filters the quality of the potential leads automatically, ensuring that the downloaders are sufficiently interested in your solution that they would take that extra step to read the PeerPaper. In addition, the online form helps in collecting important data for segmenting your audience, such as the reader’s industry and job title, allowing you to tailor your marketing strategy to decision-makers.
#2. Build Non-Gated Assets around PeerPapers
You can build non-gated assets around your PeerPapers, such as blog posts and infographics. You can add the PeerPapers to your Resources pages. The strategic use of non-gated assets can drive organic traffic to your brand, which increases the visibility of your brand as well as improves your search engine optimization (SEO) performance.
Importantly, non-gated assets can help build trust in potential customers because you are making valuable information readily available to them without a barrier. Using your high-quality non-gated PeerPapers as the first step, you can guide interested parties into trying out the solutions being featured in the PeerPapers.
#3 Email Potential Buyers: Providing Customer Testimonials
PeerPapers can effectively help in converting warm leads through email marketing. When emailing potential buyers, you can highlight key insights from your PeerPaper, emphasizing how real users have benefited from featured enterprise solutions. By offering the full PeerPaper as a downloadable resource, you create a valuable incentive for leads to engage further with your brand. The combination of technical discussions and customer reviews in PeerPapers provides credible, third-party validation that can significantly influence decision-making.
Another approach to emailing potential buyers is by segmenting your email list based on specific pain points or industries, and then tailoring your messaging to showcase relevant testimonials and data from the PeerPaper. Through this customized approach, you can make your outreach more targeted and effective.
#4 Email Current Buyers: Reinforcing the Benefits of the Product
Emailing PeerPapers to current users reinforces the best features of your product and offers several benefits. First, it validates users’ decision by showcasing real experiences and expert analysis, reassuring them that they made the right choice. Second, it increases awareness of key functionalities of the product, which potentially enhance product usage and value. Third, if the PeerPaper covers advanced features or new versions, it can encourage users to upgrade or expand their current usage. Additionally, this strategy can foster a sense of community among users and promote brand advocacy, strengthening customer relationships and potentially leading to new business opportunities.
#5 Social media: Generating traffic
By utilizing social media platforms, you have the chance to tap into the biggest pool of prospects through brand visibility and user engagement. The PeerPapers, with its accompanying social cards and ad banners, can be used to develop relevant content with cohesive branding that is tailored for posting on large social media platforms such as YouTube, Instagram, X (formerly Twitter), and LinkedIn. These posts can then boost visibility through organic traffic and advertising. In addition, PeerPapers can be promoted as downloadable resources on social media, encouraging users to engage with your brand while providing them with valuable information. Finally, by integrating PeerPapers into targeted advertising campaigns, your business can leverage the voice of the customer to create compelling ads that speak directly to the needs and concerns of your audience.
Conclusion
PeerPapers offer a versatile and powerful marketing tool that leverages the credibility of user testimonials to connect with potential customers. By incorporating PeerPapers into various aspects of your marketing strategy—from gated assets to email campaigns and social media content— you can effectively generate leads and build trust with potential and current users alike. PeerPapers can be used to adapt to evolving market strategies, thus providing you value for your investment.
