Everyone knows that B2B consumers rely closely on peer critiques and market insights to tell their buying choices. And as the main software program evaluation platform, G2 is a important touchpoint within the purchaser’s journey, with a whole lot of thousands and thousands of consumers visiting the platform yearly. For software program firms, an optimized G2 profile is not only a nice-to-have—it is turn into an important ingredient of their digital presence and lead technology technique.
At Attain 2024, I received to host a buyer workshop with Niraj Manivannan, Product Advertising Supervisor at Insider, the place he walked us by way of how they’re optimizing their G2 profile for max influence. The session revealed how firms can leverage their G2 presence to drive site visitors, generate leads, and enhance conversions, and I even realized a number of new issues about methods to make your G2 profile work more durable for you.
Why G2 Profile optimization issues
At the start, why do you have to spend money on the time to optimize your G2 Profile?
The significance of sustaining an optimized G2 profile can’t be overstated, particularly when you think about what number of consumers go to G2 yearly. Our platform’s attain extends past simply the web site, with critiques syndicated to AWS and Azure marketplaces.
And consumers have their eyes in your G2 profile. Over 100 million consumers go to G2 yearly – so it’s essential that your model is represented nicely.
Some key statistics to contemplate that display the facility of G2:
- Optimized profiles see 17 instances extra site visitors in comparison with unoptimized ones
- 90% of consumers go to G2 throughout their shopping for course of
- Conversion charges from G2 are 66% larger in comparison with paid ads
Whether or not G2 is a part of your technique or not – consumers are visiting your G2 Profile. It’s in your finest curiosity to place your finest foot ahead.
Let’s take a deeper look into how Insider is making their G2 profile work for them to improvise their Grid rating, enhance their model visibility, and extra.
Profile optimization necessities
Niraj dove into a number of essential components for profile optimization and what he’s seen work for Insider.
Elevate your profile with visible branding
He suggests the Product Data part in my.G2 is the primary place to make sure your model is precisely represented.
There, manufacturers ought to:
- Add a high-quality firm brand
- Create a fascinating banner (static or GIF) and replace it frequently
- Embody product movies inside the banner
- Show related G2 badges and replace them quarterly
- Craft an in depth firm description
Class choice and administration
“Whenever you create your G2 profile, you have to be listed in all related classes,” Niraj defined. “And, as your corporation continues to develop, you’ll be able to hold increasing and get into new classes for max visibility.”
Insider’s strategy contains:
- Common class critiques and updates
- Increasing into new related classes (they just lately added SMS, WhatsApp, and ecommerce search!)
- Using G2’s AI assistant Monty to determine optimum class placement
Capturing demand with visible content material and interactive components
When you’re represented within the classes your consumers are in, it’s time so as to add some multimedia content material to your profile.
A superb place to start out is screenshots and movies. Insider noticed a 14% enhance in conversions as soon as they added each to their profile. Insider recommends:
- Add as much as 5 movies and 5 screenshots
- Use a mixture of product demos and case research
- Think about using GIFs for dynamic illustration
- Give attention to showcasing product options and buyer success tales
You can even add interactive demos to your G2 Profile. “Persons are spending as much as quarter-hour on considered one of our explicit demos,” Niraj shared, noting that interactive demos “improve time spent on the web page and conversions by as much as 75%.”
To begin capturing demand, manufacturers also needs to contemplate call-to-action (CTA) optimization:
- Implement each the first CTA, “Get a Demo”, and secondary CTAs
- Direct site visitors to particular web site pages
- Customise lead seize varieties primarily based on info wants
Tip: Any leads from the shape might be built-in with HubSpot and Salesforce. So these leads get fed straight into your CRM, which makes it a bit bit simpler on your gross sales group to follow-up or enroll leads right into a marketing campaign.
There’s additionally the Observe Your Prospects characteristic, which permits Insider particular insights into monitoring and analytics. Niraj recommends:
- Implementing monitoring code throughout web site pages
- Monitoring person motion between G2 profile and firm web site
- Analyzing purchaser conduct patterns
Boosting engagement with element property
Insider was additionally in a position to enhance engagement with their G2 Profile by using it as an extension of their web site – they know their prospects are visiting G2, so that they add particular content material they need consumers to see.
Niraj talked about a number of strategies for growing profile engagement.
1. Downloadable assets
Take into account including the next downloadable assets to your G2 profile:
- Ebooks, white papers, and case research
- Select to add both gated and ungated content material
- Align assets with product choices
2. Function administration
Niraj additionally recommends specializing in the Options listed inside your G2 Profile. Updating your category-level options will enhance search engine optimization. Including all the options your model affords is a good way to offer visibility to prospects so that they perceive what your product delivers.
3. Assessment administration
With over 1,000 critiques, Insider highlights the significance of energetic evaluation administration:
- Reply frequently to buyer suggestions
- Interact with each constructive and unfavourable critiques
- Monitor and take part in conversations on dialogue pages
Outcomes seen by Insider
During the last three years, Insider has seen the next outcomes:
- 145,576 profile visits from their G2 Profile
- 5,002 demo requests by way of major CTA on their G2 profile
- 5,964 web site referrals from G2
Begin optimizing your G2 Profile immediately!
As demonstrated by Insider’s success, an optimized G2 Profile can function a robust extension of your organization’s digital presence. Whereas the method does require constant consideration, the elemental components of profile optimization are achievable for firms of any measurement. “Having these naked minimal issues ticked off, which had been mentioned immediately, is fairly necessary,” Niraj emphasised.
As B2B consumers more and more flip to look evaluation platforms for buying choices, firms that spend money on their G2 presence place themselves to seize extra leads, drive larger engagement, and in the end speed up their development in an more and more aggressive market.
When you missed my dialog with Niraj, you’ll be able to catch it on-demand, together with all Attain classes.
