This is the final post in my series about technology product reviews. You’ve learned how to research, pitch and manage the review process. What do you do next?
Follow up.
You can, and should, follow up after sending the product for review. I have been very successful with reviews, partially because my client or I have followed up regularly. Several times we have improved the results because we clarified procedures or resolved problems – definitely good reasons to keep tabs on the process.
After the review
When you get a good review, market it internally and externally. Notify the product team right away. Get rights to reprint the review for marketing and sales purposes. Link to the review or post it (with permission) on your website.
If you win an Editors’ Choice or similar award, notify your customers and prospects. Also announce the award in a news release. Post the release on your website and distribute it over a wire service for the SEO (search engine optimization) value. Don’t bother sending the release to other publications because they will not cover the story anyway.
Also share the results with R&D. The reviews may provide insights into possible changes that could improve the product.
If you follow these guidelines, you may not “Win All Reviews,” but you will definitely increase your chances of getting good ones.
