Author: Julia Voloshchenko, PR professional and Editor-in-Chief of the Usetech blog. Expert in media relations and branding. I write about technology and business.

To show their appeal and expertise, brands need to participate in ratings. This allows them to know their place among their competitors as well as in the market. If you haven’t yet participated in ratings, this article with expert commentary is for you.

What benefits will a brand get if it participates in the ratings?

“Firstly, rankings and contests provide a platform for companies to showcase their products or services to a wider audience, which can increase brand awareness and exposure. Additionally, positive ratings and awards can be used in marketing and advertising campaigns, further enhancing the company’s reputation and credibility.

Participation in ratings can also provide valuable feedback on a company’s products or services, as well as insight into how customers perceive the brand. This can be used to improve and refine the company’s offerings, ultimately leading to increased customer satisfaction and loyalty.

Finally, participating in ratings can provide a competitive advantage for the company, particularly if they are recognized as a top performer in their industry. This can help to differentiate the brand from competitors and attract new customers.” — notes Ricci Masero, Marketing Manager at Intellek.

“Ratings are a great way to build trust when a potential consumer. Ratings are also an indication of transparency and efforts for improvement.” — says Amore Philip, CEO & Dir. of Public Relations at Apples & Oranges Public Relations.

Another expert notes increased confidence in delirium as one of the advantages of brand participation in ratings:

“It is important for brands to participate in ratings because this improves a business’s credibility and develops public trust.” — adds Sera Chern, Marketing Director of Virtudesk.

5 key benefits you’ll get if you participate in ratings:

    • The opportunity to showcase your products and services to a wider audience
    • Increase the confidence of existing and potential customers in the brand
    • Improving brand positioning as an employer and attracting new, talented employees
    • The opportunity to know your place in the industry and in the market among competitors
    • A newsbreak for your brand and distribution on social media and major media outlets

How does a brand choose the ratings to participate?

If you’ve been in the industry for a long time, you probably know all the key rankings for your brand. However, follow these tips if you want to select the really important ratings to participate in:

  1. Conduct a market analysis and competitor analysis. What rankings do they participate in and how often?
  2. Divide the rankings by their subject: software, marketing, technology, HR processes or something else and focus on 1–2 topics important to the business. First, participation in rankings can sometimes be expensive, and second, it’s worth focusing on uncovering your strengths in the area that brings your business the most revenue.
  3. Pay attention to the frequency of the rankings, their reputation and participants, and the cost of participation.

“To find which ratings to participate in, do your homework. Find an award that suits your niche and identify whether your brand is fit to participate.” — notes Sera Chern.

Ricci Masero adds:

“When selecting ratings to participate in, it’s important to consider the relevance and credibility of the ranking or contest. Reputable organizations or publications that are well-known within the industry are generally more valuable than lesser-known rankings. It’s also important to consider the target audience of the ranking, and whether it aligns with the company’s target market.

Furthermore, companies should consider the cost and time commitment associated with participating in the ranking. It’s important to weigh the potential benefits against the resources required to participate and determine whether it’s worth the investment.”

One significant addition: your company’s values, vision, and mission must align with the rankings in which you participate. Tara Furani adds:

“Selecting the ideal ratings to participate in is a critical mission, requiring a discerning eye and strategic thinking. Focus on ratings that are in harmony with your company’s values, industry, and goals. Prioritize credible rating organizations that hold the respect and recognition of your target audience. And when making your decision, weigh the scope of the rating—be it regional, national, or global—opting for the one that aligns with your company’s aspirations and target markets.”

How does participation in ratings improve business performance?

“For example, a company may see an increase in website traffic, social media engagement, and sales as a result of being recognized in a ranking. Additionally, participating in a ranking can lead to increased media coverage and publicity, further enhancing the company’s reputation and visibility.

However, it’s important to note that the impact of participating in a ranking may vary depending on the industry, the target audience, and the specific ranking in question. Therefore, it’s important to set realistic expectations and evaluate the ROI of participation on a case-by-case basis.” — notes Ricci Masero.

Potential clients, when they see a company ranked, may want to use its services. Potential employees may also want to work for a company that ranks at the top of its industry ratings. Also, participation in ratings will increase your brand awareness and increase the number of media mentions.

Rating participation is important for an established brand as well as for a startup. It is necessary to confirm your expertise every year to be in the information field and in the marketplace.

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