RSS 27: Reddit Is Eating the Bottom of the Funnel

In this episode of The Ross Simmonds Show, Ross breaks down why B2B marketers need to rethink their bottom-of-funnel strategies. Traditional review sites like G2, Capterra, and TrustRadius are losing ground in high-intent search queries—and Reddit is stepping up to take their place. Ross explores how Reddit outperforms review platforms in organic reach, how it’s shaping AI results, and exactly how brands can build a strategic, valuable presence on the platform. If you’re still spending five figures a quarter on legacy review listings, this episode is your wake-up call to adapt or fall behind.

Key Takeaways and Insights:

1.  The Changing Buyer Landscape

- The death of traditional review sites: G2, Capterra, and others are losing organic influence.

- Buyer behavior has evolved: Reddit is becoming the go-to source for real, unfiltered reviews.

2. Reddit Is Now Dominating High-Intent Search

- Keywords like “best X software” are now leading to Reddit threads.

- Reddit is outperforming review sites on SERPs and AI-generated insights.

3. How AI Tools Are Using Reddit for Context

- LLMs like ChatGPT, Gemini, Claude, and Perplexity reference Reddit threads for information.

- Partnerships with Reddit make it a key AI content source.

4. Why Reddit Comments Are More Trustworthy

- Real debates and discussions offer depth that polished reviews lack.

- Even negative experiences can influence AI answers and user perception.

5. The New B2B Buyer Journey

- Traditional buyer path (→ G2 → demo) is being replaced by Reddit-informed decisions.Example: Users choose tools based on multi-comment threads and user anecdotes.

6. The 3-Step Strategy for Brands to Navigate Reddit

- Create a Brand Subreddit (or claim existing ones via moderators).

- Establish an Official Reddit Account (use Reddit Pro).

- Build a Branded Persona who engages in other subreddits as a real user.

7. Tactical Tips for Reddit Marketing

- Repurpose content: Post blog entries in the subreddit with keyword-rich, helpful commentary.

- Host conversations: Ask customers for Reddit reviews. 

- Build a safe space with consistent value.

8. Balancing Risk & Authenticity

- Reddit is not just SEO; it's a community with a low tolerance for corporate spin.

- A well-managed presence drives pipeline—but failure to engage authentically can backfire.

Resources & Tools:

🔗Product-Led SEO by Eli Schwartz

🔗Reddit Pro

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