Online Reputation Management for Home Services

homeservices.reachlocal.com | #RLORM
Online Reputation
Management
for Home Services
#RLORM

Jamie Adams
Vice President of Home Services
ReachLocal
@JDAdams
Mike D. Merrill
Director of Marketing
ReachLocal
@MikeDMerrill
Speakers

Need for broader web presence
Searching For Home Services Has Changed
use online reviews
& ratings
of consumers search
online for
products/services
78%
85%
Sources: Pew Internet & American Life
Project, Local Consumer Review Survey
Directories
Search
Engines
Your
Site

Your website is one way to be found, but you need a total web
presence where consumers are searching, surfing and socializing.
You Need To Be Where The Consumer Is!
Blogs
Reviews
& Reco’s
Social
Content Sites
Location-
based
Services
Search
Engines
Your
Site
Directories

Small businesses are failing at some
core tactics of local marketing:
Local Marketing Improvement Opportunity
45%
are not doing
geo-modified
paid search
40%
are not
managing local
business listings
34%
are not doing
online directory
ads
55%
are not on local
online review
sites

Online Reviews Impact Consumer Choice
Source: *Local Consumer Review Survey 2013

Assess How to assess current reputation
Respond How to respond
Monitor How to monitor
Improve How do I improve my reputation
What You Will Learn Today

to Improve your
Online Reputation10 TIPS

Benchmark Google#1
Ace Plumbing Reviews
“Ace Plumbing Reviews”
Ace Plumbing Reviews Complaints
“Ace Plumbing Reviews Complaints”
Ace Plumbing Sacramento
“Ace Plumbing Sacramento”
Ace Plumbing

Benchmark Google#1
Outcome: Understanding of online reputation

Benchmark Directories & Review Sites#2
Outcome: Understanding of online reputation on specific sites
Generic Sites Home Services
Specific Sites

Importance of Yelp – Local Booking

Importance of Yelp – Local Booking
+
Get new customers by letting them book appointments directly from
your Yelp listing.
http://www.reachcommerce.com

Respond & Address Any Issues#3
Important
to respond
publicly
Check
emotions
Take issue
offline to
resolve
Recognize
opportunity
to improve
business

Respond and Address Any Issues#3
Outcome: Public response to online reviews demonstrates willingness to listen
Sample Response
“We apologize that you had a negative experience with our company. We
are always striving to improve in every area. We would greatly appreciate the
chance to speak with you directly about your experience. Please give us a
call at 555-555-1212 so that we may discuss and address your experience
further. Thank you very much, and we look forward to speaking with you
soon.”

Outcome: Awareness of new reputation issues
Setup up Systematic Monitoring
Monitor
• Setup Google and Yahoo alerts
• Send to your email daily
• Consider SERP monitoring tools
such as Raven and WordTracker
#4
google.com/alerts
alerts.yahoo.com

Claim & Optimize
Directories & Review Sites
• Correct mistakes and false information
• Ensure company name, address, phone # correct
• Google citations
• Optimize with service areas, services provided, photos, and other relevant info
#5
Outcome: Optimized SEO ranking for business name and service categories
Social Media Sites
• Company profiles
• Personal profiles for key personnel

Generate More Reviews
Post Survey
#6
Do’s
Don’ts
Encourage reviews
from your location
Pay for
reviews
Outcome: Better reputation with a variety of reviews across numerous top sites
Follow-up email
within 24 hours

Publish Content
Content Drives
SEO
• Share positive reviews
• Publish to your website
• Start a blog
• Leverage SEO best practices
#7
Outcome: Longer term online reputation improvement

Social Media Participation
Listen Participate Engage
#8
Outcome: Longer term online reputation improvement

Leverage Video#9
Outcome: Name recognition and better ability to improve familiarity and
demonstrate expertise
A Good Video
Speaks Volumes
• Educational topics
• Customer testimonials
• Meet the owner or technician
*Unruly
377% Increase in Social Video Shares in Q412

Outcome: Better SEO ranking for reviews
Onsite Reviews – BONUS!#10

How Do I Get this Done
In house
staff
Freelance
consultant
Local
Agency
National
agency or
service
provider
#1 #2 #3 #4

The leading marketing service that gets you clients
from the rest of the Web
ReachCast Web Marketing Service
Learn more about ReachCast: http://www.reachlocal.com/web-marketing

Move Your Service
Business 100% Online
Increase bookings, reduce costs,
and see your true marketing ROI by
taking your entire customer
experience and back-office
operations online.
Learn more:
http://www.reachcommerce.com

Follow Us
Local Marketing Minute
reachlocal.com/social
Ebooks
Subscribe: http://goo.gl/Xxtec Download: http://goo.gl/Ehwuw

Resources
• Pew Internet & American Life Project Trend Data: http://bit.ly/Kr4c5s
• “2013 Study: 79% of Consumers Trust Online Reviews as Much as Personal
Recommendations”, Search Engine Land http://selnd.com/1aebk20
• “Trends Shaping Local Search in 2013” comScore, http://bit.ly/15Supow
• ReachLocal Blog, “7 Online Reputation Management Mistakes That Can Blow Up in Your
Face,” http://bit.ly/170RaWf
• ReachLocal Blog, “Infographic: The Consumer Buying Journey,” http://goo.gl/yGNHJS
• Yelp Blog, “Introducing Yelp Platform! Transactions Made Easy, Directly Through Yelp”
http://goo.gl/Yt9uD

Online Reputation Management for Home Services

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Online Reputation Management for Home Services