For many industries, online review sites have a huge effect on foot traffic, brand perception, and a company’s bottom line. In fact, a recent study by BusinessWeek found that 70% of US consumers now consult review sites or ratings prior to making a purchase. In this hyper-competitive landscape, how can a brand approach review sites head-on to ensure that they are properly listed, optimized for search, and engaged with their audience?
Citing industry trends, examples, and best practices, 451 Marketing Director of Search Marketing Francis Skipper will teach attendees how to make the most of these popular sites.
7. Traffic to top review sites grew on average
158% last year
46% feel they can be brutally honest on the Internet
7 in 10 who read reviews share them
with friends, family, colleagues
Reviews on a site can boost conversion
+20%
(Compete, 2011; Harris Poll, 2010; Deloitte & Touche, 2010; Bazaarvoice, 2010)
8. 70% now consult reviews or
ratings before purchasing
Consumers are 50% more likely to use a
local business after a positive review
(BusinessWeek, 2011)
9. of people trust peer recommendations
Only 14% trust advertisements
(Qualmann, Socialnomics, 2010)
13. Every other second,
directions/call from Yelp app
>61 million unique
monthly visitors
22 million reviews 1/3 of all Yelp.com
searches from mobile
(Yelp, 2011)
28. Don’t forget
• Your reviewers are your paying customers
• Your reviewers are human beings with
(sometimes unpredictable) feelings
• Your reviewers are vocal and opinionated
(otherwise they would not be writing
reviews!)
30. Responding to a Negative Review
• Take a deep breath
• Acknowledge: thank you for the business
and the feedback
• Act: If you can, be specific about the
customer's experience and any changes
you may have made as a result; this could
go very far in earning trust.
• Take the conversation offline
37. Take-Aways
• Presence on review sites is essential
• List, claim, build
• Complete profiles as much as possible
• Use your keywords
• Monitor profiles
• Be active on sites when necessary
• DON’T solicit reviews
• Think before you respond
• Use them as a tool for improvement
• Make your presence known
38. About 451 Marketing
• Founded in 2004
• Based in Boston
• 25 Communications Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011
39.
40. We specialize in:
• Search Engine Optimization (SEO)
• Paid Search and Pay-Per-Click Advertising
• Paid Media Management
• Traditional and Digital Public Relations
• Targeted Press Releases
• Content Creation
• Social Media Marketing
• Social Media Strategy Development/Training
• Web Design and Implementation
• Brand Development
41. Francis Skipper
Director of Search Marketing
415.542.6250
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com