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Reputation Marketing is the Next Step for Businesses to Embrace

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Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers online.

Veröffentlicht in: Business, Technologie
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Reputation Marketing is the Next Step for Businesses to Embrace

  1. 1. Reputation Marketing: The Next Step in Reputation Management Never Let a Good Review Go To Waste
  2. 2. Let’s Connect Online Glenn Pasch, CEO PCG Digital Marketing glenn@pcgmailer.com Twitter: @sidebysidecoach LinkedIn: www.linkedin.com/in/glennpasch Blog: www.glennpasch.com Website: www.pcgdigitalmarketing.com
  3. 3. • What is Reputation Management/ Marketing? • Why is it Important? • How to be proactive. • How to Market it Online. • How to Market it Onsite. • How it Makes You $$. • Homework
  4. 4. Pool of Influence: Are You Filling It and With What
  5. 5. The Changing Nature of the Customer Journey… 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content SEARCH CHECK BLOGS STIMULUS PURCHASE The average U.S. shopper READ REVIEWS NETWORK 57% of people 10.4 consults sources prior to purchase Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google talk more online than they do in ―real life‖ SHARE VIDEOS
  6. 6. Digital Consumer Trend 2.0B internet Users 4.1B mobile Users 2.1B searches daily 1.9B social network users 35h video uploaded each minute Source: • eMarketer.com • Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+ • NetPop Research Auto Consumer Trend 90% car buyers are online 75% start research online Auto videos positively impact 79% buyers 32% mobile users say video sites help drive their decision 46% buyers worldwide likely to make an auto purchase based on social sites
  7. 7. Are You the 1.3 or Zero? It is critical to note that the first dealership showroom that customers visit will tend to make the sale. According to the 2011 JD Power Automotive Internet Roundtable Study, the average car buyer will visit 1.3 dealerships before making a purchasing decision. This important number has decreased from past years. As recent as 2005, customers would visit approximately 4.1 dealerships before purchasing a car. Due to these changing statistics, it has never more vital for dealerships to get customers into their showrooms, before a competitor achieves this goal and ends up making a sale.
  8. 8. The Amazon Effect
  9. 9. All within 10 miles
  10. 10. 2014 Jeep Cherokee: All within 20 miles
  11. 11. How Do You Stay On List? • • • • • • What Can I DO to Stand Out? Reviews Videos Social Media Blogs NOT PRICE
  12. 12. Canadian Dealer
  13. 13. US Dealer
  14. 14. Yearbook Company
  15. 15. Are Reviews Important
  16. 16. YP Search: Q1 2013
  17. 17. Common Obstacles “I Can’t Get My Staff to Ask” “My Competition is Gaming the System” “No one Reads Reviews”
  18. 18. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  19. 19. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  20. 20. 85% Do Read Reviews Thanks to Brightlocal.com Local Consumer Review Survey 2013
  21. 21. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  22. 22. How Do We Do It
  23. 23. Asking for Review • Ask Everyone • Ask while Paperwork is being done or downtime • Ask when exchanging payment but mean it!!! • Ask for personal review, not for dealership • Explain to them your process
  24. 24. Asking Everywhere
  25. 25. Landing Page
  26. 26. Responding to Reviews • Keep it Short • Respond to all Negative • Respond to 2/3 of positive • Give your name, title and direct phone # • No email in response unless # is there as well
  27. 27. What To Do Online • Banners: – – – – Charitable Events Awards Testimonials Mission Statement • Videos: – – – – Testimonials Why Buy Here/ Service Here Staff interviews Events/Charities
  28. 28. Banners
  29. 29. Customer Testimonial Video
  30. 30. Video
  31. 31. Customer Testimonials OnSite
  32. 32. Testimonial on a Targeted Page
  33. 33. Walk Around Video
  34. 34. Helpful Video
  35. 35. Why Buy From Us
  36. 36. Multiplication • Video Testimonial – Video on website – Push out of Social Media – Create a Blog Post – Use in Email Newsletter – Create a customer testimonial You Tube Channel
  37. 37. Facebook
  38. 38. Pinterest
  39. 39. Cross Marketing
  40. 40. Marketing of Staff
  41. 41. Marketing of Staff
  42. 42. Look Outside Your Industry
  43. 43. On Site Branding “Tell Me How I Am Doing”
  44. 44. Community Involvement
  45. 45. Let Them See You Care
  46. 46. Where Can You Thank Them
  47. 47. Listen
  48. 48. Wall Of Fame
  49. 49. Look Around for Ideas
  50. 50. Sales People Front and Center
  51. 51. Pool of Influence: Are You Filling It and With What
  52. 52. Summary • • • • • • Reputation Marketing is Proactive Decide Who You Are Leverage is at all Stages of Customer Journey Multiply Your Efforts across Internet Make Sure On Site Matches Online Keep It Up To Date
  53. 53. Homework • What is your dealership doing for reputation? • Describe your process for reviews? • Describe how you are using video to enhance your reputation? • What areas could your dealership improve on? • Describe how a company you have dealt with outside of automotive actively manages their online reputation.
  54. 54. PCG Digital Marketing
  55. 55. • Join online communities that allow you to engage with your peers and get help for free: – www.internetsalesmanager.org – www.dealerrefresh.com – www.drivingsales.com – www.dealerelite.net • Need Assistance, Just Call! – Office: 732.450.8200 – Email: glenn@pcgmailer.com – www.pcgdigitalmarketing.com PCG Digital Marketing
  56. 56. Thanks PCG Digital Marketing

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