SEJ Summit 2017: Brand Reputation Hacking in 2017, A Sponsored Workshop by The Hoth
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Presenter: Clayton Johnson of The Hoth Description: Consumers today have instant access to reviews, comments, and ratings to evaluate your brand. Reputation management has become more important than ever. In this talk, we'll show you: -How consumers have evolved, and how to leverage today's environment to put you ahead of your competitors -Best practices + simple hacks to collect more positive reviews, faster, with more success -How to serve your customers better and turn negative reviews into massive opportunities
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SEJ Summit 2017: Brand Reputation Hacking in 2017, A Sponsored Workshop by The Hoth
- 2. • COO The HOTH SEO company • Expertise in marketing operations • Worked with thousands of SEO & marketing agencies & end clients around the world since 2010 #SEJSummit @the_hoth
- 3. 3 Part Talk 1) Reputation Disruption & SEO Effects 2) Building a Reputation Marketing Machine 3) 20 Min Q&A #SEJSummit @the_hoth
- 4. P A R T 1 The Reputation Disruption & SEO Effects What Is Happening In The SERPS in 2017 #SEJSummit @the_hoth
- 6. #SEJSummit We Had No Reputation @the_hoth
- 7. #SEJSummit The Big Problem: Focusing On Your Service But Never Promoting It @the_hoth
- 8. #SEJSummit No Reputation To 4.9 Stars in < 1 Month @the_hoth
- 10. #SEJSummit @the_hoth Now we have hundreds of positive reviews spread across multiple websites… And we’re just getting started
- 11. #SEJSummit We’ve helped hundreds of businesses improve their reputation as well @the_hoth
- 12. Takeaways 1) A Reputation Disrupt is Happening 2) SERPs Influence Decisions Pre-Click 3) SEO Reputation Affects Rankings, CTR, & Traffic #SEJSummit @the_hoth
- 13. #SEJSummit -1- A Reputation Disrupt Is Happening @the_hoth
- 14. #SEJSummit Reputation & Social Proof Is Essential @the_hoth • 93% of US consumers check online reviews before shopping or dining • Consumers are more savvy than ever • People don’t buy without investigation http://streetfightmag.com/2012/09/05/poll-93-of-respondents-check-reviews-before-dining-or-shopping/
- 15. #SEJSummit More Review Sites Than Ever Before @the_hoth • Reviews are everywhere – over 400 sites now (1) • These properties are ranking in brand & niche queries • AND they are displaying schema stars 1.http://www.localvisibilitysystem.com/definitive-local-review-sites/
- 16. #SEJSummit Small Brands Can Now Compete @the_hoth • Access to clear product comparison leads to equalization in the market place • Consumers now have more choices, more availability, and more accessibility than ever
- 17. #SEJSummit What does the rise in review visibility mean? @the_hoth
- 18. #SEJSummit -2- Decisions Are Being Made Pre-Click In The SERPs @the_hoth
- 19. #SEJSummit Schema Stars & Reviews Are Prominent @the_hoth
- 23. #SEJSummit @the_hoth Knowledge Graph Shows Reviews
- 24. #SEJSummit @the_hoth Reviews Are Being Aggregated “Reviews From The Web”
- 26. #SEJSummit @the_hoth Review Directories Showing Schema Stars
- 28. #SEJSummit @the_hoth Reputation Is Prominent In The SERPS
- 29. #SEJSummit @the_hoth But Google Is Taking It Even Farther.
- 30. #SEJSummit @the_hoth Entire Purchases Are Made In Google SERPs
- 32. #SEJSummit @the_hoth Local Services Booking With HSA
- 34. #SEJSummit @the_hoth Booking Classes In Reserve With Google
- 35. #SEJSummit @the_hoth So From An SEO Perspective, Reputation Is Now Pre-Click Based On Reputation
- 36. #SEJSummit @the_hoth Having A Solid Reputation Is Critical In SEO Today, and The Future
- 37. #SEJSummit -3- Reputation Influence Rankings, CTR, & Traffic @the_hoth
- 38. #SEJSummit @the_hoth Reviews Influence Ranking https://www.placesscout.com/local-search-ranking-factors-2016
- 39. #SEJSummit @the_hoth Backed Up By Moz As Well https://moz.com/local-search-ranking-factors
- 40. #SEJSummit @the_hoth Review Schema Influence CTR http://searchengineland.com/how-to-get-a-30-increase-in-ctr-with-structured-markup-105830
- 41. #SEJSummit @the_hoth UGC Can Create Long Tail Traffic • Displaying reviews and UGC in a crawlable way adds content + relevant long tail keywords to your page
- 42. #SEJSummit @the_hoth To Survive In The SERPs, & The Battle Of Pre-Click Comparison Shopping, You Must Have A Scalable Review Strategy
- 43. #SEJSummit @the_hoth Let’s do it.
- 44. Part 2 Building A Scalable Reputation Machine #SEJSummit @the_hoth
- 45. Takeaways 1) Chose Your Priorities 2) Create A Scalable Feedback System 3) Deal With Negative Reviews 4) Promote That Reputation! #SEJSummit @the_hoth
- 46. #SEJSummit Creating The System @the_hoth • You need a reputation system • Need to be proactive in building it • Constantly ask for feedback gives you a chance to serve your customers
- 47. #SEJSummit @the_hoth Case Study – 3.5 to 4.9 in < 2 months
- 48. #SEJSummit @the_hoth How Do You Do It?
- 50. #SEJSummit Rank By Visibility @the_hoth • Niche • Brand name • Brand name reviews • Brand name autocomplete
- 51. #SEJSummit @the_hoth High Priorities: Google Reviews, Facebook
- 52. #SEJSummit @the_hoth Niche Specific Directories
- 53. #SEJSummit @the_hoth Don’t Forget Internal Campaigns
- 54. #SEJSummit Rotate Through To Build A Bulletproof Rep @the_hoth • New sites are popping up all the time • By building a system you can constantly push new positive reviews wherever needed • Massive brand protection
- 55. #SEJSummit Monitor The Sites & Respond @the_hoth • Find where reviews are being left for your products & services • Constantly monitor these & respond
- 57. #SEJSummit Proactive Feedback Channels @the_hoth • Make it easy to give feedback and flow that into a system of escalation • People complain when they are frustrated – give them easy outlets that gets them heard.
- 60. #SEJSummit @the_hoth Ask via Email Autoresponder
- 61. #SEJSummit @the_hoth Ask via Website Widgets
- 62. #SEJSummit @the_hoth Ask In Every Email Signature
- 64. #SEJSummit This can be scaled. @the_hoth
- 65. #SEJSummit Scaling Feedback Campaigns @the_hoth • Deploy campaigns from database • Example: Auto Industry - dealer database API (DMS)
- 66. #SEJSummit @the_hoth Proactive Feedback Channels DMS API Integration Text Request Review Portal Public Review
- 67. #SEJSummit @the_hoth Avoid Fake Reviews https://www.getfivestars.com/blog/car-dealers-fined-3-6-million-fake-reviews-deceptive-practices/
- 68. #SEJSummit @the_hoth You can do the same in any vertical
- 69. #SEJSummit Why Be Aggressive? @the_hoth • This lets you get quick feedback, encourage reviews when clients are top of mind and relevant • Helps respond to any issues quickly vs. letting customer feeling boil • Directs feedback to the correct channels when there is a chance to get the best interaction
- 70. #SEJSummit -3- But What About Negative Reviews? @the_hoth
- 71. #SEJSummit Reviewer Motivation @the_hoth • Most motivated reviewers have a bad experience • A simple misunderstanding can lead to big reputation problems • Especially if you are aggressively asking for reviews
- 72. #SEJSummit Negative != Bad @the_hoth • We’re not avoiding negative feedback • Negative isn’t bad, it’s can be GREAT • We say thank you when we get a complaint because they took the time to let us know how we can improve • This helps you serve your market better
- 73. #SEJSummit Leveraging Negative Reviews @the_hoth • Having a perfect score isn’t always the best idea. • Having some negative reviews make you look real • 68% of consumers trusted Yelp pages more when there were bad reviews mixed in with the good. https://econsultancy.com/blog/8638-bad-reviews-improve-conversion-by-67#i.1ek5lbviz3f281
- 74. #SEJSummit @the_hoth Leveraging Negative Reviews • Response Shows you care – good customer service • Help you improve products • Help you clarify expectations on sales & marketing • Leads to better marketing content • Improve staff or training, ops & SOPs
- 75. #SEJSummit Make Feedback Easy @the_hoth • By making it easy to give feedback, we can prevent disgruntled customers and direct them where we want • (Someone that can help) • How?....
- 81. #SEJSummit Dealing with negative reviews @the_hoth • This lets you handle privately • Takes fear away from ever asking for reviews • Serves the customer • If any negative reviews slip through they will be buried by sheer volume
- 84. #SEJSummit Display Them On Sales / Product Pages @the_hoth
- 85. #SEJSummit (And Get A Huge Lift) @the_hoth https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/
- 87. #SEJSummit Create A Reviews Page @the_hoth
- 88. #SEJSummit Use As Social Media Content @the_hoth
- 90. #SEJSummit Now You Have A Scalable Reputation Boosting Machine @the_hoth • You defined targets that are visible in serps • Use scalable systems to proactively create positive reputation • Prevent negative reviews by pre-qualifying targets • You promoted your reputation so it’s visible to all
- 93. Part 3 20 Min Q&A #SEJSummit @the_hoth