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Reputation MarketingReputation Marketing
For Local BusinessesFor Local Businesses
What Is It?
Why Every Business Needs It … Now!
Presented by Rebekah Richards
Jucebox Local Marketing Partners
““It takes many good deeds toIt takes many good deeds to
build a good reputation, and onlybuild a good reputation, and only
one bad one to lose it”one bad one to lose it”
~ Benjamin Franklin
Reputation
Reach
Resell
Referral
It’s our experience that there are 4 marketing
R’s that every local business should plan for
How do peopleHow do people
Find Your Business?Find Your Business?
““Yellow Page usage among people ...Yellow Page usage among people ...
below 50, will drop to zero, near zero,below 50, will drop to zero, near zero,
in the next five years.”in the next five years.”
~ Bill Gates~ Bill Gates
May 2007May 2007
What are consumers using today?What are consumers using today?
… and over 1500 others!
Here’s a sampling of online keyword searches on Google
Keyword Searches (SEO)Keyword Searches (SEO)
1
2 Reputation and Referral SearchReputation and Referral Search
But, there are two types of online searches
What’s one of the first things consumers do when
referred to you or they first find out about you?
Winning the Zero Moment of Truth - ZMOT
Jim Lecinski, Google
Let me ask you a question:Let me ask you a question:
Have You Ever Checked OutHave You Ever Checked Out
Reviews Of A RestaurantReviews Of A Restaurant
Before Going Out To Dinner?Before Going Out To Dinner?
A Tale of Two RestaurantsA Tale of Two Restaurants
One Has 50 Generally PositiveOne Has 50 Generally Positive
ReviewsReviews
One Has Only 20 Reviews,One Has Only 20 Reviews,
including 10including 10 ReallyReally Bad ReviewsBad Reviews
Where would you eat at?Where would you eat at?
Could this happen to you?
How about this?
Why Reputation Marketing Is Vital To Every Business
73% of consumers look up an average73% of consumers look up an average
of 10 reviews before making aof 10 reviews before making a
purchasing decisionpurchasing decision
~ BrightLocal.com~ BrightLocal.com
A difference of one “star” in averageA difference of one “star” in average
rating led to difference in revenues of 5rating led to difference in revenues of 5
to 9 percent.to 9 percent.
-2011 Harvard Business Review Study-2011 Harvard Business Review Study
4 out of 5 consumers have changed their4 out of 5 consumers have changed their
minds about a recommended product orminds about a recommended product or
service based solely on negativeservice based solely on negative
information they found onlineinformation they found online
- Cone Study, 2011- Cone Study, 2011
““Negative reviews can hang an albatrossNegative reviews can hang an albatross
around your neck if they appeararound your neck if they appear
prominently in search results.”prominently in search results.”
- NYTimes.comNYTimes.com
We know you work hard every day in your businessWe know you work hard every day in your business
Your Reputation isYour Reputation is
your #1 Asset!your #1 Asset!
What are you doing to protect it?What are you doing to protect it?
Your Business Is Naked Online
When It Comes To Your Reputation
In today’s reputation economy, there is nowhere to hide!In today’s reputation economy, there is nowhere to hide!
For example, let’s take a look at these restaurantsFor example, let’s take a look at these restaurants
If you’re paying money for
Advertising …
And You Have A Poor Online Reputation
You Are Throwing MoneyYou Are Throwing Money
Down The Drain!Down The Drain!
The psychology of reviews …
and why consumers love them
3
1
2 Peace of MindPeace of Mind
SavesSaves MoneyMoney
SavesSaves TimeTime
Having a positiveHaving a positive
online reputationonline reputation
confirms that you areconfirms that you are
the clear choice!the clear choice!
What Is Reputation Marketing?What Is Reputation Marketing?
Building and Promoting A Strong Online
Reputation In Order To Stand Out
Above Your Competitors
9 out of 10 consumers trust “earned media”9 out of 10 consumers trust “earned media”
such as referrals and reviewssuch as referrals and reviews
- Nielsen Study 2012
Benefits Of A Great Reputation
72% of buyers trust reviews as much as personal72% of buyers trust reviews as much as personal
recommendationsrecommendations
- BrightLocal.com- BrightLocal.com
• Trust!Trust!
• Pre-sold, pre-qualified buyersPre-sold, pre-qualified buyers
• Better lead conversionBetter lead conversion
• You can charge more moneyYou can charge more money
• You can be more selective or exclusiveYou can be more selective or exclusive
• Buyers give you the benefit of the doubt ifBuyers give you the benefit of the doubt if
others are raving about youothers are raving about you
Quick ExampleQuick Example
Lawnmower repairLawnmower repair
How Do You GetHow Do You Get
Started Creating AStarted Creating A
Reputation MarketingReputation Marketing
Strategy?Strategy?
What type of online
reputation do you have?
Bad Reputation (Poor Overall Score)Bad Reputation (Poor Overall Score)
No Reputation (No Online Reviews)No Reputation (No Online Reviews)
Positive Online ReputationPositive Online Reputation
5 Star Reputation5 Star Reputation
What’s the cost of having a bad online
reputation (or even a lack of reviews)?
Average dollar value of your transactions $100
Number of transactions per year 6
Number of years a client does business with you 5
Lifetime value of that client / patient $3000
Cost of a having a bad or poor online reputation =
4 out of 5 consumers who don’t do business with you
because of a bad or no reputation
(multiply the number of prospects per day/week/month/year)
4 x $3000
$12,000
1.1. Provide Great Service!Provide Great Service!
2.2. Build A Positive Online ReputationBuild A Positive Online Reputation
3.3. Promote Your ReputationPromote Your Reputation
4.4. Monitor Your ReputationMonitor Your Reputation
4 Step Reputation Marketing Strategy
Provide Great Service!Provide Great Service!
Focus on providing the basics of greatFocus on providing the basics of great
customer service, such as:customer service, such as:
• ReliabilityReliability
• FriendlinessFriendliness
• Great valueGreat value
If you don’t make this part of your companyIf you don’t make this part of your company
culture … even the best ‘reputation management’culture … even the best ‘reputation management’
won’t be able to help you in the long termwon’t be able to help you in the long term
1
Build A PositiveBuild A Positive
Online ReputationOnline Reputation
• Claim your online directory listingsClaim your online directory listings
• Proactively ask for reviewsProactively ask for reviews
• Make it easy to write a reviewMake it easy to write a review
2
Promote YourPromote Your
Online ReputationOnline Reputation
• Social media sitesSocial media sites
• Company web site or blogCompany web site or blog
• Press releasesPress releases
• Search resultsSearch results
• Testimonial videosTestimonial videos
• Marketing & sales processMarketing & sales process
• Customer communicationsCustomer communications
3
Monitor YourMonitor Your
Online ReputationOnline Reputation
• Google alertsGoogle alerts
• Review monitoringReview monitoring
• Social media mentionsSocial media mentions
• Respond to feedback and reviewsRespond to feedback and reviews
Be engaged!Be engaged!
4
This can all be a littleThis can all be a little
overwhelming … weoverwhelming … we
understandunderstand
3
1
2
Should I offer an incentive to leaveShould I offer an incentive to leave
a review?a review?
How do I ask for a review?How do I ask for a review?
Where do I send them to write aWhere do I send them to write a
review? And what’s up with Google &review? And what’s up with Google &
Yelp?Yelp?
… and many more!
We know you’ve got questions. For example:
But How Do I Get Started?
You Want A System That Is:You Want A System That Is:
• Easy to useEasy to use
• Easy to gather reviewsEasy to gather reviews
• Easy to promote your reviews viaEasy to promote your reviews via
social media and around the websocial media and around the web
SS aveave
YY ourour
SS elfelf
TT imeime
EE nergynergy
MM oneyoney
IntroducingIntroducing
[Replace with your logo]
3
1
2
Developed in early 2011Developed in early 2011
Systematic approach to reputationSystematic approach to reputation
and review marketingand review marketing
Successfully helping small businessSuccessfully helping small business
clients build and promote theirclients build and promote their
online reputation …online reputation …
About our system
Let’s take a tourLet’s take a tour
It All Starts Here: Your Own Review EngineIt All Starts Here: Your Own Review Engine
Did you know?Did you know?
74% of consumers rely on their social networks74% of consumers rely on their social networks
to guide purchasing decisionsto guide purchasing decisions
Reputation Marketing for Local Businesses
Online ReputationOnline Reputation
Marketing is the NewMarketing is the New
PR & Word of MouthPR & Word of Mouth
Closing Thoughts
Take complaints and badTake complaints and bad
reviewsreviews seriouslyseriously, not, not
personallypersonally
Don’t leave your onlineDon’t leave your online
reputation to chance …reputation to chance …
your business is at risk ifyour business is at risk if
you do!you do!
Questions?
Give us a call today!Give us a call today!
916-415-8625916-415-8625
To talk with a reputationTo talk with a reputation
marketing specialistmarketing specialist
Are you ready to take control of your
#1 asset – your reputation?
Rebekah RichardsRebekah Richards
Jucebox Local Marketing PartnersJucebox Local Marketing Partners
www.JuceboxLocalMarketingPartners.comwww.JuceboxLocalMarketingPartners.com
p. 916-415-8625p. 916-415-8625
Thank you!Thank you!
Q
A
By default, the review engines are set toBy default, the review engines are set to
immediately publish all reviews that are 3 starsimmediately publish all reviews that are 3 stars
and above. We recommend this forand above. We recommend this for
transparency purposes. However, you cantransparency purposes. However, you can
choose to moderate the reviews before they gochoose to moderate the reviews before they go
public if you wish.public if you wish.
Can I moderate the reviews?Can I moderate the reviews?
Q & AQ & A
Q
A
No. To maintain the integrity of the review, youNo. To maintain the integrity of the review, you
cannot edit it.cannot edit it.
Can I edit the reviews?Can I edit the reviews?
Q & AQ & A
Q
A
We believe that both positive and negativeWe believe that both positive and negative
reviews provide valuable feedback for yourreviews provide valuable feedback for your
company. In our system, 1 & 2 star reviews turncompany. In our system, 1 & 2 star reviews turn
into private customer service opportunitiesinto private customer service opportunities
between you and the reviewer. However, theybetween you and the reviewer. However, they
do count toward your aggregate rating score asdo count toward your aggregate rating score as
a rating only.a rating only.
What happens to negative reviews?What happens to negative reviews?
Q & AQ & A
Q
A
A review ignitor card is a special business cardA review ignitor card is a special business card
that we use to ask for reviews. We recommendthat we use to ask for reviews. We recommend
handing them out after working with yourhanding them out after working with your
clients to ask for a review. It has your reviewclients to ask for a review. It has your review
engine web address, and even a QR code soengine web address, and even a QR code so
they can scan it with their smart phone and pullthey can scan it with their smart phone and pull
up a mobile ready review engine.up a mobile ready review engine.
What is a “review ignitor” card and whatWhat is a “review ignitor” card and what
does it look like?does it look like?
Q & AQ & A
Q
A
Yes!Yes!
Is the review engine mobile friendly?Is the review engine mobile friendly?
Q & AQ & A
Q
A
No. There is no way for us to do that.No. There is no way for us to do that.
Unfortunately Google has made it harder toUnfortunately Google has made it harder to
leave reviews because a user must have both aleave reviews because a user must have both a
Google account and a Google+ acccount. This isGoogle account and a Google+ acccount. This is
why we’ve made it really simple to leavewhy we’ve made it really simple to leave
reviews on our review engine system.reviews on our review engine system.
Does a review captured in your systemDoes a review captured in your system
automatically post to Google+Local?automatically post to Google+Local?
Q & AQ & A
Q
A
It definitely can. Reviews, social mentions, etc.It definitely can. Reviews, social mentions, etc.
can all have an impact on your search rankings.can all have an impact on your search rankings.
Depending on your keyword competition,Depending on your keyword competition,
however, you may need to implementhowever, you may need to implement
additional Local SEO (search engineadditional Local SEO (search engine
optimization) strategies to get ranked on theoptimization) strategies to get ranked on the
first page of Google.first page of Google.
Will this help my rankings in the searchWill this help my rankings in the search
engines for my preferred keywords?engines for my preferred keywords?
Q & AQ & A
Q
A
No! Unlike most other review sites, your reviewNo! Unlike most other review sites, your review
engine is designed to be about YOU, not aboutengine is designed to be about YOU, not about
us or your competition.us or your competition.
Do you list competing companies on myDo you list competing companies on my
review engine site?review engine site?
Q & AQ & A

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Reputation Marketing for Local Businesses

  • 1. Reputation MarketingReputation Marketing For Local BusinessesFor Local Businesses What Is It? Why Every Business Needs It … Now! Presented by Rebekah Richards Jucebox Local Marketing Partners
  • 2. ““It takes many good deeds toIt takes many good deeds to build a good reputation, and onlybuild a good reputation, and only one bad one to lose it”one bad one to lose it” ~ Benjamin Franklin
  • 3. Reputation Reach Resell Referral It’s our experience that there are 4 marketing R’s that every local business should plan for
  • 4. How do peopleHow do people Find Your Business?Find Your Business?
  • 5. ““Yellow Page usage among people ...Yellow Page usage among people ... below 50, will drop to zero, near zero,below 50, will drop to zero, near zero, in the next five years.”in the next five years.” ~ Bill Gates~ Bill Gates May 2007May 2007
  • 6. What are consumers using today?What are consumers using today? … and over 1500 others!
  • 7. Here’s a sampling of online keyword searches on Google
  • 8. Keyword Searches (SEO)Keyword Searches (SEO) 1 2 Reputation and Referral SearchReputation and Referral Search But, there are two types of online searches
  • 9. What’s one of the first things consumers do when referred to you or they first find out about you? Winning the Zero Moment of Truth - ZMOT Jim Lecinski, Google
  • 10. Let me ask you a question:Let me ask you a question: Have You Ever Checked OutHave You Ever Checked Out Reviews Of A RestaurantReviews Of A Restaurant Before Going Out To Dinner?Before Going Out To Dinner?
  • 11. A Tale of Two RestaurantsA Tale of Two Restaurants One Has 50 Generally PositiveOne Has 50 Generally Positive ReviewsReviews One Has Only 20 Reviews,One Has Only 20 Reviews, including 10including 10 ReallyReally Bad ReviewsBad Reviews Where would you eat at?Where would you eat at?
  • 12. Could this happen to you?
  • 14. Why Reputation Marketing Is Vital To Every Business 73% of consumers look up an average73% of consumers look up an average of 10 reviews before making aof 10 reviews before making a purchasing decisionpurchasing decision ~ BrightLocal.com~ BrightLocal.com
  • 15. A difference of one “star” in averageA difference of one “star” in average rating led to difference in revenues of 5rating led to difference in revenues of 5 to 9 percent.to 9 percent. -2011 Harvard Business Review Study-2011 Harvard Business Review Study
  • 16. 4 out of 5 consumers have changed their4 out of 5 consumers have changed their minds about a recommended product orminds about a recommended product or service based solely on negativeservice based solely on negative information they found onlineinformation they found online - Cone Study, 2011- Cone Study, 2011
  • 17. ““Negative reviews can hang an albatrossNegative reviews can hang an albatross around your neck if they appeararound your neck if they appear prominently in search results.”prominently in search results.” - NYTimes.comNYTimes.com
  • 18. We know you work hard every day in your businessWe know you work hard every day in your business Your Reputation isYour Reputation is your #1 Asset!your #1 Asset! What are you doing to protect it?What are you doing to protect it?
  • 19. Your Business Is Naked Online When It Comes To Your Reputation In today’s reputation economy, there is nowhere to hide!In today’s reputation economy, there is nowhere to hide! For example, let’s take a look at these restaurantsFor example, let’s take a look at these restaurants
  • 20. If you’re paying money for Advertising … And You Have A Poor Online Reputation You Are Throwing MoneyYou Are Throwing Money Down The Drain!Down The Drain!
  • 21. The psychology of reviews … and why consumers love them 3 1 2 Peace of MindPeace of Mind SavesSaves MoneyMoney SavesSaves TimeTime Having a positiveHaving a positive online reputationonline reputation confirms that you areconfirms that you are the clear choice!the clear choice!
  • 22. What Is Reputation Marketing?What Is Reputation Marketing? Building and Promoting A Strong Online Reputation In Order To Stand Out Above Your Competitors 9 out of 10 consumers trust “earned media”9 out of 10 consumers trust “earned media” such as referrals and reviewssuch as referrals and reviews - Nielsen Study 2012
  • 23. Benefits Of A Great Reputation 72% of buyers trust reviews as much as personal72% of buyers trust reviews as much as personal recommendationsrecommendations - BrightLocal.com- BrightLocal.com • Trust!Trust! • Pre-sold, pre-qualified buyersPre-sold, pre-qualified buyers • Better lead conversionBetter lead conversion • You can charge more moneyYou can charge more money • You can be more selective or exclusiveYou can be more selective or exclusive • Buyers give you the benefit of the doubt ifBuyers give you the benefit of the doubt if others are raving about youothers are raving about you
  • 24. Quick ExampleQuick Example Lawnmower repairLawnmower repair
  • 25. How Do You GetHow Do You Get Started Creating AStarted Creating A Reputation MarketingReputation Marketing Strategy?Strategy?
  • 26. What type of online reputation do you have? Bad Reputation (Poor Overall Score)Bad Reputation (Poor Overall Score) No Reputation (No Online Reviews)No Reputation (No Online Reviews) Positive Online ReputationPositive Online Reputation 5 Star Reputation5 Star Reputation
  • 27. What’s the cost of having a bad online reputation (or even a lack of reviews)? Average dollar value of your transactions $100 Number of transactions per year 6 Number of years a client does business with you 5 Lifetime value of that client / patient $3000 Cost of a having a bad or poor online reputation = 4 out of 5 consumers who don’t do business with you because of a bad or no reputation (multiply the number of prospects per day/week/month/year) 4 x $3000 $12,000
  • 28. 1.1. Provide Great Service!Provide Great Service! 2.2. Build A Positive Online ReputationBuild A Positive Online Reputation 3.3. Promote Your ReputationPromote Your Reputation 4.4. Monitor Your ReputationMonitor Your Reputation 4 Step Reputation Marketing Strategy
  • 29. Provide Great Service!Provide Great Service! Focus on providing the basics of greatFocus on providing the basics of great customer service, such as:customer service, such as: • ReliabilityReliability • FriendlinessFriendliness • Great valueGreat value If you don’t make this part of your companyIf you don’t make this part of your company culture … even the best ‘reputation management’culture … even the best ‘reputation management’ won’t be able to help you in the long termwon’t be able to help you in the long term 1
  • 30. Build A PositiveBuild A Positive Online ReputationOnline Reputation • Claim your online directory listingsClaim your online directory listings • Proactively ask for reviewsProactively ask for reviews • Make it easy to write a reviewMake it easy to write a review 2
  • 31. Promote YourPromote Your Online ReputationOnline Reputation • Social media sitesSocial media sites • Company web site or blogCompany web site or blog • Press releasesPress releases • Search resultsSearch results • Testimonial videosTestimonial videos • Marketing & sales processMarketing & sales process • Customer communicationsCustomer communications 3
  • 32. Monitor YourMonitor Your Online ReputationOnline Reputation • Google alertsGoogle alerts • Review monitoringReview monitoring • Social media mentionsSocial media mentions • Respond to feedback and reviewsRespond to feedback and reviews Be engaged!Be engaged! 4
  • 33. This can all be a littleThis can all be a little overwhelming … weoverwhelming … we understandunderstand
  • 34. 3 1 2 Should I offer an incentive to leaveShould I offer an incentive to leave a review?a review? How do I ask for a review?How do I ask for a review? Where do I send them to write aWhere do I send them to write a review? And what’s up with Google &review? And what’s up with Google & Yelp?Yelp? … and many more! We know you’ve got questions. For example:
  • 35. But How Do I Get Started? You Want A System That Is:You Want A System That Is: • Easy to useEasy to use • Easy to gather reviewsEasy to gather reviews • Easy to promote your reviews viaEasy to promote your reviews via social media and around the websocial media and around the web SS aveave YY ourour SS elfelf TT imeime EE nergynergy MM oneyoney
  • 37. 3 1 2 Developed in early 2011Developed in early 2011 Systematic approach to reputationSystematic approach to reputation and review marketingand review marketing Successfully helping small businessSuccessfully helping small business clients build and promote theirclients build and promote their online reputation …online reputation … About our system
  • 38. Let’s take a tourLet’s take a tour
  • 39. It All Starts Here: Your Own Review EngineIt All Starts Here: Your Own Review Engine
  • 40. Did you know?Did you know? 74% of consumers rely on their social networks74% of consumers rely on their social networks to guide purchasing decisionsto guide purchasing decisions
  • 42. Online ReputationOnline Reputation Marketing is the NewMarketing is the New PR & Word of MouthPR & Word of Mouth Closing Thoughts
  • 43. Take complaints and badTake complaints and bad reviewsreviews seriouslyseriously, not, not personallypersonally
  • 44. Don’t leave your onlineDon’t leave your online reputation to chance …reputation to chance … your business is at risk ifyour business is at risk if you do!you do!
  • 46. Give us a call today!Give us a call today! 916-415-8625916-415-8625 To talk with a reputationTo talk with a reputation marketing specialistmarketing specialist Are you ready to take control of your #1 asset – your reputation?
  • 47. Rebekah RichardsRebekah Richards Jucebox Local Marketing PartnersJucebox Local Marketing Partners www.JuceboxLocalMarketingPartners.comwww.JuceboxLocalMarketingPartners.com p. 916-415-8625p. 916-415-8625 Thank you!Thank you!
  • 48. Q A By default, the review engines are set toBy default, the review engines are set to immediately publish all reviews that are 3 starsimmediately publish all reviews that are 3 stars and above. We recommend this forand above. We recommend this for transparency purposes. However, you cantransparency purposes. However, you can choose to moderate the reviews before they gochoose to moderate the reviews before they go public if you wish.public if you wish. Can I moderate the reviews?Can I moderate the reviews? Q & AQ & A
  • 49. Q A No. To maintain the integrity of the review, youNo. To maintain the integrity of the review, you cannot edit it.cannot edit it. Can I edit the reviews?Can I edit the reviews? Q & AQ & A
  • 50. Q A We believe that both positive and negativeWe believe that both positive and negative reviews provide valuable feedback for yourreviews provide valuable feedback for your company. In our system, 1 & 2 star reviews turncompany. In our system, 1 & 2 star reviews turn into private customer service opportunitiesinto private customer service opportunities between you and the reviewer. However, theybetween you and the reviewer. However, they do count toward your aggregate rating score asdo count toward your aggregate rating score as a rating only.a rating only. What happens to negative reviews?What happens to negative reviews? Q & AQ & A
  • 51. Q A A review ignitor card is a special business cardA review ignitor card is a special business card that we use to ask for reviews. We recommendthat we use to ask for reviews. We recommend handing them out after working with yourhanding them out after working with your clients to ask for a review. It has your reviewclients to ask for a review. It has your review engine web address, and even a QR code soengine web address, and even a QR code so they can scan it with their smart phone and pullthey can scan it with their smart phone and pull up a mobile ready review engine.up a mobile ready review engine. What is a “review ignitor” card and whatWhat is a “review ignitor” card and what does it look like?does it look like? Q & AQ & A
  • 52. Q A Yes!Yes! Is the review engine mobile friendly?Is the review engine mobile friendly? Q & AQ & A
  • 53. Q A No. There is no way for us to do that.No. There is no way for us to do that. Unfortunately Google has made it harder toUnfortunately Google has made it harder to leave reviews because a user must have both aleave reviews because a user must have both a Google account and a Google+ acccount. This isGoogle account and a Google+ acccount. This is why we’ve made it really simple to leavewhy we’ve made it really simple to leave reviews on our review engine system.reviews on our review engine system. Does a review captured in your systemDoes a review captured in your system automatically post to Google+Local?automatically post to Google+Local? Q & AQ & A
  • 54. Q A It definitely can. Reviews, social mentions, etc.It definitely can. Reviews, social mentions, etc. can all have an impact on your search rankings.can all have an impact on your search rankings. Depending on your keyword competition,Depending on your keyword competition, however, you may need to implementhowever, you may need to implement additional Local SEO (search engineadditional Local SEO (search engine optimization) strategies to get ranked on theoptimization) strategies to get ranked on the first page of Google.first page of Google. Will this help my rankings in the searchWill this help my rankings in the search engines for my preferred keywords?engines for my preferred keywords? Q & AQ & A
  • 55. Q A No! Unlike most other review sites, your reviewNo! Unlike most other review sites, your review engine is designed to be about YOU, not aboutengine is designed to be about YOU, not about us or your competition.us or your competition. Do you list competing companies on myDo you list competing companies on my review engine site?review engine site? Q & AQ & A

Hinweis der Redaktion

  1. One of my favorite quotes about reputations is by Benjamin Franklin, and it states “It takes many good deeds to build a good reputation, and only one bad one to lose it”
  2. As we get started, we wanted to give you a marketing framework to think about during the rest of our conversation. It’s our experience that there are 4 Marketing R’s that every local business like yours should plan for Reputation: In this world we live in it is so easy for anybody to write some sort of comment or review online about your business, and it might be either positive or negative, or even true or false. Do you know what over 50% of consumers say is the first thing they do BEFORE they consider doing business with you? If you said “Google” you … you are absolutely correct. They are researching your reputation and what other people are saying about you. That’s why being proactive about your online reputation is the foundational step of all your marketing efforts. Reach: The basic idea with Reach is that more people know about your business today than yesterday. What are you doing every day to ensure that this happens? Resell: Once you’ve made all this effort to build a good reputation and reach out to more and more potential customers to grow your business, you want to increase the lifetime revenue that you get from each customer by upselling, crossselling, and reselling. In other words, make it easy to buy from you again and be proactive about it. The classic example here is “Do you want fries with that?” Referrals: If you do all of these things right and doing a great job taking care of your customers, you will have the opportunity to create more buzz about your company and generate more referrals than ever. You’ll want to have referral systems in place that makes it easy for your raving fans to spread the word about you. This is what you want – positive word-of-mouth marketing – it’s the most effective form of marketing that there is. Do these basic concepts make sense to you? Any questions on these at this point? We’re going to focus this presentation on reputation. [Note: For more information on the R4 sales process – contact Mike Cooch’s team at localincomelab.com]
  3. Before we dive into Reputation, though … let’s talk a little bit about how people find your business
  4. We all know that yellow page usage just isn’t the same as it used to be. When was the last time you actually used the yellow pages to look up a business? Even if you still use it, the vast majority of consumers, especially below 50, even 40, don’t use them. Put yourself in the mind of your consumer the next time you think about your yellow page advertising.
  5. Today, consumers use search engines, social media sites, online directories, and more.
  6. Let’s talk about search engines for a minute. One of the things that many people think about when it comes ton marketing online is what we call search engine optimization, or SEO … and how to position your company to be found on the search engines. And it’s true that every day people search for your products and services online with what we call “Local Intent” … which means they are looking for local companies to do business. -------------------------notes------------------------------- Customize this to your target market. You can easily go to Google’s Keyword Tool; https://adwords.google.com/select/KeywordToolExternal And come up with a list of keywords related to your market. Take a screenshot (we love Jing) and copy and paste the screenshot here. The important thing here is to point out some real stats about how many searches are happening in their market.
  7. But here is where it gets interesting. There are really two types of searches when it comes to looking for local businesses. A keyword search such as “Restaurant” + city+state or “Dentist + city+state. This has to do with SEO (search engine optimization) and is why you get calls from telemarketers all the time promising in broken english that they can get you #1 on Google  The second type of search is what we call a “Reputation and Referral” search. This is when you’ve been either referred by somebody, or they’ve seen an ad, a truck, a sign, flyer or something that triggers what happens next.
  8. Do you know what that is? If you said that they “Google” your company name … you are absolutely correct. and what they find is what Google calls the “Zero Moment of Truth”.
  9. Let me ask you a question: Have you ever checked out reviews of a restaurant prior to going out to dinner with friends or family? How about hotels prior to taking a trip?
  10. You can customize this to your target market…
  11. Let’s look at some real life examples of negative online reviews. Could this happen to you? Find some examples in your target market .. But Always block out identifiable information.
  12. Or this one … “Just plain stupid. Nothing more to say”. The interesting thing about this review is that it was posted online 2 years ago, and up until very recently the business owner had no idea that this review even existed. Imagine his surprise when he saw it for the first time.
  13. Why is reputation marketing so important and vital to every business? I’d like to share some statistics with you…
  14. Listen, we know that you work hard every day in your business. We also know that your reputation is your #1 asset … and the online marketing paradigm has shifted again. Most of your competitors don’t know this yet .. So now is the time to take charge of your online reputation I can’t stress how important it is to not leave this to chance like so many of your competitors are doing.
  15. Customize the screen shots for your target market (Again, we use Jing … it is a great tool!)
  16. Here’s why consumers love reviews; It saves them time It gives them peace of mind, and It saves them money By having positive reviews, when you’ve been referred to a prospect and they see those reviews, it reinforces the referral and shows your prospect that you are the right choice for them.
  17. Have a great reputation has a lot of benefits to you as a business; It builds trust It can drive pre-sold, pre-qualified buyers to your door It converts your referrals and leads because you have built the trust You can charge more money and be more selective about the business you take on when you have a great online reputation Buyers even tend do give you the benefit of the doubt if they have a less than stellar experience … because everybody else is raving about you! This is a crazy phenomenon but true. They might be thinking in their head … “Well, everybody else really likes ‘em … they must just be having an off day” Online reviews are almost as powerful as a personal recommendation from a friend.
  18. Let me share a quick example with you of how important online reviews are … and how they can work the opposite way as well. A friend of mine was relaying the story of how he was looking for a lawnmower repair shop. His lawnmower was broken and he needed to get it fixed. He asked around at the hospital that he worked at and one name kept popping up as a referral. So, he did what MOST people do … and “Googled” them. But, instead of having a great online reputation, which would have confirmed the referrals … they had a BAD online reputation! He did not like what he saw at all. So instead of trusting the referrals of his friends and co-workers … he trusted reviews of complete strangers … and kept looking until he found a shop that had great reviews. He took his business there and was very happy with the service. Can you say “Ooops” on the part of the first lawn mower shop … the one that was getting the referrals? This is just one illustration of how important online reviews and having a great online reputation is.
  19. Let’s start with asking this question: Do you know what type of online reputation your company has? It’s important to know what people are saying about you. Go ahead – type your business name and location into Google and see what you find. Now, hopefully you aren’t in the situation of having a bad overall reputation or having no reviews at all.
  20. What’s the cost of having a bad or no reputatation? Let’s talk about this for a second. If you have a bad or poor reputation, how does that affect your bottom line. Let me walk you through an example to help illustrate this. We’re going to talk about lifetime value of a client / patient. Let’s use simple numbers here for illustration purposes. Let’s say your average dollar value of a transaction is $100, and that the average client does business with you 6x per year and typically stays with you for a period of 5 years. The Lifetime value of that client is $3000. Obviously you can substitute your own numbers here, but you get the idea. Now let’s take what we know about bad reviews online. Statistics show that 4 out of 5 consumers have changed their minds about doing business with a company based solely on negative information online. If we multiply 4x the average lifetime value of a client … we can come up with the cost of having a poor online reputation. What we don’t even go into here is the variable of how many prospective clients / patients you have each day / week / month / year… Obviously this is a simple example. You need to plug in your numbers … but it gives you a guideline to figure out the cost for your business.
  21. Now let’s talk about a 4 step reputation marketing strategy.
  22. First of all, and this is a must, you MUST provide great service! If you don’t make this part of your company culture in today’s marketplace, I’m concerned for your business and quite honestly even the best “reputation management” programs won’t be able to help you out. Eventually bad service catches up with you .. .period. Make this part of your company culture and always strive to deliver 5 star service and exceed your customers expectations.
  23. The 2nd step is to proactively build a positive online reputation. This doesn’t mean that you “game” the system or make up reviews! Don’t ever fall into that trap … or other shortcuts! How do you do this? An important foundational step is to claim your online directory listings like Google+Local, Yelp, Superpages, Insider Pages, etc. By claiming your listings … you can make sure that your information is accurate and puts your best foot forward in as many places as possible. Next, you want to start proactively asking for reviews. Now we understand that some sites discourage this … but we disagree. We believe that you should NOT leave your online reputation to chance. Sometimes if left to chance, the only reviews you are getting are the ones when people are ticked off or upset about something. Don’t let a rare angry customer, a former employee, or even a competitor ruin your online reputation You want to make it easy for real people to leave you real reviews … we’ll talk more about that in a little bit
  24. As you begin to build a positive online reputation … then you want to promote it – everywhere!! I know it is hard for some businesses to toot their own horn, but we believe that the more you can use your positive reputation in your marketing the better. There are all kinds of ways to promote your reputation. Here are a few ideas…
  25. Finally, you want to stay on top of your online reputation by monitoring it on an ongoing basis. You want to be able keep the pulse on how you are doing and what people are saying about you. You can use things like Google Alerts to monitor blog and news mentions of you and your company. You can also use specialized review and social media monitoring solutions to keep track of reviews and social media mentions. This gives you the opportunity to respond to feedback, reviews, and social mentions … and most importantly show that you are engaged in the online conversation about your company.
  26. Ok, we’ve covered a lot of ground. We know that this can all be a little overwhelming … and we understand.
  27. We know that there are usually a lot of questions when getting started. For example; How do I ask for a review? Where do I send them to leave a review? Is Google best, or Yelp, or is there another alternative? Should I offer an incentive to leave a review? … and many more
  28. We’d like to introduce to you our system, called … [your review system name]
  29. Our system was developed in early 2011, and has been a very systematic approach to reputation and review marketing … and has been successfully helping small business clients manage, monitor, and promote their online reputation. Optional: We recently became an authorized distributor of the system and are excited to be able to offer it to our clients as a proven marketing strategy
  30. So let’s take a tour
  31. [you can either use the slides or go live with a demo on your site. We usually just have multiple tabs open in our browser to showcase each of these features] Our system is built around what we call a “Review Engine”. It is a branded web site that we build for you for the express purpose of gathering feedback from your clients in the form of reviews. Unlike most of the review sites, this site is really branded for you, not the review site. Here are a couple of the key features; Your branding and name of your business prominently displayed along the top, along with an aggregate review score. Your contact information along with links to your other social media sites are on the right of the screen, and recent reviews are listed down the side. The “Rate & Review” form is centrally located on the page and is really what drives the system … it all starts here. This is where people can leave a review for you. We do ask for a name, where they live, and email … we want real reviews from real people … so we don’t allow anonymous reviews. Then we ask for a rating on the service that was provided. They can rate you with 5,4,3,2, or 1 star. If it is a positive review, ie 4 or 5 stars, they are then asked to leave a review for you with both a brief title and then a full descriptive review. If the review isn’t positive, the review form actually changes and turns into a customer service tool by asking how you could have better served them. This is a great feature … and lets them know you are interested in their authentic feedback. And, quite honestly, it is another great reason to drive everybody here to your review engine … because in doing so and giving them a place to vent, you could potentially cut off negative reviews at the pass. When they are done filling out the simple form, they just submit the review.
  32. Once submitted, a couple of things happen within the system. You receive an immediate email with the full content of the review. This can be sent to multiple people in your office giving you that immediate feedback that lets you know how you are doing. The reviewer gets an immediate email as well. We’ve also designed this email to serve as an opportunity to a) say thank you, b) offer them a token of appreciation for the review, such as a Starbucks gift card, and 3) if it is a positive 4 or 5 star review, we include a link to your Google+local page and invite them to do you a favor and leave a review on your google listing as well (if they have a google account). If it isn’t a positive review (ie 3,2, or 1 stars), we include a short message of apology that we didn’t provide 5 star service, and would be happy to have a followup phone call to see what we can do to make it right. If it is a positive review, the user is immediately redirected to a “Thank you” page. This is where it get’s really cool. On this page, we ask them to share their review with their social networks. We make it really easy to just click and share the review on sites like Facebook, Twitter, and Linkedin. If they share the review, it turns into a great social referral with all of their friends. Did you know that 74% of consumers trust their social networks … BINGO! That is where this gets really powerful and can generate new, socially qualified leads to you like crazy.
  33. Every review is individually indexed by Google and the other search engines. We can even set it up for you so that your reviews are shared on your Facebook and Twitter page, as well as integrate it right into your web site or blog. All without you lifting a finger … how powerful is that? Remember when I talked about promoting your positive reputation everywhere … our system can help you do this!
  34. Ok, that’s it for our tour. There are so many great features of our system … but the bottom line is that you can benefit by having a systematic way to build, promote, and monitor your online reputation in a positive and proactive way. So let’s just make a couple of summary comments; We really look at online reputation as the new PR and word of mouth. A recent study by Nielsen shows that 9 out of 10 consumers trust “earned media” such as online reviews and referrals when making a purchasing decision. Our system helps you generate this earned media.
  35. Finally, I want to encourage you to take complaints and bad reviews seriously, but don’t take it personally. Yes, I fully understand that your business is more than just your livelihood. It’s your baby. Moreover, it can feel like an extension of yourself. That’s why, when someone says something critical online, it can really sting, it can feel like a personal slight. But believe me, bad things happen when you take it personally. I’ve seen too many cases when emotions get involved and things start to get messy in a public and very unflattering way. Think of every commenter as an investor in your company. By providing their input, positive and negative, they are investing in the success and growth of your organization.
  36. Alright, so now we’ve come to the Q&A part of our presentation. We’re going to run through some questions that we’ve received about our system.
  37. Ask for the order!!!! [talk them through the purchasing process and how to get started]
  38. A “Review ignitor” card is another way we suggest asking for a review. Essentially it is a business card that you hand out personally to your clients, ask them for their feedback. They can either type in the address of your review engine, or scan the funny image, aka QR code, with their smart phone and go directly to the review engine on their phone. This is a great way to ask for a review. We find that our most successful clients use multiple ways to reach out and ask for a review from their clients. These “Review ignitor” cards are available for an added cost. Be sure to talk with one of our reputation marketing specialists to place your order.
  39. Yes!! Here is an example of a review engine and what it would look like on an iphone.
  40. [we are not positioning this as an SEO product … although it can definitely have a positive impact on rankings]