Welcome to our Online Customer Reviews and Reputation Marketing Webinar brought to you by Your Local Marketing System Team We are excited to show you how to position your company as the local market leader in your business using reviews and Reputation Marketing. Our technology and approach is truly unique and makes it easy for you to jump ahead of your local competition. Our proprietary system and marketing strategies we are going to be giving you today will give you the edge that your company needs to achieve rock star status in your industry and position your company as the local market leader. Your know that every day people look online for your business’s products and services. Let’s take about a few stats from Google. Last month Twenty four hundred people typed in the word dentist West Palm Beach. In a small city like West Palm Beach, twenty four hundred. And…. For Denver, appliance repair, twenty nine hundred, pediatrician in Philadelphia, nineteen hundred. I mean the numbers are astounding. Just imagine hundreds if not thousands of people online every single month looking for your business. The question is, can they find you? Because everyday people, as you can see, are looking for businesses and services like yours. The problem is who should they do business with. And what they're doing is they're looking for the most reputable company to do business with, and over the next few minutes we’re going to show you how to make sure that you are the business that they call and not your competition.
Let’s take about a few stats from Google. Last month Twenty four hundred people typed in the word dentist West Palm Beach. In a small city like West Palm Beach, twenty four hundred. And…. For Denver, appliance repair, twenty nine hundred, pediatrician in Philadelphia, nineteen hundred. I mean the numbers are astounding. Just imagine hundreds if not thousands of people online every single month looking for your business. The question is, can they find you? Because everyday people, as you can see, are looking for businesses and services like yours. The problem is who should they do business with. And what they're doing is they're looking for the most reputable company to do business with, and over the next few minutes we’re going to show you how to make sure that you are the business that they call and not your competition.
Would you buy a product or service that has bad ratings and reviews? Obviously, it would be no, because no one wants to actually have that exact same experience when they buy a product or service. So we always look at reviews as the indicator of how we might experience that product or service. But here is the more important question. Two products are identical; one has ten good reviews; the other has three good reviews but one bad review. Which one do you buy? Obviously, it's the one with ten good reviews. And why is that? Because we want to have a great experience and we’re looking to make sure that a company is consistent with delivering that experience or that product or service. So this is what consumers, individuals, and companies do every single day. They go online and they're looking to find the most reputable company to do business with. And only one bad review, as you can see here, can send the customer from your website or your listing online to someone else's. So that means difference between your phone ringing or your competition's phone ringing.
Your prospects are online Your existing customers are online – Your competitors are online
So what exactly is reputation marketing it is not reputation management. Believe it or not Reputation Management is already the old way of doing things. And now, if you really want to dominate your market, it’s all about reputation marketing. Well, it’s very simple. Position your company as the market leader in front of thousands of buyers with a five-star reputation. It's building a five-star reputation online and then going out and then marketing that reputation which we just now know is the most powerful and most trusted type of marketing that any business can do. And that's what we want to talk about today. Reputation Marketing is the most important way you can market your business online. Now there are a lot of companies out there that actually do reputation management. The reason we don't do reputation management is because reputation management doesn’t get the phone ringing. Management is a very defensive posture. Marketing is a very offensive posture. So when you see a company or hear a company doing reputation management, that company really doesn’t know what they're doing.
What they should be doing is reputation marketing. And why is that? Because we believe that your reputation is everything. And when you look at reputations online – they are focused on reviews See, everybody has been focusing on reputation management. But they don't understand the game has changed – because the search engines are NOW including Reviews as part of what they return for searches.- Now we must focus on reputation marketing. Here’s the good news- the game has changed and your competition doesn’t not about it YET!
customer reviews are a now major factor in almost every type of online marketing. And that’s because bad reviews show up in Google maps, your Google plus listing. It shows up on Pay Per Click. Look right here. You can see reviews showing up inside the Pay Per Click. They show up on website rankings, organic rankings. They show up in local directories like Yelp and City Search and Bing and Yahoo, in Yellow Pages. Reviews are a major factor in almost every type of online marketing. So, which really leads us to game changer number three
Current marketing efforts including SEO, social media, Pay Per Click, local marketing and most of tradional marketing like print ads, yellow pages etc are no longer effective if . if you have bad reviews or bad reputation online. It’s pretty simple. Why would you want to do all this work and spend all this time and spend money getting to the top and doing online marketing, and when people find you all they find are bad reviews. So really what we’ve over the last several years is a complete flip-flop in an online marketing strategy. Before we used to do Google maps or we used to do Yelp or we do video marketing. We do blogging or we do social media. And then we work on getting some great reviews or work on getting some customers reviews. That's completely the opposite of what today's marketing is about. You need to create a five-star reputation first. Then you market your products and services online. Because again, who wants to be at the top; who wants to get found when all they're doing is wasting their money. Because your phone is not going ring because you don't have that five-star reputation that companies or other businesses or customers are looking for. Now, we’ve talked about what’s happened kind of negatively with reputation, but let’s talk about some positive things when it comes we can focus on to drive our actions in the positive direction
WHY do Your Online Reputation and Customer Reviews MATTER Lets take a look at some numbers 72% of Consumers Trust Reviews 52% are More Likely to Use a Local Business with Positive Reviews 27% of Consumers Regularly Use Online Reviews to Make Decisions about Businesses
Let’s go a little deeper on here because this is a big game changer -Nielsen’s a top survey companies in the world when to comes to advertising put on a survey, and said look, when it comes to the extent that you trust different forms of advertising, which are the most important things that you trust. Well, they said here ninety two percent of people trust recommendations from people that they know. But here's the big one. Look at the one right under that. Seventy percent trust opinions based on online reviews. This is huge! But more importantly look at this. They actually trust consumer opinions posted online more than an editorial newspaper or article. You could actually have a newspaper article written about you that is editorial and people will not trust that as much as an online review. So you can see here all the evidence points that reputation marketing is the most important marketing that someone could do for their business. So, if you going to do any type of marketing with your business, do not start with the type of marketing the people don't trust. Like TV ads at 47% or e-mail marketing at 50% or even branded website marketing at 58%. It needs to start with the top two recommendations 1 from people that people know 2.consumer opinions posted online which is reputation marketing.
Another angle here - why is reputation so vital to a business? Well, this stat is incredible. Consumers look up an average of 10 reviews before making a decision. So all these consumers are online. They’re looking for reviews. More importantly, they're looking at multiple reviews, not just one or two. So this stat is incredible as well and this is that kind of secret mystery of how many reviews do you actually need to be credible. Well, here it is. Seventy percent of consumers trust a business with a minimum of 6-10 reviews. So you can see here that if consumers are looking for ten reviews and you have ten reviews then the bottom line is that’s the plum line. You are not credible without five-star reviews. Without a five-star reputation and a minimum of ten reviews, your business just can't be trusted when people actually find you. So this is the difference between your phone ringing and it not ringing. More importantly, this the difference between your phone not ringing and your competition's phone ringing. So incredibly important, we need to get you not just ten reviews but ten five-star reviews, so when people see your business online, your phone rings.
Here is the best news 5 star Reviews send you prequalified, presold customers because buyers trust reviews as much as personal recommendations. So reviews can be incredibly bad for you if they're bad. But they can be incredibly good for you if they're really good. And let's look at this stat that came from Miles Anderson from Bright Local. Seventy two percent of buyers trust reviews as much as personal recommendations. Now, if I was to ask a hundred different companies, and let me just ask you. Would you rather create a marketing plan that, when people that don't know you, don't like you, don't trust you, and always are worried about price? Or would you rather create a marketing plan with people that know you, people that like you, people that trust you and they’re all referrals? So, of course you want to create a referral plan. Well, for the first time with our online marketing, our marketing can be just as powerful as referral marketing. Because three out of four people trust reviews just as much as personal recommendations. With those five star reviews online…..That’s as good as someone's mother saying you should go buy from this company. That’s as good as someone’s best friend saying, you know what, you should use this type of a service. I used it. It was amazing. That's just good as a colleague at work saying look, if you need that, you should go to this business. They do a great job. So seventy two percent of buyers trust reviews just as much as personal recommendations.
One of the first things you need to do is really understand about your reputation. So let me ask you. Do you know you reputation online? Do you know what people are saying about you right now? Well, our customers do and that's the difference. We’re not just building a five-star reputation, we’re leveraging it and marketing it. And the first start is to actually know what people saying. So what we’ve done is we have a proprietary systems and strategy and software that actually shows and reveals anyone within moments what their reputation is online and them provides them with a systematic approach to build and market one. You’re going to find that are really only four types that you're going to have. One is going to be a bad reputation. Obviously, we know that that's not good and you’re going to need to do something about that fast. But then there's no reputation at all, which we just saw, is just as good as having a bad reputation. Because it doesn’t get your phone ringing. You need at least ten positive five-star reviews for it to even look credible online. And then there's a good reputation, and if you have a good reputation that simply means you have some good reviews and maybe some not so good reviews. But it’s more good than bad. Well, what if you have ten really good reviews but the last two are bad? See, this is the question we asked earlier. Remember, if you had multiple good reviews but you had one bad review versus another company, who would you go with? Well this is difference. Having a good review is not enough. So these types reputations are not going to get your phone ringing and they're not going to be able to position you as a leader in the industry. It’s getting a five-star reputation that is going to make you the industry leader.
Let’s take a look at how Google is workign within what we are talking about here We aerarched for Dentists Atlanta and here is what we got First of all for those that were in on our Listing Webiar last week look at what comes up right under the paid results That’s Yellow pages and Superpages – think you need to be there- ? I do! Lets take a little closer look at the local results
First of you see the map of the local search results on the map to the right- Let me ask do you think every dentist in that geography are being shown The answer is absolutely NOT! Only the ones that Google is giving the space to are showing up – e Google rewards system is in full play here They have a Google plus page… it is active… they have reviews and lots of them and really strong Google ratings You need to play by Googles rules-
So are you playong by their rules When someone is searching for your business or service on google do you show up? Here is an interesting fact over, 80 million companies all around the world have not even claiined their google page yet , So these Businesses leave their UNMANAGED Reputation front and center for EVERYONE that searches for their business name to see. when someone types in your business name are they finding a five-star rating, five-star reviews about your company? Good question Huh?
Sure I have thought about them….but I really didn’t know how important they are. Now, I know it’s time to: start asking for them capture them online training my help marketing my five star reputation It is time to start building YOUR business’ 5 Star Culture You need to listen closely for the next few minutes- I is going to be worth it…………
Hefre is the basic concept you need to adopt/adapt /take ownership You need to have the paradigm shift that it is time to start being Pro Active – getting on the offense- taking control of your reputation NOW! You must really have the heart to have a 5 star Reputation- I cannot think of a downside to this strategy- to do it there are a few key concepts you need to embrace
Every piece of your business- the facility, the employees, the quality, the service YOU must be focused on being “the best you can be” – if your staff does’t get it get new staff- and when they do get it remind them every chance you get- I will tell you that employees – minimum wage to six figure earners want to be proud of what they do for a living- as a business owner you can creat that culture and be proud of what you do to!
Provide great products and top-notch service to make your customers WANT to leave a great review for your company Setup an “onsite” review station at your checkout counter or front desk Respond to all reviews, which allows you to engage with your customers as well as show that you care
Ask for reviews in your email messages that go out to your customer list Ask for reviews/feedback in your direct mail materials, flyers brochures, Ask for reviews on your social media profiles… Reward customers who go online to leave a review for you. Ask for reviews on the back of receipts, pamphlets, menus, etc. Run a contest for your employees for soliciting reviews
Negative Reviews Can Happen There will be “some” negative reviews, which is good as long as they’re not overpowering Don’t ignore negative reviews; otherwise, you could come off as “uncaring” Don’t argue with negative reviewers as it could enhance the negative impact
How to Respond to Negative Reviews Do not panic or over-react to negative reviews; it’s bound to happen Assess the situations carefully and resolve any issues with unhappy customers Do not “argue” with your unhappy customers Post your responses publicly so your customers and potential customers see that you actually care
Online Customer Reviews
and Reputation Marketing
Google Searches Last Month
Dentist, West Palm Beach – 2400
Appliance Repair, Denver- 2900
Pediatrician, Philadelphia- 1900
Nail Salons, Tampa- 1600
1. Your prospects are online – they have plenty
of options and will generally choose
businesses with the most positive online
2. Your existing customers are online – even
though they may be satisfied with your
product or service, they are watching what
others are saying
3. Your competitors are online – they can use
your online reputation to develop strategies
to take even more business from you
Why Customer Reviews Are So Important
Reviews can help your business flourish
or become critically challenged
People go online first to search for local
products and services
Consumers post negative and positive
feedback about businesses online
Other consumers rely on this feedback
from other customers to help them make
No reviews – or mostly “negative”
reviews will hurt your ability to get new
An ample amount of reviews will help you
get new customers
Online Reputation Marketing is a
labor-intensive process that
businesses and individuals follow
that involves “recovering” their
online image, as well as “building”
a more positive image.
Both should be followed by “maintaining” that image which
involves monitoring and responding to what is being said about
your business online.
Then you must “market” the Reputation you have built- getting
new accounts and a bigger “share of wallet”
from your current customers.
Customer Reviews Are A Major Factor InCustomer Reviews Are A Major Factor In
Almost Every Type Of Online MarketingAlmost Every Type Of Online Marketing
Let’s Take a Look at Some Numbers
72% of Consumers Trust Reviews
52% are More Likely to Use a
Local Business with Positive
27% of Consumers Regularly
Use Online Reviews to Make
Decisions about Businesses
WHY YourWHY Your
Reputation andReputation and
““70% Of Consumers Trust A70% Of Consumers Trust A
Business With ABusiness With A
Minimum Of 6 – 10 Reviews”Minimum Of 6 – 10 Reviews”
“72% of Consumers trust online reviews as much
as personal recommendations.”
MY Five Star Reviews Send Me
Bad ReputationBad Reputation
No ReputationNo Reputation
Good ReputationGood Reputation
5 Star Reputation5 Star Reputation
Over 80 Million
Businesses leave their
front and center for
that searches for their
business name to see.
What About YOU ?What About YOU ?
What happens when someone Google's
my business name?
Am I listed?
Is my information correct
Is my Google+ there?
Do I have 5 Star Reviews?
Sure I have thought about them….but I
really didn’t know how important they are.
Now, I know it’s time to:
1. start asking for them
2. capture them online
3. training my help
4. marketing my five star reputation.
Building YOUR 5 Star Culture
Reputation Marketing vs. Management
Pro-Active vs. Reactive
Offense vs. Defense
YOUR 5 Star Culture
Your “business” must be reputation
Staff must buy in
Must Have A System
Track and Monitor
Make it EASY for Your Customers
Provide great products and
top-notch service to make your
customers WANT to leave a great
review for your company
Setup an “onsite” review
station at your checkout counter
or front desk
Give them multiple ways for
them to provide feedback
Respond to all reviews, which
allows you to engage with your
customers as well as show that
Ask for reviews in your email
messages that go out to your
Ask for reviews in your direct mail
Ask for reviews on your social media
Reward customers who go online to leave a review for you.
Ask for reviews on the back of receipts, pamphlets, menus, etc.
Run a contest for your employees for soliciting reviews
Negative Reviews Can Happen
There will be “some” negative
reviews, which is good as long
as they’re not overpowering
Don’t ignore negative reviews;
otherwise, you could come off
Don’t argue with negative
reviewers as it could enhance
the negative impact
How to Respond to Negative Reviews
Do not panic or over-react to
negative reviews; it’s bound to
Assess the situations carefully
and resolve any issues with
Do not “argue” with your
Post your responses publicly
so your customers and
potential customers see that
you actually care