The Zigzag Approach to Requesting Customer Reviews
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The Zigzag Approach to Requesting Customer Reviews

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My presentation from SMX West 2013 - on the "Must Have Local Search Tactics" panel on March 12, 2013. ...

My presentation from SMX West 2013 - on the "Must Have Local Search Tactics" panel on March 12, 2013.

I describe a technique for asking customers for reviews, in a way that maximizes the number of reviews you have on the most-important sites, while minimizing the number of reviews that get filtered.

Phil Rozek
www.localvisibilitysystem.com

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The Zigzag Approach to Requesting Customer Reviews The Zigzag Approach to Requesting Customer Reviews Presentation Transcript

  • Must Have Local Search Tactics March 12, 2013 The Zigzag Approachto Requesting Customer Reviews Phil Rozek LocalVisibilitySystem.com (Twitter: @philrozek)
  • Must Have Local Search Tactics March 12, 2013Business owner asks: “I have happy customers.I know they’ll review me if I ask. What do I ask them to do?”
  • Must Have Local Search Tactics March 12, 2013 Me:“Depends on the customer.” View slide
  • Must Have Local Search Tactics March 12, 2013 No such thing as “asking for a review”It’s more complicated than that. You need to deal with at least 3 obstacles: View slide
  • Must Have Local Search Tactics March 12, 2013 Obstacle 1: DiversityYou need to try to get reviews on a variety of sites. Why?
  • Must Have Local Search Tactics March 12, 2013So you’ll rank well in Google+Local, Bing, Yahoo, and Apple Maps.And more importantly, so you get…
  • Must Have Local Search Tactics March 12, 2013
  • Must Have Local Search Tactics March 12, 2013 Obstacle 2: Review FiltersGoogle+Local and Yelp filter out LOTS of legit reviews. Unnatural in any way = gets filtered. Many reviews don’t make it far…
  • Must Have Local Search Tactics March 12, 2013
  • Must Have Local Search Tactics March 12, 2013 Why? Nobody’s 100% sure, but...The frequency at which you ask for reviews is a factor for the filters.Google & Yelp also are more likely to filter reviews by first-timers, AKA…
  • Must Have Local Search Tactics March 12, 2013Obstacle 3:
  • Must Have Local Search Tactics March 12, 2013“Noobs” are a challenge because:-By definition, they aren’t in the habit of writing reviews. So it’s confusing. -They’re more likely to be filtered(looks unnatural to Google & Yelp).
  • Must Have Local Search Tactics March 12, 2013 BUT you want need reviews!Can’t be pushy, but you still need to give them direction.
  • Must Have Local Search Tactics March 12, 2013 Solution?
  • Must Have Local Search Tactics March 12, 2013Direct the traffic…
  • Must Have Local Search Tactics March 12, 2013 …but NOT in a straight lineYou don’t direct each customer to the same review site. Enter the “zigzag technique”:
  • Must Have Local Search Tactics March 12, 2013 Concept of zigzag: Guide with QuestionsGuide them through their options. Ask diagnostic questions todetermine where a customer should review you.
  • Must Have Local Search Tactics March 12, 2013Concept of zigzag:
  • Must Have Local Search Tactics March 12, 2013 SpecificsLet’s take a look at some instructions abusiness owner could give customers.(Wanted to show you the whole PDF, but it wouldn’t fit!)
  • Must Have Local Search Tactics March 12, 2013Had to improvise…
  • Must Have Local Search Tactics March 12, 2013Example of “zigzag”:
  • Must Have Local Search Tactics March 12, 2013Option 1: Yelp
  • Must Have Local Search Tactics March 12, 2013Option 2: Google+Local
  • Must Have Local Search Tactics March 12, 2013Option 3: Yahoo
  • Must Have Local Search Tactics March 12, 2013Option 4: CitySearch
  • Must Have Local Search Tactics March 12, 2013Option 5: Whatever
  • Must Have Local Search Tactics March 12, 2013 By the way…You’re not asking any one person to write multiple reviews. Just one review – on one site.
  • Must Have Local Search Tactics March 12, 2013What’s the idea behind the zigzag layout? 3 principles:
  • Must Have Local Search Tactics March 12, 2013 Principle 1:Start with toughest sites Specifically
  • Must Have Local Search Tactics March 12, 2013You’re asking customers: Active user? Good! Not an active user? Write review elsewhere.
  • Must Have Local Search Tactics March 12, 2013 Principle 2: Easier sites = 2 nd choice Sites that are good to have reviews on but that are easier.Yahoo, InsiderPages, CitySearch, ma ybe industry-specific sites…
  • Must Have Local Search Tactics March 12, 2013 Principle 3:No unnecessary steps
  • Must Have Local Search Tactics March 12, 2013They’re not having to create new accounts. The “2nd choice” sites must be EZ. = No frustration = Fewer filtered reviews= You consistently get reviews somewhere
  • Must Have Local Search Tactics March 12, 2013Think darts
  • Must Have Local Search Tactics March 12, 2013 Goal? Get bulls’-eyes.One way to get them is to have a good aim. (Gee, really?) But there’s another way:
  • Must Have Local Search Tactics March 12, 2013Create more bulls’-eyes
  • Must Have Local Search Tactics March 12, 2013 Takeaway: What to do1. Figure out which sites you want reviews on. Definitely Google+Local and Yelp, plus 2-3 easier options. Can always research competitors’ reviews.
  • Must Have Local Search Tactics March 12, 2013Takeaway: What to do 2. Create instructions in which you show customers their options one at a time. Can be a PDF, page on your site, or email. Or you can ask them verbally. It’s the guiding technique that counts.
  • Must Have Local Search Tactics March 12, 2013Takeaway: What to do3. Ask questions at every step – questions that channel active Google+ users and Yelpers in one direction, and everyone else in other (easier) directions.
  • Must Have Local Search Tactics March 12, 2013 No matter what…Make your instructions interactive. Give them logic circuits. Give them a brain.
  • Must Have Local Search Tactics March 12, 2013 Thanks! Phil Rozek @philrozekLocalVisibilitySystem.com