How to utilise your customers views as a marketing tool.
Answering four key questions:
1) How do we re-build trust?
2) What review sites are out there and how do I know which is right?
3)Can and should you respond to reviews?
4) Can you ask for reviews?
Chat GPT Master Class - Leslie Hughes, PUNCH Media
Ratings and Reviews are Marketing
1.
2. WHO AM I?
• BEN ROBERTS
• MARKETING STRATEGIST FOR HEINNIE HAYNES
• BEN-M-ROBERTS.COM
• @ROBERTS_BEN_M
• UK.LINKEDIN.COM/IN/BMROBERTS
@roberts_ben_m
3. “92% OF CONSUMERS NOW READ ONLINE
REVIEWS VS. 88% IN 2014”
@roberts_ben_m
4. THE PROPOSITION
RATINGS AND REVIEWS ARE BECOMING INCREASINGLY
POWERFUL, BUT HOW CAN THEY BE LEVERAGED BY
BUSINESSES AS A COST-EFFECTIVE MARKETING TOOL?
@roberts_ben_m
5. THERE ARE 4 KEY QUESTIONS
SURROUNDING RATINGS AND REVIEWS
@roberts_ben_m
7. 1) PEOPLE NO LONGER BELIEVE COMPANIES . . . HOW DO YOU RE-BUILD TRUST?
2)WHAT REVIEW SITES ARE THERE? HOW DO I KNOW WHICH IS RIGHT?
3)CAN AND SHOULD YOU RESPOND TO REVIEWS?
4)CAN YOU ASK FOR REVIEWS?
@roberts_ben_m
8. 1) HOW DO YOU BUILD TRUST?
HONEST CUSTOMER REVIEWS!
@roberts_ben_m
9. 92% OF ALL CONSUMERS NOW
READ REVIEWS
@roberts_ben_m
10. 51% OF CUSTOMERS WILL SELECT A
LOCAL COMPANY IF IT HAS POSITIVE
REVIEWS
@roberts_ben_m
11. •40% 0F CUSTOMERS FORM AN OPINION BY READING ONE TO
THREE REVIEWS
•73% 0F CUSTOMERS FORM AN OPINION BY READING UP TO SIX
REVIEWS
•88% 0F CUSTOMERS FORM AN OPINION BY READING UP TO TEN
REVIEWS
@roberts_ben_m
12. IN SHORT, PEOPLE BELIEVE OTHER PEOPLE, NOT COMPANIES
@roberts_ben_m
21. WHAT’S THE DIFFERENCE?
•3RD PARTY REVIEWS OFFER EXTERNAL VALIDATION
•HOWEVER, YOU (AS A COMPANY) HAVE LITTLE CONTROL
@roberts_ben_m
22. WHICH IS RIGHT?
•ARE THERE ARE REVIEWS ALREADY OUT THERE OF YOUR BUSINESS?
•YES? FOCUS ON A SMALL NUMBER OF RELEVANT SITES
•NO? WHERE ARE YOUR COMPETITORS?
@roberts_ben_m
23. 3) SHOULD YOU, AND HOW TO RESPOND TO
REVIEWS
@roberts_ben_m
24. 1) BE CALM, BE COOL, BE COMPOSED (3C’S)
2) REPLY NO MORE THAN TWICE PUBLICALLY
3) TAKE CONVERSATION PRIVATELY IF POSSIBLE
4) BE HUMAN
@roberts_ben_m
Online reviews – Open
Review are a way of connecting customers with business
Chuck 3 stats at you
40 - 73 – 88
One is no good, you need multiple reviews.
Customers who aren’t paid to endorse. Who aren’t coersed. People believe their peers, whether they’ve met them or not
Think about it you are one company with a reach of (x) – You have 10 customers each of them have their own circles – It’s like a ripple effect.
Relevancy is key. Would you trust a review that was left 6 months ago? So much has changed. Regular reviews offer more accurate reflections
Lack of recent review could suggest lack of customers, lack of activity, censorship of reviews
Review sites
SEO Benefits
SEO benefits
It’s about balance. Red and the blue pill. Externals offer better SEO, more trust but that comes with less control
Need to find a better reply!!
Some customers can’t be please, but by you publically showing willingness to engage is a hue plus.
Yes
Yes. Some people just need an incentive. People are forgetful .