1.
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

2.
“92% OF CONSUMERS NOW READ ONLINE
REVIEWS VS. 88% IN 2014”
@roberts_ben_m

3.
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

4.
THERE ARE 4 KEY QUESTIONS
SURROUNDING RATINGS AND REVIEWS
@roberts_ben_m

5.
LUCKILY ALSO BE GIVING YOU SOME
ANSWERS TOO!
@roberts_ben_m

6.
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

7.
1) HOW DO YOU BUILD TRUST?
HONEST CUSTOMER REVIEWS!
@roberts_ben_m

8.
92% OF ALL CONSUMERS NOW
READ REVIEWS
@roberts_ben_m

9.
51% OF CUSTOMERS WILL SELECT A
LOCAL COMPANY IF IT HAS POSITIVE
REVIEWS
@roberts_ben_m

10.
•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

11.
IN SHORT, PEOPLE BELIEVE OTHER PEOPLE, NOT COMPANIES
@roberts_ben_m

12.
WHAT DOES THIS MEAN FOR TRUST?
@roberts_ben_m

13.
63% OF CUSTOMERS ARE MORE LIKELY TO MAKE
A PURCHASE AFTER READING REVIEWS
@roberts_ben_m

14.
REVIEWS SPEAK FOR THEMSELVES. IT’S NO
LONGER THE COMPANY SHOUTING ABOUT
THEMSELVES, IT’S ABOUT CUSTOMERS
SHOUTING ABOUT THE COMPANY
@roberts_ben_m

15.
HOWEVER, THESE REVIEWS NEED TO BE
UPDATED REGULARLY
@roberts_ben_m

16.
44% OF CONSUMERS SAY THAT A REVIEW MUST
BE WRITTEN WITHIN ONE MONTH TO BE
RELEVANT
@roberts_ben_m

17.
2) HOW TO SHOW AND COLLECT REVIEWS
WHAT’S THE BEST WAY OF SHOWING THESE HONEST REVIEWS?
@roberts_ben_m

18.
3RD PARTY REVIEW SITES
@roberts_ben_m

19.
REVIEWS ON YOUR SITE
@roberts_ben_m

20.
WHAT’S THE DIFFERENCE?
•3RD PARTY REVIEWS OFFER EXTERNAL VALIDATION
•HOWEVER, YOU (AS A COMPANY) HAVE LITTLE CONTROL
@roberts_ben_m

21.
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

22.
3) SHOULD YOU, AND HOW TO RESPOND TO
REVIEWS
@roberts_ben_m

23.
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

24.
THIS IS WHAT NOT TO DO . . .
@roberts_ben_m

25.
@roberts_ben_m

26.
THEN SOME GOOD EXAMPLES . . .
@roberts_ben_m

27.
@roberts_ben_m

28.
@roberts_ben_m

29.
REMEMBER YOU CANNOT PLEASE 100% OF THE
PEOPLE 100% OF THE TIME . . .
HOWEVER, THAT SHOULDN’T STOP YOU TRYING!
@roberts_ben_m

30.
4) CAN YOU ASK FOR REVIEWS?
@roberts_ben_m

31.
IT’S NOT ALWAYS EASY TO GET PEOPLE TO
REVIEW WITHOUT A PROMPT
@roberts_ben_m

32.
TWO KEY POINTS TO REMEMBER!
1) ASK DON’T BRIBE
2) INCENTIVES ARE FINE
@roberts_ben_m

33.
REMEMBER ANYONE CAN SAY ANYTHING,
ESPECIALLY ONLINE, BUT NOT EVERYONE CAN
BACK UP THEIR CLAIMS
@roberts_ben_m

34.
@roberts_ben_m
2 BOOKS I HIGHLY RECOMMEND READING

35.
THANK YOU FOR LISTENING!
@roberts_ben_m