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Managing Your Business' Online reputation


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Reputation and Third Party Platforms

What happens when people Google your business and start reading reviews?

Online shoppers rely heavily on customer reviews and perceived reputation when deciding where to spend their money.

To strategically build your brand online

Best practices responding to negative comments

More about Yelp and Google Reviews

Gain more control over your online reputation

Published in: Business
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Managing Your Business' Online reputation

  1. 1. startupproduct.comTM Managing Your Business’ Online Reputation Marketing Series Cindy F. Solomon
  2. 2. startupproduct.comTM Founder, Movement for Product Excellence By Design, SUPA Product Academy, Global Product Management Talk podcast Organizer, SUPA Product Talks meetups, Product Therapy, Product Summit Conf Contributing author, 42 Rules Of Product Marketing, and Guide To Product Management & Marketing Body of Knowledge 30 years in tech: web development, services, software product marketing & management at Apple, Vadem, NetObjects, start-ups & SMBs Coach, Mentor, Consultant, Advisor, Speaker, Author Cindy F. Solomon, CPM, CPMM @cindyfsolomon
  3. 3. startupproduct.comTM Online shoppers rely heavily on customer reviews and perceived reputation when deciding where to spend their money. Do you know how to manage your third party—aka online—reputation? What happens when people Google your business and start reading reviews?
  4. 4. startupproduct.comTM Why You Need to Monitor Your Reputation ● Because of What Your Reputation Says to Customers ● Because of What It Says to Potential Business Partners ● Because of What It Says to Bloggers and Journalists ● Because of What It Says to Prospective Employees ● Because It’s actually critical and essential to growing your business. ● Because you must keep tabs on the conversations surrounding your brand so you can step in to resolve negative situations and encourage positive ones.
  5. 5. startupproduct.comTM What Your Reputation Says to Customers ● 88% of consumers read reviews to determine the quality of a local business ● 72% of consumers will take action after reading a positive review ● Potential customers will be far more likely to do business with you if they find positive reviews from others that have already worked with or purchased from you.
  6. 6. startupproduct.comTM Value of Customer Reviews ● Reviews affect customer buying decisions ● Google has been making changes in its local SEO algorithm – increasing visibility and rankings for customer reviews. ● Higher conversion rate ● Reviews in general, good or bad, benefit the business. ○ Bad reviews humanizes the brand and depicts honesty. ○ Bad reviews are not all negative; it can be an avenue for you to showcase how you value your customer’s feedback. ● increasing the number of reviews for your brand or product makes you more relevant and puts you on a higher rank for search engines. ● Off-site reviews may have more significant impact to rankings compared to those on your own site as Google’s local search algorithm aggregates data from third party directories and review sites.
  7. 7. startupproduct.comTM What Your Reputation Says To Potential Business Partners ● The first thing a potential partner will do is search for your business. ● What they find could seal or break the deal depending on what they find.
  8. 8. startupproduct.comTM What Your Reputation Says To Bloggers And Journalists ● Getting any kind of media attention can send traffic to your site, build your credibility, and provide free advertising. ● As much as good PR can benefit your business, negative PR can tear it apart.
  9. 9. startupproduct.comTM What Your Reputation Says To Prospective Employees ● Sites like Glassdoor have made it possible for potential candidates to review companies before joining the team. ● Negative reviews by former or current employees can limited the number of people applying for jobs at your company and scare away top talent.
  10. 10. startupproduct.comTM Where To Monitor Reputation ● Search Monitoring ● Social Media Monitoring ● Comment Monitoring ● Reviews Monitoring ● Competitive Insights Monitoring ● Webinar, Events & Community Monitoring
  11. 11. startupproduct.comTM ● Search for yourself, your business name, and key words on major search engines to track what information pops up when others research you. ● Set up Google Alerts to notify you anytime something is published with keywords related to your business. ● Set up alerts for your name, company name, product names, and any common misspellings of those names. Search Monitoring
  12. 12. startupproduct.comTM ● Regularly check the mentions of your brand on major social sites. ● Use Twitter Dashboard for Small Business to monitor key words ● Use tools like Twitonomy to capture trends, themes and patterns of customer behavior and interaction ● Set up a social media dashboard on a site like Hootsuite so that you can easily follow mentions of your brand and comments on sites like Facebook, Twitter, Google+, and LinkedIn. Social Media Monitoring
  13. 13. startupproduct.comTM ● If you write a post on your blog/website or a third-party blog/website, monitor and respond to the comments on that post. You should do the same on any post that mentions you or your brand. ● On most blogging platforms if you write a post, subscribe or register to be notified of comments on that post. This makes it easy to stay involved in the conversation. ● If you are mentioned in a post that you have not created, comment on the post so that you can opt in for additional comment notifications to stay in the conversation. Comment Monitoring
  14. 14. startupproduct.comTM ● Monitor the major review sites (Google, Yelp, Facebook, Angie’s List) to see what people are saying about your business, products, or services. ● Search for relevant directories, local press, forums and discussions where people are sharing information and suggestions about related services and issues ● Set up a page on your website to share all of your positive reviews in one place to make it easy on customers trying to find reviews about your business. Use quotes and ask permission to quote customers to showcase them on your site. Reviews Monitoring
  15. 15. startupproduct.comTM ● Use software tools to watch trends and data about your business space and competitors ● Read press releases and media mentions about competitors ● Review and analyze their keyword searches and advertising buys online ● Tools such as Buzzstream Discovery, Linkedin, SimplyMeasured, Raventools ● (Don’t purchase subscriptions until you can justify that you will use the data consistently to improve your own marketing programs) Competitive Insights Monitoring
  16. 16. startupproduct.comTM Webinar, Events & Community Monitoring ● Subscribe to competitor’s newsletters to keep up on what they are saying and where they are going to understand your own customers’ experience and options ● Attend events online and offline that your competitor is attending, speaking at or sponsoring ● Make sure you have a presence at relevant places both online and offline where your customers will be exposed to other choices
  17. 17. startupproduct.comTM Communicate A Concrete Value Statement Across all Platforms ● Positioning starts with a value that needs to be communicated, whether about a product, a service, a company, an idea, or even a person. ● Communicate your unique positioning to your customers to plant the value of your business in their minds ● Make sure the value you delivery is aligned with your value statement promise ● Build Your Value Statement: Free Download
  18. 18. startupproduct.comTM How to Handle Negative Situations 1. Have a plan in place ahead of time to anticipate policy and procedure 2. Don’t delete the negative comments. 3. Respond quickly. Be human. Empathize. Listen to the complaint or issue without ego. 4. Own up to mistakes. Don’t make excuses; create solutions. 5. Make It Right: Do what you need to do to resolve the situation. It is possible to turn a negative situation into a positive one if you handle it proactively and professionally. 6. Don’t Feed the Trolls: Of course there are people out there who simply enjoy spreading negativity. If the situation is no longer productive, get out of it.
  19. 19. startupproduct.comTM Resources businesses/ business-online-reputation_b_7490026.html for-small-businesses/
  20. 20. startupproduct.comTM Stay In Touch! Cindy F. Solomon 510-499-6955 Twitter and skype @cindyfsolomon Book time with me: Forwarding passionate product people & product excellence!