Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BrightonSEO 2017- Harnessing your Reputation to win New Customers

2,708 views

Published on

This presentation was delivered by Myles Anderson at BrightonSEO in September 2017.

The 1st part of this presentation looks at the impact that a positive reputation has on key areas of the marketing funnel and on consumer trust in local businesses.

The 2nd part outlines how to build & leverage reputation through an effective review strategy.

Published in: Marketing
  • Be the first to comment

BrightonSEO 2017- Harnessing your Reputation to win New Customers

  1. 1. @Bright_loca@BrightonSEO Harnessing Your Reputation to win New Customers
  2. 2. @Bright_loca@BrightonSEO Myles Anderson Founder of
  3. 3. @Bright_loca@BrightonSEO 1. Local SEO Reporting Platform 2. Business Listing Management Service
  4. 4. @Bright_loca@BrightonSEO Focus on businesses who trade locally
  5. 5. @Bright_loca@BrightonSEO Independent businesses Enterprise / franchise operators
  6. 6. @Bright_loca@BrightonSEO Conduct ‘local’ research & surveys featured in:
  7. 7. @Bright_loca@BrightonSEO Demonstrate Impact of Reviews Best Practice for Managing Reviews 1 2
  8. 8. @Bright_loca@BrightonSEO Links to research & resources: www.brightlocal.com/harness-reputation
  9. 9. @Bright_loca@BrightonSEO ‘Reputation ’
  10. 10. @Bright_loca@BrightonSEO Powerful Social Proof
  11. 11. @Bright_loca@BrightonSEO Positive reviews & reputation… Improves search rankings Increases search click thru rates (CTR) Boosts landing page conversion Builds customer trust
  12. 12. @Bright_loca@BrightonSEO Improves Search Ranking
  13. 13. @Bright_loca@BrightonSEO Majestic Trust Flow # of Backlinks with City in Anchor Text Photos Majestic Citation Flow Referring Subnets Referring IPs Referring Domains Majestic AC rank Profile views Google reviews Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors Highest correlation - reviews & local ranking
  14. 14. @Bright_loca@BrightonSEO 3 studies into impact of reviews
  15. 15. @Bright_loca@BrightonSEO Increase Search CTR
  16. 16. @Bright_loca@BrightonSEO No Ratings With Ratings
  17. 17. @Bright_loca@BrightonSEO Positive reviews increase CTR by 22% Source: BrightLocal Search Click Through Rate Study, August 2016 63% 66% 61% 43% 42% 37% Plumber Florist Realtors With Reviews Without Reviews
  18. 18. @Bright_loca@BrightonSEO Star rating has huge impact on CTR% Source: BrightLocal Search Click Through Rate Study, August 2016 41% 30% 35% 44% 59% 69% No star 1 star 2 stars 3 stars 4 stars 5 stars
  19. 19. @Bright_loca@BrightonSEO CTR only increases above 3 Stars Source: BrightLocal Search Click Through Rate Study, August 2016 0% -11% -6% 3% 18% 28% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30% Column1 0 1 2 3 4 5
  20. 20. @Bright_loca@BrightonSEO Boost Landing Page Performance
  21. 21. @Bright_loca@BrightonSEO Reviews increased trust by 11% 83% 6% 11% 72% 15% 13% Trustworthy Not Trustworthy Don't know / Not sure With Reviews Without Reviews Source: BrightLocal Landing Page Performance Study, August 2016
  22. 22. @Bright_loca@BrightonSEO Positive ratings increased ‘contact’ by 12% Source: BrightLocal Landing Page Performance Study, August 2016 74% 18% 8% 62% 30% 7% Would contact Would not contact Unsure With Reviews Without Reviews
  23. 23. @Bright_loca@BrightonSEO Build Customer Trust
  24. 24. @Bright_loca@BrightonSEO of consumers read online reviews for local businesses Source: BrightLocal, Local Consumer Review Survey 2016 %
  25. 25. @Bright_loca@BrightonSEO of consumers trust online reviews as much as personal recommendations Source: BrightLocal, Local Consumer Review Survey 2016 %
  26. 26. @Bright_loca@BrightonSEO say positive reviews make them trust a business more Source: BrightLocal, Local Consumer Review Survey 2016 %
  27. 27. @Bright_loca@BrightonSEO Reviews influence who they buy from 30% 7% 63% Select a local business on other factors Read reviews but don't influence purchase Reviews influence whether I use or don't use a local business Source: Local Consumer Review Survey 2015
  28. 28. @Bright_loca@BrightonSEO So yeah! Reviews are good
  29. 29. @Bright_loca@BrightonSEO Best Practices for Managing Reputation
  30. 30. @Bright_loca@BrightonSEO Effective Review Strategy
  31. 31. @Bright_loca@BrightonSEO Single Location Business Multi-Location & Franchises
  32. 32. @Bright_loca@BrightonSEO 6 Pillars of an Effective Review Strategy How to manage bad reviewsClear targets Process to get reviews Target review sites Training & Incentivizing Staff Leverage Reputation
  33. 33. @Bright_loca@BrightonSEO Set Clear Targets
  34. 34. @Bright_loca@BrightonSEO
  35. 35. @Bright_loca@BrightonSEO It’s
  36. 36. @Bright_loca@BrightonSEO It’s
  37. 37. @Bright_loca@BrightonSEO You need enough reviews toconvince a consumer to trust you
  38. 38. @Bright_loca@BrightonSEO More Reviews Greater Social Proof =
  39. 39. @Bright_loca@BrightonSEO Can’t have too many reviews
  40. 40. @Bright_loca@BrightonSEO Law of diminishing returns applies
  41. 41. @Bright_loca@BrightonSEO Review ‘freshness’ is important
  42. 42. @Bright_loca@BrightonSEO of consumers think reviews older than 3 months are not relevant Source: BrightLocal, Local Consumer Review Survey 2016 %
  43. 43. @Bright_loca@BrightonSEO You need monthly, incremental targets
  44. 44. @Bright_loca@BrightonSEO Grow your review base over time
  45. 45. @Bright_loca@BrightonSEO Process to Generate New Reviews
  46. 46. @Bright_loca@BrightonSEO Ask customers to write a review
  47. 47. @Bright_loca@BrightonSEO of consumers will leave a review if asked to Source: BrightLocal, Local Consumer Review Survey 2016 %
  48. 48. @Bright_loca@BrightonSEO Make it part of the sales process
  49. 49. @Bright_loca@BrightonSEO Timing is the key to success
  50. 50. @Bright_loca@BrightonSEO Ask when customer satisfaction is highest
  51. 51. @Bright_loca@BrightonSEO Don’t let them cool off!
  52. 52. @Bright_loca@BrightonSEO Select the Best Review Sites
  53. 53. @Bright_loca@BrightonSEO Build reviews on a few, key sites
  54. 54. @Bright_loca@BrightonSEO Using too many will dilute reviews
  55. 55. @Bright_loca@BrightonSEO Which sites ranks high in Google
  56. 56. @Bright_loca@BrightonSEO Which sites displayed in ‘Knowledge Panel’
  57. 57. @Bright_loca@BrightonSEO Type of Audience Larg e Loya l
  58. 58. @Bright_loca@BrightonSEO Highly relevant, niche sites
  59. 59. @Bright_loca@BrightonSEO Need to use a UK niche site – maybe ‘checkatrade’
  60. 60. @Bright_loca@BrightonSEO
  61. 61. @Bright_loca@BrightonSEO Train & Incentivize Staff
  62. 62. @Bright_loca@BrightonSEO Help staff understand the significance of reviews
  63. 63. @Bright_loca@BrightonSEO
  64. 64. @Bright_loca@BrightonSEO Greater job satisfaction
  65. 65. @Bright_loca@BrightonSEO Make it worth their while ££
  66. 66. @Bright_loca@BrightonSEO Leveraging Reputation
  67. 67. @Bright_loca@BrightonSEO Power of Reputation is not confined to search
  68. 68. @Bright_loca@BrightonSEO Landing Pages
  69. 69. @Bright_loca@BrightonSEO Twitter
  70. 70. @Bright_loca@BrightonSEO Facebook
  71. 71. @Bright_loca@BrightonSEO Facebook Ad
  72. 72. @Bright_loca@BrightonSEO Email Marketing
  73. 73. @Bright_loca@BrightonSEO Display/ Re-targeting
  74. 74. @Bright_loca@BrightonSEO Leaflets/ Flyers
  75. 75. @Bright_loca@BrightonSEO Business Cards
  76. 76. @Bright_loca@BrightonSEO Strategy for Multi- Location Businesses
  77. 77. @Bright_loca@BrightonSEO Who is responsible for managing reputation?
  78. 78. @Bright_loca@BrightonSEO Manage d locally Manage d centrally
  79. 79. @Bright_loca@BrightonSEO Why Manage Centrally • Control the brand message • Ensure consistency of language & approach • Monitor performance across all locations • Easy, cheaper to train staff • Quicker to get started
  80. 80. @Bright_loca@BrightonSEO Why Manage Locally • Share workload among many people • Better knowledge of local services/products • Personalise & localise responses • Direct feedback for managers & staff • Managers in touch with customer issues • Able to take action quickly to resolve problems
  81. 81. @Bright_loca@BrightonSEO For me, locally wins
  82. 82. @Bright_loca@BrightonSEO Links to resources: www.brightlocal.com/harness-reputation
  83. 83. @Bright_loca@BrightonSEO myles@brightlocal.com @Bright_Local www.BrightLocal.com
  84. 84. @Bright_loca@BrightonSEO Stand A4 Win a Google Home Speaker Grab a free T-shirt
  85. 85. @Bright_loca@BrightonSEO Thank You

×