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.
@Bright_loca#InboundCon
Leveraging Your Reputation to
Drive More Clicks & Calls
@Bright_loca#InboundCon
about
@Bright_loca#InboundCon
Local SEO
Reporting &
‘Citation’ Service
@Bright_loca#InboundCon
90% customers
in US & Canada
Based in
UK
@Bright_loca#InboundCon
Create In-depth research &
content
featured in:
@Bright_loca#InboundCon
Chat to us at our stand!
@Bright_loca#InboundCon
Leveraging Your
Reputation to Drive More
Clicks & Calls
@Bright_loca#InboundCon
‘Leverage’
‘Promote’
‘Amplify’
‘Exploit’
@Bright_loca#InboundCon
Demonstrate
Impact of
Reviews
Best Practice for
Managing
Reviews
1 2
@Bright_loca#InboundCon
Links to resources:
www.brightlocal.com/leverage-reputation
@Bright_loca#InboundCon
Focus on
‘physical’, local
businesses
@Bright_loca#InboundCon
Does reputation
have an impact on
conversion?
How BIGis the
impact?
@Bright_loca#InboundCon
I love
‘Reputation’
@Bright_loca#InboundCon
Powerful
‘Social
Proof’
@Bright_loca#InboundCon
Power of
Reputation
is not confined
to Search
@Bright_loca#InboundCon
On-site Offline marketing
Social marketing
Email marketing
Sales materials
@Bright_loca#InboundCon
Consumer attitudes to
local reviews
@Bright_loca#InboundCon
• Annual survey
• 2011-2016
• 2000 consumers
• 15 questions
@Bright_loca#InboundCon
To understand
the impact of
reviews on
decision making
@Bright_loca#InboundCon
of consumers
read online
reviews for local
businesses
Source: BrightLocal, Local Consumer Review S...
@Bright_loca#InboundCon
of consumers trust
online reviews as much
as personal
recommendations
Source: BrightLocal, Local C...
@Bright_loca#InboundCon
say positive reviews
make them trust a
business more
Source: BrightLocal, Local Consumer Review Su...
@Bright_loca#InboundCon
This influences who they use
46%
11%
63%
Select a local business on other
factors
Read reviews but...
@Bright_loca#InboundCon
😃
Read
Reviews
Trust
Reviews
Trust
Business
Buy from
Business
@Bright_loca#InboundCon
Star Rating is #1
Factor
58%
47%
41%
35%
27%
20%
Star rating Sentiment of
reviews
Recency of
revie...
@Bright_loca#InboundCon
Sentiment of reviews is 2nd
58%
47%
41%
35%
27%
20%
Star rating Sentiment of
reviews
Recency of
re...
@Bright_loca#InboundCon
‘Recency’ of reviews is
3rd
58%
47%
41%
35%
27%
20%
Star rating Sentiment of
reviews
Recency of
re...
@Bright_loca#InboundCon
Do ‘Reviews’ Boost
Search CTR?
@Bright_loca#InboundCon
• June-July 2016
• 6,000 consumers
• Plumbers, Florists,
Realtors
• Organic Search & Local
Pack
@Bright_loca#InboundCon
Seller Ratings known to boost PPC
CTR
Source: Local Consumer Review Survey 2015
Source: Google Adw...
@Bright_loca#InboundCon
Local Pack
@Bright_loca#InboundCon
No
Ratings
With
Ratings
@Bright_loca#InboundCon
Positive reviews increase clicks by 22%
Source: BrightLocal Search Click Through Rate Study, Augus...
@Bright_loca#InboundCon
Organic Search
@Bright_loca#InboundCon
No
Ratings
With
Ratings
@Bright_loca#InboundCon
Positive reviews increase clicks by 5%
Source: BrightLocal Search Click Through Rate Study, August...
@Bright_loca#InboundCon
Again…Positive Star Ratings are #1
Factor
56%
10% 9%
7% 7% 7%
Positive Star
Ratings
I liked the
bu...
@Bright_loca#InboundCon
Did changing the star
rating vary the impact?
@Bright_loca#InboundCon
CTR only increases above 3 Stars
Source: BrightLocal Search Click Through Rate Study, August 2016
...
@Bright_loca#InboundCon
Do ‘Reviews’ Boost
Landing Page
Performance?
@Bright_loca#InboundCon
• August–September 2016
• 3,000 consumers
• Plumbers, Florists,
Realtors
• Local Landing Pages
@Bright_loca#InboundCon
Positive reviews increased trust by 11%
83%
6%
11%
72%
15% 13%
Trustworthy Not Trustworthy Don't k...
@Bright_loca#InboundCon
Positive ratings increased ‘contact’ by
6%
Source: BrightLocal Landing Page Performance Study, Aug...
@Bright_loca#InboundCon
Best Practices for
Managing Reputation
@Bright_loca#InboundCon
Effective
Review
Strategy
@Bright_loca#InboundCon
6 Pillars of an Effective Review
Strategy
How to manage bad
reviews
Clear targets
Process to get n...
@Bright_loca#InboundCon
Set Clear Targets
@Bright_loca#InboundCon
@Bright_loca#InboundCon
It’s
@Bright_loca#InboundCon
It’s
@Bright_loca#InboundCon
You need enough
reviews to convince a
consumer to trust
you
@Bright_loca#InboundCon
More
Reviews
Greater
Social
Proof
=
@Bright_loca#InboundCon
Can’t have
too many
reviews
@Bright_loca#InboundCon
Law of
diminishing
returns applies
@Bright_loca#InboundCon
Review
‘freshness’ is
important
@Bright_loca#InboundCon
‘Recency’ of reviews is 3rd factor
58%
47%
41%
35%
27%
20%
Star rating Sentiment of
reviews
Recenc...
@Bright_loca#InboundCon
of consumers think
reviews older than 3
months aren’t relevant
Source: BrightLocal, Local Consumer...
@Bright_loca#InboundCon
Shield yourself
from negative
reviews
@Bright_loca#InboundCon
You need monthly,
incremental
targets
@Bright_loca#InboundCon
Don’t get 10
reviews then
stop
@Bright_loca#InboundCon
Process to Generate
New Reviews
@Bright_loca#InboundCon
Ask
people to
write you a
review
@Bright_loca#InboundCon
of consumers will
leave a review if
asked
Source: BrightLocal, Local Consumer Review Survey 2016
%
@Bright_loca#InboundCon
Make it part of
the post-sales
process
@Bright_loca#InboundCon
Timing is key
to success
@Bright_loca#InboundCon
Ask when customer
satisfaction is
highest
@Bright_loca#InboundCon
Don’t let
them cool
off!
@Bright_loca#InboundCon
Consider a
‘Stepped’
approach
@Bright_loca#InboundCon
Get a small
commitment first
@Bright_loca#InboundCon
And then ask
them to review
you
@Bright_loca#InboundCon
@Bright_loca#InboundCon
Selecting the Best
Review Sites
@Bright_loca#InboundCon
Build reviews on a
few, key sites.
Using too many will
dilute reviews
@Bright_loca#InboundCon
Small.
Irrelevant.
Forgotten.
@Bright_loca#InboundCon
Who ranks
high in
Google
@Bright_loca#InboundCon
Which sites
displayed in
‘Knowledge
Panel’
@Bright_loca#InboundCon
Where do you
already have
reviews?
@Bright_loca#InboundCon
Type of
Audience
Larg
e
Loya
l
@Bright_loca#InboundCon
Highly
relevant,
niche sites
@Bright_loca#InboundCon
@Bright_loca#InboundCon
Review Site Scoring Matrix
Site DA Score
Trust
Flow
Citation
Flow
Reviews In
Google KP?
Google
Ran...
@Bright_loca#InboundCon
Managing Negative
Reviews
@Bright_loca#InboundCon
It
happens.
Accept it.
@Bright_loca#InboundCon
Don’t
ignore
them!!!!!
@Bright_loca#InboundCon
Reduce the impact
of negative reviews
@Bright_loca#InboundCon
Get more positive
reviews
@Bright_loca#InboundCon
Respond
positively &
publicly
@Bright_loca#InboundCon
Identify the
issues & try to
resolve them –
publicly!
@Bright_loca#InboundCon
Show customers
that you listen &
care
@Bright_loca#InboundCon
Turn a negative
situation into a
positive one
@Bright_loca#InboundCon
And don’t
attack the
reviewer
@Bright_loca#InboundCon
Educate & Incent
Staff
@Bright_loca#InboundCon
Help staff understand
the significance of
reviews
@Bright_loca#InboundCon
More customers,
More revenue,
Stronger
business,
Job security!
@Bright_loca#InboundCon
Make it worth
their while
@Bright_loca#InboundCon
Leveraging
Reputation
@Bright_loca#InboundCon
@Bright_loca#InboundCon
Twitter
@Bright_loca#InboundCon
Facebook
@Bright_loca#InboundCon
Facebook Ad
@Bright_loca#InboundCon
Email
Marketing
@Bright_loca#InboundCon
Display/
Re-targeting
@Bright_loca#InboundCon
Leaflets/
Flyers
@Bright_loca#InboundCon
Business
Cards
@Bright_loca#InboundCon
Links to resources:
www.brightlocal.com/leverage-reputation
@Bright_loca#InboundCon
myles@brightlocal.com
USA: +1 (312) 544-0656
www.BrightLocal.com
@Bright_loca#InboundCon
Thank You
Upcoming SlideShare
Loading in …5
×

Leveraging your reputation to drive more clicks & calls - Inboundcon - BrightLocal.com

1,152 views

Published on

Myles Anderson, Founder of local SEO reporting business 'BrightLocal', gave a presentation in Inboundcon 2016 on how to grow & leverage your online reputation to drive click & calls to local, physical businesses online.

Published in: Business
  • Be the first to comment

Leveraging your reputation to drive more clicks & calls - Inboundcon - BrightLocal.com

  1. 1. @Bright_loca#InboundCon Leveraging Your Reputation to Drive More Clicks & Calls
  2. 2. @Bright_loca#InboundCon about
  3. 3. @Bright_loca#InboundCon Local SEO Reporting & ‘Citation’ Service
  4. 4. @Bright_loca#InboundCon 90% customers in US & Canada Based in UK
  5. 5. @Bright_loca#InboundCon Create In-depth research & content featured in:
  6. 6. @Bright_loca#InboundCon Chat to us at our stand!
  7. 7. @Bright_loca#InboundCon Leveraging Your Reputation to Drive More Clicks & Calls
  8. 8. @Bright_loca#InboundCon ‘Leverage’ ‘Promote’ ‘Amplify’ ‘Exploit’
  9. 9. @Bright_loca#InboundCon Demonstrate Impact of Reviews Best Practice for Managing Reviews 1 2
  10. 10. @Bright_loca#InboundCon Links to resources: www.brightlocal.com/leverage-reputation
  11. 11. @Bright_loca#InboundCon Focus on ‘physical’, local businesses
  12. 12. @Bright_loca#InboundCon Does reputation have an impact on conversion? How BIGis the impact?
  13. 13. @Bright_loca#InboundCon I love ‘Reputation’
  14. 14. @Bright_loca#InboundCon Powerful ‘Social Proof’
  15. 15. @Bright_loca#InboundCon Power of Reputation is not confined to Search
  16. 16. @Bright_loca#InboundCon On-site Offline marketing Social marketing Email marketing Sales materials
  17. 17. @Bright_loca#InboundCon Consumer attitudes to local reviews
  18. 18. @Bright_loca#InboundCon • Annual survey • 2011-2016 • 2000 consumers • 15 questions
  19. 19. @Bright_loca#InboundCon To understand the impact of reviews on decision making
  20. 20. @Bright_loca#InboundCon of consumers read online reviews for local businesses Source: BrightLocal, Local Consumer Review Survey 2016 %
  21. 21. @Bright_loca#InboundCon of consumers trust online reviews as much as personal recommendations Source: BrightLocal, Local Consumer Review Survey 2016 %
  22. 22. @Bright_loca#InboundCon say positive reviews make them trust a business more Source: BrightLocal, Local Consumer Review Survey 2016 %
  23. 23. @Bright_loca#InboundCon This influences who they use 46% 11% 63% Select a local business on other factors Read reviews but don't influence purchase Positive reviews make me more likely to use a local business Source: Local Consumer Review Survey 2015
  24. 24. @Bright_loca#InboundCon 😃 Read Reviews Trust Reviews Trust Business Buy from Business
  25. 25. @Bright_loca#InboundCon Star Rating is #1 Factor 58% 47% 41% 35% 27% 20% Star rating Sentiment of reviews Recency of reviews Quantity of reviews Length of review If business has responded Source: Local Consumer Review Survey 2015 Source: BrightLocal, Local Consumer Review Survey 2016
  26. 26. @Bright_loca#InboundCon Sentiment of reviews is 2nd 58% 47% 41% 35% 27% 20% Star rating Sentiment of reviews Recency of reviews Quantity of reviews Length of review If business has responded Source: Local Consumer Review Survey 2015 Source: BrightLocal, Local Consumer Review Survey 2016
  27. 27. @Bright_loca#InboundCon ‘Recency’ of reviews is 3rd 58% 47% 41% 35% 27% 20% Star rating Sentiment of reviews Recency of reviews Quantity of reviews Length of review If business has responded Source: Local Consumer Review Survey 2015 Source: BrightLocal, Local Consumer Review Survey 2016
  28. 28. @Bright_loca#InboundCon Do ‘Reviews’ Boost Search CTR?
  29. 29. @Bright_loca#InboundCon • June-July 2016 • 6,000 consumers • Plumbers, Florists, Realtors • Organic Search & Local Pack
  30. 30. @Bright_loca#InboundCon Seller Ratings known to boost PPC CTR Source: Local Consumer Review Survey 2015 Source: Google Adwords, 2011 %
  31. 31. @Bright_loca#InboundCon Local Pack
  32. 32. @Bright_loca#InboundCon No Ratings With Ratings
  33. 33. @Bright_loca#InboundCon Positive reviews increase clicks by 22% Source: BrightLocal Search Click Through Rate Study, August 2016 63% 66% 61% 43% 42% 37% Plumber Florist Realtors With Reviews Without Reviews
  34. 34. @Bright_loca#InboundCon Organic Search
  35. 35. @Bright_loca#InboundCon No Ratings With Ratings
  36. 36. @Bright_loca#InboundCon Positive reviews increase clicks by 5% Source: BrightLocal Search Click Through Rate Study, August 2016 11% 15% 13% 5% 10% 10% Plumbers Florists Realtors With Reviews Without Reviews
  37. 37. @Bright_loca#InboundCon Again…Positive Star Ratings are #1 Factor 56% 10% 9% 7% 7% 7% Positive Star Ratings I liked the business name It was the top result Picked at Random 1st result I noticed Centrally located Source: Local Consumer Review Survey 2015 Source: BrightLocal Search Click Through Rate Study, August 2016
  38. 38. @Bright_loca#InboundCon Did changing the star rating vary the impact?
  39. 39. @Bright_loca#InboundCon CTR only increases above 3 Stars Source: BrightLocal Search Click Through Rate Study, August 2016 0% -19% -9% -4% 7% 16% -25% -20% -15% -10% -5% 0% 5% 10% 15% 20% Column1 0 1 2 3 4 5
  40. 40. @Bright_loca#InboundCon Do ‘Reviews’ Boost Landing Page Performance?
  41. 41. @Bright_loca#InboundCon • August–September 2016 • 3,000 consumers • Plumbers, Florists, Realtors • Local Landing Pages
  42. 42. @Bright_loca#InboundCon Positive 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
  43. 43. @Bright_loca#InboundCon Positive ratings increased ‘contact’ by 6% Source: BrightLocal Landing Page Performance Study, August 2016 72% 20% 8% 66% 28% 6% Would contact Would not contact Unsure With Reviews Without Reviews
  44. 44. @Bright_loca#InboundCon Best Practices for Managing Reputation
  45. 45. @Bright_loca#InboundCon Effective Review Strategy
  46. 46. @Bright_loca#InboundCon 6 Pillars of an Effective Review Strategy How to manage bad reviews Clear targets Process to get new reviews Identify Target Sites Educate & Incent Staff Leverage Reviews
  47. 47. @Bright_loca#InboundCon Set Clear Targets
  48. 48. @Bright_loca#InboundCon
  49. 49. @Bright_loca#InboundCon It’s
  50. 50. @Bright_loca#InboundCon It’s
  51. 51. @Bright_loca#InboundCon You need enough reviews to convince a consumer to trust you
  52. 52. @Bright_loca#InboundCon More Reviews Greater Social Proof =
  53. 53. @Bright_loca#InboundCon Can’t have too many reviews
  54. 54. @Bright_loca#InboundCon Law of diminishing returns applies
  55. 55. @Bright_loca#InboundCon Review ‘freshness’ is important
  56. 56. @Bright_loca#InboundCon ‘Recency’ of reviews is 3rd factor 58% 47% 41% 35% 27% 20% Star rating Sentiment of reviews Recency of reviews Quantity of reviews Length / detail of review If business has responded to reviews Source: Local Consumer Review Survey 2015 Source: BrightLocal, Local Consumer Review Survey 2016
  57. 57. @Bright_loca#InboundCon of consumers think reviews older than 3 months aren’t relevant Source: BrightLocal, Local Consumer Review Survey 2016 %
  58. 58. @Bright_loca#InboundCon Shield yourself from negative reviews
  59. 59. @Bright_loca#InboundCon You need monthly, incremental targets
  60. 60. @Bright_loca#InboundCon Don’t get 10 reviews then stop
  61. 61. @Bright_loca#InboundCon Process to Generate New Reviews
  62. 62. @Bright_loca#InboundCon Ask people to write you a review
  63. 63. @Bright_loca#InboundCon of consumers will leave a review if asked Source: BrightLocal, Local Consumer Review Survey 2016 %
  64. 64. @Bright_loca#InboundCon Make it part of the post-sales process
  65. 65. @Bright_loca#InboundCon Timing is key to success
  66. 66. @Bright_loca#InboundCon Ask when customer satisfaction is highest
  67. 67. @Bright_loca#InboundCon Don’t let them cool off!
  68. 68. @Bright_loca#InboundCon Consider a ‘Stepped’ approach
  69. 69. @Bright_loca#InboundCon Get a small commitment first
  70. 70. @Bright_loca#InboundCon And then ask them to review you
  71. 71. @Bright_loca#InboundCon
  72. 72. @Bright_loca#InboundCon Selecting the Best Review Sites
  73. 73. @Bright_loca#InboundCon Build reviews on a few, key sites. Using too many will dilute reviews
  74. 74. @Bright_loca#InboundCon Small. Irrelevant. Forgotten.
  75. 75. @Bright_loca#InboundCon Who ranks high in Google
  76. 76. @Bright_loca#InboundCon Which sites displayed in ‘Knowledge Panel’
  77. 77. @Bright_loca#InboundCon Where do you already have reviews?
  78. 78. @Bright_loca#InboundCon Type of Audience Larg e Loya l
  79. 79. @Bright_loca#InboundCon Highly relevant, niche sites
  80. 80. @Bright_loca#InboundCon
  81. 81. @Bright_loca#InboundCon Review Site Scoring Matrix Site DA Score Trust Flow Citation Flow Reviews In Google KP? Google Rank Audienc e Type of Site Quantity Reviews Overall Score Yelp.com 94 70 67 Yes Page 1 Large General Very High High GoogleMyBusiness 100 96 95 Yes Page 1 Loyal General Very High Very High MerchantCircle 82 36 43 No Page 3 Neither General Medium Medium WhoDoYou 38 22 25 No none Neither General Medium Low
  82. 82. @Bright_loca#InboundCon Managing Negative Reviews
  83. 83. @Bright_loca#InboundCon It happens. Accept it.
  84. 84. @Bright_loca#InboundCon Don’t ignore them!!!!!
  85. 85. @Bright_loca#InboundCon Reduce the impact of negative reviews
  86. 86. @Bright_loca#InboundCon Get more positive reviews
  87. 87. @Bright_loca#InboundCon Respond positively & publicly
  88. 88. @Bright_loca#InboundCon Identify the issues & try to resolve them – publicly!
  89. 89. @Bright_loca#InboundCon Show customers that you listen & care
  90. 90. @Bright_loca#InboundCon Turn a negative situation into a positive one
  91. 91. @Bright_loca#InboundCon And don’t attack the reviewer
  92. 92. @Bright_loca#InboundCon Educate & Incent Staff
  93. 93. @Bright_loca#InboundCon Help staff understand the significance of reviews
  94. 94. @Bright_loca#InboundCon More customers, More revenue, Stronger business, Job security!
  95. 95. @Bright_loca#InboundCon Make it worth their while
  96. 96. @Bright_loca#InboundCon Leveraging Reputation
  97. 97. @Bright_loca#InboundCon
  98. 98. @Bright_loca#InboundCon Twitter
  99. 99. @Bright_loca#InboundCon Facebook
  100. 100. @Bright_loca#InboundCon Facebook Ad
  101. 101. @Bright_loca#InboundCon Email Marketing
  102. 102. @Bright_loca#InboundCon Display/ Re-targeting
  103. 103. @Bright_loca#InboundCon Leaflets/ Flyers
  104. 104. @Bright_loca#InboundCon Business Cards
  105. 105. @Bright_loca#InboundCon Links to resources: www.brightlocal.com/leverage-reputation
  106. 106. @Bright_loca#InboundCon myles@brightlocal.com USA: +1 (312) 544-0656 www.BrightLocal.com
  107. 107. @Bright_loca#InboundCon Thank You

×