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The Insane Power of Online Reviews

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In this presentation, I explore why reviews are insanely important; secrets of the web’s most popular review platforms; tactics for acquiring reviews; and 5-step process for responding to negative reviews.

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The Insane Power of Online Reviews

  1. 1. “ @calindanielBy: Calin Yablonski THE INSANE POWER OF ONLINE REVIEWS… …and how to get them for your business.
  2. 2. The Insane Power of Online Reviews @calindaniel “
  3. 3. The Insane Power of Online Reviews @calindaniel “
  4. 4. The Insane Power of Online Reviews @calindaniel “
  5. 5. The Insane Power of Online Reviews @calindaniel “TODAY WE’RE GOING TO EXPLORE ✓ Why reviews are insanely important ✓ Secrets of the web’s most popular review platforms ✓ Tactics for acquiring reviews ✓ 5-step process for responding to negative reviews
  6. 6. The Insane Power of Online Reviews @calindaniel “ ✓ 92% of consumers now read online reviews ✓ 80% of people said they trust online reviews as much as they’d trust a personal recommendation ✓ Only 14% of consumers would consider using a business with a one or two star rating WHY REVIEWS ARE INSANELY IMPORTANT Data from: https://www.brightlocal.com/learn/local-consumer-review-survey/
  7. 7. The Insane Power of Online Reviews @calindaniel “ 21 point increase since 2011! %PeopleWhoReadReviews 0 20 40 60 80 100 2011 2012 2013 2014 2015 928884 76 71 Data from: https://www.brightlocal.com/learn/local-consumer-review-survey/
  8. 8. The Insane Power of Online Reviews @calindaniel “ ✓ 92% of consumers now read online reviews ✓ 80% of people say they trust online reviews as much as they’d trust a personal recommendation ✓ Only 14% of consumers would consider using a business with a one or two star rating WHY REVIEWS ARE INSANELY IMPORTANT Data from: https://www.brightlocal.com/learn/local-consumer-review-survey/
  9. 9. The Insane Power of Online Reviews @calindaniel “We trust the opinions of complete strangers nearly as much as we trust those of our friends, family members and colleagues.
  10. 10. The Insane Power of Online Reviews @calindaniel “ ✓ 92% of consumers now read online reviews ✓ 80% of people said they trust online reviews as much as they’d trust a personal recommendation ✓ Only 14% of consumers would consider using a business with a one or two star rating WHY REVIEWS ARE INSANELY IMPORTANT Data from: https://www.brightlocal.com/learn/local-consumer-review-survey/
  11. 11. The Insane Power of Online Reviews @calindaniel “Bad reviews could cause 86% of our potential customers to disappear!
  12. 12. The Insane Power of Online Reviews @calindaniel “In short, for businesses to be successful online, they need to harness the power of online reviews.
  13. 13. The Insane Power of Online Reviews @calindaniel “SECRETS OF THE WEB’S MOST POPULAR REVIEW WEBSITES
  14. 14. The Insane Power of Online Reviews @calindaniel “ My Business Appears in Google Maps Integrated with Google+ Google’s Review Interface ✓ ✓ ✓
  15. 15. The Insane Power of Online Reviews @calindaniel “WHY GOOGLE REVIEWS MATTER ✓ Reviews appear in Google’s local search results ✓ Increase local business rankings ✓ Can be integrated into Google Adwords
  16. 16. The Insane Power of Online Reviews @calindaniel “
  17. 17. The Insane Power of Online Reviews @calindaniel “
  18. 18. The Insane Power of Online Reviews @calindaniel “
  19. 19. The Insane Power of Online Reviews @calindaniel “When evaluating reviews, star rating is the #1 factor customers pay attention to. Data from: https://www.brightlocal.com/learn/local-consumer-review-survey/
  20. 20. The Insane Power of Online Reviews @calindaniel “WHY GOOGLE REVIEWS MATTER ✓ Reviews appear in Google’s local search results ✓ Increase local business rankings ✓ Can be integrated into Google Adwords
  21. 21. The Insane Power of Online Reviews @calindaniel “Quantity of native reviews was ranked #11 on a list of top local SEO ranking factors. The 2015 Local Search Ranking Factors
  22. 22. The Insane Power of Online Reviews @calindaniel “WHY GOOGLE REVIEWS MATTER ✓ Reviews appear in Google’s local search results ✓ Increase local business rankings ✓ Can be integrated into Google Adwords
  23. 23. The Insane Power of Online Reviews @calindaniel “
  24. 24. The Insane Power of Online Reviews @calindaniel “ Time for a knowledge bomb!
  25. 25. The Insane Power of Online Reviews @calindaniel “5 OUT OF 5 STARS, BUT…
  26. 26. The Insane Power of Online Reviews @calindaniel “
  27. 27. The Insane Power of Online Reviews @calindaniel “WE NEED TO OUTSMART BAYESIAN LOGIC 5 - 9 10+ 4.9 5.0 Reviews Reviews
  28. 28. The Insane Power of Online Reviews @calindaniel “ Reviews 102 Million Claimed
 Businesses 2.8 Million Avg. Monthly
 Users 145 Million
  29. 29. The Insane Power of Online Reviews @calindaniel “WHY YELP REVIEWS MATTER ✓ Yelp appeals to an affluent, high income demographic ✓ 67% of Yelp reviews are 4-5 star ✓ Reviews are aggregated to other platforms ✓ Yelp categories have a commanding presence in most search engines
  30. 30. The Insane Power of Online Reviews @calindaniel “US DEMOGRAPHICS OF YELP USERS
  31. 31. The Insane Power of Online Reviews @calindaniel “WHY YELP REVIEWS MATTER ✓ Yelp appeals to an affluent, high income demographic ✓ 67% of Yelp reviews are 4-5 star ✓ Reviews are aggregated to other platforms ✓ Yelp categories have a commanding presence in most search engines
  32. 32. The Insane Power of Online Reviews @calindaniel “US DEMOGRAPHICS OF YELP USERS https://www.yelp.com/factsheet
  33. 33. The Insane Power of Online Reviews @calindaniel “WHY YELP REVIEWS MATTER ✓ Yelp appeals to an affluent, high income demographic ✓ 67% of Yelp reviews are 4-5 star ✓ Reviews are aggregated to other platforms ✓ Yelp categories have a commanding presence in most search engines
  34. 34. The Insane Power of Online Reviews @calindaniel HOW DATA IS AGGREGATED Shared with permission from Phil Rozek LocalVisibilitySystem.com
  35. 35. The Insane Power of Online Reviews @calindaniel “ Just look at Yelp & Bing! #1 #2 #3 #1 #2 #3
  36. 36. The Insane Power of Online Reviews @calindaniel “ And, Yelp & Apple Maps #1 #2 #3 #1 #2 #3
  37. 37. The Insane Power of Online Reviews @calindaniel “But, be forewarned!
  38. 38. The Insane Power of Online Reviews @calindaniel “
  39. 39. The Insane Power of Online Reviews @calindaniel “WHY YELP REVIEWS MATTER ✓ Yelp appeals to an affluent, high income demographic ✓ 67% of Yelp reviews are 4-5 star ✓ Reviews are aggregated to other platforms ✓ Yelp categories have a commanding presence in most search engines
  40. 40. The Insane Power of Online Reviews @calindaniel “
  41. 41. The Insane Power of Online Reviews @calindaniel “Your website!
  42. 42. The Insane Power of Online Reviews @calindaniel “WHY YOUR WEBSITE MATTERS ✓ 48% of people will visit a business’s website after reading positive reviews ✓ Integrates Microformats & Schema ✓ Creates a branded search result
  43. 43. The Insane Power of Online Reviews @calindaniel “Does your website provide a positive user experience for your customers?
  44. 44. The Insane Power of Online Reviews @calindaniel “ ✓ 48% of people will visit a business’s website after reading positive reviews ✓ Integrates Microformats & Schema ✓ Creates a branded search result WHY YOUR WEBSITE MATTERS
  45. 45. The Insane Power of Online Reviews @calindaniel “
  46. 46. The Insane Power of Online Reviews @calindaniel “
  47. 47. The Insane Power of Online Reviews @calindaniel “ ✓ 48% of people will visit a business’s website after reading positive reviews ✓ Integrates Microformats & Schema ✓ Creates a branded search result WHY YOUR WEBSITE MATTERS
  48. 48. The Insane Power of Online Reviews @calindaniel “
  49. 49. The Insane Power of Online Reviews @calindaniel “TACTICS FOR GETTING ONLINE REVIEWS
  50. 50. The Insane Power of Online Reviews @calindaniel “KNOW YOUR REVIEW ECOSYSTEM ✓ Research where customers leave reviews within your industry ✓ Make a list of the relevant review websites
  51. 51. The Insane Power of Online Reviews @calindaniel “
  52. 52. The Insane Power of Online Reviews @calindaniel “KNOW THE RULES OF ENGAGEMENT ✓ Can you respond to reviews? ✓ Can you incentivize reviews? ✓ Can you solicit reviews?
  53. 53. The Insane Power of Online Reviews @calindaniel “Damn!!
  54. 54. The Insane Power of Online Reviews @calindaniel “CLAIM AND OPTIMIZE YOUR LISTINGS ✓ Verify your business ✓ Insert the correct address, telephone number, website, description, and business info ✓ If you have the opportunity, insert attractive photos and videos
  55. 55. The Insane Power of Online Reviews @calindaniel “
  56. 56. The Insane Power of Online Reviews @calindaniel “
  57. 57. The Insane Power of Online Reviews @calindaniel “CREATE A REVIEWS PAGE ✓ It creates a location to collect and publish your reviews ✓ Optimize it for “keyword” + reviews ✓ Use Microformats & Schema
  58. 58. The Insane Power of Online Reviews @calindaniel “
  59. 59. The Insane Power of Online Reviews @calindaniel “PRIME CUSTOMERS AT THE START OF YOUR RELATIONSHIP ✓ Let your customers know that you ask for reviews at the end of providing your services.
  60. 60. The Insane Power of Online Reviews @calindaniel “Feedback Is Important to Us Your success is our success. It’s why we work incredibly hard to ensure our clients receive value from the services we provide. At the end of your project you can expect a request from our team to write a review of the work we’ve completed. We will (politely) ask for you to share your experience so other business owners can benefit from the work our team provides. As we mentioned, your success is our success.
  61. 61. The Insane Power of Online Reviews @calindaniel “MAKE IT EASY TO GET REVIEWED ✓ Publish a “check us out on Yelp” banner in your business ✓ Include a reviews link in your email signature ✓ Create a review download sheet
  62. 62. The Insane Power of Online Reviews @calindaniel “whitespark.ca/review-handout-generator/
  63. 63. The Insane Power of Online Reviews @calindaniel “WATCH OUT FOR REVIEW FILTERS ✓ Reviews for the same IP address such as an in store kiosk ✓ Throttling reviews ✓ Including URLs in the review ✓ Referencing a person’s name
  64. 64. The Insane Power of Online Reviews @calindaniel “ “Calin and his team at Inbound Interactive are the best in the business. They got my website www.oykhmancriminaldefence.com to #1 on Google and kept me there despite the heavy competition in my Google market place. If you don’t hire them to help your business, the competition will! ”
  65. 65. The Insane Power of Online Reviews @calindaniel “ Time for a knowledge bomb!
  66. 66. The Insane Power of Online Reviews @calindaniel “ SEGMENT BY NET PROMOTER SCORE “How likely are you to recommend our business to a friend, family member or colleague?” 1 2 3 4 5 6 7 8 9 100
  67. 67. The Insane Power of Online Reviews @calindaniel “
  68. 68. The Insane Power of Online Reviews @calindaniel “
  69. 69. The Insane Power of Online Reviews @calindaniel “HOW TO RESPOND TO NEGATIVE REVIEWS
  70. 70. The Insane Power of Online Reviews @calindaniel “BAD REVIEWS… EVERYONE GETS THEM.
  71. 71. The Insane Power of Online Reviews @calindaniel “A study by Reevoo found that 68% of consumers trust reviews more when they see both good and bad scores. https://econsultancy.com/blog/8638-bad-reviews-improve-conversion-by-67
  72. 72. The Insane Power of Online Reviews @calindaniel “STEP 1: Cool down & evaluate ✓ Be sure you’re in the right frame of mind to reply ✓ If you’re angry it’s not the right time to respond to a negative review
  73. 73. The Insane Power of Online Reviews @calindaniel “STEP 2: Acknowledge and look into the problem ✓ Ask your staff or anyone who was involved in the situation what actually happened ✓ Evaluate the accuracy of the review so you can craft a response ✓ Remember, this is a chance to salvage a customer relationship
  74. 74. The Insane Power of Online Reviews @calindaniel “If a business resolves its issue quickly and efficiently, 95% of unhappy customers will return to your business. https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews/
  75. 75. The Insane Power of Online Reviews @calindaniel “STEP 3: Address the problem directly. ✓ Did your business screw up? Apologize and make things right ✓ What if your business was not in the wrong? Apologize anyway, and explain the situation ✓ A “non-apology” won’t work here. Keep your response short, and sweet ✓ Always be sincere, direct, and polite
  76. 76. The Insane Power of Online Reviews @calindaniel “STEP 4: Attempt to take the conversation offline. ✓ Be upfront with the customer, and invite them to contact you directly ✓ Be certain that the channels you provide are prompt, personal, and effective
  77. 77. The Insane Power of Online Reviews @calindaniel “STEP 5: Document the complaint and watch for patterns ✓ Keep detailed records about when people are complaining, and what they’re complaining about ✓ Bad reviews can be one of the best ways of identifying and solving systemic business problems
  78. 78. The Insane Power of Online Reviews @calindaniel “ 1. Cool down & evaluate 2. Acknowledge and look into the problem 3. Address the problem directly 4. Attempt to take the conversation offline 5. Document the complaint and watch for patterns THE 5-STEP PROCESS
  79. 79. The Insane Power of Online Reviews @calindaniel ““Don’t underestimate the insane power of reviews. In closing…
  80. 80. “ @calindanielBy: Calin Yablonski THANKS!

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