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Reputation MarketingReputation Marketing
For Local BusinessesFor Local Businesses
What Is It?
Why Every Business Needs It ...
““It takes many good deeds toIt takes many good deeds to
build a good reputation, and onlybuild a good reputation, and onl...
Reputation
Reach
Resell
Referral
It’s our experience that there are 4 marketing
R’s that every local business should plan ...
How do peopleHow do people
Find Your Business?Find Your Business?
““Yellow Page usage among people ...Yellow Page usage among people ...
below 50, will drop to zero, near zero,below 50, wi...
What are consumers using today?What are consumers using today?
… and over 1500 others!
Here’s a sampling of online keyword searches on Google
Keyword Searches (SEO)Keyword Searches (SEO)
1
2 Reputation and Referral SearchReputation and Referral Search
But, there a...
What’s one of the first things consumers do when
referred to you or they first find out about you?
Winning the Zero Moment...
Let me ask you a question:Let me ask you a question:
Have You Ever Checked OutHave You Ever Checked Out
Reviews Of A Resta...
A Tale of Two RestaurantsA Tale of Two Restaurants
One Has 50 Generally PositiveOne Has 50 Generally Positive
ReviewsRevie...
Could this happen to you?
How about this?
Why Reputation Marketing Is Vital To Every Business
73% of consumers look up an average73% of consumers look up an average...
A difference of one “star” in averageA difference of one “star” in average
rating led to difference in revenues of 5rating...
4 out of 5 consumers have changed their4 out of 5 consumers have changed their
minds about a recommended product orminds a...
““Negative reviews can hang an albatrossNegative reviews can hang an albatross
around your neck if they appeararound your ...
We know you work hard every day in your businessWe know you work hard every day in your business
Your Reputation isYour Re...
Your Business Is Naked Online
When It Comes To Your Reputation
In today’s reputation economy, there is nowhere to hide!In ...
If you’re paying money for
Advertising …
And You Have A Poor Online Reputation
You Are Throwing MoneyYou Are Throwing Mone...
The psychology of reviews …
and why consumers love them
3
1
2 Peace of MindPeace of Mind
SavesSaves MoneyMoney
SavesSaves ...
What Is Reputation Marketing?What Is Reputation Marketing?
Building and Promoting A Strong Online
Reputation In Order To S...
Benefits Of A Great Reputation
72% of buyers trust reviews as much as personal72% of buyers trust reviews as much as perso...
Quick ExampleQuick Example
Lawnmower repairLawnmower repair
How Do You GetHow Do You Get
Started Creating AStarted Creating A
Reputation MarketingReputation Marketing
Strategy?Strate...
What type of online
reputation do you have?
Bad Reputation (Poor Overall Score)Bad Reputation (Poor Overall Score)
No Repu...
What’s the cost of having a bad online
reputation (or even a lack of reviews)?
Average dollar value of your transactions $...
1.1. Provide Great Service!Provide Great Service!
2.2. Build A Positive Online ReputationBuild A Positive Online Reputatio...
Provide Great Service!Provide Great Service!
Focus on providing the basics of greatFocus on providing the basics of great
...
Build A PositiveBuild A Positive
Online ReputationOnline Reputation
• Claim your online directory listingsClaim your onlin...
Promote YourPromote Your
Online ReputationOnline Reputation
• Social media sitesSocial media sites
• Company web site or b...
Monitor YourMonitor Your
Online ReputationOnline Reputation
• Google alertsGoogle alerts
• Review monitoringReview monitor...
This can all be a littleThis can all be a little
overwhelming … weoverwhelming … we
understandunderstand
3
1
2
Should I offer an incentive to leaveShould I offer an incentive to leave
a review?a review?
How do I ask for a revie...
But How Do I Get Started?
You Want A System That Is:You Want A System That Is:
• Easy to useEasy to use
• Easy to gather r...
IntroducingIntroducing
[Replace with your logo]
3
1
2
Developed in early 2011Developed in early 2011
Systematic approach to reputationSystematic approach to reputation
an...
Let’s take a tourLet’s take a tour
It All Starts Here: Your Own Review EngineIt All Starts Here: Your Own Review Engine
Did you know?Did you know?
74% of consumers rely on their social networks74% of consumers rely on their social networks
to...
Online ReputationOnline Reputation
Marketing is the NewMarketing is the New
PR & Word of MouthPR & Word of Mouth
Closing T...
Take complaints and badTake complaints and bad
reviewsreviews seriouslyseriously, not, not
personallypersonally
Don’t leave your onlineDon’t leave your online
reputation to chance …reputation to chance …
your business is at risk ifyou...
Questions?
Give us a call today!Give us a call today!
916-415-8625916-415-8625
To talk with a reputationTo talk with a reputation
mar...
Rebekah RichardsRebekah Richards
Jucebox Local Marketing PartnersJucebox Local Marketing Partners
www.JuceboxLocalMarketin...
Q
A
By default, the review engines are set toBy default, the review engines are set to
immediately publish all reviews tha...
Q
A
No. To maintain the integrity of the review, youNo. To maintain the integrity of the review, you
cannot edit it.cannot...
Q
A
We believe that both positive and negativeWe believe that both positive and negative
reviews provide valuable feedback...
Q
A
A review ignitor card is a special business cardA review ignitor card is a special business card
that we use to ask fo...
Q
A
Yes!Yes!
Is the review engine mobile friendly?Is the review engine mobile friendly?
Q & AQ & A
Q
A
No. There is no way for us to do that.No. There is no way for us to do that.
Unfortunately Google has made it harder t...
Q
A
It definitely can. Reviews, social mentions, etc.It definitely can. Reviews, social mentions, etc.
can all have an imp...
Q
A
No! Unlike most other review sites, your reviewNo! Unlike most other review sites, your review
engine is designed to b...
Reputation Marketing for Local Businesses
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Reputation Marketing for Local Businesses

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How do people Find Your Business?

Nearly 3 out of 4 consumers will look you up online before they do business with you. What will they find? In order to compete in today's online world, you must proactively market your reputation by encouraging your customers to leave reviews and monitoring your reviews so you can respond to them.

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Reputation Marketing for Local Businesses

  1. 1. Reputation MarketingReputation Marketing For Local BusinessesFor Local Businesses What Is It? Why Every Business Needs It … Now! Presented by Rebekah Richards Jucebox Local Marketing Partners
  2. 2. ““It takes many good deeds toIt takes many good deeds to build a good reputation, and onlybuild a good reputation, and only one bad one to lose it”one bad one to lose it” ~ Benjamin Franklin
  3. 3. Reputation Reach Resell Referral It’s our experience that there are 4 marketing R’s that every local business should plan for
  4. 4. How do peopleHow do people Find Your Business?Find Your Business?
  5. 5. ““Yellow Page usage among people ...Yellow Page usage among people ... below 50, will drop to zero, near zero,below 50, will drop to zero, near zero, in the next five years.”in the next five years.” ~ Bill Gates~ Bill Gates May 2007May 2007
  6. 6. What are consumers using today?What are consumers using today? … and over 1500 others!
  7. 7. Here’s a sampling of online keyword searches on Google
  8. 8. Keyword Searches (SEO)Keyword Searches (SEO) 1 2 Reputation and Referral SearchReputation and Referral Search But, there are two types of online searches
  9. 9. What’s one of the first things consumers do when referred to you or they first find out about you? Winning the Zero Moment of Truth - ZMOT Jim Lecinski, Google
  10. 10. Let me ask you a question:Let me ask you a question: Have You Ever Checked OutHave You Ever Checked Out Reviews Of A RestaurantReviews Of A Restaurant Before Going Out To Dinner?Before Going Out To Dinner?
  11. 11. A Tale of Two RestaurantsA Tale of Two Restaurants One Has 50 Generally PositiveOne Has 50 Generally Positive ReviewsReviews One Has Only 20 Reviews,One Has Only 20 Reviews, including 10including 10 ReallyReally Bad ReviewsBad Reviews Where would you eat at?Where would you eat at?
  12. 12. Could this happen to you?
  13. 13. How about this?
  14. 14. Why Reputation Marketing Is Vital To Every Business 73% of consumers look up an average73% of consumers look up an average of 10 reviews before making aof 10 reviews before making a purchasing decisionpurchasing decision ~ BrightLocal.com~ BrightLocal.com
  15. 15. A difference of one “star” in averageA difference of one “star” in average rating led to difference in revenues of 5rating led to difference in revenues of 5 to 9 percent.to 9 percent. -2011 Harvard Business Review Study-2011 Harvard Business Review Study
  16. 16. 4 out of 5 consumers have changed their4 out of 5 consumers have changed their minds about a recommended product orminds about a recommended product or service based solely on negativeservice based solely on negative information they found onlineinformation they found online - Cone Study, 2011- Cone Study, 2011
  17. 17. ““Negative reviews can hang an albatrossNegative reviews can hang an albatross around your neck if they appeararound your neck if they appear prominently in search results.”prominently in search results.” - NYTimes.comNYTimes.com
  18. 18. We know you work hard every day in your businessWe know you work hard every day in your business Your Reputation isYour Reputation is your #1 Asset!your #1 Asset! What are you doing to protect it?What are you doing to protect it?
  19. 19. Your Business Is Naked Online When It Comes To Your Reputation In today’s reputation economy, there is nowhere to hide!In today’s reputation economy, there is nowhere to hide! For example, let’s take a look at these restaurantsFor example, let’s take a look at these restaurants
  20. 20. If you’re paying money for Advertising … And You Have A Poor Online Reputation You Are Throwing MoneyYou Are Throwing Money Down The Drain!Down The Drain!
  21. 21. The psychology of reviews … and why consumers love them 3 1 2 Peace of MindPeace of Mind SavesSaves MoneyMoney SavesSaves TimeTime Having a positiveHaving a positive online reputationonline reputation confirms that you areconfirms that you are the clear choice!the clear choice!
  22. 22. What Is Reputation Marketing?What Is Reputation Marketing? Building and Promoting A Strong Online Reputation In Order To Stand Out Above Your Competitors 9 out of 10 consumers trust “earned media”9 out of 10 consumers trust “earned media” such as referrals and reviewssuch as referrals and reviews - Nielsen Study 2012
  23. 23. Benefits Of A Great Reputation 72% of buyers trust reviews as much as personal72% of buyers trust reviews as much as personal recommendationsrecommendations - BrightLocal.com- BrightLocal.com • Trust!Trust! • Pre-sold, pre-qualified buyersPre-sold, pre-qualified buyers • Better lead conversionBetter lead conversion • You can charge more moneyYou can charge more money • You can be more selective or exclusiveYou can be more selective or exclusive • Buyers give you the benefit of the doubt ifBuyers give you the benefit of the doubt if others are raving about youothers are raving about you
  24. 24. Quick ExampleQuick Example Lawnmower repairLawnmower repair
  25. 25. How Do You GetHow Do You Get Started Creating AStarted Creating A Reputation MarketingReputation Marketing Strategy?Strategy?
  26. 26. What type of online reputation do you have? Bad Reputation (Poor Overall Score)Bad Reputation (Poor Overall Score) No Reputation (No Online Reviews)No Reputation (No Online Reviews) Positive Online ReputationPositive Online Reputation 5 Star Reputation5 Star Reputation
  27. 27. What’s the cost of having a bad online reputation (or even a lack of reviews)? Average dollar value of your transactions $100 Number of transactions per year 6 Number of years a client does business with you 5 Lifetime value of that client / patient $3000 Cost of a having a bad or poor online reputation = 4 out of 5 consumers who don’t do business with you because of a bad or no reputation (multiply the number of prospects per day/week/month/year) 4 x $3000 $12,000
  28. 28. 1.1. Provide Great Service!Provide Great Service! 2.2. Build A Positive Online ReputationBuild A Positive Online Reputation 3.3. Promote Your ReputationPromote Your Reputation 4.4. Monitor Your ReputationMonitor Your Reputation 4 Step Reputation Marketing Strategy
  29. 29. Provide Great Service!Provide Great Service! Focus on providing the basics of greatFocus on providing the basics of great customer service, such as:customer service, such as: • ReliabilityReliability • FriendlinessFriendliness • Great valueGreat value If you don’t make this part of your companyIf you don’t make this part of your company culture … even the best ‘reputation management’culture … even the best ‘reputation management’ won’t be able to help you in the long termwon’t be able to help you in the long term 1
  30. 30. Build A PositiveBuild A Positive Online ReputationOnline Reputation • Claim your online directory listingsClaim your online directory listings • Proactively ask for reviewsProactively ask for reviews • Make it easy to write a reviewMake it easy to write a review 2
  31. 31. Promote YourPromote Your Online ReputationOnline Reputation • Social media sitesSocial media sites • Company web site or blogCompany web site or blog • Press releasesPress releases • Search resultsSearch results • Testimonial videosTestimonial videos • Marketing & sales processMarketing & sales process • Customer communicationsCustomer communications 3
  32. 32. Monitor YourMonitor Your Online ReputationOnline Reputation • Google alertsGoogle alerts • Review monitoringReview monitoring • Social media mentionsSocial media mentions • Respond to feedback and reviewsRespond to feedback and reviews Be engaged!Be engaged! 4
  33. 33. This can all be a littleThis can all be a little overwhelming … weoverwhelming … we understandunderstand
  34. 34. 3 1 2 Should I offer an incentive to leaveShould I offer an incentive to leave a review?a review? How do I ask for a review?How do I ask for a review? Where do I send them to write aWhere do I send them to write a review? And what’s up with Google &review? And what’s up with Google & Yelp?Yelp? … and many more! We know you’ve got questions. For example:
  35. 35. But How Do I Get Started? You Want A System That Is:You Want A System That Is: • Easy to useEasy to use • Easy to gather reviewsEasy to gather reviews • Easy to promote your reviews viaEasy to promote your reviews via social media and around the websocial media and around the web SS aveave YY ourour SS elfelf TT imeime EE nergynergy MM oneyoney
  36. 36. IntroducingIntroducing [Replace with your logo]
  37. 37. 3 1 2 Developed in early 2011Developed in early 2011 Systematic approach to reputationSystematic approach to reputation and review marketingand review marketing Successfully helping small businessSuccessfully helping small business clients build and promote theirclients build and promote their online reputation …online reputation … About our system
  38. 38. Let’s take a tourLet’s take a tour
  39. 39. It All Starts Here: Your Own Review EngineIt All Starts Here: Your Own Review Engine
  40. 40. Did you know?Did you know? 74% of consumers rely on their social networks74% of consumers rely on their social networks to guide purchasing decisionsto guide purchasing decisions
  41. 41. Online ReputationOnline Reputation Marketing is the NewMarketing is the New PR & Word of MouthPR & Word of Mouth Closing Thoughts
  42. 42. Take complaints and badTake complaints and bad reviewsreviews seriouslyseriously, not, not personallypersonally
  43. 43. Don’t leave your onlineDon’t leave your online reputation to chance …reputation to chance … your business is at risk ifyour business is at risk if you do!you do!
  44. 44. Questions?
  45. 45. Give us a call today!Give us a call today! 916-415-8625916-415-8625 To talk with a reputationTo talk with a reputation marketing specialistmarketing specialist Are you ready to take control of your #1 asset – your reputation?
  46. 46. Rebekah RichardsRebekah Richards Jucebox Local Marketing PartnersJucebox Local Marketing Partners www.JuceboxLocalMarketingPartners.comwww.JuceboxLocalMarketingPartners.com p. 916-415-8625p. 916-415-8625 Thank you!Thank you!
  47. 47. Q A By default, the review engines are set toBy default, the review engines are set to immediately publish all reviews that are 3 starsimmediately publish all reviews that are 3 stars and above. We recommend this forand above. We recommend this for transparency purposes. However, you cantransparency purposes. However, you can choose to moderate the reviews before they gochoose to moderate the reviews before they go public if you wish.public if you wish. Can I moderate the reviews?Can I moderate the reviews? Q & AQ & A
  48. 48. Q A No. To maintain the integrity of the review, youNo. To maintain the integrity of the review, you cannot edit it.cannot edit it. Can I edit the reviews?Can I edit the reviews? Q & AQ & A
  49. 49. Q A We believe that both positive and negativeWe believe that both positive and negative reviews provide valuable feedback for yourreviews provide valuable feedback for your company. In our system, 1 & 2 star reviews turncompany. In our system, 1 & 2 star reviews turn into private customer service opportunitiesinto private customer service opportunities between you and the reviewer. However, theybetween you and the reviewer. However, they do count toward your aggregate rating score asdo count toward your aggregate rating score as a rating only.a rating only. What happens to negative reviews?What happens to negative reviews? Q & AQ & A
  50. 50. Q A A review ignitor card is a special business cardA review ignitor card is a special business card that we use to ask for reviews. We recommendthat we use to ask for reviews. We recommend handing them out after working with yourhanding them out after working with your clients to ask for a review. It has your reviewclients to ask for a review. It has your review engine web address, and even a QR code soengine web address, and even a QR code so they can scan it with their smart phone and pullthey can scan it with their smart phone and pull up a mobile ready review engine.up a mobile ready review engine. What is a “review ignitor” card and whatWhat is a “review ignitor” card and what does it look like?does it look like? Q & AQ & A
  51. 51. Q A Yes!Yes! Is the review engine mobile friendly?Is the review engine mobile friendly? Q & AQ & A
  52. 52. Q A No. There is no way for us to do that.No. There is no way for us to do that. Unfortunately Google has made it harder toUnfortunately Google has made it harder to leave reviews because a user must have both aleave reviews because a user must have both a Google account and a Google+ acccount. This isGoogle account and a Google+ acccount. This is why we’ve made it really simple to leavewhy we’ve made it really simple to leave reviews on our review engine system.reviews on our review engine system. Does a review captured in your systemDoes a review captured in your system automatically post to Google+Local?automatically post to Google+Local? Q & AQ & A
  53. 53. Q A It definitely can. Reviews, social mentions, etc.It definitely can. Reviews, social mentions, etc. can all have an impact on your search rankings.can all have an impact on your search rankings. Depending on your keyword competition,Depending on your keyword competition, however, you may need to implementhowever, you may need to implement additional Local SEO (search engineadditional Local SEO (search engine optimization) strategies to get ranked on theoptimization) strategies to get ranked on the first page of Google.first page of Google. Will this help my rankings in the searchWill this help my rankings in the search engines for my preferred keywords?engines for my preferred keywords? Q & AQ & A
  54. 54. Q A No! Unlike most other review sites, your reviewNo! Unlike most other review sites, your review engine is designed to be about YOU, not aboutengine is designed to be about YOU, not about us or your competition.us or your competition. Do you list competing companies on myDo you list competing companies on my review engine site?review engine site? Q & AQ & A

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