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Dead Simple Internet Marketing™ Series

How to Effectively Manage Your Online
Reputation for Professionals and Small Biz
Presenter: Doug Hay, CEO
Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training

Ask for a complementary consultation
More
Leads?

More
Sales?
Free
Internet
Marketing
Analysis

Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Why Bother With Your
Online Reputation?
“While your phone book might be collecting
dust, consumers still have a need for the
type of information it contains. But in
today’s digital world, they’re more inclined
to look for it on the Web ... a whopping 85
percent of consumers find local business
information online, where reviews, store
hours, deals and maps are just a click
away.”
- Study by Nielsen
Consumer Generated Content
“We have officially lost control of when
and where our messages are being
consumed – a fact that would be obvious
if we looked at our own behavior. With the
ubiquity of social media and the instant
access provided by the Internet,
consumers are now in control of how
they interact with your brand.”
- Forbes, May 2013
“This is generally considered one of the toughest tasks in
the SEO (search engine optimization) field. You're not only
fighting for rankings on (up to) 10 different sites/pages or
more, you're also competing against what many feel is a
strong algorithmic component in Google's engine QDD (Query Deserves Diversity).
“QDD is believed to impact the types of results Google
prefers to show ranking in the top 10, and biases away
from strict algorithmic "strength" and towards showing
a variety of different pages (positive and negative
sentiment analysis is suspected by some to be a
component here, hence the potential impact on reputation
management campaigns).” - SEO Moz
Still There After 2 Years
Steps in a Reputation
Management Handling
Analysis of situation

Content creation, etc

Push negative down
10 Action Steps
Your Website
About Us Page
Andrew Reifman
Getting Reviews
Sequence of Getting Reviews
1. Great service/products
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
6. Avoid too many at one time
Content
Marketing
Content Marketing
“Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience
– with the objective of driving
profitable customer action.”
Source: Content Marketing Institute
Think Like a Publisher
Content Marketing

Blogs

Newsletters
Readers

Computers

Leads

Sales Funnel

Prospects

Sales
Social Media
Use Social Media
• Authoritative
domains
• Push out your
content – blog
posts, video,
images
Tools for Research
Name, Address, Phone Number

NAP

NAP

NAP

NAP
Directories
You Want Citations
• “Citations are "mentions" of your business
name and address on other webpages, even if
there is no link to your website.
• “Citations are a key component of the ranking
algorithms of the major search engines. Other
factors being equal, businesses with a
greater number of citations will probably
rank higher than businesses with fewer
citations.”
– GetListed.org
Where to get Citations
• Chamber of Commerce
• Professional
Associations
• Online Yellow Pages
• Business Indexes
• Local Blogs
• Social Media
Local Search
Engines
Register With Each
Search Engine
Register with
• Google+ Local
• Yahoo Local
• Bing Local
Dealing With
Negative Criticism
Answer or Not?
Public Relations 101:
You need to fill the
vacuum with
information that
forwards your position
Yelp
Take notice –
they are the
#1 review
service
Yelp attracts tens of millions of
U.S. visitors each month.
Actions
1. Claim Your Listing
2. Encourage legit
reviews with active
Yelpers
3. Hold an Event (they
are active Yelpers)
Set up Alerts
Set up Google Alerts
Google Alerts are
Free – set up for:
• Your name
• Company name
• Product names
Alert for “Content Marketing”
Takeaways
Do some homework
Create a plan
Get content created

Register on directories
Get listed on local search engines
Hang in for the long term
More
Leads?

More
Sales?
Free
Internet
Marketing
Analysis

Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.

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How to Effectively Manage Your Business's Online Reputation

  • 1. Dead Simple Internet Marketing™ Series How to Effectively Manage Your Online Reputation for Professionals and Small Biz Presenter: Doug Hay, CEO
  • 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  • 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
  • 5. Why Bother With Your Online Reputation? “While your phone book might be collecting dust, consumers still have a need for the type of information it contains. But in today’s digital world, they’re more inclined to look for it on the Web ... a whopping 85 percent of consumers find local business information online, where reviews, store hours, deals and maps are just a click away.” - Study by Nielsen
  • 6.
  • 7. Consumer Generated Content “We have officially lost control of when and where our messages are being consumed – a fact that would be obvious if we looked at our own behavior. With the ubiquity of social media and the instant access provided by the Internet, consumers are now in control of how they interact with your brand.” - Forbes, May 2013
  • 8. “This is generally considered one of the toughest tasks in the SEO (search engine optimization) field. You're not only fighting for rankings on (up to) 10 different sites/pages or more, you're also competing against what many feel is a strong algorithmic component in Google's engine QDD (Query Deserves Diversity). “QDD is believed to impact the types of results Google prefers to show ranking in the top 10, and biases away from strict algorithmic "strength" and towards showing a variety of different pages (positive and negative sentiment analysis is suspected by some to be a component here, hence the potential impact on reputation management campaigns).” - SEO Moz
  • 10. Steps in a Reputation Management Handling Analysis of situation Content creation, etc Push negative down
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  • 23. Sequence of Getting Reviews 1. Great service/products
  • 24. Sequence of Getting Reviews 1. Great service/products 2. Great customer service
  • 25. Sequence of Getting Reviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake
  • 26. Sequence of Getting Reviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+
  • 27. Sequence of Getting Reviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+ 5. Customer posts a review
  • 28. Sequence of Getting Reviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+ 5. Customer posts a review 6. Avoid too many at one time
  • 30. Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  • 31.
  • 32. Think Like a Publisher
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  • 36. Use Social Media • Authoritative domains • Push out your content – blog posts, video, images
  • 37.
  • 39. Name, Address, Phone Number NAP NAP NAP NAP
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  • 47. You Want Citations • “Citations are "mentions" of your business name and address on other webpages, even if there is no link to your website. • “Citations are a key component of the ranking algorithms of the major search engines. Other factors being equal, businesses with a greater number of citations will probably rank higher than businesses with fewer citations.” – GetListed.org
  • 48. Where to get Citations • Chamber of Commerce • Professional Associations • Online Yellow Pages • Business Indexes • Local Blogs • Social Media
  • 49.
  • 51. Register With Each Search Engine Register with • Google+ Local • Yahoo Local • Bing Local
  • 52.
  • 54. Answer or Not? Public Relations 101: You need to fill the vacuum with information that forwards your position
  • 55. Yelp
  • 56. Take notice – they are the #1 review service Yelp attracts tens of millions of U.S. visitors each month.
  • 57.
  • 58. Actions 1. Claim Your Listing 2. Encourage legit reviews with active Yelpers 3. Hold an Event (they are active Yelpers)
  • 59.
  • 61. Set up Google Alerts Google Alerts are Free – set up for: • Your name • Company name • Product names
  • 62.
  • 63. Alert for “Content Marketing”
  • 64.
  • 65. Takeaways Do some homework Create a plan Get content created Register on directories Get listed on local search engines Hang in for the long term
  • 67. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.