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Digital Marketing Essentials Boot Camp for Contractors Part 1: Building a Great Reputation with Online Reviews

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Online reviews have become the new currency of your online reputation. With the right plan in place, you can use reviews to drive significant traffic to your online presence. In this session, we'll walk through everything you need to know about building the ultimate reviews strategy for your business.

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Digital Marketing Essentials Boot Camp for Contractors Part 1: Building a Great Reputation with Online Reviews

  1. 1. Digital Marketing Essentials Boot Camp for Contractors Everything You Need to Know About Online Reviews and Getting Found Online
  2. 2. 2SurefireLocal.com 2SurefireLocal.com Session Leader Part 1: Building a Great Reputation with Online Reviews Online reviews have become the new currency of your online reputation. With the right plan in place, you can use reviews to drive significant traffic to your online presence. In this session, we'll walk through everything you need to know about building the ultimate reviews strategy for your business. Shashi Bellamkonda Chief Marketing Officer
  3. 3. 3SurefireLocal.com 3SurefireLocal.com The latest stats & trends with online reviews
  4. 4. 4SurefireLocal.com “Today, customers know more about the business than the business owner themselves.” Mark G. Richardson
  5. 5. 5SurefireLocal.com Reviews Are the Currency of Your Online Presence Every time a homeowner leaves a review, it checks off all the major local ranking factors that Google and other search engines look for in your online presence. R P R P Where are you in relation to someone’s search...does Google know you service the area that person is searching from? Proximity Do others link to your website as a source for knowledge and expertise? Prominence How often are you publishing new content on your website, directories, and social media? Recency Is what you’re creating valuable and useful? Does it provide answers to the questions people are searching for? Relevance NEW! Availability Are you open and available during the time of their search
  6. 6. 6SurefireLocal.com Search Results Based on Ranking & Availability
  7. 7. 7SurefireLocal.com Google Trends & Online Reviews Over time, online reviews have become increasingly more important
  8. 8. 8SurefireLocal.com Homeowners Pay the Most Attention to 60% 44% 38% 33% 26% Star Rating # of Reviews Sentiment Recency Responses
  9. 9. 9SurefireLocal.com The Numbers Tell a Compelling Story 91% of people trust online reviews as much as personal referrals 94% of people will use a local business if it has at least a 4-star rating 90% of people say that their decisions are influenced by positive online reviews 97% of people will search online for a local business According to the 2018 Online Reviews Survey, 94% of consumers say an online review has convinced them to avoid a business
  10. 10. 10SurefireLocal.com Understanding a Homeowner’s Mindset When Writing a Review Venting negative feelings Get anger off my chest The company hurt me, I want to hurt them Want to warn others I want to warn others of bad service I want to help others avoid the same negative experience Want to help the company Believe good companies should be rewarded I’m so happy with my experience that I want to help the company succeed Want to help others I want to share my positive experience to help others make their decision I want to give others the opportunity to have a similar positive experience
  11. 11. 11SurefireLocal.com Online Reviews Affect Revenue That's like one negative review costing you 30 customers +1 star increase +5% to 9% in revenue
  12. 12. 12SurefireLocal.com 12SurefireLocal.com Requesting & responding to reviews
  13. 13. 13SurefireLocal.com Requesting Reviews When asking for reviews, always position the request as an opportunity for sharing feedback It might also be smart to ask customers for reviews at all stages of the customer journey - from the very beginning of the project to during the process and then after the project is complete That way, your online reviews can help tell the entire story and experience a homeowner could have with your business #1 #2 #3 #4 #5 New Customer 3rd Visit Midway Through Project Project Completion Past Clients
  14. 14. 14SurefireLocal.com Strive to Get Online Reviews Across a Few Channels Not All Review Sites Are Created Equal Focus on trusted sources that’ll have the biggest impact on your online presence Trusted sources have high domain authority High domain authority means more influence in search algorithm
  15. 15. 15SurefireLocal.com Thought Process for Responding ● Take a deep breath ● Reread the review with an open mind ● Reach out internally to get the other side of the story ● Draft a response, then sleep on it ● Post the response ● Await the response to the response
  16. 16. 16SurefireLocal.com Before Responding Before you post a response, you’ll want to figure out ● Is this a legit review? ● What went wrong? ● What can be done to resolve the situation? ● How can you prevent this situation from occurring again?
  17. 17. 17SurefireLocal.com Why Respond At All? You can turn a negative experience into a positive, a positive experience into a customer for life! ● Shows your client that you really do care ● Demonstrates your passion for customer service ● Increases customer retention ● Increases new customer acquisition
  18. 18. 18SurefireLocal.com How Quickly Should You Respond? In general, the sooner the better as that review is top of mind for your customer But don’t rush, take the time necessary to craft a fitting response… especially when it’s a negative review. Aim for under 24 hours It’s okay to respond to older reviews. Google is now notifying customers when a business responds to their review!
  19. 19. 19SurefireLocal.com Dealing with Negative Reviews ● Respond promptly ● Be real and admit fault (if it's warranted) ● Come to a resolution ● Write like a human being, not a business ● Take it offline
  20. 20. 20SurefireLocal.com 20SurefireLocal.com Managing and executing a reviews strategy
  21. 21. 21SurefireLocal.com Set Goals & Objectives Work with your team to establish a proactive strategy for making online reviews a part of your online strategy Your mission (if you choose to accept it) is to strive for nothing less than a 5-star rating!
  22. 22. 22SurefireLocal.com Create the Plan, Work the Plan Set responsibility Who’s the primary person to request a review? Respond? Monitor >> Respond >> Resolve
  23. 23. 23SurefireLocal.com Empower Yourself & Your Team Training is important Every member of your company can help with your review strategy ● Define the experience ● Explain the process ● Reinforce importance of reviews ● Set the rules of engagement ● Provide service standards ● Power of conversation and eye contact
  24. 24. 24SurefireLocal.com Set Expectations from the Get-Go When meeting with clients, frame the conversation from the beginning with these questions: ● What does a successful project look like for you? ● What’s your worst case scenario? (Yes scary to ask but good to know!) ● What could we do to make you feel comfortable? ● What would make you a customer for life?
  25. 25. 25SurefireLocal.com Don’t Be Shy - Ask for Feedback! Always position the review request as an opportunity to share feedback so that you can continue to improve.
  26. 26. 26SurefireLocal.com Share Your Online Reviews Online marketing ● Website ● Social Media ● Email newsletter ● Create videos ● Check-ins Offline marketing ● Flyers ● Community boards ● Business cards
  27. 27. 27SurefireLocal.com Create Marketing Material : SmallThanks.Google.com
  28. 28. 28SurefireLocal.com Setup Google Alerts Social Media Mentions Set Up Alerts for New Reviews Reputation Management Tools Partner with a Company
  29. 29. 29SurefireLocal.com Google My Business Reviews Increase Your Presence
  30. 30. 30SurefireLocal.com Follow Up After a 1-star review has been addressed and resolved, it's okay to go back to that customer and ask if they'd be open to updating their review to reflect the changes. They’ll either give a better star rating or delete the negative review altogether.
  31. 31. 31SurefireLocal.com Takeaways Encourage your customers to become involved in the community by leaving reviews of other businesses, so when they write a review of you, it’s more powerful. One of the best things you can do to attract new customers is to maintain a high-star rating on the most popular review sites. One of the most important things you can do to attract new customers is to take control of your online review score.

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