67
How to Effectively Manage Your Online Reputation for Professionals and Small Biz Presenter: Doug Hay, CEO Dead Simple Internet Marketing Series

How to Effectively Manage Your Business's Online Reputation

Embed Size (px)

DESCRIPTION

With the widespread use of forums, discussion groups, blogs, review sites and social media (such as Facebook & Twitter), it is very easy for Internet users to post their opinions and rants. This content can be positive but it can also be negative with wide ranging consequences. The essence of online reputation management is ongoing research accompanied by a strategy and tactics to deal with the individual situations found. This webinar will take you through the 4-step process of building an effective reputation management strategy.

Citation preview

Page 1: How to Effectively Manage Your Business's Online Reputation

How to Effectively Manage Your Online

Reputation for Professionals and Small BizPresenter: Doug Hay, CEO

Dead Simple Internet Marketing™ Series

Page 2: How to Effectively Manage Your Business's Online Reputation

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

Page 3: How to Effectively Manage Your Business's Online Reputation

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

Page 4: How to Effectively Manage Your Business's Online Reputation

Doug Hay

[email protected]

Direct: 250-756-0306 Toll Free: 877-226-3823

Free Internet

Marketing Analysis

More Sales?

More Leads?

Page 5: How to Effectively Manage Your Business's 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

Why Bother With Your

Online Reputation?

Page 6: How to Effectively Manage Your Business's Online Reputation
Page 7: How to Effectively Manage Your Business's Online Reputation

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

Page 8: How to Effectively Manage Your Business's Online Reputation

“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

Page 9: How to Effectively Manage Your Business's Online Reputation

Still There After 2 Years

Page 10: How to Effectively Manage Your Business's Online Reputation

Analysis of situation

Content creation, etc

Push negative down

Steps in a Reputation

Management Handling

Page 11: How to Effectively Manage Your Business's Online Reputation

10 Action Steps

Page 12: How to Effectively Manage Your Business's Online Reputation

Your Website

Page 13: How to Effectively Manage Your Business's Online Reputation
Page 14: How to Effectively Manage Your Business's Online Reputation
Page 15: How to Effectively Manage Your Business's Online Reputation

About Us Page

Page 16: How to Effectively Manage Your Business's Online Reputation
Page 17: How to Effectively Manage Your Business's Online Reputation
Page 18: How to Effectively Manage Your Business's Online Reputation
Page 19: How to Effectively Manage Your Business's Online Reputation

Andrew Reifman

Page 20: How to Effectively Manage Your Business's Online Reputation

Getting Reviews

Page 21: How to Effectively Manage Your Business's Online Reputation
Page 22: How to Effectively Manage Your Business's Online Reputation
Page 23: How to Effectively Manage Your Business's Online Reputation

Sequence of Getting Reviews

1. Great service/products

Page 24: How to Effectively Manage Your Business's Online Reputation

Sequence of Getting Reviews

1. Great service/products

2. Great customer service

Page 25: How to Effectively Manage Your Business's Online Reputation

Sequence of Getting Reviews

1. Great service/products

2. Great customer service

3. Customers willing to

recommend you - not fake

Page 26: How to Effectively Manage Your Business's Online Reputation

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+

Page 27: How to Effectively Manage Your Business's Online Reputation

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

Page 28: How to Effectively Manage Your Business's Online Reputation

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

Page 29: How to Effectively Manage Your Business's Online Reputation

Content

Marketing

Page 30: How to Effectively Manage Your Business's Online Reputation

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

Page 31: How to Effectively Manage Your Business's Online Reputation
Page 32: How to Effectively Manage Your Business's Online Reputation

Think Like a Publisher

Page 33: How to Effectively Manage Your Business's Online Reputation
Page 34: How to Effectively Manage Your Business's Online Reputation

Sales Funnel

Prospects Sales

Readers

Computers Leads

Content Marketing

Blogs Newsletters

Page 35: How to Effectively Manage Your Business's Online Reputation

Social Media

Page 36: How to Effectively Manage Your Business's Online Reputation

Use Social Media

• Authoritative

domains

• Push out your

content – blog

posts, video,

images

Page 37: How to Effectively Manage Your Business's Online Reputation
Page 38: How to Effectively Manage Your Business's Online Reputation

Tools for Research

Page 39: How to Effectively Manage Your Business's Online Reputation

Name, Address, Phone Number

NAP

NAP

NAP

NAP

Page 40: How to Effectively Manage Your Business's Online Reputation
Page 41: How to Effectively Manage Your Business's Online Reputation
Page 42: How to Effectively Manage Your Business's Online Reputation
Page 43: How to Effectively Manage Your Business's Online Reputation
Page 44: How to Effectively Manage Your Business's Online Reputation
Page 45: How to Effectively Manage Your Business's Online Reputation
Page 46: How to Effectively Manage Your Business's Online Reputation

Directories

Page 47: How to Effectively Manage Your Business's Online Reputation

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

Page 48: How to Effectively Manage Your Business's Online Reputation

Where to get Citations

• Chamber of Commerce

• Professional

Associations

• Online Yellow Pages

• Business Indexes

• Local Blogs

• Social Media

Page 49: How to Effectively Manage Your Business's Online Reputation
Page 50: How to Effectively Manage Your Business's Online Reputation

Local Search

Engines

Page 51: How to Effectively Manage Your Business's Online Reputation

Register With Each

Search Engine

Register with

• Google+ Local

• Yahoo Local

• Bing Local

Page 52: How to Effectively Manage Your Business's Online Reputation
Page 53: How to Effectively Manage Your Business's Online Reputation

Dealing With

Negative Criticism

Page 54: How to Effectively Manage Your Business's Online Reputation

Answer or Not?

Public Relations 101:

You need to fill the

vacuum with

information that

forwards your position

Page 55: How to Effectively Manage Your Business's Online Reputation

Yelp

Page 56: How to Effectively Manage Your Business's Online Reputation

Take notice –

they are the

#1 review

service

Yelp attracts tens of millions of

U.S. visitors each month.

Page 57: How to Effectively Manage Your Business's Online Reputation
Page 58: How to Effectively Manage Your Business's Online Reputation

Actions

1. Claim Your Listing

2. Encourage legit

reviews with active

Yelpers

3. Hold an Event (they

are active Yelpers)

Page 59: How to Effectively Manage Your Business's Online Reputation
Page 60: How to Effectively Manage Your Business's Online Reputation

Set up Alerts

Page 61: How to Effectively Manage Your Business's Online Reputation

Set up Google Alerts

Google Alerts are

Free – set up for:

• Your name

• Company name

• Product names

Page 62: How to Effectively Manage Your Business's Online Reputation
Page 63: How to Effectively Manage Your Business's Online Reputation

Alert for “Content Marketing”

Page 64: How to Effectively Manage Your Business's Online Reputation
Page 65: How to Effectively Manage Your Business's Online Reputation

Takeaways

Create a plan

Do some homework

Get content created

Get listed on local search engines

Register on directories

Hang in for the long term

Page 66: How to Effectively Manage Your Business's Online Reputation

Doug Hay

[email protected]

Direct: 250-756-0306 Toll Free: 877-226-3823

Free Internet

Marketing Analysis

More Sales?

More Leads?

Page 67: How to Effectively Manage Your Business's Online Reputation

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.