Reputation MarketingFor Local Businesses
What Is It? Why Every Business Needs It Now!Presented by Rebekah RichardsJucebox Local Marketing Partners
It takes many good deeds to build a good reputation, and only one bad one to lose it~ Benjamin Franklin
ReputationReachResellReferralIts our experience that there are 4 marketing Rs that every local business should plan for
How do people Find Your Business?
Yellow Page usage among people ... below 50, will drop to zero, near zero, in the next five years.~ Bill GatesMay 2007
What are consumers using today? and over 1500 others!
Heres a sampling of online keyword searches on Google
Keyword Searches (SEO)12Reputation and Referral SearchBut, there are two types of online searches
Whats one of the first things consumers do when referred to you or they first find out about you?Winning the Zero Moment of Truth - ZMOTJim Lecinski, Google
Let me ask you a question:
Have You Ever Checked Out Reviews Of A RestaurantBefore Going Out To Dinner?
A Tale of Two Restaurants
One Has 50 Generally Positive ReviewsOne Has Only 20 Reviews, including 10 Really Bad Reviews
Where would you eat at?
Could this happen to you?
How about this?
Why Reputation Marketing Is Vital To Every Business 73% of consumers look up an average of 10 reviews before making a purchasing decision ~ BrightLocal.com
A difference of one star in average rating led to difference in revenues of 5 to 9 percent.-2011 Harvard Business Review Study
4 out of 5 consumers have changed their minds about a recommended product or service based solely on negative information they found online- Cone Study, 2011
Negative reviews can hang an albatross around your neck if they appear prominently in search results. - NYTimes.com
We know you work hard every day in your businessYour Reputation is your #1 Asset!What are you doing to protect it?
Your Business Is Naked OnlineWhen It Comes To Your ReputationIn todays reputation economy, there is nowhere to hide!For example, lets take a look at these restaurants
If youre paying money for Advertising And You Have A Poor Online ReputationYou Are Throwing MoneyDown The Drain!
The psychology of reviews and why consumers love them 312Peace of MindSaves MoneySaves TimeHaving a positive online reputation confirms that you are the clear choice!
What Is Reputation Marketing?Building and Promoting A Strong Online Reputation In Order To Stand Out Above Your Competitors9 out of 10 consumers trust earned media such as referrals and reviews- Nielsen Study 2012
Benefits Of A Great Reputation72% of buyers trust reviews as much as personal recommendations- BrightLocal.com Trust!Pre-sold, pre-qualified buyersBetter lead conversionYou can charge more moneyYou can be more selective or exclusiveBuyers give you the benefit of the doubt if others are raving about you
How Do You Get Started Creating AReputation MarketingStrategy?
What type of online reputation do you have?
Whats the cost of having a bad online reputation (or even a lack of reviews)?
Average dollar value of your transactions$100Number of transactions per year6Number of years a client does business with you5Lifetime value of that client / patient$3000Cost of a having a bad or poor online reputation =4 out of 5 consumers who dont 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
Provide Great Service! Build A Positive Online Reputation Promote Your Reputation Monitor Your Reputation4 Step Reputation Marketing Strategy
Provide Great Service!Focus on providing the basics of great customer service, such as: Reliability Friendliness Great value
If you dont make this part of your company culture even the best reputation management wont be able to help you in the long term1
Build A Positive Online Reputation Claim your online directory listings Proactively ask for reviews Make it easy to write a review2
Promote Your Online Reputation Social media sites Company web site or blog Press releases Search results Testimonial videos Marketing & sales process Customer communications3
Monitor Your Online Reputation Google alerts Review monitoring Social media mentions Respond to feedback and reviews
Be engaged! 4
This can all be a little overwhelming we understand
312Should I offer an incentive to leave a review?How do I ask for a review?Where do I send them to write a review? And whats up with Google & Yelp? and many more!We know youve got questions. For example:
But How Do I Get Started?You Want A System That Is:Easy to useEasy to gather reviewsEasy to promote your reviews via social media and around the webS aveY ourS elfT imeE nergyM oney
Introducing[Replace with your logo]
312Developed in early 2011Systematic approach to reputation and review marketingSuccessfully helping small business clients build and promote their online reputation About our system
Lets take a tour
It All Starts Here: Your Own Review Engine
Did you know?74% of consumers rely on their social networks to guide purchasing decisions
Online Reputation Marketing is the New PR & Word of MouthClosing Thoughts
Take complaints and bad reviews seriously, not personally
Dont leave your online reputation to chance your business is at risk if you do!
Give us a call today!916-415-8625
To talk with a reputation marketing specialistAre you ready to take control of your#1 asset your reputation?
Jucebox Local Marketing Partnerswww.JuceboxLocalMarketingPartners.com p. 916-415-8625Thank you!
QABy default, the review engines are set to immediately publish all reviews that are 3 stars and above. We recommend this for transparency purposes. However, you can choose to moderate the reviews before they go public if you wish. Can I moderate the reviews?Q & A
QANo. To maintain the integrity of the review, you cannot edit it. Can I edit the reviews?Q & A
QAWe believe that both positive and negative reviews provide valuable feedback for your company. In our system, 1 & 2 star reviews turn into private customer service opportunities between you and the reviewer. However, they do count toward your aggregate rating score as a rating only. What happens to negative reviews?Q & A
QAA review ignitor card is a special business card that we use to ask for reviews. We recommend handing them out after working with your clients to ask for a review. It has your review engine web address, and even a QR code so they can scan it with their smart phone and pull up a mobile ready review engine. What is a review ignitor card and what does it look like?Q & A
QAYes! Is the review engine mobile friendly?Q & A
QANo. There is no way for us to do that. Unfortunately Google has made it harder to leave reviews because a user must have both a Google account and a Google+ acccount. This is why weve made it really simple to leave reviews on our review engine system. Does a review captured in your system automatically post to Google+Local?Q & A
QAIt definitely can. Reviews, social mentions, etc. can all have an impact on your search rankings. Depending on your keyword competition, however, you may need to implement additional Local SEO (search engine optimization) strategies to get ranked on the first page of Google. Will this help my rankings in the search engines for my preferred keywords?Q & A
QANo! Unlike most other review sites, your review engine is designed to be about YOU, not about us or your competition. Do you list competing companies on my review engine site?Q & A
*One of my favorite quotes about reputations is by Benjamin Franklin, and it states It takes many good deeds to build a good reputation, and only one bad one to lose it
*As we get started, we wanted to give you a marketing framework to think about during the rest of our conversation. Its our experience that there are 4 Marketing Rs that every local business like yours should plan for
Reputation:In this world we live in it is so easy for anybody to write some sort of comment or review online about your business, and it might be either positive or negative, or even true or false. Do you know what over 50% of consumers say is the first thing they do BEFORE they consider doing business with you? If you said Google you you are absolutely correct. They are researching your reputation and what other people are saying about you. Thats why being proactive about your online reputation is the foundational step of all your marketing efforts.
Reach:The basic idea with Reach is that more people know about your business today than yesterday. What are you doing every day to ensure that this happens?
Resell:Once youve made all this effort to build a good reputation and reach out to more and more potential customers to grow your business, you want to increase the lifetime revenue that you get from each customer by upselling, crossselling, and reselling. In other words, make it easy to buy from you again and be proactive about it. The classic example here is Do you want fries with that?