How to Manage Your Online Reputation Douglas Slighting · 2019-07-31 · Why is reputation management so important? Dentist reviews are the 8th most read in local small business

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How to Manage Your Online Reputation

D o u g l a s S l i g t i n g – A s c e n t P r a c t i c e G r o w t h S t r a t e g i e s

d o u g l a s @ a s c e n t p g s . c o m

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Speaker Disclosure

Douglas Slighting has been paid an honorarium by Henry Schein One to teach a continuing dental education session at this conference.

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• Public perception of an organization or an individual as determined by found search results online

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What is your online reputation?

• The attempt to influence search engine results through PR and SEO to improve public perception of an organization or an individual

What is reputation management?

• 86% of consumers read reviews for local businesses

• Consumers read an average of 10 online reviews before trusting a local business

• 78% of consumers trust online reviews as much as personal recommendations. (91% of 18-34 year olds)

• 40% of consumers only take into account reviews written within the past 2 weeks

• 57% of consumers will only use a business if it has 4 or more stars

• 80% of 18-34 year olds have written online reviews

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Why is reputation management so important?

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1. Restaurants

2. Hotel

3. Medical

4. Clothing

5. Grocery

6. Automotive

7. Hair

8. Dentists

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Why is reputation management so important?

Dentist reviews are the 8th most read in local small business.

1. Understand your reputation is an online search function

2. Be proactive! You must take control of the process

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How do you control your online reputation?

• Optimize your search results

• Generate reviews

• Respond to reviews

• Define and control your brand

• Correct and align your public profiles

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1. Optimize your search results

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• Dentist

• Dental

• Cosmetic Dentist

• Dental Practice

• Dental Office

• Teeth Whitening

• DDS

• Dental Implants

• Invisalign

• Dental Clinic

• Pediatric Dentist

• Dentistry

• Family Dentist

• Children’s Dentist

• Teeth Cleaning

• Emergency Dentist

• Dental Crowns

• Tooth Extraction

• Periodontal Treatment

• Dental Veneers

• TMJ Treatment

• Sedation Dentist

• Dental Services

• Dental Crown

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Are you easy to find?

Your city +

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1. Content

2. Popularity (Traffic)

3. Reputation

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Why does Google rank one business over another?

3 primary factors determine your ranking:

1. Content


3. Reputation

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https://www.brightlocal.com/research/local-consumer-review-survey/

3 primary factors determine your ranking:

vs. your competition [

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1. Content


3. Reputation

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3 primary solutions:

vs. your competition

SEO

SEM

Reviews[

2. Generate reviews

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• ASK!

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How do you generate reviews?

• 70% of those left a review. 30% did not.

66% of consumers have been asked by a business to leave a review

• Use a review generation service – Direct them towards Google or Facebook

Top 3 Search engine Market Share Worldwide:

• Google: 92.62%

• Bing: 2.62%

• Yahoo: 1.78%

• ASK!

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• 70% of those left a review. 30% did not.

66% of consumers have been asked by a business to leave a review

• Use a review generation service – Direct them towards Google or Facebook

Top 3 review sites for dentists:

• Google

• Facebook

• Yelp

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• Why Facebook?

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• 68% of Americans use Facebook, Instagram 35%, Pintrest 29% Twitter 24%

• 41% of people aged 65+ use Facebook

• 78% of American consumers have discovered products to buy on Facebook

• The average Facebook user clicks on 8 ads per month

• 74% of women use Facebook (compared to 62% of men)

Women make 80% of the healthcare decisions in the home

• The number of reviews matter

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• A business needs at least 40 reviews before they are credible

• You need more reviews than your competition

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• The number of reviews matter

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• A business needs at least 40 reviews before they are credible

• You need more reviews than your competition

• Positive reviews are more impactful than negative reviews

68% are impacted by positive reviews

40% are impacted by negative reviews

• The average star rating is the most important factor

3. Respond to reviews

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• 89% of consumers read businesses' responses to reviews

• Nearly all (96%) of 18-34-year-olds read review responses

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Why should you respond to all reviews?

• Step 1: Thank the customer for the positive review and be specific

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How do you respond to positive reviews?

“Thanks for leaving a review, and mentioning our Dental Assistant Lisa. You’re right, she is always smiling!"

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• Step 2: Use the business name and keywords in your review response to the good review

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“The team here at Salinas Family Dental is thrilled to hear such good feedback, and we’re proud to be one of the friendliest dental offices in the Salinas Valley”



• Step 3: Add a little marketing to your review response

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“Did you know we just started an in-house discount program?”

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• Step 3: Add a little marketing to your review response

• Step 4: Invite customer to do something in your response

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“We hope to see you again soon, and bring a friend!”

1. Evaluate the content of the review - Is the review making malicious, false claims? Does it violate Google’s, Facebook’s or Yelp’s content guidelines?

2. Ask the reviewer to remove or change their review in an offline (private) conversation

3. Flag the review if it violates Yelp’s content guidelines

4. Respond publicly if the review wasn’t changed or removed

5. Get more positive reviews on Yelp to bury the negative review

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What do you do if you receive a negative review?

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1. Evaluate the content of the review - Is the review making malicious, false claims? Does it violate Google’s, Facebook’s or Yelp’s content guidelines?

2. Ask the reviewer to remove or change their review in an offline (private) conversation

3. Flag the review if it violates Yelp’s content guidelines

4. Respond publicly if the review wasn’t changed or removed

5. Get more positive reviews on Yelp to bury the negative review

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What do you do if you receive a negative review?

• Step 1: Apologize and sympathize in your response to the negative review

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How do you respond to negative reviews?

“I’m sorry to hear about your bad experience.”

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• Step 2: Insert a little marketing in your response to the bad review

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“We’re normally known for our exceptional attention to detail, and we regret that we missed the mark.”



• Step 3: Move the conversation offline

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“My name is Janet and I am the Office Manager. If you’d like to discuss this further, please contact me at [phone number / email].”

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• Step 4: Keep your response simple, short and sweet

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Don’t ask questions online.




• Step 4: Keep your response simple, short and sweet

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REMEMBER: Don’t include the business name or relevant search keywords in your response.

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• 50% Visit the website

• 19% Search for more reviews

• 15% Contact the business

• Keep in mind, 63% of consumers are reading reviews on Websites compared to 45% on tablets and 57% on phones

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After reading reviews, what do people do next?

4. Define and control your brand

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• What is your vision?

• What are your core values?

• Why are you different?

• What benefits do you offer?

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Define your brand message

• Website

• Video

• Social Media

• Blogs

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Create content

Every touch point must communicate the same message.

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• Focus on your branded message

• Continue and expand your unique story

• Feed current reviews into the website.

• Keep information up to date

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Website content tips:

• Determine your vision and post everything to that idea

• Triple check everything before you post – reduce errors

• Stay away from controversial topics

• Stay positive and professional

• Highlight community involvement

• Make it personal – stay away from canned content

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Social media content tips:

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5. Correct and align your public profiles

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• Business listings (citations) found on search listings, review sites, directories (provider, practitioner, & business) and social media sites.

• A conglomerate of information and data across hundreds of sources.

• The better aligned they are, the better your search results and reputation.

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What is your public profile?

• Review the listings on the major search engines, social media platforms and directories

• Make sure they are all EXACTLY the same

• Make sure they are all updated with every change

– Or –

• Hire a professional

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How do you manage your public profile?

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Conclusion

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1. Understand your reputation is an online search function

2. Be proactive! You must take control of the process

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How do you control your online reputation?

• Optimize your search results

• Generate reviews

• Respond to reviews

• Define and control your brand

• Correct and align your public profiles

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Q & A

How to Manage Your Online Reputation

D o u g l a s S l i g t i n g – A s c e n t P r a c t i c e G r o w t h S t r a t e g i e s

d o u g l a s @ a s c e n t p g s . c o m

Documents

How to Manage Your Online Reputation Douglas Slighting · 2019-07-31 · Why is reputation management so important? Dentist reviews are the 8th most read in local small business