Reputation MarketingReputation MarketingFor Local BusinessesFor Local Businesses

What Is It? Why Every Business Needs It … Now!

Presented by Rebekah RichardsJucebox Local Marketing Partners

““It takes many good deeds to It takes many good deeds to build a good reputation, and only build a good reputation, and only one bad one to lose it”one bad one to lose it”

~ Benjamin Franklin

Reputation

Reach

Resell

Referral

It’s our experience that there are 4 marketing R’s that every local business should plan for

How do people How do people

Find Your Business?Find Your Business?

““Yellow Page usage among people ... Yellow Page usage among people ... below 50, will drop to zero, near zero, below 50, will drop to zero, near zero,

in the next five years.”in the next five years.”~ Bill Gates~ Bill Gates

May 2007May 2007

What are consumers using today?What are consumers using today?

… and over 1500 others!

Here’s a sampling of online keyword searches on Google

Keyword Searches (SEO)Keyword Searches (SEO)1

2 Reputation and Referral SearchReputation and Referral Search

But, there are two types of online searches

What’s 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:Let me ask you a question:

Have You Ever Checked Out Have You Ever Checked Out Reviews Of A RestaurantReviews Of A Restaurant

Before Going Out To Dinner?Before Going Out To Dinner?

A Tale of Two RestaurantsA Tale of Two Restaurants

One Has 50 Generally Positive One Has 50 Generally Positive ReviewsReviews

One Has Only 20 Reviews, One Has Only 20 Reviews, including 10 including 10 ReallyReally Bad Reviews Bad Reviews

Where would you eat at?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 73% of consumers look up an average of 10 reviews before making a of 10 reviews before making a purchasing decisionpurchasing decision~ BrightLocal.com~ BrightLocal.com

A difference of one “star” in average A difference of one “star” in average rating led to difference in revenues of 5 rating led to difference in revenues of 5

to 9 percent.to 9 percent.

-2011 Harvard Business Review Study-2011 Harvard Business Review Study

4 out of 5 consumers have changed their 4 out of 5 consumers have changed their minds about a recommended product or minds about a recommended product or service based solely on negative service based solely on negative information they found onlineinformation they found online- Cone Study, 2011- Cone Study, 2011

““Negative reviews can hang an albatross Negative reviews can hang an albatross around your neck if they appear around your neck if they appear prominently in search results.” prominently in search results.”

- NYTimes.com NYTimes.com

We know you work hard every day in your businessWe know you work hard every day in your business

Your Reputation is Your Reputation is your #1 Asset!your #1 Asset!

What are you doing to protect it?What are you doing to protect it?

Your Business Is Naked OnlineWhen It Comes To Your Reputation

In today’s reputation economy, there is nowhere to hide!In today’s reputation economy, there is nowhere to hide!

For example, let’s take a look at these restaurantsFor example, let’s take a look at these restaurants

If you’re paying money for Advertising …

And You Have A Poor Online Reputation

You Are Throwing MoneyYou Are Throwing Money

Down The Drain!Down The Drain!

The psychology of reviews … and why consumers love them

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2 Peace of MindPeace of Mind

SavesSaves MoneyMoney

SavesSaves TimeTime

Having a positive Having a positive online reputation online reputation confirms that you are confirms that you are the clear choice!the clear choice!

What Is Reputation Marketing?What Is Reputation Marketing?

Building and Promoting A Strong Online Reputation In Order To Stand Out

Above Your Competitors

9 out of 10 consumers trust “earned media” 9 out of 10 consumers trust “earned media” such as referrals and reviewssuch as referrals and reviews

- Nielsen Study 2012

Benefits Of A Great Reputation

72% of buyers trust reviews as much as personal 72% of buyers trust reviews as much as personal recommendationsrecommendations

- BrightLocal.com- BrightLocal.com

• Trust!Trust!• Pre-sold, pre-qualified buyersPre-sold, pre-qualified buyers• Better lead conversionBetter lead conversion• You can charge more moneyYou can charge more money• You can be more selective or exclusiveYou can be more selective or exclusive• Buyers give you the benefit of the doubt if Buyers give you the benefit of the doubt if

others are raving about youothers are raving about you

Quick ExampleQuick Example

Lawnmower repairLawnmower repair

How Do You Get How Do You Get Started Creating AStarted Creating A

Reputation MarketingReputation MarketingStrategy?Strategy?

What type of online reputation do you have?

Bad Reputation (Poor Overall Score)Bad Reputation (Poor Overall Score)

No Reputation (No Online Reviews)No Reputation (No Online Reviews)

Positive Online ReputationPositive Online Reputation

5 Star Reputation5 Star Reputation

What’s the cost of having a bad online reputation (or even a lack of reviews)?

Average dollar value of your transactions $100

Number of transactions per year 6

Number of years a client does business with you 5

Lifetime value of that client / patient $3000

Cost of a having a bad or poor online reputation =

4 out of 5 consumers who don’t 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

1.1. Provide Great Service!Provide Great Service!

2.2. Build A Positive Online ReputationBuild A Positive Online Reputation

3.3. Promote Your ReputationPromote Your Reputation

4.4. Monitor Your ReputationMonitor Your Reputation

4 Step Reputation Marketing Strategy

Provide Great Service!Provide Great Service!Focus on providing the basics of great Focus on providing the basics of great customer service, such as:customer service, such as:• ReliabilityReliability• FriendlinessFriendliness• Great valueGreat value

If you don’t make this part of your company If you don’t make this part of your company culture … even the best ‘reputation management’ culture … even the best ‘reputation management’ won’t be able to help you in the long termwon’t be able to help you in the long term

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Build A Positive Build A Positive Online ReputationOnline Reputation

• Claim your online directory listings Claim your online directory listings • Proactively ask for reviewsProactively ask for reviews• Make it easy to write a reviewMake it easy to write a review

2

Promote Your Promote Your Online ReputationOnline Reputation

• Social media sitesSocial media sites• Company web site or blogCompany web site or blog• Press releasesPress releases• Search resultsSearch results• Testimonial videosTestimonial videos• Marketing & sales processMarketing & sales process• Customer communicationsCustomer communications

3

Monitor Your Monitor Your Online ReputationOnline Reputation

• Google alertsGoogle alerts• Review monitoringReview monitoring• Social media mentionsSocial media mentions• Respond to feedback and reviewsRespond to feedback and reviews

Be engaged! Be engaged!

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This can all be a little This can all be a little overwhelming … we overwhelming … we

understandunderstand

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Should I offer an incentive to leave Should I offer an incentive to leave a review?a review?

How do I ask for a review?How do I ask for a review?

Where do I send them to write a Where do I send them to write a review? And what’s up with Google & review? And what’s up with Google & Yelp?Yelp?

… and many more!

We know you’ve got questions. For example:

But How Do I Get Started?

You Want A System That Is:You Want A System That Is:• Easy to useEasy to use• Easy to gather reviewsEasy to gather reviews• Easy to promote your reviews via Easy to promote your reviews via

social media and around the websocial media and around the web

SS aveaveYY ourourSS elfelfTT imeimeEE nergynergyMM oneyoney

IntroducingIntroducing

[Replace with your logo]

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Developed in early 2011Developed in early 2011

Systematic approach to reputation Systematic approach to reputation and review marketingand review marketing

Successfully helping small business Successfully helping small business clients build and promote their clients build and promote their online reputation …online reputation …

About our system

Let’s take a tour Let’s take a tour

It All Starts Here: Your Own Review EngineIt All Starts Here: Your Own Review Engine

Did you know?Did you know?74% of consumers rely on their social networks 74% of consumers rely on their social networks

to guide purchasing decisionsto guide purchasing decisions

Online Reputation Online Reputation Marketing is the New Marketing is the New PR & Word of MouthPR & Word of Mouth

Closing Thoughts

Take complaints and bad Take complaints and bad reviews reviews seriouslyseriously, not , not

personallypersonally

Don’t leave your online Don’t leave your online reputation to chance … reputation to chance …

your business is at risk if your business is at risk if you do!you do!

Questions?

Give us a call today!Give us a call today!916-415-8625916-415-8625

To talk with a reputation To talk with a reputation marketing specialistmarketing specialist

Are you ready to take control of your#1 asset – your reputation?

Rebekah RichardsRebekah RichardsJucebox Local Marketing PartnersJucebox Local Marketing Partners

www.JuceboxLocalMarketingPartners.com www.JuceboxLocalMarketingPartners.com p. 916-415-8625p. 916-415-8625

Thank you!Thank you!

Q

ABy default, the review engines are set to By default, the review engines are set to immediately publish all reviews that are 3 stars immediately publish all reviews that are 3 stars and above. We recommend this for and above. We recommend this for transparency purposes. However, you can transparency purposes. However, you can choose to moderate the reviews before they go choose to moderate the reviews before they go public if you wish. public if you wish.

Can I moderate the reviews?Can I moderate the reviews?

Q & AQ & A

Q

ANo. To maintain the integrity of the review, you No. To maintain the integrity of the review, you cannot edit it. cannot edit it.

Can I edit the reviews?Can I edit the reviews?

Q & AQ & A

Q

AWe believe that both positive and negative We believe that both positive and negative reviews provide valuable feedback for your reviews provide valuable feedback for your company. In our system, 1 & 2 star reviews turn company. In our system, 1 & 2 star reviews turn into private customer service opportunities into private customer service opportunities between you and the reviewer. However, they between you and the reviewer. However, they do count toward your aggregate rating score as do count toward your aggregate rating score as a rating only. a rating only.

What happens to negative reviews?What happens to negative reviews?

Q & AQ & A

Q

AA review ignitor card is a special business card A review ignitor card is a special business card that we use to ask for reviews. We recommend that we use to ask for reviews. We recommend handing them out after working with your handing them out after working with your clients to ask for a review. It has your review clients to ask for a review. It has your review engine web address, and even a QR code so engine web address, and even a QR code so they can scan it with their smart phone and pull they can scan it with their smart phone and pull up a mobile ready review engine. up a mobile ready review engine.

What is a “review ignitor” card and what What is a “review ignitor” card and what does it look like?does it look like?

Q & AQ & A

Q

AYes! Yes!

Is the review engine mobile friendly?Is the review engine mobile friendly?

Q & AQ & A

Q

ANo. There is no way for us to do that. No. There is no way for us to do that. Unfortunately Google has made it harder to Unfortunately Google has made it harder to leave reviews because a user must have both a leave reviews because a user must have both a Google account and a Google+ acccount. This is Google account and a Google+ acccount. This is why we’ve made it really simple to leave why we’ve made it really simple to leave reviews on our review engine system. reviews on our review engine system.

Does a review captured in your system Does a review captured in your system automatically post to Google+Local?automatically post to Google+Local?

Q & AQ & A

Q

AIt definitely can. Reviews, social mentions, etc. It definitely can. Reviews, social mentions, etc. can all have an impact on your search rankings. can all have an impact on your search rankings. Depending on your keyword competition, Depending on your keyword competition, however, you may need to implement however, you may need to implement additional Local SEO (search engine additional Local SEO (search engine optimization) strategies to get ranked on the optimization) strategies to get ranked on the first page of Google. first page of Google.

Will this help my rankings in the search Will this help my rankings in the search engines for my preferred keywords?engines for my preferred keywords?

Q & AQ & A

Q

ANo! Unlike most other review sites, your review No! Unlike most other review sites, your review engine is designed to be about YOU, not about engine is designed to be about YOU, not about us or your competition. us or your competition.

Do you list competing companies on my Do you list competing companies on my review engine site?review engine site?

Q & AQ & A