how to leverage online reviews to boost sales

How to Leverage Online Reviews to Boost Sales Sponsored by

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Chief Technology Officer, LocalVox

Meet Trevor Sumner

Why reviews are important How to respond to reviews Generate more positive reviews Leverage reviews to boost sales Q&A

Overview

Reviews Impact Your Business

of people trust online reviews as much as

personal recommendations

of customers make their purchase decision after

reading reviews

People read 10 reviews before

purchasing

How Online Reviews Help Free customer feedback Reach new customers when

intent is high Boost your SEO 75% of reviews are positive

Manage Your Reputation

of negative reviews turn positive when

you respond

of unhappy customers return if you resolve the problem quickly

Facebook Google Yelp Online directories

Top Review Sites

Facebook Business Reviews 40 million small

businesses

167 million daily active users in North America

Reviewers must have an active account

Facebook Local SearchFacebook.com/services

Facebook Local Search

Google Reviews

Easily manage reviews through Google My Business

Reviews appear alongside your business info

Incorporate into AdWords campaigns

Google Local SEO

Mobile algorithm change, spring 2015

Local mobile searches surpassed local desktop searches in 2015

Right-hand column of ads removed from desktop searches to match mobile

Yelp Legacy review site

Set up free Yelp for Business account

55% of Yelpers take action with a local business frequently/every time they visit the site

Audit Review Sites

60%+ of local directories have incorrect info Local businesses with bad directories won’t

rank in search engines 92% of customers expect accurate

information on directories

Responding to Reviews“Even if you do get negative feedback, you can turn it into a positive by engaging in a constructive way and showing that you’re a genuine business.”

-Shama Kabani, author of The Zen of Social Media Marketing

Review Response Formula

Positive Reviews Respond in a timely manner

Say ”thank you” to a customer who went out of their way

Show your appreciation

Negative Reviews Make sure negative reviews are

surrounded by positive ones

Respond quickly and kindly

Harris poll shows customers trust businesses more when they see a few bad apples

Minimize Damage Address the problem directly

Identify the issues

Apologize, even if you weren’t in the wrong

Add a human element to your response

Take It Offline Avoid back and forth public

arguments

Include an email or direct phone number to establish credibility and effort

Even if the reviewer is in the wrong, don’t accuse them of anything on the review site

Resolve the Problem Help customers reach a

positive outcome

Good for both your business and the customer

Track complaints so you can see a pattern of issues that can be fixed for the future

Generating Positive Reviews Ask family and friends Add to your email signature Ask in person Encourage repeat reviews Ask on phone calls Create a cheat sheet Email customers post-sale

Leverage Reviews to Increase Sales

Business reviews online have grown to become increasingly important in the customer shopping cycle.

Influence Customer Journey Online ratings and

reviews are an essential part of active evaluation

Influence purchase intent with an online ratings and reviews strategy

Build Your Credibility

Places to share reviews: Blog posts Case studies Testimonials page on your

site Brochures and direct mail

pieces Google AdWords

Weave into ConversationsYou can use online reviews to: Address common objections Prove superiority vs.

competition Provide industry-specific

proof Strengthen sales

conversations

Increase Your Page Rank

Create Email Nurture Campaigns

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