how to get more online reviews (and tackle the bad ones)
TRANSCRIPT
2014Our site visits are up over
40%, we receive almost twice as many calls from it and we have gone from the 6th page to the first in a very short time. To say they have done a good job does not do it justice. They have done a fantastic job!
Ray HoffmanMarketing Director, RbA
Milwaukee
“ “ I really like SurePulse. It’s an intuitive tool and I like that everything is in one place. It's useful, easy to use and I have a much better understanding of how we are performing.
Amy LindholmBrand Manager, LP Siding
“ “
AWARDS
Today’s Giveaway!
1 lucky attendee is going to take “Home” a free Google Home!
Ok! Google who is Surefire Local?
Must stay till end of webinar!
What we hear often from contractors
➔ Do great work➔ Clients love the experience➔ Great team
Problem jobs:➔ Work out issues with clients privately➔ Do right by the customers - Always to a mutually
satisfying conclusion
Feeling defensive, insulted and destroyed by 1 star reviews
Source: MotherJones
Joshua Tree National Park, CA
Understanding the Reviewer Emotion
Warn other Consumers
I want to warn others of bad products
I want to save others from having the same negative experiences
Venting negative feelings
I like to get anger of my chest
I want to take vengeance upon the company
The company harmed me, and now I will harm the company
Help me shake off frustrations about bad buys
J.M. Rensink - What motivates people to write online reviews and which role does personality play?
Help other consumers
I want to help others with my own positive experiences
I want to give others the opportunity to buy the right product
Helping the company
In my opinion, good companies should be supported
I am so satisfied with a company and its product that I want to help the company to be successful
Emotion – Negative>> Positive
Intensity
10
Positive Reviews: Not necessary all the time, but still good to do
Negative Reviews: You need to respond 100% of the time
WHO to Respond to
1. Show clients you care2. Demonstrate your
passion for customer service
3. Increase customer retention
4. Increase new customer acquisition
WHY Respond?
Turn a negative review into a positive experience!
1. Thank them for the review➔ Be humble and appreciative
2. Explain the future changes➔ How are you going to prevent this from
happening again?
HOW to Respond
1. Publicly➔ Shows both other, and potential, clients that
you care2. Privately ➔ Address and resolve the client’s personal issues
WHERE to Respond
➔ The sooner the better
➔ Aim for under 24 hours
➔ OK to respond to older reviews
WHEN to Respond
➔ Setup, implement, and manage your company's reputation plan long before a problem or crisis strikes
➔ You can really change/regain your reputation
➔ Get back the business you are losing because of your reputation
Takeaways
Even if you build your business mainly through local referrals or word-of-mouth, you need some kind of online presence if for no other reason than the help those referral customers actually find you.Source:SmallBizTrends
➔ A proactive strategy to get reviews is required for all businesses
➔ Create a well-defined strategy
➔ Mission: “We will strive to get nothing less than 5 Stars”
1. Goals & Objectives
➔ Set responsibility◆ Proactive
● Getting Customer Reviews● Reactive
➔ Monitor >> Respond>>Resolve
2. Plan
Every member of your company can help you with your review strategy
➔ Define the experience➔ Explain the process➔ Reinforce importance of reviews➔ Set rules of engagement➔ Provide service standards➔ Power of conversation, eye contact
3. Training
6. Ask but don’t reward
➔ Use Messages like “People on Yelp like us!” or “People love us on Yelp!”
➔ DON’T offer incentives for reviews
7. Engage
➔ Increase your chances by non-review type engagements such as check-ins, photos, liking, or adding tips
➔ Create Ideabooks on Houzz
TITLE
8. Go mobile
➔ Reviews can be done from anywhere including on the phone
➔ Use SMS to send customers links to reviews with their permission
➔ Take pictures and send to your website
➔ Use Geo Location check-ins to add reviews and location data to your website
9. Get alerts for new reviews➔ Google Alerts are
free
➔ Other tools like Mention.net
➔ Reputation Management Tools
➔ Agency
10. Respond to all reviews
➔ New prospects can come across old reviews
➔ Customers form opinions on company response
Lessons
Proactively -
➔ Focus on showcasing all substantial projects on social media and your website
➔ Aggressively seek more and better quality ratings and reviews on specific sites
➔ Mandate responsiveness to any reviews by all company representatives
Today customers know more about the business than the business owners themselves
Mark Richardson Author, Keynote Speaker and Remodeling Expert
1. Outdated Web Presence
➔ Website has not been updated in years - Are you still in business?
➔ Recent content?
➔ Typos….
➔ Not mobile friendly?
➔ Do you have your own domain name?
2. Consistency of Information
Inconsistency of data - Name, Address, Phone confuses not only confuses your customers but search engines
3. Broken Websites
Websites with broken images or broken links indicate lack of attention to customer's experience
4. No Reviews for Your Business
“88% of consumers have read reviews to determine the quality of a local business.”
5. No feedback Channel
Provide an easy way for customers to contact the business first
Takeaways➔ When potential customers are searching for your
business online, you compete with every other similar business in your area.
➔ Prospects do a quick Google search before making their decision, you only have a short amount of time and a limited amount of space to convince them to choose your business over others.
➔ Monitor how your business appears in certain search pages and add information to your site data that can help you put your best face forward online
Our team can help you with tips on how to be the best you can with your digital presence
Get a Complimentary Digital Marketing Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
Thank you!
Learn more by visiting www.surefirelocal.com [email protected]
Shashi BellamkondaChief Marketing Officer
Thank you!