how to leverage online reviews to boost sales
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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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