Online Reviews Webinar
Post on 23-Jan-2015
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Transcript
What Can You Do About Online Reviews?
presented by
Randy & Donny VaughnMarketingTwins.com
Who Are We Talking About?
• Also Angie's List, Judy's Book, Craig's List • Industry specific
• Local newspaper/TV/radio website reviews
Who Uses Reviews?
You already use consumer review sites for judging: • HOTELS• RESTAURANTS• BOOKS / FILMS / MUSIC • NEW CAR RESEARCH• TECH GADGETS
Why Is This So Important?
• Most business is local (outside of tourism)
• Local search (via
desktop or mobile device)
Facebook & Twitter Chatter
• Fan Pages create a buzz about a business
• Friends share good
and bad reviews in their status updates
• Twitter is a feeding
frenzy for WOM
Sample Review
Sample Review
"Can't I Just Ignore Them?"
Ignorancemay be bliss, but it can also
lead to a HUGE MISS!
The Reality of Online Reviews
• Happy customers walk away happy; dissatisfied customers like to rant and rave
• 70% of customers use their mobile device
to find a business online • Not all do e-commerce, but most do
research
• Interaction with your brand or business leaves either a positive, negative or indifferent impression (only one is worth anything; the latter 2 are both detrimental)
Your Reputation is At Stake!
"The time to build an audience is before you need it. You need people for whom you add value, a small army of followers who can help you when you need it." (M.
Hyatt)
Know What's Being Said
• Ask customers, new employee, friends • Monitor chatter in local paper or industry
publications (letters to the editor) • Google news alerts, Twitter • Search all the review sites
Negative Reviews:What Can You Do?
Negative Reviews:What Can You Do?
• Most consumer review sites offer the verified business owner the opportunity to respond to the accusation
• Most sites have policies to
remove reviews, but they WILL NOT REMOVE it just because you don't like it
Negative Reviews:How Will You Respond?
Ignore it - pretend it's no big deal
Negative Reviews:How Will You Respond?
Track down the reviewer and make 'em pay!
. . . but is it worth the risk of your reputation?
Negative Reviews:How Will You Respond?
Listen well and make changes
Negative Reviews:How Will You Respond?
Report a terribly malicious reviewto the owners of the site
. . . expect little!
Negative Reviews:How Will You Respond?
Respond to the facts
. . . tactfully and professionally
Negative Reviews:How Will You Respond?
Make conversion the goal!
now!now!
Negative Reviews:How Will You Respond?
TIME BOMB: Simmer before you respond
NEW CUSTOMER:Respond quickly
LONG-TIMER: Respond
personally
Negative Reviews:How Will You Respond?
Admit that you failed their expectations
. . . but without the "but"!
Negative Reviews:How Will You Respond?
Let 'em go
. . . some customers are not worth it!
BE PROACTIVE!BE PREPARED!
Set Up Business Profiles• Google Local Business Center
• Bing Local Listing Center• Yahoo Local
• Yelp!• Citysearch
• MerchantCircle• insiderpages
. . . optimize each profile!
BASIC INFO - DESCRIPTION - COUPONSPICS CATEGORIES - LINKS
PIN DROP LOCATOR
The best way to bury bad press is to flood the conversation with great press!
GET POSITIVE REVIEWS!
A BETTER STRATEGY
1. Never make up reviews
2. Move from comment cards to online reviews
3. Print out online reviews to put in a binder
4. Make it easy - share a link
5. Direct customers to various review sites
6. Call on Facebook Fans
A BETTER STRATEGY
• Recognition works but don't bribe
• Authenticity is
huge for your customers!
• WOW makes WOM! • Customer service
• High-value content behind the stars• Content doubles for SEO value
More resources for you:
marketingtwins.com/services
• Web Design• Customized Facebook Fan Pages• Social Media Strategy• Marketing Coaching• Graphic Design• Branding Consultation
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