Leveraging the Power of Online Reviews for Maximum ROI
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Transcript of Leveraging the Power of Online Reviews for Maximum ROI
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Surefire Social Client Webinar Series Presentation…
Leveraging the Power of Online Reviews for Maximum ROI
Presented by…Darryl ShrockVice President Client Services & Surefire Social Certified Coach Feb. 28, 2012
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• the importance of online reviews • where you fi nd REVIEWS• Strategies to encourage customer
Feedback• How to Tackle negative reviews • Know what's being said • Approving reviews in Wordpress• Recap/Next Steps
The Agenda…
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The Power of Today’s Consumer
• Online and more connected than ever before
• Embraces the “tell all” culture
• Influence others purchase decisions through experiences
• Trusts online reviews as much as personal recommendations
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The World of Online Reviews
• New frontier in word-of-mouth marketing
• Important opportunity to establish brand
• Reviewer=brand ambassador • Content marketing tool• Powerful source of free
advertising• Businesses turn to online
reviews to grow clientele
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A Marketing Asset for Local Businesses…
• Provides actionable intelligence• Insight into consumer experiences• Establishes trust• Customer service
• Improves SEO and visibility• New unique content• Improved rankings• Increases web traffic
• Legitimizes products & services• Instills consumer confidence• Drives sales
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Understanding the importance of Online Reviews
• 70% of local consumers have used the internet to find a local business in the last 12 months
• 67% of local consumers have consulted online customer reviews of local businesses
• 69% of local consumers trust online reviews as much as personal recommendations
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Want Reviews? Ask for them!
Follow up at the end of the transactionEmailVideo Testimonial
In-Store Digital & Physical
Provide incentives Discounts, promotions Gift Cards
Business cardsInvoices & Stationery
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Be Where Customers Leave Reviews…
Your Website Dedicated reviews page hReview format
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Be Where Customers Leave Reviews…
Online Search Engines
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Be Where Customers Leave Reviews…
Local directories
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Be Where Customers Leave Reviews…
Social Sites
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Sweeten the Deal for Positive Feedback…
Make it easy Instructions Provide a link to the review site
Try a link shortner: www.bit.ly.
Provide incentives Online review site coupons Giveaway or contest Gift Cards Discounts, promotions
Special incentives for repeat customers
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When Someone Leaves a Positive Review
Having only positive reviews can be negative Balanced feedback
Search engine boost Aggregates all reviews Increases authority
Ultimate form of content marketing
Opportunity to say thank you Accountability for your business
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When Someone Posts a Negative Review
Can be a positive But cannot be deleted
Respond quicklyHumility and GraceView as an opportunity
Engage unhappy customer Offer a real solution
Get more positive reviews to counter Overpower bad reviews
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Know What is Being Said About Your Biz…
Monitor your reviewsLook at industry specific sites
(e.g Zagat’s for restaurants, Angie’s list for home services etc.)
Use Google Alerts – easy Example: “Darryl Shrock”“Kauai Roofing”
inurl:www.kauaiRoofing.com
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Approving or Responding on Wordpress
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Approving or Responding on Wordpress
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In Summary
Encourage Reviews – very valuable DO IT!!!!
Monitor ReviewsRespond to both positive and negative
reviews