how to effectively manage your business's online reputation
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How to Effectively Manage Your Online
Reputation for Professionals and Small BizPresenter: Doug Hay, CEO
Dead Simple Internet Marketing™ Series
Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
Ask for a complementary consultation
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Free Internet
Marketing Analysis
More Sales?
More Leads?
“While your phone book might be collecting
dust, consumers still have a need for the
type of information it contains. But in
today’s digital world, they’re more inclined
to look for it on the Web ... a whopping 85
percent of consumers find local business
information online, where reviews, store
hours, deals and maps are just a click
away.”
- Study by Nielsen
Why Bother With Your
Online Reputation?
Consumer Generated Content
“We have officially lost control of when
and where our messages are being
consumed – a fact that would be obvious
if we looked at our own behavior. With the
ubiquity of social media and the instant
access provided by the Internet,
consumers are now in control of how
they interact with your brand.”
- Forbes, May 2013
“This is generally considered one of the toughest tasks in
the SEO (search engine optimization) field. You're not only
fighting for rankings on (up to) 10 different sites/pages or
more, you're also competing against what many feel is a
strong algorithmic component in Google's engine -
QDD (Query Deserves Diversity).
“QDD is believed to impact the types of results Google
prefers to show ranking in the top 10, and biases away
from strict algorithmic "strength" and towards showing
a variety of different pages (positive and negative
sentiment analysis is suspected by some to be a
component here, hence the potential impact on reputation
management campaigns).” - SEO Moz
Still There After 2 Years
Analysis of situation
Content creation, etc
Push negative down
Steps in a Reputation
Management Handling
10 Action Steps
Your Website
About Us Page
Andrew Reifman
Getting Reviews
Sequence of Getting Reviews
1. Great service/products
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
6. Avoid too many at one time
Content
Marketing
Content Marketing
“Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience
– with the objective of driving
profitable customer action.”Source: Content Marketing Institute
Think Like a Publisher
Sales Funnel
Prospects Sales
Readers
Computers Leads
Content Marketing
Blogs Newsletters
Social Media
Use Social Media
• Authoritative
domains
• Push out your
content – blog
posts, video,
images
Tools for Research
Name, Address, Phone Number
NAP
NAP
NAP
NAP
Directories
You Want Citations
• “Citations are "mentions" of your business
name and address on other webpages, even if
there is no link to your website.
• “Citations are a key component of the ranking
algorithms of the major search engines. Other
factors being equal, businesses with a
greater number of citations will probably
rank higher than businesses with fewer
citations.” – GetListed.org
Where to get Citations
• Chamber of Commerce
• Professional
Associations
• Online Yellow Pages
• Business Indexes
• Local Blogs
• Social Media
Local Search
Engines
Register With Each
Search Engine
Register with
• Google+ Local
• Yahoo Local
• Bing Local
Dealing With
Negative Criticism
Answer or Not?
Public Relations 101:
You need to fill the
vacuum with
information that
forwards your position
Yelp
Take notice –
they are the
#1 review
service
Yelp attracts tens of millions of
U.S. visitors each month.
Actions
1. Claim Your Listing
2. Encourage legit
reviews with active
Yelpers
3. Hold an Event (they
are active Yelpers)
Set up Alerts
Set up Google Alerts
Google Alerts are
Free – set up for:
• Your name
• Company name
• Product names
Alert for “Content Marketing”
Takeaways
Create a plan
Do some homework
Get content created
Get listed on local search engines
Register on directories
Hang in for the long term
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Free Internet
Marketing Analysis
More Sales?
More Leads?
Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.
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