online reviews webinar

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