how online reviews make or break a business

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How Online Reviews Make or Break a Business


Agenda• Why are Reviews important?• Best Places for Reviews• Monitoring Reviews• Managing Reviews• Encouraging Customer Feedback & Reviews

IntroductionHow Online Reviews Make or Break a Business


About the presenters• Charlie Gray

• Product Manager

• More than 8 years of experience in internet marketing with a focus on digital marketing strategies including SEO,

paid search, social media, conversion optimization and content marketing

• Currently managing product launch and development for DIFM products

Importance of Online ReviewsHow Online Reviews Make or Break a Business


Why Are Online Reviews Important?• Increase Sales: Online reviews are the new “word of mouth”

• Understand your customer: Customer Feedback and Reviews allow you to understand your customers concerns

• Build Trust: Correctly Managing reviews can lead to more trust in your brand

• Customer Engagement: Connecting with your customers allows them to feel like they matter

• More credibility with Search Engines


STAY IN TUNEWITH YOUR CUSTOMERS

Gather valuable information from your customer by giving them the option to provide feedback. In fact:

• 93% of people who research a business online typically make a purchase with that businesses

• 29% of people believe that a website with testimonials is credible

Reviews allow you to establish yourself as a trusted brand, while also showing your customers that you take their feedback seriously!

Popular Review SitesHow Online Reviews Make or Break a Business


P O P U L A R

REVIEW SITES

Average Monthly Visitors• Google Places for Business (220.4M)• Yelp (102.1M)• Yahoo Local Listings (43.0M)• Bing Local (87.1M)• Facebook (129.3M)• HomeAdvisor (3.0M)• YellowBook.com (348.9K)• Angie’s List (3.9M)• FourSquare (67.2K)• Local.com (3.6M)


P O P U L A R

REVIEW SITES

Industry Specific

• Legal Avvo

• Home Improvement Home Advisor

• Travel Trip Advisor

Monitor ReviewsHow Online Reviews Make or Break a Business


MONITOR YOUR BRAND

Merchants can monitor reviews posted on sites like Yelp and Foursquare from within Yext’s PowerListings dashboard.

What's your audience saying about your brand on Social Media?

The service sends emails to the user when it finds new results—such as web pages, newspaper articles, or blogs—that match the user's search term.

Monitoring Tools


MONITOR REVIEWS

Online Review Monitoring Tools

• Dashboards• Reviews from numerous sources• Aggregate Review Ratings• Respond to Reviews• Notifications• Mentions• Sentiment


MONITOR REVIEWS

Dashboard Example (Yext)


MONITOR REVIEWS

Email Notification Example


MONITOR REVIEWS

Social Mentions - (HootSuite):Allows you to monitor any mention of your brand across Social Channels

Sentiment - Negative or Positive?


MONITOR REVIEWS

Mentions - (Google Alerts):Allows you to monitor any mention of your brand across the web

- Google Alerts will monitor keywords and email updates

- Brand- Names (CEO,

Employees, etc.)- Products- Services

Managing ReviewsHow Online Reviews Make or Break a Business


MANAGE REVIEWS

Best Practices for Managing Reviews 1. Respond to the Reviews (Negative & Positive)2. Reach out to the Customer and find a Solution3. Get Positive Reviews


MANAGE REVIEWS

Negative Reviews 1. Respond to the Review

• Be courteous and offer to resolve any concerns• Always leave contact information within the review response

2. Reach out to the Customer and work to Resolve the concern• If you are able to come to an agreement, ask the customer to remove or update the

review

3. Always add “follow up” comments to the review


MANAGE REVIEWS

Example: Negative Review 1. Business Responded to the

Review by apologizing and providing contact info

2. Customer added comment

3. Business followed up with a response


MANAGE REVIEWS

Example: Don’t do this… 1. Business should have apologized

and offered to resolve the concerns. Don’t be combative!

2. Business should contact the review site and petition for removal of the review

3. Business can follow up with a response if unable to remove review or suspect foul play

4. Get positive reviews!!!


MANAGE REVIEWS

Respond to Positive Reviews 1. Shows that you are engaged

with your customers

2. Increases trust

Encourage Customer Feedback & ReviewsCustomer Feedback & Reviews by Deluxe


WHAT IS CUSTOMER

FEEDBACK& REVIEWS?

Deluxe Customer Feedback & Reviews is a full service product designed to help you get customer feedback and improve your reputation online. Our marketing experts will help you gather customer feedback, promote positive customer testimonials, monitor feedback and encourage customers to post online reviews about your business through major directory sites like Yelp, Google+ and CitySearch.


Customer Feedback & Reviews

BENEFITS• Instant Customer Feedback – Get

immediate customer feedback that gives your business an opportunity to make improvements and help your customers feel heard.

• Get Reviews – Happy customers are invited to share their positive feedback on major directories like Yelp & CitySearch.

• Distribute Customer Testimonials – We will publish testimonials on your website and across online directories.

• Monitor Reviews – Get real time alerts when a customer posts a new review on a major review site.

• Build Your Email List – We’ll collect contact information from users to help you build your customer email list.

• Save your business from negative reviews – Unhappy customers write unhappy reviews. Give them a direct channel to vent and give yourself a chance to make it up to them!


STAY IN TUNE WITHYOUR CUSTOMERSLaunching Customer Feedback & Reviews for your business is easy and effective.

1. We create a branded, custom survey landing page for your business.

2. We solicit feedback using email marketing, Facebook ads and business cards.

3. We notify your business when customers submit feedback.

4. We ask customers with positive survey results to leave an online review sites like Yelp, Google + and CitySearch.

5. We distribute positive feedback and testimonials across online directories and on your website.

S O … H O W D O E S I T

WORK?Survey Landing Page

EmailMarketing

FacebookAds

BusinessCards

Online ReviewReferral

Links

Distribute Feedback

online


OVERVIEWHOW IT

WORKS


Product Benefits:1. Receive feedback from your customers.2. Collect customer testimonials.3. Increase positive online reviews for your business across digital directories.4. Improve your online reputation and build credibility for your brand.

Staying on top of what customers think about your business is tough! Deluxe Customer Reviews & Feedback does all the heavy lifting for you! This product will help you collect valuable customer feedback, build credibility, improve your reputation online and help you find new customers!

PRODUCT BENEFITS


Deluxe Customer Feedback & Reviews • Kick-Off Consultation Call with an Online Specialist• Build Customer Feedback Survey Landing Page• Real-time Review Monitoring Notifications from Online Directories• Monthly Positive Customer Feedback and Testimonial Syndication on

Local Directories• Positive Customer Feedback and Testimonial Widget• Printed Customer Feedback Promotion Cards• Real-time Customer Feedback Email Alerts• Quarterly Email Marketing Campaign to Encourage Customer Feedback

(Powered by Deluxe VerticalResponse)• Quarterly Facebook Post to Encourage Customer Feedback (Post links to

Feedback Survey)• Quarterly Campaign Strategy Call• Monthly Reporting $99/MONTH*

PRODUCT FEATURES: MONTHLY PROMOTION


Q&A

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