leveraging your online reputation to acquire new ...leveraging your online reputation to acquire new...
TRANSCRIPT
Leveraging Your Online Reputation to Acquire New
Customers and Drive Revenue
Presented By:Matt Boyce, Podium
Jon Eyre, Podium
This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.
2510 Alpine Road | P.O. Box 509 | Eau Claire, WI 54702-0509Email: [email protected] | Web: www.associationofmarketing.orgTelephone: 866.226.0828 | Fax: 715.833.3953 | Seminar ID: 401506
ASM The ASSOCIATION ofSTRATEGIC MARKETINGTM
Leveraging Your Online Reputation to Acquire New Customers and
Drive Revenue
©2017 Association of Strategic Marketing, a division of Lorman Business Center. All Rights Reserved.
All Rights Reserved. ASM programs are copyrighted and may not be recorded or transcribed in whole or part without its express prior written permission. Your attendance at an ASM seminar constitutes your agreement not to record or transcribe all or any part of it. Full terms and conditions available at www.associationofmarketing.org/terms.php.
This publication is designed to provide general information on the topic presented. It is sold with the understanding that the publisher is not engaged in rendering any legal or professional services. The opinions or viewpoints expressed by faculty members do not necessarily reflect those of ASM. These materials were prepared by the faculty who are solely responsible for the correctness and appropriateness of the content. Although this manual is prepared by professionals, the content and information provided should not be used as a substitute for professional services, and such content and information does not constitute legal or other professional advice. If legal or other professional advice is
required, the services of a professional should be sought. ASM is in no way responsible or liable for any advice or information provided by the faculty.
This disclosure may be required by the Circular 230 regulations of the U.S. Treasury and the Internal Revenue Service. We inform you that any federal tax advice contained in this written communication (including any attachments) is not intended to be used, and cannot be used, for the purpose of (i) avoiding federal tax penalties imposed by the
federal government or (ii) promoting, marketing or recommending to another party any tax related matters addressed herein.
Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 | Telephone: 866.226.0828 | Fax: 715.833.3953Email: [email protected] | Web: www.associationofmarketing.org
Seminar ID: 401506
Prepared By:Matt Boyce, Podium
Jon Eyre, Podium
Association of Strategic Marketing
The Association of Strategic Marketing is dedicated to enhancing the marketing profession. ASM is committed to the specific educational and developmental needs of our members.
ASM is focused on being the principal source of effective and pertinent marketing solutions, information and techniques for the business and consumer sectors. Members of ASM gain access to an assortment of specialized marketing courses, product offerings and other educational tools. These opportunities assist members in securing their position at the forefront of their discipline.
ASM delivers an overall experience that gives our community of marketing professionals a distinct competitive advantage.
How Does ASM Benefit You?Unique Member Experience
9 Hot industry issues 9 Specialized training events 9 Proven solutions
Superior Training 9 Live webinars and on-demand webinars 9 Distinguished faculty 9 Certificate of Marketing Merit™
Community of Experts 9 Exclusive networking opportunities 9 Timely advice and consultation 9 Building professional relationships
Enhance your knowledge of effective marketing techniques by joining our community of marketing professionals.
Visit www.associationofmarketing.org to join now!
LEVERAGING YOUR ONLINE REPUTATION TO ACQUIRE NEW CUSTOMERS AND DRIVE REVENUE
—
1
2
Jon EyreDIRECTOR OF CONTENT
PRESENTERS
Matt BoyceDIRECTOR OF DEMAND GEN
Why online reviews matter
How online reviews drive customer trust
Tips for building your online presence
AGENDA
1
2
3
3
- Increasingly mobile
- Driven by near-me searches and micro-moments
THE WAY CUSTOMERS FINDYOUR BUSINESS IS CHANGING
TWO CHARACTERISTICSOF A PERFECTLY COMPETITIVE MARKET
● All firms provide an identical service
● Customers have complete information about your business and
what other options are available
4
• 3.3 is the lowest star rating of a business consumers would consider engaging with.1
• 82% of consumers say the content of a review has convinced them to make a purchase.• 93% of consumers say online reviews have an impact on their purchase decisions.
WHY ONLINE REVIEWS MATTER
7 EASY WAYS ONLINE REVIEWS DRIVE SEARCHERS TO YOUR BUSINESS
—
5
- 84% of consumers trust online reviews as much as personal
recommendations.4
NUMBER 1
BUILD TRUST WITH CUSTOMERS
- Online reviews are major factor in local search ranking
NUMBER 2
INCREASE VISIBILITY THROUGH LOCAL SEO
6
- Organic search results = based on relevance to search terms
ORGANIC VS. LOCAL SEARCH
- Local search results = based on location signals
Convenience > Loyalty
Today’s consumer values convenience over loyalty. If your business isn’t easy to find, potential customers will just go to your competitors who are.
72% OF U.S. ADULTSown a smartphone3
NUMBER OF “NEAR-ME” SEARCHESdoubled in 20154
WHY YOU SHOULD OPTIMIZEFOR LOCAL SEO
—
7
50% of consumers who conducted a local search on a smartphonevisited the business within a day.5
NUMBER 3
INCREASE FOOT TRAFFIC TO YOUR BUSINESS
“You can never have enough feedback and you can never stop learning.”
Richard Branson, Founder, Virgin Group6
NUMBER 4
GAIN ACTIONABLE INSIGHTS TO IMPROVE
8
NUMBER 5
INFLUENCE THE ENTIRE CUSTOMER JOURNEY
DECISIONCONSIDERATIONAWARENESS
61% of buyers
use online reviewsto learn aboutnew products. (Econsultancy)7
84% of consumers
trust online reviewsas much as personal recommendations.
(BrightLocal)8
90% of consumers
say buying decisions are influenced by online
reviews. (Dimensional Research)9
1 2 3
REVIEWS INFLUENCE THE ENTIRE CUSTOMER JOURNEY
9
Encouraging customers to leave feedback shows you care about their opinion
NUMBER 6
FOSTER LOYALTY WITH EXISTING CUSTOMERS
Online reviews show why your business is different, better, or special
when compared to the competition.
NUMBER 7
KEY DIFFERENTIATOR
10
TIPS FOR BUILDING YOUR ONLINE PRESENCEON THE SITES THAT MATTER MOST
—
- Sending an invite before your customer leaves your business will increase the likelihood of obtaining a review.
STEP 1
DETERMINE THE RIGHT TIMING OF THE INVITATION
11
- Create a frictionless process for both your staff and customers that makes it ridiculously easy to send invites and leave reviews.
STEP 2
ELIMINATE BARRIERS
The most successful businesses have built the ask into multiple steps of the customer visit. Before leaving the customer you should let them know:
1. When they will receive the invite2. How they will receive it (text, email, etc.)3. Why it’s important for them to respond
STEP 3
SET EXPECTATION FOR REVIEW
12
STEP 4TARGET THE RIGHTREVIEW SITES
1. Build a balanced presence across all
of the sites that matter most to your
business
2. SEO & Recognition: Google and
3. Diversification & Increased Trust:
Angie’s List, Consumer Affairs, etc.
- Focusing on the customer experience will help your pest control business build an army of advocates willing to ride or die for your business
STEP 5DELIVER HIGH-QUALITYCUSTOMER SERVICE
of customers will switch companies if
they have a bad experience10
66%
- Accenture
13
STEP 6INVITE VIA TEXT
- Text messages have an open rate of 99%11
- 90% of which are opened within three minutes of receipt12
STEP 7USE AN ONLINE REVIEW MANAGEMENT TOOL THAT WORKS BEST FOR YOUR BUSINESS
14
PROMO CODE
PODIUM17
1. Podium 2017 State of Online Reviews2. https://www.brightlocal.com/learn/local-consumer-review-survey/3. http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-
climb-in-emerging-economies/4. http://searchengineland.com/google-says-near-me-searches-have-doubled-this-year-2217715. http://searchengineland.com/6-local-seo-stats-every-online-marketer-needs-know-2265626. https://www.virgin.com/entrepreneur/richard-branson-why-you-should-listen-to-your-customers7. https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-
how-to-use-them/8. https://www.brightlocal.com/learn/local-consumer-review-survey/9. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-
customer-service-issue-than-the-resolution-3875610. https://www.accenture.com/t20150523T052453__w__/us-en/_acnmedia/Accenture/Conversion-
Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf
11. https://www.tatango.com/blog/sms-open-rates-exceed-99/12. Ibid.
Sources
15
Q & A
16
Notes