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Leveraging Your Online Reputation to Acquire New Customers and Drive Revenue Presented By: Ma 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 54702-0509 Email: [email protected] | Web: www.associationofmarketing.org Telephone: 866.226.0828 | Fax: 715.833.3953 | Seminar ID: 401506 ASM The ASSOCIATION of STRATEGIC MARKETING TM

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Page 1: Leveraging Your Online Reputation to Acquire New ...Leveraging Your Online Reputation to Acquire New Customers and Drive Revenue Presented By: Matt Boyce, Podium Jon Eyre, Podium This

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

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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

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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!

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LEVERAGING YOUR ONLINE REPUTATION TO ACQUIRE NEW CUSTOMERS AND DRIVE REVENUE

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Jon EyreDIRECTOR OF CONTENT

[email protected]

PRESENTERS

Matt BoyceDIRECTOR OF DEMAND GEN

[email protected]

Why online reviews matter

How online reviews drive customer trust

Tips for building your online presence

AGENDA

1

2

3

3

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- 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

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• 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

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- 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

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- 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

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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

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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

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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

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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

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- 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

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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

Facebook

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

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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

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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

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Q & A

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Notes

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