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Online Reputation Will Play a Major Role in Your 2013 Sales 1 Winning the Online Reputation Management Game
| Date post: | 23-Jan-2015 |
| Category: |
Health & Medicine |
| Upload: | erepbuilderjerryhart |
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Online Reputation Will Play a Major Role in Your 2013
Sales
Winning the Online Reputation Management Game
• Less than 1% go past page one on Google
• Online reviews rank highest• Not visible to consumers • You WILL lose sales
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The Importance Of Online
Reputation
Which brands make the shopping listWhere shoppers choose to buy With whom they share the results
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~This moment has changed the marketing industry forever.
The Zero Moment of Truth influences…
Moment of Truth
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62% of consumers surveyed said they would change their mind after
reading 1-3 negative reviews about a product
or service.
Online reviews are extremely powerful - both negative and positive.
According to a 2011 Harvard Study, every star a business received on Yelp from reviewers resulted in
a 5 to 7 percent jump in revenue.
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What Is Your Reputation Budget?
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Who is more believable HER peers or YOU?
75% of people don’t believe
that companies tell the truth
in advertisements75%
Mobile Enabled
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70% of consumers delete an email if it
looks bad on a mobile device
•Three out of five (59%) people are more likely to research products online
Local Search Map Listings
By the end of 2013, 50% of car buyers will be using their mobile device to purchase and service vehicles
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Find Nearest Car Dealership Mapping & Directions
Get Directions
Smart phones Define Your Business
of consumers use a smart phone to help with shopping.
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79%
• Underestimating the power of mobile• No budget• Leaving it to chance• No response plan
Online Reputation Problems
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The Statistics Say It All
91%
Ninety-One Percent
of consumers said they would use reviews when deciding on a dealership.
The Power of Women
•78% of your service customers are women•Women are 3 times more likely to post a review as opposed to men
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1 negative social media review can cost you 30
new customers.
Word of Mouth
A happy customer will tell 3 to 5 people,
but an unhappy customer will tell more than 20
people.
*Convergys, May 2012
High-Stakes Game
It takes 18 positive reviews to outweigh 1 negative review.
Time is of the essence!
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Proactive Competitive Advantage
• Credible service reviews• Automated “Organic Slow
Drip”• The Google Black Hole• Implement before you need
it
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Dealer Scott Pitman: Google deleted 400 reviews Only 9 reviews remained.
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Why Proactive Reputation BUILDING?
Google offered no explanation or chance for appealScore went from 29/30 to 0/30
How Are Major Review Sites Cracking Down On Consumer Reviews?
• Google Purge | Yelp Filters• Too many too fast• Replication • Incentivizing• “Active” user?
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updated their Policy Guidelines.
Both Google and Yelp explicitly discourage you from requesting
reviews from your customers onsite.
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For more information, go to Google’s “Conflict of Interest” section.
Google prefers validated content.REAL reviews on 3rd party review sites…NOT the dealer site
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Testimonial Review Pages on Dealer Sites Not ranked on first page of Google for the Dealers name (example Presto Reviews)
Yelper’s can be defined as frequent active reviewers of various industries or companies indexed on Yelp.
Yelp Is Tracking
Only request off-site reviews from a customer,or face getting hit with a 90-day consumer alert.
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For Yelp
No Pay – No Review
The only way to counter that…
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Continuously submit reviews. This lowers your risk of having a yelp account left with only negative, or no reviews at all.
Are Your Reviews Visible on Multiple Review Sites?
Be wary of reputation management companies that place positive reviews on your website ONLY.
SEO Algorithm Incorporated Into Review Sites
Google incorporates your online
reputation into the ranking algorithm.
This can lower your overall Google
ranking.
Where Do You Rank?
Review sites with too much negative feedback, or dealerships not found on highly ranked review sites, will be moved down the Google search stack and compromise their competitive advantage.
Dealers miss the pivotal opportunity to get a review on the review sites that Google says are credible.
Address the Negative…
A negative review will pop up in 35% of the searches for your dealership
Step Up to the Plate Use interactive HTML
email to contact your customers and ask them for a review.
Link them to 3rd party review sites.
Give them an opportunity to complain to you 1st
Ask Your Customers If They
Are Happy
Fix the Problem• After a sale, only 4%
of unhappy consumers will complain to you
• 90% of customers will come back to your dealership if you address their concern immediately
When to ask?
The best time to ask for a review is within 48 hours of the customer being in the dealership.
ORM Providers Miss the Magic Customer Review Opportunity
Goal: Most ORM providers are pointingDealership customers FIRST to thedealer site to share a review.
This is not going to help you with Google and Yelp.
I would take that as a sign from Google that when they say they prefer validated content, they mean REAL reviews on 3rd party review sites, not the dealer site.
Most Dealer Testimonial Review Pages on the dealer site are not ranked on the first page of Google for the Dealers name.
Top Things Not To Do
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Allowing customers to post reviews from the dealership
including a mobile device used by the sales associates.
According to a Google forum, reasons why companies may
have their reviews removed and filtered:
• Too many review posts in a single day or even in a single month
• Reviews that are generated from the same IP address (think ‘iPads and review stations’)
• The same reviews on multiple 3rd party listings• Posting on your customers behalf – algorithms are tracking
location of published review
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Not to Do #2
Only asking for positive reviews.• One of your greatest missed opportunities is
stopping a complaint before a damaging customer opinion is posted on a 3rd party review site
• Customers who comment directly to you do NOT post feedback on 3rd party review sites
Not to Do #3
• Keep in mind that online reputation management is one of those things that works much better if you implement it before you actually need it
Being Reactive versus Proactive
Not to Do #4
It is NOT OK to pay for a review or hire someone to write reviews.
• Anything but an honest review from a real customer is provocative and could have your dealership review site shut down.
• Yelp said it will now start posting visible consumer alerts on websites suspected of soliciting reviews-for-hire to boost ratings.
Not to Do #5
Sending out mass emails asking for reviews
•Do not launch mass email campaigns to all unsold internet prospects in CRM asking for reviews.
•CRM’s are not capable of sending out mobile-enabled emails.
Solution: send out mobile-enabled emails to previous customers in slow organic drip.
Not To Do #6
Best Practice: A manager should respond to any
complaints immediately.
Send out an email asking for a review without someone monitoring that
account to respond.
Top Thing To Do #1
Tell your customer if Unsatisfied, to click on …
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Prevent Negative Reviews
We distribute the Not Satisfied notifications to multiple key contacts in the dealership.
Claim Your Name
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Top Thing To Do #2
Be sure to claim your Google Places and Yahoo Local pages with a consistent business name and location.
Populating them with content such as images and reviews will help prospects find your business online.
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Top Thing To Do #3
Fact:
Build Reviews on Sites That Google Ranks Highest
35-40% of all searched performed that lead to an organic click-through to your website come from a direct search of your company’s name
Focus on Local Search
• Prospects will search on the type of business and a specific geographic location
• Third party reviews are a key ranking driver in prospect opinions
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Top Thing To Do #4
Choose an email service provider that’smeasurable with clear reporting.
Top Thing To Do #5
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Have you noticed CRM providers don’t give deliverability reports?
Make sure your emails are mobile enabled
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Top Things To Do #6
This is an example of a NON mobile adaptive email.
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Mobile Adaptive•Email reformats (adapts) for smaller screens using media queries• Buttons are sized for Apple interface guidelines to accommodate finger gestures• Phone numbers are click activated •Text is resized to be readable without pinch and zoom
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