What is Your “Online Reputation” – and Why Is It Important?
A business’ online reputation is in fact their first, and biggest, concern.
Why increase visibility in search engines in order to get more leads, if you have negative comments/reviews about your business that color a prospective customer’s perspective of your business before you even get a chance to build a relationship with them and convert them to a customer?
Or, just as Bad, spending thousands to gain greater visibility in search engines if you have no comments/reviews about your business and so your competition is able to control the online conversation for your market as defined by search keywords?
As you can see, managing your online reputation or “Reputation Marketing” is your first priority.
The scope of “Reputation Management” defined in this manner is much larger than just reviews. In fact, studies show that it includes the following factors
Are you easily found in search engines, including Google, Bing and Yahoo as well as local search such as Google Plus and Yahoo Local for the keywords your ideal customers are searching for? Is your business accurately listed in Review sites and Business directories? Is your business accurately listed in hundreds of these directories to maximize your online visibility and authority and standing with the search engines?
After making sure your business is accurately listed (business name, address, phone and website as shown EXACTLY on your website) in as many review sites as possible, are you monitoring your reviews 24/7/365 for both positive and negative comments and engaging with the reviewers, especially if they leave a negative comment? Do you have a thoughtful, effective customer reviews program in place to motivate customers to leave positive reviews to make sure you can compete with your competition and establish a balance in case of any negative reviews in the future?
Do you have an effective program in place to generate a consistent stream of social media posts, images, news releases, videos and articles about your business? If not, you will not be able to dominate the conversation about your line of business in your market, nor will you be able to control the conversation about your business – and thus your reputation.
Are you engaging with your customers and prospects – building an online relationship with them? If you fail to socialize with them and your competitor does – where will that leave you? It will leave your competitor with the ability to define the market, control the “frame of reference” for the discussion regarding the services you provide and ultimately control the frame for reference for the discussion about your business. If your competitor defines the decision parameters for your prospects and customers – ho will you compete if they favor the competition?
Share of Voice:
Which of the businesses you compete with online will dominate the market and attract the most new customers? The competitor who commands the largest “share of voice,” or the one who has the most visibility, most positive reviews, mots news releases, image posts, video posts, articles and greatest social media engagement and activity on the search engine results pages for the keywords used by the largest number of buyers of your product or service. Will that be you?
So, where do we start?
We start by analyzing your current situation and performance and then providing solutions to help you protect and build your online reputation so you can get more new customers.
Issue: Multiple Bad Reviews & Very Poor Ratings.
We’ve found bad reviews and poor ratings about your company on local business directories. Each poor review not only is publically read by your potential customers, but it also brings down your reputation score on local directory sites. Many local directories such as City Search and Insider Pages aggregate reviews from other sites. Therefore both good and bad reviews can spread to other sites very quickly.
Solution: Average Up Your Reviews and Bury Your Bad Reviews
Post more 5 Star Reviews to bring your reputation score up
Post more 5 Star Reviews to push the bad reviews off the first page of your listing
Issue: Not Enough Reviews To Be Trusted
Consumers will read an average of 10 reviews before making a decision and research shows that customers do not trust a company that has less than 10 five star reviews. Therefore your company needs a strategy to quickly get more online reviews to show up on your directory listings.
Create A Customer Review Strategy
Create professionally designed review post cards to collect customer reviews
Create professionally designed review business cards to collect customer reviews
Create a professionally written email campaign to collect customer reviews
Issue: No Control Over Reviews
No matter what strategy a company uses to collect reviews; your company does not have control over the fact that customers may post bad reviews. Your business is only one customer a way from getting a poor reputation online.
Create A Private Review Page To Collect Reviews
A private review page will ensure that when bad reviews are posted that they will never be public. You will be notified of these reviews so you and your staff can address them if you would like privately and internally.
Develop a private review page to collect reviews from customers
Create a process that bad reviews get filtered and sent to your companies manager
Create a process to post 5 Star reviews online on important local business directory sites
Issue: No Review Posting Strategy
Companies that get reviews from their customers cannot post those reviews online because local directories like Yelp, Google, Bing, and dozens of other have proprietary filters and algorithms to delete reviews that are posted from the same computer IP network. Therefore, if you post those reviews from inside your business, Google will delete them and flag your Google account as spam because there’s no way to tell if yours is real or made up.
Develop a proprietary strategy that overrides the review filters and algorithms in order to post 5-star reviews to your local directory sites
Develop strategies to bypass review filters
Post real reviews from customers collected on our review page
Sort through reviews to find the best for posting
Optimize the reviews for your company
Issue: No Reputation Monitoring System
Unlike the 100’s of different software that can monitor your social engagement, brand and company name, these technologies like Google Alerts cannot monitor your reputation. When people leave reviews on a directory site like yelp, they never mention your name because they’re already on your business listing. Therefore, with dozens of review sites that are out there, there is no way for even the most sophisticated social or branding software to know if bad reviews are being posted and no way to follow up to get the bad reviews eliminated.
Solution: Create a monitoring process with our team that monitors, tracks, and reviews your listings on a daily basis
Create a monitoring process that daily monitors, tracks, and reviews your online review sites
Utilize our team and processes to notify you when bad reviews are posted
Manually setup an protocol to review all your sites and notify your company of bad reviews
Develop a positive alert protocol so your team is notified about 5-star reviews so that they can follow up with the reviewer for a possible referral.
Issue: No Reputation Website Marketing
Almost 3 out of 4 consumers say that online reviews are a major factor in deciding or not deciding to buy a product or service. Currently on your website, you do not have the authority or social proof to show the customers who have visited your site that you are the leader in the marketplace.
Harnessing the power of written and video testimonials and adding them directly to your website for new and existing customers to see.
Branding of your company through videos reviews
Add video testimonials and reviews to your website
Add the latest written testimonial reviews from your local directories to your site
Issue: No Video Review Testimonials
“All things being equal, people buy from people. All things being unequal, people buy from people.” The post powerful reviews are video reviews with real customers that have experienced your products and services. You do not presently have any video reviews to be able to leverage the great customer service and experience that you give on your website, social media, or on any of your business listings.
Create 3-6 video testimonials with which to market and brand your company as a trustworthy company to do business with.
We setup a time with your current customers to record the great things they have to say about your company and the experience you gave them
We edit those testimonials in a way that allows them to convert leads and traffic
We also to market those videos on your website, social media, and other online marketing venues
Issue: No Reputation Reporting Process
It’s important that you and your team keep up to date on the progress of creating and maintaining a 5-star reputation online. Therefore, you need a detailed process that will inform you of both the good and unfavorable reviews in a report that you can share with your team.
Solution: Develop and maintain a reputation reporting process
Create a reputation reporting procedural system
Develop a two week reporting process that highlights all your reviews from the various online directories
Create branding for the report so that you can use it to share with your staff and others to encourage them on the great job that they’re doing
Note: It can also be used as a learning tool to educate them on issues that arise when receiving bad reviews
Issue: No Reputation Marketing Staff Training (Reputation Marketing Culture)
It’s important to remember that every company is only one customer away from having a bad reputation. It isn’t enough to create and manage a 5-star reputation. It’s important to be proactive in creating a reputation marketing training process for your staff. The most successful companies create a Reputation Marketing Business Culture.
Solution: Build a reputation marketing training center for your staff
We will build a customized and branded reputation marketing training solution each one of your staff. This will educate and inspire them to engage in developing and maintaining a 5 star reputation.
We will create individual training videos in order to educate your staff on why your online reputation is vital to your marketing strategies. This will insure that each one of your employees will have a clear understanding of how they can contribute and ensure that your company emerges as the market leader.
We will create a quizzing system where your staff can login, watch the training, and take a short quiz on what they’ve learned. This will help us make sure that each of your staff is on the same page.
We will then notify you on how they performed with the training so you have an understanding of which of your staff has a clear understanding of your goals and which ones might need a little more support.
Developing a training system for you company ensures a proactive approach to creating and maintaining your 5-star reputation and will almost guarantee your seat at the table as being a market leader and most reputable company to be doing business with.