leverage your online reputation to gain new customers ... · - local search results = based on...
TRANSCRIPT
Stand Out in the Crowd
Leverage your online reputation to gain new customers
WEBINAR
Nico DatoVP OF MARKETING
PRESENTERS
Dan WrightSR. REGIONAL SALES DIRECTOR
How organic search differs from local search
Why micro-moments and near-me searches are important
Tips and tricks for boostinglocal SEO
Impact of online reviews on the buyer’s journey
AGENDA
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How to put your business on the map—
- Organic search results = based on relevance to search terms
Organic Search 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, customers will just go to your competitors who are.
When a customer knows what they want to purchase and has the intent to buy, but needs to be connected with the right business - Google calls these ‘micro moments’
72% OF U.S. ADULTSown a smartphone1
NUMBER OF “NEAR-ME” SEARCHESdoubled in 20152
Why You Should Optimizefor Local SEO—
- Increasingly mobile
- Dominated by micro-moments and near-me searches
Online Search Behavior is Changing—
Be there when your customersneed you most—Tips to optimize your site for local search
CLAIM YOUR BUSINESS PAGE(you’ll need a personal Google account)
Navigate to GOOGLE MY BUSINESS
Search for your business using its name or address
Confirm name/address are correct and fillout information about your business
Verification by Google (postcard/phone/instant/bulk)
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- You should make sure your name, address, and phone number are consistent across all business directories3
Consistent Contact Info (NAP)
● PHOTOS tell a visual story about what your business is about and give customers an idea of what to expect when they walk through your doors
● PROFILES WITH PICTURES see 35% more click-throughs than businesses that don’t5
Upload High-Quality Photos
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Online reviews will boost your local SEO andbuild trust and loyalty with your customers.
Collect and Manage YourOnline Reviews
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How Online Reviews Impact LocalSearch Ranking—
1. RELEVANCE
Does your listing match what the consumer is
searching for?
2. DISTANCE
How close is your business to the
searcher?
3. PROMINENCE
Is your business prominent in the offline
world (landmarks, links)? Is your business
reviewed regularly?
How Google Determines Local Search Rankings6
- Recency
- Frequency
- Quality
- Quantity
When Collecting Online Reviews You Should Consider:
• 3.3 is the lowest star rating of a business consumers would consider engaging with.7
• 82% of consumers say the content of a review has convinced them to make a purchase.8
• 93% of consumers say online reviews have an impact on their purchase decisions.9
WHY ONLINE REVIEWS MATTER
DECISIONCONSIDERATIONAWARENESS
61% of buyers
use online reviewsto learn aboutnew products. (Econsultancy)10
84% of consumers
trust online reviewsas much as personal
recommendations. (1st Impression)(BrightLocal)11
90% of consumers
say buying decisions are influenced by online
reviews. (Dimensional Research)12
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REVIEWS INFLUENCE THE ENTIRE CUSTOMER JOURNEY
Tips to Help Your Business Improve Its Online Presence With Reviews—
- 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
- Create a frictionless process for both your employees 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
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:
Consumer Affairs, Yellow Pages, etc.
- Focusing on the customer experience will help your 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 experience13
66%
- Accenture
STEP 6INVITE VIA TEXT
- Text messages have an open rate of 99%14
- 90% of which are opened within three minutes of receipt15
STEP 7USE AN ONLINE REVIEW MANAGEMENT TOOL THAT WORKS BEST FOR YOUR BUSINESS
PROMO CODE
AUTO-MAY17
1. http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-climb-in-emerging-economies/
2. http://searchengineland.com/google-says-near-me-searches-have-doubled-this-year-221771 3. https://moz.com/local-search-ranking-factors4. http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directorie
s.aspx5. https://support.google.com/business/answer/3038063?p=why_verify&rd=16. https://support.google.com/business/answer/7091?hl=en7. https://www.podium.com/resources/podium-state-of-online-reviews/ 8. Ibid.9. Ibid.
10. https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/
11. https://www.brightlocal.com/learn/local-consumer-review-survey/12. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-cust
omer-service-issue-than-the-resolution-3875613. https://www.accenture.com/t20150523T052453__w__/us-en/_acnmedia/Accenture/Conversion-Ass
ets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf
14. https://www.tatango.com/blog/sms-open-rates-exceed-99/ 15. Ibid.
Sources
Q & A