5 Star Reputation St Louis BizTalk 314-627-5988
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Transcript of 5 Star Reputation St Louis BizTalk 314-627-5988
More Stars with video reviews = More Customers
Bring on More New Customers Visitors are 144% more likely to purchase a product after seeing a video
Easier 1st Page Google Ranking A web page with video is 53 times more likely to achieve a page one listing on Google
Better Results Than Text Videos in search results have a 41% higher click through rate than text results
Video Taking Over By 2017, video will account for 69% of all consumer internet traffic — Cisco
People Read Reviews Before Buying The average person reads 6-10 reviews before making a purchase decision
Reviews Are Trusted Studies have shown 72% of buyers trust reviews as much as a personal recommendation
Reviews Are Effective 70% of shoppers are more likely to use a local business after reading positive customer reviews
Good Reviews Increase Revenue A University of California Berkley study found just a one-half star increase increased revenue by 19%
More Stars = More Customers
3.5X MoreCustomers!
How important are reviews?
Short answer: Everyone is online, everyone has an opinion,
and the opinions matter!
#reputationiseverything
Reviews now at the center of search
Reviews now at the center of search
Reviews now at the center of search
People are talking (about you)
• Customers• Prospects• Competitors• Disgruntled employees• Ex spouses• Former business
partners, investors• “Trolls”
People are talking (about you)
And their voices carry!
Today, an unhappy customer will tell thousands of their “closest strangers” on the Internet.
Your customers are listening…
74% of U.S. consumers choose to do business based on online feedback.
Source: Society for Communications Research
59% of U.S. consumers use social sites to vent about customer care frustrations.
Source: Society for Communications Research
Your customers are listening…
72% of U.S. consumers research companies through social channels before making purchases.
Source: Society for Communications Research
Your customers are listening…
You need a plan!…to grow and manage your online reputation.
What is online reputation management?ORM is … The process of proactively using tools, processes, and systems to be aware of and influence the conversation that is taking place about you and your business online
Effective ORM should:
• Be proactive and reactive– Ideally 90% proactive
• Combine marketing, SEO, public relations, social media, sales, and customer service
• Cut across ALL core business functions
Five core principals of ORM
1. Listen to what your customers are saying2. Contribute to the conversation 3. Delight customers by exceeding
expectations4. Collect feedback, referrals, &
testimonials5. Plan how you will respond before you
need to
How to grow a 5 star reputation
(The Plan)
How to grow a 5 star reputation1. Build a service culture2. Solicit feedback3. Follow up4. Share socially5. Monitor and improve
1. Build a service culture
Delight your existing customers.
Jeff Bezos, CEO of Amazon:
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”
Promote remarkable customer service• Happy employees = happy customers• Establish metrics (and rewards) that
promote a good customer experience• Publicly recognize and reward role model
employees• Encourage all employees to collect
testimonials• Share client praise with your team
Start measuring your service
• Monitor customer satisfaction
• Identify ratio of detractors to promoters
• Simple, standardized measure
Promoters
Detractors NPS
2. Solicit feedback
Listen to what your customers are saying.
Make it easy
Use these places (and others) to collect unsolicited feedback:• Email signature• Web forms• Invoices / receipts• Newsletters
Use tools to collect client feedback
• Survey tools• Online forms
Make it easy
Use these places (and others) to collect unsolicited feedback:• Email signature• Web forms• Invoices / receipts• Newsletters
3. Follow up
Show customers you value their feedback.
Say thank you
• Edible Arrangements
• Postagram (cool iOS app!)
• Handwritten notes …$0.45 = customer for life (OFF THE CHARTS ROI)
Develop a process for responding to negative buzz (before you need it)• Listen• Decide whether to
engage• Apologize• Affirm
• Take it offline • Move on • Reflect• Act
Commit to resolve concerns quickly
7 out of 10 customers will return to a business if their concern is resolved
quickly
4. Share socially
Get the word out when you have wins!
Control what you can
• You can’t control what people say about your company BUT …
• You can make sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor!
• THIS IS IMPORTANT!
Set up profiles in all of your key directories and networks
• Google+ Local • Yelp• Trip Advisor• FaceBook• LinkedIn• Twitter
Share positive feedback online
Update weekly in the channels where your customers tend to spend time
Consider blogging
• Add social media sharing buttons
• Post on subjects that will help your clients and prospects
• Use posts to populate a monthly newsletter
Business blogging leads to 55% more website visitors Source: Hubspot
Utilize video
Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index.
Source: Forrester
Build a referral system
• Collecting referrals should be an ACTIVE and METHODICAL process
• Consider creating a referral reward system
5. Monitor and improve
Processes > improvisation
Monitor social media, blogs and forums
Set up an active reputation monitoring service to promptly alert you of conversations happening.
Big takeaway?
You can’t control what people say about your company. But you CAN exercise some control over the larger conversational context that they say it in.
Proactive ORM is all about making sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor.
What can we do?
Reputations take years to build. But they can be damaged in minutes ...
We offer highly specialized ORM services to help you protect and grow the business you’ve worked so hard to build.
We’d love to help
Just get in touch!
St Louis BizTalk3002 S Jefferson AveSt Louis, MO 63118
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