Local search: The Gift of Reviews Dec 2011

Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary

Local search: The Gift of Reviews

Simple l Actionable l Measurable l Advice

David C. SmithDecember 15, 2011


•Who and how•Ads•ReferralsKnow•Web site/blog•Reception•NewsletterLike•Search•Expert content•Sales presentationTrust•Webinar•Evaluation•NurturingTry•Service team•New customer kit•Finance/deliveryBuy•Post project survey•Cross selling•Quarterly events

Repeat

•Results reviews•Partner intros•Peer2peer eventsRefer

© Duct Tape Marketing – all rights reserved

The Marketing Hourglass

Starts Here

Goal


Total Web Presence Hub and Spoke Corp

Website

Podcast

Blog

Videos

Pictures

Reviews

Online PR

Social profile

s


Where do we get information?


1. Make your web pages local

friendly2. Build out your local search profiles3. Get proactive in the review game4. Get listed, cited and mentioned5. Spread the local social love

Local Search is part of your overall marketing strategy…

It’s not THE strategy!

5 Actions that get you found


Make your web pages local friendly

1. Geo Content 2. Links and External Anchor Text3. Community resource4. Local Contributors5. Local Landing Pages

1

Live Right Chiropractic office image from their web site. Meta data tag and descriptions should say something like: “Boise Idaho’s back pain relieve specialist”


What makes it geo?

1. Addresses2. Maps and more3. Meta data4. hcard and snippets5. Local/mobile keywords

meta name="zipcode" content=”83716, 83706, etc, etc”meta name="city" content=”Boise”meta name="state" content=”Idaho”meta name="ICBM" content="59.10246, -67.59009 – this is your longitude and latitude.


Build out your local search profiles

1. Claim – Places, Bing, Yahoo

2. Keywords, Categories, and Description

3. Add Video and Images4. Google Tags and

Google Boost5. Rate and Review –

Google Places, Yelp…

2


Build out your local search profiles

1. Org name2. Description3. Category4. Service/Product5. Images & Video

2

Yahoo Local is partially complete. Note: Category!!


Get proactive in the review game

1. List, claim, and build2. Use it to make you better3. Monitor profiles4. Get proactive5. Consider advertising

3

Need reviews


Review Sites beyond Search Engines1. Yelp.com – checkin offers

2. Insiderpages.com3. Citysearch.com 4. Local.com 5. MerchantCircle.com

1. Ask for references2. Repurpose and post3. Teach reviewing4. Give reviews5. Hold a review event

Generate Reviews

3a

3b


Get listed, cited and mentioned1. Data compilers2. IYPs3. Memberships4. check my

listing – getlisted.org/

4

This is a decent score..but should be upper 90s. Also need to reconcile multiple names.


1.infoUSA2.Localeze3.Universal Business Listings

Get listed, cited and mentionedHelpful sites:

4

UBL report: there’s a disconnect somewhere.


Spread the local social love

1. Start a Local Group Online2. Find and Network with

Local Bloggers3. Hold Meetups and

Tweetups4. Find local leads 5. Places – Facebook,

Foursquare, Twitter6. Location Games

(Middleton – Geocaching)

Remember – it’s

5

o2o


1. Make your web pages local

friendly2. Build out your local search profiles3. Get proactive in the review game4. Get listed, cited and mentioned5. Spread the local social love

Local Search is part of your overall marketing strategy…

It’s not THE strategy!

5 Actions that get you found


The value of a communication strategy


1. Read Review Structure paper2. Write reviews

a. Google - www.google.com/placesforbusiness

b. Yelp - http://www.yelp.com/writeareview

c. BBB- http://snake-river.bbb.org/ d. LinkedIn - http://www.linkedin.com

3. Use your experience with your customers

Now What?

http://www.google.com/placesforbusiness

http://www.yelp.com/writeareview

http://snake-river.bbb.org/

http://www.linkedin.com/


The six questions you need to ask to get a powerful

testimonial are:1. What was the obstacle that would have prevented

you from buying this product?2. What did you find as a result of buying this

product?3. What specific feature did you like most about this

product?4. What would be three other benefits about this

product?5. Would you recommend this product? If so, why?6. Is there anything you’d like to add?

Source: Sean D’Souza: www.copyblogger.com/testimonials-part-1

http://www.copyblogger.com/testimonials-part-1


Example

When I first heard about Marketing Strategy and Duct Tape Marketing, I thought, "WTH? Here we go again! This is gonna be another BS way of saying the same thing that everyone else is saying like web sites, SEO, and referrlas, only they'll charge a lot more for it.” WAS I WRONG! David Smith, from Valens Point, the local Duct Tape Marketing consultant, met with me and my team last week and all I can say is, "Wow" . With Valens Point’s help we have built a marketing strategy that actually gets result for our money, brings us better clients and importantly, get us all on the same page. I recommend Valens Point’s Marketing Strategy program to small business owners looking to improve their sales and stop wasting money on marketing.


Follow-up Steps for your Business

– Set Goals: 2 reviews a month, 24 for the year?

– Establish process: • Determine the right place / time• Ask for exactly what you want• Describe how they will accomplish the

review• Think about incentives• Revise target site or focus on a quarterly

basis


Follow-up Steps for your Business

– Process Idea• Phone customers and discuss service,

product and the major obstacle they overcame to buy• Ask for review, and if YES• Send them a thank you card with the exact

instructions of what your would like as an insert.


Follow-up Steps for your BusinessSara,

Thank you for being one of our best customers and agreeing to provide a review. As we discussed on the phone you were pleasantly surprised about how affordable our “package” was. I would like your review to discuss your feeling about the perceived price and then how you felt later about the actual price and value of the “package”. In addition please consider the following question and how you might answer them in the review;

• What did you find as a result of buying this product?• What specific feature did you like most about this

product?• What would be three other benefits about this

product?• Would you recommend this product? If so, why?• Is there anything you’d like to add?

If you think it might help you get started I recently posted a review on Jane’s website which you can see here www.jane.com/review. It’s sort of like what I would love to see from you.

Thank you again, David

Objection

Details

Example

Promotion of Jane’s site


My gift to you:FREE MARKETING AUDIT @

www.valenspoint.com

[email protected]

www.ValensPoint.comTwitter: valenspoint

Twitter: davidc_smith

mailto:[email protected]

http://www.valenspoint.com/

Local search: The Gift of Reviews Dec 2011

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