Use Online Reputation Management To Drive More Traffic and Improve Your SEO!
Online reviews are very important, not only for helping to build trust with potential customers, but also as it relates to the overall SEO of your website. From Google, Facebook, and Yelp, to Angies List, the BBB, and many more…customers can leave their feedback an a number of places today. As a local service business, you need to take control of these review portals, so you can not only view and manage the customer reviews, but also to leverage them and take advantage of the praises in your marketing strategy!
- Overview of automated review capturing systems
- At what point should you consider using an automated review capturing system
- How to get more customers to leave you a positive review
- How to remove the barriers for customers to leave a review for your business
- How asking for feedback instead of a review will increase your review rates
- How to get your customers onto the “leave a review” screen within Google (and others) within seconds
- How to get 2x or 3x more reviews from your customers
- How to get email alerts when customers leave a review, good or bad, on any review portal
Thanks for Listening!
Here is a preview of the transcription from Episode 13 – Get More Reviews and Leverage Them In Your Marketing With Online Reputation Management Software;
Jesse: Hey everyone, welcome back to Local SEO Tactics, Jesse Dolan with Bob Brennan here, coming back at you this week. We’re going to dive back into our topic about reviews. A few episodes back, we touched on reviews actually a couple times now, and it’s really just that important of a topic, so we’re going to kind of get into an advanced version here today. Something we’re going to talk about is automated reviews, right?
Jesse: How to get them from your customers, how to turn them into social media posts, and really, take advantage of the whole process front to back, and to do it in the most automated and easy fashion possible, at least to date, for what we’ve uncovered at least. So want to back up just for a quick second here. I think it’s been about probably close to two months since we did our first episode about reviews, and during that time, I don’t know if it’s been more, we’ve been more aware of reviews out there or if businesses are just adopting these things more.
But Bob and I were just talking earlier today about some observations we’ve been making out there for, really, how important are reviews? I mean, everybody knows that you should get some. You should have them for your business. We’ve talked about it before, but they’re out there in marketing, beyond just getting reviews and being stars on your website. An example I was sharing with Bob is, my wife and I, we have a Cabela’s credit card. They send us a catalog every three or four weeks, whatever, for seasonality stuff. I thought it was super interesting. I opened it up this weekend, flipping through pages. And on the catalog, in the print, on the text, they had the reviews, right?
Bob: Like right in the catalog?
Jesse: Right in the catalog. It was kind of like if you’re going to go online and view their page on the website. That same kind of information, so, different products. This is a 4.2 average rating. This is a 5.0 and so on and so forth. It kind of struck me. Like I said, I’m not sure if I’m just hypersensitive, because we’re all about reviews and stuff right now. But I don’t remember seeing that. I’m pretty sure it’s a new phenomenon for them that they’re using it, and we’ve also noticed reviews on the back of U-Haul trucks.
Bob: Yeah, yeah.
Jesse: Just promoting their star rating and kind of getting that message across. We’ve also heard radio commercials. You know, people talking about, “Check out our reviews. We’re 5.0, 312 reviews,” and things of that nature. So, it’s kind of transcending. Just let me check the reviews and let me check out what the rating is online. Businesses are using it in their advertising, in their marketing, so it’s that important. If we rewind the clock a few years ago, you’d want to get testimonials and case studies, right? Share them on your website, put them in your sales fliers, on your pamphlets. What are people saying about you?
This is kind of the same thing. Reviews are a manifestation of that same concept. What is the public saying? What are my peers saying and things like that. And really, the fact that in print and digital and in audio, visual, these reviews are becoming part of what we use in our marketing, front to back. So, thought that was a curious thing to share.
Bob: Yeah, it’s just another visual cue, right?
Bob: I think we’re looking at a generation of people that are growing up. They’re internet-savvy. They don’t know what a phone book is, right?
Bob: Which is a couple generations. So, you could throw a phone book at them, and they won’t know what it is. It’s that seeing so many stars equates to quality or whatever the deal is, and that’s kind of the standard. The product that we’re going to talk about is pretty exciting, but it’s not for everybody, and I think one of those things too, is we talk about it, all the bells and whistles and features that it has. It’s one of those deals that, if you’re a very small business just starting out, I don’t think this is a good fit. And more importantly, I think you have to get yourself and your team orientated in how to capture reviews yourself.
I think you have to go back to … What episode was that? Was that episode number two or whatever?
Jesse: That was episode three, was the first one.
Jesse: The importance of getting Google reviews.
Bob: Yeah, so, I mean, go ahead and listen to this, but maybe go back to episode three. Is that right? So, go back to that episode if you’re smaller, because I think there’s, again, basic building blocks that you have to dig into, get your team engaged. If you’re a smaller company, that’s more effective, and that’s really where you’re going to start, where this is really going to be leveling up and taking it to the next level. This type of conversation we’re having is really for, I’m guessing, a business that does between anything north of five to 10 transactions a day that they can capture this information, or more importantly, somebody that’s been established.
They know they’re a good business. It’s just their reviews aren’t really reflecting that. And so, they have to have systems in place that help them assure that they have good reviews, and that’s where this product and this concept that we’re talking about today is definitely going to help.
Jesse: I was just checking there. It’s episode three. We talked about the importance of getting Google reviews, and then in episode four, we talked about start getting Google reviews for your business. And just to rewind, if people haven’t checked that out-
Bob: So, three and four, right?
Jesse: Three and four-
Jesse: … both kind of deal with reviews, and we talk about how to capture those from your customers. You want to get it set up to be able to get them, how do you use them, and then how do you get them from your customers. We talked about the Mr. Rogers’ approach, which is an excellent tried-and-true approach. And like Bob said, if you’re not doing at least a few transactions a day, getting into the automated review system probably isn’t going to be what you want to do, just because you’re not having enough scale to really make it worth it, and your transactions are going to be more personal with the customer, and you’re going to want to use that Mr. Rogers’ approach.
Jesse: So, if you’re not already doing something to get reviews whether that’s automated or not, kind of take a look at that. Episode four I think is the one with the Mr. Rogers’ approach in there. Super, super good. Now, if you are doing more than a few transactions a day, you want to look at using some kind of a product for the automated reviews. We’re going to talk about a product called ReviewLead that we offer through Intrycks. There’s going to be other products out there. If you just google, “Getting reviews or things like that,” you’re going to bump into a ton of them. There’s going to be prices from maybe 300 or 400 bucks a month all the way down to, I don’t know, $20, $30, $40 a month.
You’re going to get what you pay for. So check out all the features, what does it do, what doesn’t it do? We’re going to run through a bunch of features that our product does here for you today, and it’s probably somewhere in the middle of that pricing is, where it’s going to end up. But all of these features, I would say, if you’re a business, again, doing more than a few transactions a day, you’re going to want to at least get these things. You’re not going to want to pay for the cheap product out there that’s just going to provide a link to get reviews, build automation, and some of the stuff Bob is referring to that we’re going to talk about here is well worth it.
If you take a price point, even say, you know, $200 or $300 a month or whatever, $2,500, $3,000 a year on an annual basis, think about what you’re selling. How many transactions, how many customers would it take to get the ROI on that, right?
Jesse: The time savings that you’re going to get just from your labor force for your team or yourself, to get the reviews, to manage them, to share them the things we’re going to talk about. So, as we’re talking through this, just think about what is this worth to you here. And when you’re going out there to find a product, if it’s ours, great. If it’s something else, just make sure you’re not cheeping out, just trying to get the cheapest product out there. You’re going to want to solve all these problems. Otherwise, you’re really not taking advantage of the technology and the software that’s out there do this. With that said, let’s kind of dive into it.
One of the most important things that a software product like this will do is automate the review process, as in reminding your customers, making it easy for them to get a review. How many reviews have you had last month, Bob?
Bob: None, but we’ve had that conversation.
Bob: And a good way to look at it is, as people, we don’t compliment each other enough, right?
Bob: That’s a fact. We need to be more generous with our compliments and in everything that goes with it. Just ask my wife.
Bob: So it’s one of those things we focus on the negative. That’s why we have news, right?
Bob: Everything on the news is pretty negative. So, as business owners, we have to be proactive, and we have to be proactively probing people and saying, “Okay. We hope you had a good experience. We need your help, and we need your help to leave that review.” If we aren’t proactively doing that, we’re just going to default to the one out of, hopefully, one out of 50 that that’s all it is. It has a negative, and they’re more than happy to put that on the internet. So it’s imperative that we’re progressive about this.
Jesse: I think you bring up a good point too. People that have a negative situation are more than happy to go out there. They want that vengeance. They want to make it known that you screwed something up or whatnot, and they’re going to give you that one-star review. They’re going to go out of their way to do that. You might impress, whatever, 50 people over the course of a week. You’re going to be lucky if they take your note that you gave them the piece of paper, the receipt, whatever, and kind of follow the steps to leave you the review. But the person that you made the mistake on, you’re going to hear about it. They want to make everybody aware.
So unfortunately, you’re usually going to get this disproportion of, “Gosh. I served thousands of customers and I screw one up, but I’ve got five good reviews and one negative review online.” That percentage usually doesn’t match up for businesses.
Bob: The key is really to take the barriers away, right?
Bob: And that’s the purpose of this software or in the system that we’ve developed is, you’ve got to take those barriers away. You got to make it easy for people who write review. For those of us that haven’t done it enough, it can be complicated and everything else. Heck, even leaving a review on iTunes for our own podcast is difficult, which is something we should probably do, is have a link on how to do that, because, for me, it can be a little complicated doing it. I’ve left reviews for other podcasts, and finally, I think iTunes has made it simple. So, key is taking the barrier away, and that’s I believe what this is doing.
Jesse: We’ve talked to lots of customers introducing this product, and through the course of finding out how they’d handle their current reviews, a lot of times are printed off a piece of paper. Maybe hand-typing an email to send to a customer and things like this. The best thing is to just have it be completely automated, right?
Jesse: So if you can collect your email addresses, and also, or mobile phone numbers, right?
Bob: Yeah, yeah.
Jesse: Everything we’re going to be talking about here, you can actively get your customer engaged, whether it be with an email link or a link on their mobile device. It doesn’t matter. Either way, it’s going to go to the same process here. So, the first step is going to be capturing that information from your customers. Most businesses, you’re already getting that, right? Maybe through a checkout process, an onboarding process, whatever it is. If you’re not getting one of those two pieces of information right now, there’s lots of ways to be able to do that. We’re not going to cover those today. Drop us a note in the show notes page or send us an email if you want to get some tips on that.
And maybe if there’s enough demand, we’ll cover that in another podcast. But first thing’s first, you want to collect that information. Now, this is where the power of this automation comes into play. So right now, let’s take a typical scenario, even if you’re doing awesome, using this Mr. Rogers’ approach like we preached. Somebody’s in your store, or you’re on site at their location if you’re doing field service work, and you’re telling them, “Please give me a review. Help me out.” Here’s the information, here’s what you need to do, or here’s my iPad or whatever. They have to want to do it, you know, write that in there.
It’s kind of a one-shot deal really, because if they take that piece of paper, if they’re not going to do it quick-
Bob: It’s never going to get done.
Jesse: Yeah, the odds of them doing it decrease hour by hour, right?
Jesse: So the power of this automation on the software side comes into play just kind of like any maybe email autoresponder, MailChimp, things like that. You can do the technology. I’m sorry. You can use the power of the technology to say, “Look, Bob got my email yesterday, but he didn’t open it. He didn’t click through to leave me a review.” I’m going to remind him in two days or five days or seven days. Keep sending Bob those reminders that, “Please, give me some feedback,” until he does it. Now you don’t want to do it 17 times. Probably three is the most. We usually have ours on a one-day, three-day, and seven-day reminder system, and then again the same to be true of text.
So, the software is going to track that. So if I send Bob an email or a text, it knows if he’s followed through, and if he has, we’re not going to keep bugging him, right?
Jesse: If he does follow through, also we’re not going to keep bugging him. It ends either way, but it’s not just a one-and-done deal. So that’s the first thing that’s really, really slick. So now, everybody that you’ve done business with, you’re sending them not a link to give you a review. Actually, this is kind of a little trick here. You’re wanting their feedback.
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