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BrightonSEO 2017- Harnessing your Reputation to win New Customers

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This presentation was delivered by Myles Anderson at BrightonSEO in September 2017.

The 1st part of this presentation looks at the impact that a positive reputation has on key areas of the marketing funnel and on consumer trust in local businesses.

The 2nd part outlines how to build & leverage reputation through an effective review strategy.

Publié dans : Marketing
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BrightonSEO 2017- Harnessing your Reputation to win New Customers

  1. 1. @Bright_loca@BrightonSEO Harnessing Your Reputation to win New Customers
  2. 2. @Bright_loca@BrightonSEO Myles Anderson Founder of
  3. 3. @Bright_loca@BrightonSEO 1. Local SEO Reporting Platform 2. Business Listing Management Service
  4. 4. @Bright_loca@BrightonSEO Focus on businesses who trade locally
  5. 5. @Bright_loca@BrightonSEO Independent businesses Enterprise / franchise operators
  6. 6. @Bright_loca@BrightonSEO Conduct ‘local’ research & surveys featured in:
  7. 7. @Bright_loca@BrightonSEO Demonstrate Impact of Reviews Best Practice for Managing Reviews 1 2
  8. 8. @Bright_loca@BrightonSEO Links to research & resources: www.brightlocal.com/harness-reputation
  9. 9. @Bright_loca@BrightonSEO ‘Reputation ’
  10. 10. @Bright_loca@BrightonSEO Powerful Social Proof
  11. 11. @Bright_loca@BrightonSEO Positive reviews & reputation… Improves search rankings Increases search click thru rates (CTR) Boosts landing page conversion Builds customer trust
  12. 12. @Bright_loca@BrightonSEO Improves Search Ranking
  13. 13. @Bright_loca@BrightonSEO Majestic Trust Flow # of Backlinks with City in Anchor Text Photos Majestic Citation Flow Referring Subnets Referring IPs Referring Domains Majestic AC rank Profile views Google reviews Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors Highest correlation - reviews & local ranking
  14. 14. @Bright_loca@BrightonSEO 3 studies into impact of reviews
  15. 15. @Bright_loca@BrightonSEO Increase Search CTR
  16. 16. @Bright_loca@BrightonSEO No Ratings With Ratings
  17. 17. @Bright_loca@BrightonSEO Positive reviews increase CTR by 22% Source: BrightLocal Search Click Through Rate Study, August 2016 63% 66% 61% 43% 42% 37% Plumber Florist Realtors With Reviews Without Reviews
  18. 18. @Bright_loca@BrightonSEO Star rating has huge impact on CTR% Source: BrightLocal Search Click Through Rate Study, August 2016 41% 30% 35% 44% 59% 69% No star 1 star 2 stars 3 stars 4 stars 5 stars
  19. 19. @Bright_loca@BrightonSEO CTR only increases above 3 Stars Source: BrightLocal Search Click Through Rate Study, August 2016 0% -11% -6% 3% 18% 28% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30% Column1 0 1 2 3 4 5
  20. 20. @Bright_loca@BrightonSEO Boost Landing Page Performance
  21. 21. @Bright_loca@BrightonSEO Reviews increased trust by 11% 83% 6% 11% 72% 15% 13% Trustworthy Not Trustworthy Don't know / Not sure With Reviews Without Reviews Source: BrightLocal Landing Page Performance Study, August 2016
  22. 22. @Bright_loca@BrightonSEO Positive ratings increased ‘contact’ by 12% Source: BrightLocal Landing Page Performance Study, August 2016 74% 18% 8% 62% 30% 7% Would contact Would not contact Unsure With Reviews Without Reviews
  23. 23. @Bright_loca@BrightonSEO Build Customer Trust
  24. 24. @Bright_loca@BrightonSEO of consumers read online reviews for local businesses Source: BrightLocal, Local Consumer Review Survey 2016 %
  25. 25. @Bright_loca@BrightonSEO of consumers trust online reviews as much as personal recommendations Source: BrightLocal, Local Consumer Review Survey 2016 %
  26. 26. @Bright_loca@BrightonSEO say positive reviews make them trust a business more Source: BrightLocal, Local Consumer Review Survey 2016 %
  27. 27. @Bright_loca@BrightonSEO Reviews influence who they buy from 30% 7% 63% Select a local business on other factors Read reviews but don't influence purchase Reviews influence whether I use or don't use a local business Source: Local Consumer Review Survey 2015
  28. 28. @Bright_loca@BrightonSEO So yeah! Reviews are good
  29. 29. @Bright_loca@BrightonSEO Best Practices for Managing Reputation
  30. 30. @Bright_loca@BrightonSEO Effective Review Strategy
  31. 31. @Bright_loca@BrightonSEO Single Location Business Multi-Location & Franchises
  32. 32. @Bright_loca@BrightonSEO 6 Pillars of an Effective Review Strategy How to manage bad reviewsClear targets Process to get reviews Target review sites Training & Incentivizing Staff Leverage Reputation
  33. 33. @Bright_loca@BrightonSEO Set Clear Targets
  34. 34. @Bright_loca@BrightonSEO
  35. 35. @Bright_loca@BrightonSEO It’s
  36. 36. @Bright_loca@BrightonSEO It’s
  37. 37. @Bright_loca@BrightonSEO You need enough reviews toconvince a consumer to trust you
  38. 38. @Bright_loca@BrightonSEO More Reviews Greater Social Proof =
  39. 39. @Bright_loca@BrightonSEO Can’t have too many reviews
  40. 40. @Bright_loca@BrightonSEO Law of diminishing returns applies
  41. 41. @Bright_loca@BrightonSEO Review ‘freshness’ is important
  42. 42. @Bright_loca@BrightonSEO of consumers think reviews older than 3 months are not relevant Source: BrightLocal, Local Consumer Review Survey 2016 %
  43. 43. @Bright_loca@BrightonSEO You need monthly, incremental targets
  44. 44. @Bright_loca@BrightonSEO Grow your review base over time
  45. 45. @Bright_loca@BrightonSEO Process to Generate New Reviews
  46. 46. @Bright_loca@BrightonSEO Ask customers to write a review
  47. 47. @Bright_loca@BrightonSEO of consumers will leave a review if asked to Source: BrightLocal, Local Consumer Review Survey 2016 %
  48. 48. @Bright_loca@BrightonSEO Make it part of the sales process
  49. 49. @Bright_loca@BrightonSEO Timing is the key to success
  50. 50. @Bright_loca@BrightonSEO Ask when customer satisfaction is highest
  51. 51. @Bright_loca@BrightonSEO Don’t let them cool off!
  52. 52. @Bright_loca@BrightonSEO Select the Best Review Sites
  53. 53. @Bright_loca@BrightonSEO Build reviews on a few, key sites
  54. 54. @Bright_loca@BrightonSEO Using too many will dilute reviews
  55. 55. @Bright_loca@BrightonSEO Which sites ranks high in Google
  56. 56. @Bright_loca@BrightonSEO Which sites displayed in ‘Knowledge Panel’
  57. 57. @Bright_loca@BrightonSEO Type of Audience Larg e Loya l
  58. 58. @Bright_loca@BrightonSEO Highly relevant, niche sites
  59. 59. @Bright_loca@BrightonSEO Need to use a UK niche site – maybe ‘checkatrade’
  60. 60. @Bright_loca@BrightonSEO
  61. 61. @Bright_loca@BrightonSEO Train & Incentivize Staff
  62. 62. @Bright_loca@BrightonSEO Help staff understand the significance of reviews
  63. 63. @Bright_loca@BrightonSEO
  64. 64. @Bright_loca@BrightonSEO Greater job satisfaction
  65. 65. @Bright_loca@BrightonSEO Make it worth their while ££
  66. 66. @Bright_loca@BrightonSEO Leveraging Reputation
  67. 67. @Bright_loca@BrightonSEO Power of Reputation is not confined to search
  68. 68. @Bright_loca@BrightonSEO Landing Pages
  69. 69. @Bright_loca@BrightonSEO Twitter
  70. 70. @Bright_loca@BrightonSEO Facebook
  71. 71. @Bright_loca@BrightonSEO Facebook Ad
  72. 72. @Bright_loca@BrightonSEO Email Marketing
  73. 73. @Bright_loca@BrightonSEO Display/ Re-targeting
  74. 74. @Bright_loca@BrightonSEO Leaflets/ Flyers
  75. 75. @Bright_loca@BrightonSEO Business Cards
  76. 76. @Bright_loca@BrightonSEO Strategy for Multi- Location Businesses
  77. 77. @Bright_loca@BrightonSEO Who is responsible for managing reputation?
  78. 78. @Bright_loca@BrightonSEO Manage d locally Manage d centrally
  79. 79. @Bright_loca@BrightonSEO Why Manage Centrally • Control the brand message • Ensure consistency of language & approach • Monitor performance across all locations • Easy, cheaper to train staff • Quicker to get started
  80. 80. @Bright_loca@BrightonSEO Why Manage Locally • Share workload among many people • Better knowledge of local services/products • Personalise & localise responses • Direct feedback for managers & staff • Managers in touch with customer issues • Able to take action quickly to resolve problems
  81. 81. @Bright_loca@BrightonSEO For me, locally wins
  82. 82. @Bright_loca@BrightonSEO Links to resources: www.brightlocal.com/harness-reputation
  83. 83. @Bright_loca@BrightonSEO myles@brightlocal.com @Bright_Local www.BrightLocal.com
  84. 84. @Bright_loca@BrightonSEO Stand A4 Win a Google Home Speaker Grab a free T-shirt
  85. 85. @Bright_loca@BrightonSEO Thank You

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