using inbound marketing to generate more online reviews
Post on 15-Dec-2014
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Using Inbound Marketing to Generate MoreOnline Reviews
Co-Founder, Market Loyal@dustindetorres & #inbound14MarketLoyal.com877-959-1260
• 10 Years of Marketing experience
• 3 Start-ups
• 5 yrs, hands on Hubspot experience
of consumers say that positive reviews make them trust a local business more
of consumers say they trust online reviews as much as personal recommendations
72
%
88
%
73
%
of consumers will take action after reading a positive review
Generating Online Reviews & Feedback
using Inbound Marketing
Two Parts
GAINING VISIBILITY using your online reviews
&
1
2
Testimonial Station
• Captures while in your location (auto?)
• Add to Yelp, G+ and YouTube
• Add to Testimonial page on your site
• Have WordPress? Tons of Plugins.
TIP: Have someone follow up with these people and ask for a and review if they haven’t already.
Blog Posts
• Utilize a section at the bottom of the post for a feedback request CTA
• Show customer testimonials and or give an incentive for FEEDBACK (not online review)
• TIP: If you’re using Hubspot, use Smart CTA’s to show different offers. (Customers = Feedback Request; Leads = MOFU Offer)
Landing Pages
• Make it easy and quick for them to give feedback
• Have a happy video for positive feedback and an apologetic video for negative feedback.
• Segment the feedback into two different workflows.
• Push the positives to giving a review online.
• Push the negatives to giving you a reason why it was negative. (Don’t give links to review sites!)
• If you’re using Hubspot, you could implement a lead score associated to feedbacks.
Offline Print• Implement into your current processes• Drive people to your feedback landing page
For example, if you’re a Doctor’s office…..
• Appointment Cards• Waiting room posters• Direct mail reminders to patients
Clear Instruction Cards
• Make’s it super easy to understand how to add a review.
• Create one for each location
• Handout at physically at location or electronically (LP + Email)
Email Signatures
• Have every employee add to signature (how many emails go out each day!?)
• Give the option to review past feedback
Barnacle SEO
Leveraging other sites rankings for your site’s benefit
•Yelp•TripAdvisor•Urbanspoon•Other niche directory and review sites
TIP: Google your business and competitors. Make a list of the directory and review sites that rank well.
Turn Reviews into Videos
• Turn some of your best online reviews into videos and add a Playlist on your YouTube channel.
• Fiverr.com has actors that will do it for cheap!
• Optimize the videos for different keywords, track and adjust.
Retargeting
• Create ads for some of your online reviews & feedback.
• Target visitors from specific pages or that have abandoned certain actions.
• Facebook Retargeting
Thanks!Dustin DeTorresCo-FounderMarketLoyal.com877-959-12660
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