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Leveraging Your Reputation to Drive More Clicks & Calls


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Based in UK


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Leveraging Your Reputation to Drive More Clicks & Calls


‘Leverage’‘Promote’‘Amplify’‘Exploit’


Demonstrate Impact of Reviews

Best Practice for Managing Reviews

1 2


Links to resources:

www.brightlocal.com/leverage-reputation

http://www.brightlocal.com/powerof


Focus on ‘physical’, local businesses


Does reputation have an impact on

conversion ?

How BIG is the impact?


I love ‘Reputation’


Powerful ‘Social Proof’


Power of Reputationis not confined

to Search


On-site Offline marketing

Social marketing

Email marketing

Sales materials


Consumer attitudes to local reviews


• Annual survey

• 2011-2016

• 2000 consumers

• 15 questions


To understand the impact of reviews on decision making


of consumers read online reviews for local businesses91

Source: BrightLocal, Local Consumer Review Survey 2016

%


of consumers trust online reviews as much as personal recommendations


84%


say positive reviews make them trust a business more


68%


This influences who they use46%

11%

63%

Source: Local Consumer Review Survey 2015


😃Read Reviews

Trust Reviews

Trust Business

Buy from Business


Star Rating is #1 Factor

Star ra

ting

Sentimen

t of re

views

Recency

of revie

ws

Quantity

of revie

ws

Length

of revie

w

If busin

ess has

responded

58%47%

41%35%

27%20%




Sentiment of reviews is 2nd

Star ra

ting

Sentimen

t of re

views

Recency

of revie

ws

Quantity

of revie

ws

Length

of revie

w

If busin

ess has

responded

58%

47%41%

35%27%

20%




‘Recency’ of reviews is 3rd

Star ra

ting

Sentimen

t of re

views

Recency

of revie

ws

Quantity

of revie

ws

Length

of revie

w

If busin

ess has

responded

58%

47% 41%35%

27%20%




Do ‘Reviews’ Boost Search CTR?


• June-July 2016

• 6,000 consumers

• Plumbers, Florists, Realtors

• Organic Search & Local Pack


Seller Ratings known to boost PPC CTR


Source: Google Adwords, 2011

17%


Local Pack


No Ratings With Ratings


Positive reviews increase clicks by 22%

Source: BrightLocal Search Click Through Rate Study, August 2016

Plumber Florist Realtors

63%66%

61%

43% 42%37%

With ReviewsWithout Reviews


Organic Search


No Ratings With Ratings


Positive reviews increase clicks by 5%


Plumbers Florists Realtors

11%

15%

13%

5%

10% 10%



Again…Positive Star Ratings are #1 Factor

Positive Star Ratings

I liked the business name

It was the top result

Picked at Random

1st result I noticed

Centrally located

56%

10% 9% 7% 7% 7%




Did changing the star rating vary the impact?


CTR only increases above 3 Stars


Series1

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

0%

-19%

-9%-4%

7%

16%Column1

0 1 2 3 4 5


Do ‘Reviews’ Boost Landing Page Performance?


• August–September 2016

• 3,000 consumers

• Plumbers, Florists, Realtors

• Local Landing Pages


Positive reviews increased trust by 11%

Trustworthy Not Trustworthy Don't know / Not sure

83%

6%11%

72%

15% 13%


Source: BrightLocal Landing Page Performance Study, August 2016


Positive ratings increased ‘contact’ by 6%

Source: BrightLocal Landing Page Performance Study, August 2016

Would contact Would not contact Unsure

72%

20%

8%

66%

28%

6%



Best Practices for Managing Reputation


Effective Review Strategy


6 Pillars of an Effective Review Strategy

How to manage bad reviewsClear targets

Process to get newreviews

Identify Target Sites

Educate & Incent Staff

Leverage Reviews


Set Clear Targets


It’s 16


You need enough reviews to convince a

consumer to trust you


More Reviews

Greater Social Proof=


Can’t have too many reviews


Law of diminishing returns applies


Review ‘freshness’ is important


‘Recency’ of reviews is 3rd factor

Star ra

ting

Sentimen

t of re

views

Recency

of revie

ws

Quantity

of revie

ws

Length

/ deta

il of re

view

If busin

ess has

responded

to re

views

58%47% 41%

35%27%

20%




of consumers think reviews older than 3 months aren’t relevant


73%


Shield yourself from negative reviews


You need monthly, incremental targets


Don’t get 10 reviews then stop


Process to Generate New Reviews


Ask people to write you

a review


of consumers will leave a review if asked


70%


Make it part of the post-sales process


Timing is key to success


Ask when customer satisfaction is highest


Don’t let them cool off!


Consider a ‘Stepped’ approach


Get a small commitment first


And then ask them to review you


Selecting the Best Review Sites


Build reviews on a

few, key sites. Using too many will

dilute reviews


Small. Irrelevant.Forgotten.


Who ranks high in Google


Which sites displayed in ‘Knowledge Panel’


Where do you already have reviews?


Type of Audience

Large Loyal


Highly

relevant, niche sites


Review Site Scoring MatrixSite DA Score Trust

FlowCitation

FlowReviews In Google KP?

Google Rank Audience Type of

SiteQuantityReviews

Overall Score

Yelp.com 94 70 67 Yes Page 1 Large General Very High High

GoogleMyBusiness 100 96 95 Yes Page 1 Loyal General Very High Very High

MerchantCircle 82 36 43 No Page 3 Neither General Medium Medium

WhoDoYou 38 22 25 No none Neither General Medium Low


Managing Negative Reviews


It happens. Accept it.


Don’t ignore them!!!!!


Reduce the impact of negative reviews


Get more positive reviews


Respond positively & publicly


Identify the issues & try to resolve them –publicly!


Show customers that you listen & care


Turn a negative situation into a positive one


And don’t attack the reviewer


Educate & Incent Staff


Help staff understand the significance of reviews


More customers,More revenue,

Stronger business,Job security!


Make it worth their while


Leveraging Reputation


Twitter


Facebook


Facebook Ad


Email Marketing


Display/Re-targeting


Leaflets/Flyers


Business Cards


Links to resources:

www.brightlocal.com/leverage-reputation


[email protected]

USA: +1 (312) 544-0656

www.BrightLocal.com


Thank You