peter martin – how to stop bad reviews and build positive reviews on google+ and yelp
TRANSCRIPT
How to Stop Bad Reviews and Build Positive Reviews on Google+ and Yelp
Presented by Peter MartinPresident, Cactus Sky Communications
Page: 43
97% of customers go online before
setting foot in your dealership
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How Your Online Reputation Influences Sales
Are you ready for the new Google Maps?
Which brands make the shopping listWhere shoppers choose to buy With whom they share the results
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~This moment has changed the marketing industry forever.
The Zero Moment of Truth influences…
• Less than 1% go past page one on Google Online reviews rank highest. If you are not visible to consumers, you WILL lose sales
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The Importance Of Online
Reputation
You’ll be well ahead of the game if you’ve added location extensions to your ads, brought your business listing up to date, and freshened up your strategy for soliciting and managing online reviews.
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New Google Maps Means New Ads and New Focus on Reviews
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The upside: more exposure for your dealership on every local search.
The catch: You’ll have to make some tweaks to your ad extensions, and pay more attention to your customer reviews.
Moment of Truth
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62% of consumers surveyed said they would change their
mind after reading 1-3 negative reviews about
a product or service.
Online reviews are extremely powerful - both negative and positive.
According to a 2011 Harvard Study, every star a business received on Yelp from reviewers resulted in
a 5 to 7 percent jump in revenue.
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What Is Your Reputation Budget?
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Who is more believable HER peers or YOU?
75% of people don’t believe
that companies tell the truth
in advertisements
Smart phones Define Your Business
of consumers use a smart phone to help with shopping.
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79%
Mobile-Enabled
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70% of consumers delete an email if it
looks bad on a mobile device
Three out of five (59%) people are more likely to research
products online
Local Search Map Listings By the end of 2013, 50% of car buyers will be using their mobile device to purchase and service vehicles
Find Nearest Car Dealership Mapping & Directions
Get Directions
High Stakes GameIt takes 18 positive reviews to outweigh 1
negative review.
Time is of the essence!
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• Under-estimating the power of mobile• No budget• Leaving it to chance• No response plan
Online Reputation Problems
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The Statistics Say It All
91%
Ninety-One Percent
of consumers said they would use reviews when deciding on a dealership.
The Power of Women
• 78% of your service customers are women
• Women are 3 times more likely to post a review as opposed to men
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1 negative social media review can cost you 30
new customers.
Word of Mouth
A happy customer will tell 3 to 5 people,
but an unhappy customer will tell more than 20
people.
Proactive Competitive Advantage
• Credible service reviews• Automated “Organic Slow
Drip”• The Google Black Hole• Implement before you need
it
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How Are Major Review Sites Cracking Down On Consumer
Reviews?
• Google Purge | Yelp Filters• Too many too fast• Replication • Incentivizing• “Active” user?
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Google prefers validated content,REAL reviews on 3rd party review sites…NOT the dealer site
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Not ranked on first page of Google for the Dealers name (example Presto Reviews)
Testimonial Review Pages on Dealer Site
Why is Yelp Important?
Yelp Is Connected to Siri
50% of all Smart Phone Owners have an iPhone
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For Yelp
No Pay – No Review
The only way to counter that…
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Continuously submit reviews. This lowers your risk of having a yelp account left with only negative, or no reviews at all.
Are Your Reviews Visible on Multiple Review Sites?
Be wary of reputation management companies that place positive reviews on your website ONLY.
SEO Algorithm Incorporated Into Review Sites
Google incorporates your online
reputation into the ranking algorithm.
This can lower your overall Google
ranking.
To be successful, you must be seen on these review sites:
• Yelp• Google Local• CitySearch• Yellow Pages• Yahoo Local
Top Review Sites
Need to Check how your dealership is seen online on Review Sites, Maps and Apps?
Visit: www.erepbuilder.com/scan
Consistent Name, Address and Phone Number across the Top
Review Sites
It is imperative you claim ALL review sites with
consistent credentials (Name, Address, Phone)
Claiming Your Sites
Where Do You Rank?
Review sites with too much negative feedback, or dealerships not found on highly ranked review sites, will be moved down the Google search stack and compromise their competitive advantage.
Dealers miss the pivotal opportunity to get a review on the review sites that Google says are credible.
Address the Negative…
A negative review will pop up in 35% of the searches for your dealership
Step Up to the Plate
Use interactive HTML email to contact your customers and ask them for a review.
Link them to 3rd party review sites.
Give them an opportunity to complain to you 1st
Ask Your Customers If They Are Happy
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•Interactive HTML
•Mobile friendly email
•Offer links to 3rd party
review sites
•Ask for the review
• See if they’re happy
Both Service and Sales customers should be contacted
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OFFER NOT SATISFIED BUTTON
In all your emails, provide a way to get feedback Privately
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This is an ACTUAL Not Satisfied review that was submitted about one of our clients:
“Ur the biggest @#*!% scumbag on the face of the planet I hope u die and everyone that works for u also. Please use a hand grenade in the middle of ur dealership and make sure everyone that u kno and works for u is standing there”
Email Challenge
No matter how many emails are sent out on your behalf, only a small percentage make it past the spam filters.
•To a customer list you should see a 5 to 20% open rate.•To a prospect list you should see a 1 to 4% open rate.
When to ask?
The best time to ask for a review is within 48 hours of the customer being in the dealership.
Fix the Problem
• After a sale, only 4% of unhappy consumers will complain to you
• 90% of customers will come back to your dealership if you address their concern immediately
ORM Providers Miss the Magic Customer Review Opportunity
Goal: Most ORM providers are leading
Dealership customers to the dealer site FIRST to share a review.
This is not going to help you with
Google and Yelp.
Dealer Site or 3rd Party Review Site
Why lower the ability to get positive reviews on
3rd party review sites where prospects are more
likely to find believable reviews and select your
dealership?
Car Shoppers are skeptical of Dealer website
reviews. Not as credible as 3rd party review sites
like Yelp, Google Local, etc.
TOP THINGS NOT TO DO
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Allowing customers to post reviews from the dealership
including a mobile device used by the sales associates.
According to a Google forum, reasons why companies may
have their reviews removed and filtered:
• Too many review posts in a single day or even in a single month
• Reviews that are generated from the same IP address (think ‘iPads and review stations’)
• The same reviews on multiple 3rd party listings• Posting on your customers behalf – algorithms are tracking
location of published review
#1
Not to Do #2
Only asking for positive reviews
• One of your greatest missed opportunities is stopping a complaint before a damaging customer opinion is posted on a 3rd party review site
• Customers who comment directly to you do NOT post feedback on 3rd party review sites
Not to Do #3
• Keep in mind that online reputation management is one of those things that works much better if you implement it before you actually need it
Being Reactive versus Proactive
Not to Do #4
It is NOT OK to pay for a review or hire someone to
write reviews.
• Anything but an honest review from a real customer is provocative and could have your dealership review site shut down.
• Yelp said it will now start posting visible consumer alerts on websites suspected of soliciting reviews-for-hire to boost ratings.
Not to Do #5
Sending out mass emails asking for reviews
•Do not launch mass email campaigns to all unsold internet prospects in CRM asking for reviews.
•CRM’s are not capable of sending out mobile-enabled emails.
Solution: send out mobile-enabled emails to previous customers in slow organic drip.
Not to Do #6Worry About Customer Fatigue
Myth: Customers do not want to post positive sentiment after their transaction at the dealership.
SOLUTION: email your customer and ask for a review on 3rd party review sites to increase positive feedback and prevent distasteful complaints from going online.
Best Practice: Take a copy (jpeg) of your 3rd party reviews and place on the dealer site.
Not To Do #7
A manager should respond to any
complaints immediately.
Send out an email asking for a review without someone
monitoring that account to respond.
Top Thing To Do #1
Tell your customer
if Unsatisfied, to click on …
Prevent Negative Reviews
We distribute the Not Satisfied notifications to multiple key contacts in the dealership.
Monitor, Listen and Act
Proactively monitor your online reputation, communicating and listening to your customers and acting immediately when a negative review or complaint is initiated.
Top Thing To Do #2
Build Your ….
Reputation, Sales & SEO
Claim Your Name
Top Thing To Do #3
Be sure to claim your Google Places and Yahoo Local pages with a consistent business name and location.
Populating them with content such as images and reviews will help prospects find your business online.
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Top Thing To Do #4
Fact:
Build Reviews on Sites That Google Ranks Highest
35-40% of all searched performed that lead to an organic click-through to your website come from a direct search of your company’s name
Focus on Local Search
• Prospects will search on the type of business and a specific geographic location
• Third party reviews are a key ranking driver in prospect opinions
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Top Thing To Do #5
Choose an email service provider that’s measurable with clear
reporting.
Top Thing To Do #6
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Have you noticed CRM providers don’t give deliverability reports?
Make sure your emails are mobile enabled
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Top Things To Do #7
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For More Information Contact:
Peter “webdoc” Martin941.756.1932 office954.205.7716 cell