Leverage your online reputation to gain new customers ... · - Local search results = based on...

Stand Out in the Crowd

Leverage your online reputation to gain new customers

WEBINAR

Nico DatoVP OF MARKETING

—nico@podium.com

PRESENTERS

Dan WrightSR. REGIONAL SALES DIRECTOR

—dan@podium.com

How organic search differs from local search

Why micro-moments and near-me searches are important

Tips and tricks for boostinglocal SEO

Impact of online reviews on the buyer’s journey

AGENDA

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How to put your business on the map—

- Organic search results = based on relevance to search terms

Organic Search vs. Local Search

- Local search results = based on location signals

Convenience > Loyalty

Today’s consumer values convenience over loyalty. If your business isn’t easy to find, customers will just go to your competitors who are.

When a customer knows what they want to purchase and has the intent to buy, but needs to be connected with the right business - Google calls these ‘micro moments’

72% OF U.S. ADULTSown a smartphone1

NUMBER OF “NEAR-ME” SEARCHESdoubled in 20152

Why You Should Optimizefor Local SEO—

- Increasingly mobile

- Dominated by micro-moments and near-me searches

Online Search Behavior is Changing—

Be there when your customersneed you most—Tips to optimize your site for local search

CLAIM YOUR BUSINESS PAGE(you’ll need a personal Google account)

Navigate to GOOGLE MY BUSINESS

Search for your business using its name or address

Confirm name/address are correct and fillout information about your business

Verification by Google (postcard/phone/instant/bulk)

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- You should make sure your name, address, and phone number are consistent across all business directories3

Consistent Contact Info (NAP)

● PHOTOS tell a visual story about what your business is about and give customers an idea of what to expect when they walk through your doors

● PROFILES WITH PICTURES see 35% more click-throughs than businesses that don’t5

Upload High-Quality Photos

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Online reviews will boost your local SEO andbuild trust and loyalty with your customers.

Collect and Manage YourOnline Reviews

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How Online Reviews Impact LocalSearch Ranking—

1. RELEVANCE

Does your listing match what the consumer is

searching for?

2. DISTANCE

How close is your business to the

searcher?

3. PROMINENCE

Is your business prominent in the offline

world (landmarks, links)? Is your business

reviewed regularly?

How Google Determines Local Search Rankings6

- Recency

- Frequency

- Quality

- Quantity

When Collecting Online Reviews You Should Consider:

• 3.3 is the lowest star rating of a business consumers would consider engaging with.7

• 82% of consumers say the content of a review has convinced them to make a purchase.8

• 93% of consumers say online reviews have an impact on their purchase decisions.9

WHY ONLINE REVIEWS MATTER

DECISIONCONSIDERATIONAWARENESS

61% of buyers

use online reviewsto learn aboutnew products. (Econsultancy)10

84% of consumers

trust online reviewsas much as personal

recommendations. (1st Impression)(BrightLocal)11

90% of consumers

say buying decisions are influenced by online

reviews. (Dimensional Research)12

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REVIEWS INFLUENCE THE ENTIRE CUSTOMER JOURNEY

Tips to Help Your Business Improve Its Online Presence With Reviews—

- Sending an invite before your customer leaves your business will increase the likelihood of obtaining a review.

STEP 1

DETERMINE THE RIGHT TIMING OF THE INVITATION

- Create a frictionless process for both your employees and customers that makes it ridiculously easy to send invites and leave reviews.

STEP 2

ELIMINATE BARRIERS

The most successful businesses have built the ask into multiple steps of the customer visit. Before leaving the customer you should let them know:

1. When they will receive the invite2. How they will receive it (text, email, etc.)3. Why it’s important for them to respond

STEP 3

SET EXPECTATION FOR REVIEW

STEP 4TARGET THE RIGHTREVIEW SITES

1. Build a balanced presence across all

of the sites that matter most to your

business

2. SEO & Recognition: Google and

Facebook

3. Diversification & Increased Trust:

Consumer Affairs, Yellow Pages, etc.

- Focusing on the customer experience will help your business build an army of advocates willing to ride or die for your business

STEP 5DELIVER HIGH-QUALITYCUSTOMER SERVICE

of customers will switch companies if

they have a bad experience13

66%

- Accenture

STEP 6INVITE VIA TEXT

- Text messages have an open rate of 99%14

- 90% of which are opened within three minutes of receipt15

STEP 7USE AN ONLINE REVIEW MANAGEMENT TOOL THAT WORKS BEST FOR YOUR BUSINESS

PROMO CODE

AUTO-MAY17

1. http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-climb-in-emerging-economies/

2. http://searchengineland.com/google-says-near-me-searches-have-doubled-this-year-221771 3. https://moz.com/local-search-ranking-factors4. http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directorie

s.aspx5. https://support.google.com/business/answer/3038063?p=why_verify&rd=16. https://support.google.com/business/answer/7091?hl=en7. https://www.podium.com/resources/podium-state-of-online-reviews/ 8. Ibid.9. Ibid.

10. https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/

11. https://www.brightlocal.com/learn/local-consumer-review-survey/12. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-cust

omer-service-issue-than-the-resolution-3875613. https://www.accenture.com/t20150523T052453__w__/us-en/_acnmedia/Accenture/Conversion-Ass

ets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consumer-Pulse-Research-Study-2013-Key-Findings.pdf

14. https://www.tatango.com/blog/sms-open-rates-exceed-99/ 15. Ibid.

Sources

Q & A