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Back to the Basics. Buying Decisions Are Made Online!. 2010. 2011. 2012. 2013. 2014. 2015. 60%. 75%. 83%. 83%. 85%. 88%. 40%. 25%. 17%. 17%. 15%. 12%. Before Entering a Store. In-Store. Zero Moment of Truth. Interest Partner Advertising:
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Buying Decisions Are Made Online! 2010 2011 2012 2013 2014 2015 60% 75% 83% 83% 85% 88% 40% 25% 17% 17% 15% 12% Before Entering a Store In-Store
Zero Moment of Truth Interest Partner Advertising: SEM, Email/Text Marketing, Display, Print Ads, Radio, TV, Loyalty programs, Deals. Research Search engines, online reviews, ratings, relevant articles, word of mouth. The business’s reputation is what consumers say it is. Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: FB post, tweet, write review, tell friends, blog, Consumer compares expectations and reality.
Recap of Reputation Management Every day, customers are talking about businesses online, whether they're on Yelp, Google, Facebook, personal blogs, or elsewhere. And since 85% of consumers find local business info online, business owners need a way to see what their customers are saying and manage their reputation. Reputation Management shows businesses what people are saying about them and improves their visibility in local search.
Why is Reputation Important? • 92% of consumers now read online reviews • Star rating is the number one factor used by consumers to judge a business • 94% of consumers would use a business with a four star rating • 88% of online shoppers incorporate reviews into their purchase decision • 86% of people will hesitate to purchase from a business that has negative online reviews • If a business resolve its issue quickly and efficiently, 95% of unhappy customers return back to your business
Why is Reputation Important? Why is Reputation Important? Search results are like a shopping mall where every store sells the exact same product or service.
Why is Reputation Important? A “negative” or “missing” online reputation makes your paid advertising work for your competitors! Instead of YOU! Which is why this service needs to be a part of every media strategy we do, and needs to go on continuously! It makes all of the advertising we’ll do more effective!
Why is Reputation so hard? Why is Reputation so hard? • There are countless Review and Social outlets for customers to share their experience (positive or negative) with the world. • It’s an endless task sifting through numerous sources on a daily basis, monitoring if your business is even mentioned and if a response is required. • Review sites have made it easier than ever before for customers to instantly share their opinion about your business, making it increasingly difficult to keep up. • Everybody has an opinion and are progressively becoming more likely to share it. I’ll never go back!!
Reviews as Management Tools Intelligence to run your business better! Good Reviews Accolades Goal Setting Bad Reviews Staff Training Policy Issues
The lowest hanging fruit NEW Newly opened businesses MOVED Businesses that have moved locations
Sales Opportunity: New Business or a Business that has Moved LISTINGS The business has broken listings or is invisible. REPUTATION To monitor what is being said about the business. SOCIAL Set up Facebook page and regular posts. WEBSITE Every business needs a location page! WWW
What are Online Listings? Online listings are what people find about your business and how they find you online! There are over 300 “places” your business could be found online. These places range from websites, map apps on phones, to navigation systems in cars! Think of these things as what the Yellow Pages were a decade ago. Only this time three hundred times larger!
Why are Online Listings Important? People use their phones all the time to find phone numbers, addresses to put in their GPS, and links to websites with more information. Would you put an incorrect phone number, or wrong address on your business card you pass to a customer? Of course not! So why would you let incorrect information linger online!
Why is Online Listings So hard? It’s very messy! The online listings world is such a mess!!! We need to have: short term, long term and manual solutions to have a substantial and positive result! Online listing is constantly changing! Your listings need to be: maintained, monitored and updated all the time. A one time fix is not going to cut it over the long term!
What Are Some Of The Challenges? Some of the challenges include: • Different standards from different providers regarding how to display NAP data • Data providers accept data in different time frames • Search sites receiving data from these providers update their listings on different schedules, from daily to weekly to monthly to quarterly (or perhaps never) • Listing data submissions may be rejected by providers for different reasons
Online Listings Strategy - Listing Distribution Long-Term: Increase online citations & create long term organic search engine optimization. Consistent online business listing data, helps you rank higher on a Google search. Fixing your listings at the source, an insurance policy against negative effects.
Value Proposition Information Tools Services Provide timely, relevant information about the business. Equip or service them with the tools to monitor, manage and build their online presence and reputation. Offer a variety of managed services, allowing them to focus on their business and organizational initiatives.
