Ratings and Reviews are Marketing
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How to utilise your customers views as a marketing tool. Answering four key questions: 1) How do we re-build trust? 2) What review sites are out there and how do I know which is right? 3)Can and should you respond to reviews? 4) Can you ask for reviews?
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Ratings and Reviews are Marketing
- 2. WHO AM I? • BEN ROBERTS • MARKETING STRATEGIST FOR HEINNIE HAYNES • BEN-M-ROBERTS.COM • @ROBERTS_BEN_M • UK.LINKEDIN.COM/IN/BMROBERTS @roberts_ben_m
- 3. “92% OF CONSUMERS NOW READ ONLINE REVIEWS VS. 88% IN 2014” @roberts_ben_m
- 4. THE PROPOSITION RATINGS AND REVIEWS ARE BECOMING INCREASINGLY POWERFUL, BUT HOW CAN THEY BE LEVERAGED BY BUSINESSES AS A COST-EFFECTIVE MARKETING TOOL? @roberts_ben_m
- 5. THERE ARE 4 KEY QUESTIONS SURROUNDING RATINGS AND REVIEWS @roberts_ben_m
- 6. LUCKILY ALSO BE GIVING YOU SOME ANSWERS TOO! @roberts_ben_m
- 7. 1) PEOPLE NO LONGER BELIEVE COMPANIES . . . HOW DO YOU RE-BUILD TRUST? 2)WHAT REVIEW SITES ARE THERE? HOW DO I KNOW WHICH IS RIGHT? 3)CAN AND SHOULD YOU RESPOND TO REVIEWS? 4)CAN YOU ASK FOR REVIEWS? @roberts_ben_m
- 8. 1) HOW DO YOU BUILD TRUST? HONEST CUSTOMER REVIEWS! @roberts_ben_m
- 9. 92% OF ALL CONSUMERS NOW READ REVIEWS @roberts_ben_m
- 10. 51% OF CUSTOMERS WILL SELECT A LOCAL COMPANY IF IT HAS POSITIVE REVIEWS @roberts_ben_m
- 11. •40% 0F CUSTOMERS FORM AN OPINION BY READING ONE TO THREE REVIEWS •73% 0F CUSTOMERS FORM AN OPINION BY READING UP TO SIX REVIEWS •88% 0F CUSTOMERS FORM AN OPINION BY READING UP TO TEN REVIEWS @roberts_ben_m
- 12. IN SHORT, PEOPLE BELIEVE OTHER PEOPLE, NOT COMPANIES @roberts_ben_m
- 13. WHAT DOES THIS MEAN FOR TRUST? @roberts_ben_m
- 14. 63% OF CUSTOMERS ARE MORE LIKELY TO MAKE A PURCHASE AFTER READING REVIEWS @roberts_ben_m
- 15. REVIEWS SPEAK FOR THEMSELVES. IT’S NO LONGER THE COMPANY SHOUTING ABOUT THEMSELVES, IT’S ABOUT CUSTOMERS SHOUTING ABOUT THE COMPANY @roberts_ben_m
- 16. HOWEVER, THESE REVIEWS NEED TO BE UPDATED REGULARLY @roberts_ben_m
- 17. 44% OF CONSUMERS SAY THAT A REVIEW MUST BE WRITTEN WITHIN ONE MONTH TO BE RELEVANT @roberts_ben_m
- 18. 2) HOW TO SHOW AND COLLECT REVIEWS WHAT’S THE BEST WAY OF SHOWING THESE HONEST REVIEWS? @roberts_ben_m
- 19. 3RD PARTY REVIEW SITES @roberts_ben_m
- 20. REVIEWS ON YOUR SITE @roberts_ben_m
- 21. WHAT’S THE DIFFERENCE? •3RD PARTY REVIEWS OFFER EXTERNAL VALIDATION •HOWEVER, YOU (AS A COMPANY) HAVE LITTLE CONTROL @roberts_ben_m
- 22. WHICH IS RIGHT? •ARE THERE ARE REVIEWS ALREADY OUT THERE OF YOUR BUSINESS? •YES? FOCUS ON A SMALL NUMBER OF RELEVANT SITES •NO? WHERE ARE YOUR COMPETITORS? @roberts_ben_m
- 23. 3) SHOULD YOU, AND HOW TO RESPOND TO REVIEWS @roberts_ben_m
- 24. 1) BE CALM, BE COOL, BE COMPOSED (3C’S) 2) REPLY NO MORE THAN TWICE PUBLICALLY 3) TAKE CONVERSATION PRIVATELY IF POSSIBLE 4) BE HUMAN @roberts_ben_m
- 25. THIS IS WHAT NOT TO DO . . . @roberts_ben_m
- 26. @roberts_ben_m
- 27. THEN SOME GOOD EXAMPLES . . . @roberts_ben_m
- 28. @roberts_ben_m
- 29. @roberts_ben_m
- 30. REMEMBER YOU CANNOT PLEASE 100% OF THE PEOPLE 100% OF THE TIME . . . HOWEVER, THAT SHOULDN’T STOP YOU TRYING! @roberts_ben_m
- 31. 4) CAN YOU ASK FOR REVIEWS? @roberts_ben_m
- 32. IT’S NOT ALWAYS EASY TO GET PEOPLE TO REVIEW WITHOUT A PROMPT @roberts_ben_m
- 33. TWO KEY POINTS TO REMEMBER! 1) ASK DON’T BRIBE 2) INCENTIVES ARE FINE @roberts_ben_m
- 34. REMEMBER ANYONE CAN SAY ANYTHING, ESPECIALLY ONLINE, BUT NOT EVERYONE CAN BACK UP THEIR CLAIMS @roberts_ben_m
- 35. @roberts_ben_m 2 BOOKS I HIGHLY RECOMMEND READING
- 36. THANK YOU FOR LISTENING! @roberts_ben_m
Notas do Editor
- Online reviews – Open Review are a way of connecting customers with business
- Chuck 3 stats at you
- 40 - 73 – 88 One is no good, you need multiple reviews.
- Customers who aren’t paid to endorse. Who aren’t coersed. People believe their peers, whether they’ve met them or not
- Think about it you are one company with a reach of (x) – You have 10 customers each of them have their own circles – It’s like a ripple effect.
- Relevancy is key. Would you trust a review that was left 6 months ago? So much has changed. Regular reviews offer more accurate reflections Lack of recent review could suggest lack of customers, lack of activity, censorship of reviews
- Review sites
- SEO Benefits
- SEO benefits
- It’s about balance. Red and the blue pill. Externals offer better SEO, more trust but that comes with less control
- Need to find a better reply!!
- Some customers can’t be please, but by you publically showing willingness to engage is a hue plus.
- Yes
- Yes. Some people just need an incentive. People are forgetful .