How to Get More Online Reviews (and Tackle the Bad Ones)

January 19th
2017
Get More Online Reviews
(and Tackle the Bad Ones)
marketing@surefirelocal.com

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is Surefire Local
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201
4Our site visits are up over
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twice as many calls from it
and we have gone from the
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very short time. To say they
have done a good job does
not do it justice. They have
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Brand Manager, LP Siding
“ “
AWARDS

Today’s Giveaway!
1 lucky attendee is going to take
“Home” a free Google Home!
Ok! Google who
is Surefire Local?
Must stay till end of webinar!

Today’s Speaker
Shashi Bellamkonda
Chief Marketing Officer

What we hear often from contractors
➔ Do great work
➔ Clients love the experience
➔ Great team
Problem jobs:
➔ Work out issues with clients privately
➔ Do right by the customers - Always to a mutually
satisfying conclusion

Hidden Conversations!

Hidden & Good Conversations!

Feeling defensive, insulted and
destroyed by 1 star reviews
Source:
MotherJones
Joshua Tree National Park, CA

Understanding the Reviewer Emotion
Warn other Consumers
I want to warn others of bad products
I want to save others from having the same
negative experiences
Venting negative feelings
I like to get anger of my chest
I want to take vengeance upon the company
The company harmed me, and now I will harm the
company
Help me shake off frustrations about bad buys
J.M. Rensink - What motivates people to write online reviews and which role does personality play?
Help other consumers
I want to help others with my own positive experiences
I want to give others the opportunity to buy the right product
Helping the company
In my opinion, good companies should be supported
I am so satisfied with a company and its product that I
want to help the company to be successful
Emotion – Negative>> Positive
Intensity
10

Don’t ignore
reviews hoping they
will go away

Positive Reviews: Not necessary all the time, but still good
to do
Negative Reviews: You need to respond 100% of the time
WHO to Respond to

1. Show clients you care
2. Demonstrate your
passion for customer
service
3. Increase customer
retention
4. Increase new customer
acquisition
WHY Respond?
Turn a negative review into a positive experience!

1. Thank them for the review
➔ Be humble and appreciative
2. Explain the future changes
➔ How are you going to prevent this from
happening again?
HOW to Respond

1. Publicly
➔ Shows both other, and potential, clients that
you care
2. Privately
➔ Address and resolve the client’s personal issues
WHERE to Respond

➔ The sooner the better
➔ Aim for under 24 hours
➔ OK to respond to older reviews
WHEN to Respond

➔ Setup, implement, and manage your
company's reputation plan long before a
problem or crisis strikes
➔ You can really change/regain your
reputation
➔ Get back the business you are losing
because of your reputation
Takeaways

Even if you build your business mainly
through local referrals or word-of-mouth, you
need some kind of online presence if for no
other reason than the help those referral
customers actually find you.
Source:
SmallBizTrends

How to Get More Reviews
& tackle the bad ones

➔ A proactive strategy to get reviews is
required for all businesses
➔ Create a well-defined strategy
➔ Mission: “We will strive to get nothing
less than 5 Stars”
1. Goals & Objectives

➔ Set responsibility
◆ Proactive
● Getting Customer Reviews
● Reactive
➔ Monitor >> Respond>>Resolve
2. Plan

Every member of your company can help you with
your review strategy
➔ Define the experience
➔ Explain the process
➔ Reinforce importance of reviews
➔ Set rules of engagement
➔ Provide service standards
➔ Power of conversation, eye contact
3. Training

www.yourdomain.com
4. Wide Web Presence

5. Remind customers where they can
review you

6. Ask but don’t reward
➔ Use Messages like
“People on Yelp like
us!” or “People love us
on Yelp!”
➔ DON’T offer incentives
for reviews

7. Engage
➔ Increase your chances by
non-review type
engagements such as
check-ins, photos, liking, or
adding tips
➔ Create Ideabooks on Houzz

TITLE
8. Go mobile
➔ Reviews can be done
from anywhere including
on the phone
➔ Use SMS to send
customers links to reviews
with their permission
➔ Take pictures and send
to your website
➔ Use Geo Location
check-ins to add reviews
and location data to
your website

9. Get alerts for new
reviews
➔ Google Alerts are
free
➔ Other tools like
Mention.net
➔ Reputation
Management Tools
➔ Agency

10. Respond to all reviews
➔ New prospects can come across old
reviews
➔ Customers form opinions on
company response

Lessons
Proactively -
➔ Focus on showcasing all substantial projects on
social media and your website
➔ Aggressively seek more and better quality ratings
and reviews on specific sites
➔ Mandate responsiveness to any reviews by all
company representatives

Reputation is more than just
reviews
5 Things to Check/Do Today

Today customers know more about the
business than the business owners themselves
Mark Richardson Author, Keynote Speaker and
Remodeling Expert

1. Outdated Web Presence
➔ Website has not been updated in years -
Are you still in business?
➔ Recent content?
➔ Typos….
➔ Not mobile friendly?
➔ Do you have your own domain name?

2. Consistency of Information
Inconsistency of data - Name,
Address, Phone confuses not only
confuses your customers but
search engines

3. Broken Websites
Websites with broken images or
broken links indicate lack of
attention to customer's experience

4. No Reviews for Your Business
“88% of consumers have read
reviews to determine the quality
of a local business.”

5. No feedback Channel
Provide an easy way for customers
to contact the business first

Takeaways
➔ When potential customers are searching for your
business online, you compete with every other similar
business in your area.
➔ Prospects do a quick Google search before making
their decision, you only have a short amount of time
and a limited amount of space to convince them to
choose your business over others.
➔ Monitor how your business appears in certain search
pages and add information to your site data that
can help you put your best face forward online
Our team can help you with tips on how to be the best you can with
your digital presence

Get a Complimentary
Digital Marketing Consult
Call (888) 804-8685
Email marketing@surefirelocal.com
...and a Google Chromecast!

The Winner is...

Thank you!
Learn more by visiting www.surefirelocal.com marketing@surefirelocal.com
Shashi Bellamkonda
Chief Marketing Officer
Thank you!

How to Get More Online Reviews (and Tackle the Bad Ones)

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