Reputation Marketing
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1 Trend Marketing Specialists Reputation Marketing Make your Reputation an Asset not an Anchor Roger Chapman BSc (Hons) Business & Marketing 2013
2 Contents Welcome to the reputation economy, where your online history defines your business future... 3 Where does SEO fit into this?... 4 What is the difference is between Reputation marketing and Reputation management How to market your Reputation... 8 How reviews influence buying behaviour... 9 Does your business need a 5 star reputation? What can you do about a poor reputation... 11
3 WELCOME TO THE REPUTATION ECONOMY, WHERE YOUR ONLINE HISTORY DEFINES YOUR BUSINESS FUTURE The value of reputation is not a new concept to the online world: think star ratings on Amazon, PowerSellers on ebay or reputation levels on games such as World of Warcraft. The difference today is our ability to capture data from across an array of digital services. With every trade we make, comment we leave, person we "friend", spammer we flag or badge we earn, we leave a trail of how well we can or can't be trusted. An aggregated online reputation having a real-world value holds enormous potential for sectors where trust is fractured: banking; e-commerce, where value is exponentially increased by knowing who someone really is; peer-to-peer marketplaces, where a high degree of trust is required between strangers; and where a traditional approach based on disjointed information sources is currently inefficient, such as recruiting. Personal reputation has been a means of making socioeconomic decisions for thousands of years. The difference today is that network technologies are digitally enabling the trust we used to experience face-to-face -- meaning that interactions and exchanges are taking place between total strangers.
4 WHERE DOES SEO FIT INTO THIS? Things are changing, getting to the top of Google is no longer solely the domain of SEO or even Google s coveted quality unique content, your reputation is now having a major effect on where you appear in the serps. I ran a quick experiment and you can too by trying this little experiment: enter any niche, (could be yours), and a town or city into Google. In the example I used indian restaurant and worcester, (my home town). The screenshot below shows the results, if you were looking to eat which restaurant would you choose, I m guessing Monsoon, maybe Abduls; however not only does Monsoon have the 4.5 star rating from 90 reviews, it also has a score of 27/30 on Google+ Local, whereas Abduls only has a 4.5 rating from 8 reviews and doesn t have a Google listing, meaning that they haven t taken ownership of their G+ Local account. The next screen shot drills down into Monsoon s reputation. As you can clearly see the reviews are once again very prominent in the main listings, but if you look at the G+ Local listing (it s on the right), their score is highlighted, plus there are links to further reviews if you aren t already convinced.
5 Now let s have a look at the other side of the coin. In the first screenshot the yellow arrow points to a competitor, the Rajkot, it sits at the top of the G+ Local listings with 2 reviews. For people prepared to look beyond the two obvious choices, (Monsoon & Abduls), they might click on the Rajkot; this is good news right? Look at the next screenshot and see that what little chance this restaurant has of being chosen, is completely destroyed by their reputation. The review itself isn t very good, but even worse; the reviewer recommends one of their competitors!
6 Perhaps you are starting to realise just why reputation is so important to your business and why Reputation marketing should be seen as a vital part of your online marketing strategy. According to a recent Trust in Advertising survey published by Nielson Global, 70% of buyers completely trust an online review; this is only slightly less than a personal recommendation. Ignore this fact at your peril.
7 WHAT IS THE DIFFERENCE IS BETWEEN REPUTATION MARKETING AND REPUTATION MANAGEMENT. There is a huge difference between managing and marketing your reputation. Making a collection of your reviews and posting them onto your website is pure management, not a bad thing to do and far more that the average business does, but if you really want to make the most of your reviews you have to market them, make them work for your business. There are many review sites out there but: wouldn t it be nice to have your own dedicated to your business or industry wouldn t it be nice to be able to filter the reviews by star rating so that those that don t reach your pre-determined threshold can be addressed immediately and directly with the customer wouldn t it be nice to be able to syndicate every review to all of your social media channels at the click of a button Wouldn t it be nice to have those reviews rank independently Wouldn t it be nice to have those reviews liked, shared and commented upon; to see them go viral Wouldn t it be nice if your reviews became lead generation tools in their own right
8 HOW TO MARKET YOUR REPUTATION We are now living in a social world where almost everything we do is posted online, where the task of syndicating content from your website onto a variety of social media sites is simplicity itself; the beauty is the same can be done with your reviews. But what if I told you there was a better way, a way that used your online reputation to drive traffic into your business as a lead generation tool in its own right. It s true; we can take all of your reviews and put them into a bespoke review engine from where they can be syndicated throughout the web with a few clicks. The engine can be company, industry or geo specific and can be marketed as another entity in your online portfolio. The diagram below shows how we work with your business and key staff to educate and enhance your online reputation.
9 HOW REVIEWS INFLUENCE BUYING BEHAVIOUR I don t know about you but all of my online buying decisions are review and recommendation driven, even for my next Kindle book purchase; I will sort by rating and read at least 5 or 6 customer reviews before making my decision to buy. Importantly, my decision is based upon both positive AND negative reviews, (the negative reviews act as another filter in the buying process), because one negative review can influence and totally alter my decision on which book to buy. Think about the last time you bought anything from ebay or Amazon, did you buy based purely on the image and description or did you sort by rating or relevance; did you look at the reviews and filter out makes as a result. I can almost guarantee that this is the process you and all of your customers go through when looking to purchase online, and the more expensive the product the more research is done before a buying decision is made.
10 DOES YOUR BUSINESS NEED A 5 STAR REPUTATION? Well it doesn t hurt but for me personally a business must have at least an average star rating of 4 stars or more. A business can have one of four types of reputation: 1. Bad 2. No reputation 3. Good 4. 5 star If you tried the exercise at the beginning of the report you should have seen an example of each of these types of reputation and more importantly how they influence, not only the search engine rankings but the decision making process of your typical customer. If you haven t already done so I would strongly suggest that you conduct a similar exercise on your own business to find out, a) how you are ranking and, b) what your reputation is doing for your business; is it helping or hindering your sales process. Do you have a 5 Star reputation; do you score 30/30 in G+ Local?
11 WHAT CAN YOU DO ABOUT A POOR REPUTATION If having done the exercise and find that your reputation is only good or worse than that, what can you do about it? The first step is to commission a full reputation audit so that you have the complete picture. Once you have all the facts we can then formulate a plan to repair and start to build towards a 5 star reputation. Repairing or building a 5 star reputation is not an easy task and will not happen overnight. There are certain tasks that have to be undertaken on a daily basis, and they are: Monitoring the top review sites daily Collecting new reviews daily Creating an overview of your reputation Filter and respond to reviews that are less than excellent Manually adding paper based reviews Syndicate reviews to all your social media properties Training one or more members on your staff to run your reputation management and marketing efforts How much would this cost you in man hours alone per month? What would it be worth to you to have all of this done professionally by our team of experts? How amazing would it be to be able to respond directly to a less than excellent review before it gets posted; to be able to speak directly to the customer and not only find out exactly what the grievance was but to be able to offer a suitable explanation or compensation and cut that review off at its source whilst still retaining a happy customer. For a lot less than you think we can do this and more, give us a call on or enquiries@trendmarketingspecialists.com and let us create a 5 star reputation for your business. A SPECIAL OFFER FOR YOU We have a very special offer available to the first 10 companies that respond. The lucky 10 will get a bespoke Reputation Marketing Review Engine within the golocalreview.com site for just 99, (normal price 499). You will be able to gather, request and syndicate your reviews across the web with very little effort.
12 This offer allows you to see how effective Reputation Marketing is at a ridiculously low price.your trial site will remain live for a period of six weeks after which you can upgrade to a full review engine or walk away. To take advantage of this fantastic offer please follow this link and complete the short form. Thank you for taking the time to read this report, if you have any questions please contact me through the website or on roger@trendmarketingspecialists.com
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