Simplifying the Management of Your Online Reputation Eric D. Garcia, IT & Digital Marketing Consultant About Eric Garcia Business Management Team at Large Prac6ce in Tampa, FL Former VP of Veterinary Exclusive Web Marke6ng Firm IT & Web Marke6ng Consultant Founder of Simply Done Tech Solu6ons VetPartners Member Consultant Interna6onal Speaker: USA, Canada, Europe, Turkey, Thailand [2015] Author of 15 Chapters in the Newly Revised 5- Minute Veterinary Prac?ce Management Consult on Technology and Web Marke6ng 1
Word of Mouth Top Referral Source 2
The UNDERUSED Marketing Tool Veterinarian in Sea+le Where Would YOU Go? All veterinarians in the same community & Google search 3
The Simply Done 5 Step Approach Simplifying The Management of Your Online Reputa6on Step One: Claim Your Online Listings Claim your online lis6ng with Google, Bing, Yahoo and Yelp Search for your business on Google, Bing, Yahoo and Yelp Click on Is This Your Business or Claim Your Lis6ng Verify by automated phone call or postcard 4
Step Two: Brand Your Google+ Listing Step Three: Monitor Reviews Free MerchantCentric.com (Paid but WELL worth it) Google.com/Alerts (Free) How Google Alerts work You type in search queries (i.e. name of your prac6ce, owner and associates) When informa6on matching any of the terms in your search queries is posted online you will immediately be no6fied by email 5
Merchant Centric Merchant Centric 6
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Step Three: Monitor Reviews Save all of your online lis6ng websites in a favorites folder in your browser Monitor 1-2 6mes weekly Step Four: Engage with Reviews Extension of your customer service efforts The average veterinary prac6ce receives 1 review a month on the largest search engine Google Reply to Posi6ve Reviews Thank you for your kind review! We appreciate you as one of our most valued clients. Call and thank the client Send Thank You card 8
Google Review Fact Reviews on Google are important to your business Google takes on over 65% of the search engine market share Bing & Yahoo take on 13% of all searches Google reviews can no longer be lek as A Google User Only reviews by Google users can be lek on Google Non- Google reviews are not syndicated directly on Google Step Five: Solicit Positive Reviews At checkout the recep6on team should ask visibly happy clients if they would mind leaving the prac6ce a review. Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your email address so I can send you a friendly reminder at the end of the week. Collect email addresses and at the end of the week (or during any down 6me) send a mass email by placing each collected email address in the BCC sec6on of a new email. Copy and paste the template and send. 9
Email Template Dear Valued Client, We really appreciate you trus6ng us with your pet s veterinary care! As a small business we need as much help as we can get to help us with our online presence. Would you mind giving us a review on Google? It really helps happy clients like you to find us. To do so, you just need to go to this link and click on the Write Review bupon: Insert Google Lis8ng Link Here You will probably find this site really helpful when pos6ng a Google review: Click Here We greatly appreciate your willingness to leave us a review online! We look forward to serving you in the future with your pet s health needs. Warm Regards, The Doctors and Staff of Simply Done Vet Clinic Solicit Reviews 10
Smart Survey System Recommenda6on Vetstreet (available as standalone service) Posi6ve Survey Results Ask clients to leave reviews on Google, Yelp, Facebook, etc. Nega6ve Survey Results Pushed to a custom closing message Vetstreet 11
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Team Meeting Why client emails are important Discuss importance of online reviews Review smart survey system Review effec6ve ways to ask clients for reviews Case Example Jan 23, 2015: I was just taking a minute to update you. We've seen a huge spike in new clients. I'm ecsta6c with the increase in new clients. I had no idea it would be so significant. I figured one or two a month, but we're seeing 2-4 extra per week. It's definitely obvious the new website impresses people more. I also having good reviews is making a huge difference as well. I think it makes people skip the old bad reviews because they see new good reviews. 14
Facebook Reviews Positive Facebook Reviews Comment back Provide a personalized response Send a Thank You card or call and thank the client 15
Share Client Praise on Facebook Facebook Page Moderation 16
Yelp Reviews Displayed Reviews User profile User ac6vity User compliance Hidden Reviews Lack complete profile Lack ac6vity Violate terms & condi6ons Yelp Reviews Rarely recommend adver6sing Does not rank in top 10 of places where people search for businesses No ROI for most my prac6ces Having an ad with Yelp does not change anything 17
Negative Reviews STOP Do NOT respond right away! Review the comment. CONTACT THE PERSON Pull a medical record and pick up the phone. Sample Reply: We apologize about your experience. We have not been able to reach you by telephone. We would like to make this situa<on right with you. Please call our medical director directly at (813) 545-3044. Sample Reply: We apologize about your experience. Due to client/pa<ent confiden<ality laws we are unable to discuss this medical case in a public forum. We highly encourage you contact us to discuss this case on a one on one basis with our medical director. We would like to review your pets medical record and review this case in further detail. Our medical director can be reached at (813) 545-3044 FIND OUT WHAT WENT WRONG Discuss with the appropriate departments. Ask yourself can you learn from this? Your Turn! Claim your online lis6ngs Google Bing Yelp (links to Yahoo) Setup alerts Implement Smart Survey System Solicit Reviews Set a goal Reply back to all posi6ve & nega6ve reviews 18
THANK YOU! Resources: Will be provided by Leah & Ryan Subscribe: Subscribe to my NEW! newsleper Follow me on Facebook: facebook.com/simplydonetech Check me out on TwiRer: @EricGarciaFL 19