Which business would YOU trust..?
The one with no reputation, the one with a bad reputation, or the one with a 5 star reputation?
Every day, thousands of customers leave reviews on local business directories such as Google+, Yelp, Yahoo, Urbanspoon and many other sites to express their opinion about a local business. 70% of consumers trust a business that has a minimum of 6 to 10 positive reviews. Positive reviews can position your business as the market leader in front of thousands of potential clients. Bad reviews can send your most qualified prospects running to your competition.
Bad reviews can happen to any business, and it only takes one bad review to send a future paying customer to your competition. In addition, no reviews or a lack of reviews prevents you from establishing instant trust and credibility online. Your potential customers can’t make an informed decision about doing business with you. They’ll turn to your competition that has positive reviews.
By having positive reviews distributed across multiple review directories, you can gain visibility, increase your overall search engine rankings, and build a 5-star reputation that positions you as the top authority in your industry. Since over 70% of consumers trust reviews as much as personal recommendations, having a 5-star reputation results in your phone ringing with pre-sold customers ready to pay for your services.
Potential factors that can prevent your business from enjoying the many benefits of having a 5-star reputation online:
1) Company is Not Listed On ALL the Correct Review Directory Sites
2) Multiple Bad Reviews & Poor Ratings
3) Not Enough Positive Reviews to Gain Instant Trust & Credibility
4) No Control Over Reviews
5) No Review Posting Strategy
6) No Reputation Monitoring System
7) No Reputation Website Marketing
8) No Reputation Reporting Process
9) No Reputation Marketing Staff Training (Reputation Marketing Culture)
The following plan is proven to build a 5-Star reputation that can position your business as the top authority in your local market. The plan provides a solution for each reputation issue listed above. We can tailor this plan to your business. Please contact us with any questions or comments. We’re available to help in any way that we can.
1) Issue: Your Practice is Not Listed on the Correct Directory Sites
Each day, thousands of potential customers search on local business directories like Google+, Yelp, Yahoo Local, and dozens of other sites to find the most reputable company to do business with.
Solution: Research, set up, and claim local directories.
Proper Industry Directory Research
- Conduct detailed research on local directories based on industry keyword research.
- Research top competitive practices to find directories where they are listed.
Proper Set Up and Claiming of Your Business Listing
- Create accounts on the best industry specific directories.
- Properly set up your company information and categories on each site.
- Claim your listings in order to control them and respond to reviews.
2) Issue: Multiple Bad Reviews & Poor Ratings
You found bad reviews and poor ratings about your business on local business directories. Not only are these poor reviews read by your potential patients, but they bring down your reputation score on local directory sites. Many local directories such as City Search and Insider Pages aggregate reviews from other sites. Therefore, both good and bad reviews can spread to other sites very quickly.
Solution: Average up your reviews, bury your bad reviews, and engage in social media.
- Post more 5-Star Reviews to increase your reputation score.
- Post more 5-Star Reviews to push the bad reviews off the first page of your listing.
- Push out a positive vibe on social media sites such as Facebook, Twitter, and LinkedIn.
3) Issue: Not Enough Positive Reviews to Gain Instant Trust and Credibility
Consumers will read an average of 10 reviews before making a decision, and research shows that customers do not trust a company that has less than 10 five star reviews. Therefore, your business needs a strategy to quickly get more online reviews to show up on your directory listings.
Solution: Create a customer review strategy.
- Create professionally designed review post cards to collect customer reviews.
- Create professionally designed review business cards to collect customer reviews.
4) Issue: No Control Over Reviews
No matter what strategy you use to collect reviews; your business does not have control over the fact that customers may post bad reviews. Your business is only one customer away from getting a poor reputation online.
Solution: Create a private review page to collect reviews.
A private review page will ensure that if bad reviews are posted, they will never go public. You will be notified of these reviews, so you and your staff can resolve any issues with reviewers and ask them to modify their reviews.
- Develop a private review page to collect reviews from customers.
- Create a process that filters bad reviews and sends them to a designated staff person.
- Create a process to post 5-Star reviews on important local business directory sites.
5) Issue: No Review Posting Strategy
Companies that get reviews from their customers cannot post those reviews online because local directories such as Yelp, Google, Bing, and dozens of others have proprietary filters and algorithms designed to delete reviews that are posted from the same computer IP network. Therefore, if you post those reviews from inside your business, Google will delete them and flag your Google account as spam because there’s no way to tell if the review is real or fabricated.
Solution: Develop a proprietary strategy that overrides the review filters and algorithms in order to post real 5-star reviews to your local directory sites.
- Develop strategies to bypass review filters.
- Post real reviews from customers collected on your private review page.
- Sort through reviews to find the best for posting.
- Optimize the reviews for your practice.
6) Issue: No Reputation Monitoring System
There are 100’s of different applications that can monitor your social engagement, brand, and company name. However, these technologies, like Google Alerts, cannot monitor your reputation. When people leave reviews on a directory site like Yelp, they never mention your name because they’re already on your business listing. Therefore, with dozens of review sites out there, there is no way for even the most sophisticated social/branding software to know if bad reviews are posted, and there’s no way to follow up to get the bad reviews eliminated.
Solution: Create a monitoring process that monitors, tracks, and reviews your listings on a daily basis.
- Create a monitoring process that daily monitors, tracks, and reviews your online review sites.
- Set up a process so that a staff person gets notified if you receive a bad review.
- Develop a positive alert protocol so your team is notified about 5-star reviews, so they can follow up with the reviewer for a possible referral.
7) Issue: No Reputation Website Marketing
Almost 3 out of 4 consumers say that online reviews are a major factor in deciding whether or not to buy product or service. Your website does not show your site visitors enough authority or social proof to convince them your practice is the leader in the marketplace.
Solution: Harness the power of testimonials by adding them directly to your website for new and existing patients to see. Add the latest testimonial reviews from your local directories to your site on a consistent basis.
8) Issue: No Reputation Reporting Process
It’s important that you and your staff keep up to date on the progress of creating and maintaining a 5-star reputation online. Therefore, you need a detailed process that will inform you of both the good and unfavorable reviews in a report that you can share with your staff.
Solution: Develop and maintain a reputation reporting process.
- Create a reputation reporting procedural system.
- Develop a two week reporting process that highlights all your reviews from the various online directories.
- Create branding for the report so that you can use it to share with your staff and others to encourage them on the great job that they’re doing.
Note: This can also be used as a learning tool to educate staff on issues that arise when receiving bad reviews.
9) Issue: No Reputation Marketing Staff Training (Reputation Marketing Culture)
It’s important to remember that your business is only one customer away from having a bad reputation. It isn’t enough to create and manage a 5-star reputation. It’s important to be proactive in creating a reputation marketing training process for your staff. The most successful companies create a Reputation Marketing Business Culture.
Solution: Build a reputation marketing training center for your staff.
- Develop a branded reputation marketing training solution that will educate and inspire your staff to engage in developing and maintaining a 5-star reputation.
- Educate your staff on why your online reputation is vital to your marketing strategies. This will insure that each one of your employees will have a clear understanding of how they can contribute and ensure that your company emerges as the market leader.
Developing a training system for your business ensures a proactive approach to creating and maintaining your 5-star reputation and will almost guarantee you become a market leader and a highly reputable business in your local market.
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A 5-star reputation plan can get your phone ringing with more pre-sold customers ready to pay for your services.
Contact me to get your custom proposal to handle all of the above reputation issues for you, so that you and your staff can focus on providing 5-star service to your patients. We provide an affordable solution that can position you and your business as the top authority in your local market and get your business more customers.
Dedicated to your online success,
Carol Mason Mortarotti
Online Marketing Consultant
West Online Media