InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson
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Transcript of InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson
![Page 1: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/1.jpg)
@Bright_local#InboundCon
Leveraging Your Reputation to Drive More Clicks & Calls
![Page 2: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/2.jpg)
@Bright_local#InboundCon
about
![Page 3: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/3.jpg)
@Bright_local#InboundCon
Local SEO Reporting & ‘Citation’ Service
![Page 4: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/4.jpg)
@Bright_local#InboundCon
90% customers in US & Canada
Based in UK
![Page 5: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/5.jpg)
@Bright_local#InboundCon
Create In-depth research & content
featured in:
![Page 6: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/6.jpg)
@Bright_local#InboundCon
Chat to us at our stand!
![Page 7: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/7.jpg)
@Bright_local#InboundCon
Leveraging Your Reputation to Drive More Clicks & Calls
![Page 8: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/8.jpg)
@Bright_local#InboundCon
‘Leverage’‘Promote’‘Amplify’‘Exploit’
![Page 9: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/9.jpg)
@Bright_local#InboundCon
Demonstrate Impact of Reviews
Best Practice for Managing Reviews
1 2
![Page 10: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/10.jpg)
@Bright_local#InboundCon
Links to resources:
www.brightlocal.com/leverage-reputation
![Page 11: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/11.jpg)
@Bright_local#InboundCon
Focus on ‘physical’, local businesses
![Page 12: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/12.jpg)
@Bright_local#InboundCon
Does reputation have an impact on
conversion ?
How BIG is the impact?
![Page 13: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/13.jpg)
@Bright_local#InboundCon
I love ‘Reputation’
![Page 14: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/14.jpg)
@Bright_local#InboundCon
Powerful ‘Social Proof’
![Page 15: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/15.jpg)
@Bright_local#InboundCon
Power of Reputationis not confined
to Search
![Page 16: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/16.jpg)
@Bright_local#InboundCon
On-site Offline marketing
Social marketing
Email marketing
Sales materials
![Page 17: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/17.jpg)
@Bright_local#InboundCon
Consumer attitudes to local reviews
![Page 18: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/18.jpg)
@Bright_local#InboundCon
• Annual survey
• 2011-2016
• 2000 consumers
• 15 questions
![Page 19: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/19.jpg)
@Bright_local#InboundCon
To understand the impact of reviews on decision making
![Page 20: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/20.jpg)
@Bright_local#InboundCon
of consumers read online reviews for local businesses91
Source: BrightLocal, Local Consumer Review Survey 2016
%
![Page 21: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/21.jpg)
@Bright_local#InboundCon
of consumers trust online reviews as much as personal recommendations
Source: BrightLocal, Local Consumer Review Survey 2016
84%
![Page 22: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/22.jpg)
@Bright_local#InboundCon
say positive reviews make them trust a business more
Source: BrightLocal, Local Consumer Review Survey 2016
68%
![Page 23: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/23.jpg)
@Bright_local#InboundCon
This influences who they use46%
11%
63%
Source: Local Consumer Review Survey 2015
![Page 24: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/24.jpg)
@Bright_local#InboundCon
😃Read Reviews
Trust Reviews
Trust Business
Buy from Business
![Page 25: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/25.jpg)
@Bright_local#InboundCon
Star Rating is #1 Factor
Star ra
ting
Sentimen
t of re
views
Recency
of revie
ws
Quantity
of revie
ws
Length
of revie
w
If busin
ess has
responded
58%47%
41%35%
27%20%
Source: Local Consumer Review Survey 2015
Source: BrightLocal, Local Consumer Review Survey 2016
![Page 26: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/26.jpg)
@Bright_local#InboundCon
Sentiment of reviews is 2nd
Star ra
ting
Sentimen
t of re
views
Recency
of revie
ws
Quantity
of revie
ws
Length
of revie
w
If busin
ess has
responded
58%
47%41%
35%27%
20%
Source: Local Consumer Review Survey 2015
Source: BrightLocal, Local Consumer Review Survey 2016
![Page 27: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/27.jpg)
@Bright_local#InboundCon
‘Recency’ of reviews is 3rd
Star ra
ting
Sentimen
t of re
views
Recency
of revie
ws
Quantity
of revie
ws
Length
of revie
w
If busin
ess has
responded
58%
47% 41%35%
27%20%
Source: Local Consumer Review Survey 2015
Source: BrightLocal, Local Consumer Review Survey 2016
![Page 28: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/28.jpg)
@Bright_local#InboundCon
Do ‘Reviews’ Boost Search CTR?
![Page 29: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/29.jpg)
@Bright_local#InboundCon
• June-July 2016
• 6,000 consumers
• Plumbers, Florists, Realtors
• Organic Search & Local Pack
![Page 30: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/30.jpg)
@Bright_local#InboundCon
Seller Ratings known to boost PPC CTR
Source: Local Consumer Review Survey 2015
Source: Google Adwords, 2011
17%
![Page 31: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/31.jpg)
@Bright_local#InboundCon
Local Pack
![Page 32: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/32.jpg)
@Bright_local#InboundCon
No Ratings With Ratings
![Page 33: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/33.jpg)
@Bright_local#InboundCon
Positive reviews increase clicks by 22%
Source: BrightLocal Search Click Through Rate Study, August 2016
Plumber Florist Realtors
63%66%
61%
43% 42%37%
With ReviewsWithout Reviews
![Page 34: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/34.jpg)
@Bright_local#InboundCon
Organic Search
![Page 35: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/35.jpg)
@Bright_local#InboundCon
No Ratings With Ratings
![Page 36: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/36.jpg)
@Bright_local#InboundCon
Positive reviews increase clicks by 5%
Source: BrightLocal Search Click Through Rate Study, August 2016
Plumbers Florists Realtors
11%
15%
13%
5%
10% 10%
With ReviewsWithout Reviews
![Page 37: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/37.jpg)
@Bright_local#InboundCon
Again…Positive Star Ratings are #1 Factor
Positive Star Ratings
I liked the business name
It was the top result
Picked at Random
1st result I noticed
Centrally located
56%
10% 9% 7% 7% 7%
Source: Local Consumer Review Survey 2015
Source: BrightLocal Search Click Through Rate Study, August 2016
![Page 38: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/38.jpg)
@Bright_local#InboundCon
Did changing the star rating vary the impact?
![Page 39: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/39.jpg)
@Bright_local#InboundCon
CTR only increases above 3 Stars
Source: BrightLocal Search Click Through Rate Study, August 2016
Series1
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
0%
-19%
-9%-4%
7%
16%Column1
0 1 2 3 4 5
![Page 40: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/40.jpg)
@Bright_local#InboundCon
Do ‘Reviews’ Boost Landing Page Performance?
![Page 41: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/41.jpg)
@Bright_local#InboundCon
• August–September 2016
• 3,000 consumers
• Plumbers, Florists, Realtors
• Local Landing Pages
![Page 42: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/42.jpg)
@Bright_local#InboundCon
Positive reviews increased trust by 11%
Trustworthy Not Trustworthy Don't know / Not sure
83%
6%11%
72%
15% 13%
With ReviewsWithout Reviews
Source: BrightLocal Landing Page Performance Study, August 2016
![Page 43: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/43.jpg)
@Bright_local#InboundCon
Positive ratings increased ‘contact’ by 6%
Source: BrightLocal Landing Page Performance Study, August 2016
Would contact Would not contact Unsure
72%
20%
8%
66%
28%
6%
With ReviewsWithout Reviews
![Page 44: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/44.jpg)
@Bright_local#InboundCon
Best Practices for Managing Reputation
![Page 45: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/45.jpg)
@Bright_local#InboundCon
Effective Review Strategy
![Page 46: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/46.jpg)
@Bright_local#InboundCon
6 Pillars of an Effective Review Strategy
How to manage bad reviewsClear targets
Process to get newreviews
Identify Target Sites
Educate & Incent Staff
Leverage Reviews
![Page 47: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/47.jpg)
@Bright_local#InboundCon
Set Clear Targets
![Page 48: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/48.jpg)
@Bright_local#InboundCon
![Page 49: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/49.jpg)
@Bright_local#InboundCon
It’s 16
![Page 50: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/50.jpg)
@Bright_local#InboundCon
It’s 16
![Page 51: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/51.jpg)
@Bright_local#InboundCon
You need enough reviews to convince a
consumer to trust you
![Page 52: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/52.jpg)
@Bright_local#InboundCon
More Reviews
Greater Social Proof=
![Page 53: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/53.jpg)
@Bright_local#InboundCon
Can’t have too many reviews
![Page 54: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/54.jpg)
@Bright_local#InboundCon
Law of diminishing returns applies
![Page 55: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/55.jpg)
@Bright_local#InboundCon
Review ‘freshness’ is important
![Page 56: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/56.jpg)
@Bright_local#InboundCon
‘Recency’ of reviews is 3rd factor
Star ra
ting
Sentimen
t of re
views
Recency
of revie
ws
Quantity
of revie
ws
Length
/ deta
il of re
view
If busin
ess has
responded
to re
views
58%47% 41%
35%27%
20%
Source: Local Consumer Review Survey 2015
Source: BrightLocal, Local Consumer Review Survey 2016
![Page 57: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/57.jpg)
@Bright_local#InboundCon
of consumers think reviews older than 3 months aren’t relevant
Source: BrightLocal, Local Consumer Review Survey 2016
73%
![Page 58: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/58.jpg)
@Bright_local#InboundCon
Shield yourself from negative reviews
![Page 59: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/59.jpg)
@Bright_local#InboundCon
You need monthly, incremental targets
![Page 60: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/60.jpg)
@Bright_local#InboundCon
Don’t get 10 reviews then stop
![Page 61: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/61.jpg)
@Bright_local#InboundCon
Process to Generate New Reviews
![Page 62: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/62.jpg)
@Bright_local#InboundCon
Ask people to write you
a review
![Page 63: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/63.jpg)
@Bright_local#InboundCon
of consumers will leave a review if asked
Source: BrightLocal, Local Consumer Review Survey 2016
70%
![Page 64: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/64.jpg)
@Bright_local#InboundCon
Make it part of the post-sales process
![Page 65: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/65.jpg)
@Bright_local#InboundCon
Timing is key to success
![Page 66: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/66.jpg)
@Bright_local#InboundCon
Ask when customer satisfaction is highest
![Page 67: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/67.jpg)
@Bright_local#InboundCon
Don’t let them cool off!
![Page 68: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/68.jpg)
@Bright_local#InboundCon
Consider a ‘Stepped’ approach
![Page 69: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/69.jpg)
@Bright_local#InboundCon
Get a small commitment first
![Page 70: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/70.jpg)
@Bright_local#InboundCon
And then ask them to review you
![Page 71: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/71.jpg)
@Bright_local#InboundCon
![Page 72: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/72.jpg)
@Bright_local#InboundCon
Selecting the Best Review Sites
![Page 73: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/73.jpg)
@Bright_local#InboundCon
Build reviews on a
few, key sites. Using too many will
dilute reviews
![Page 74: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/74.jpg)
@Bright_local#InboundCon
Small. Irrelevant.Forgotten.
![Page 75: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/75.jpg)
@Bright_local#InboundCon
Who ranks high in Google
![Page 76: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/76.jpg)
@Bright_local#InboundCon
Which sites displayed in ‘Knowledge Panel’
![Page 77: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/77.jpg)
@Bright_local#InboundCon
Where do you already have reviews?
![Page 78: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/78.jpg)
@Bright_local#InboundCon
Type of Audience
Large Loyal
![Page 79: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/79.jpg)
@Bright_local#InboundCon
Highly
relevant, niche sites
![Page 80: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/80.jpg)
@Bright_local#InboundCon
![Page 81: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/81.jpg)
@Bright_local#InboundCon
Review Site Scoring MatrixSite DA Score Trust
FlowCitation
FlowReviews In Google KP?
Google Rank Audience Type of
SiteQuantityReviews
Overall Score
Yelp.com 94 70 67 Yes Page 1 Large General Very High High
GoogleMyBusiness 100 96 95 Yes Page 1 Loyal General Very High Very High
MerchantCircle 82 36 43 No Page 3 Neither General Medium Medium
WhoDoYou 38 22 25 No none Neither General Medium Low
![Page 82: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/82.jpg)
@Bright_local#InboundCon
Managing Negative Reviews
![Page 83: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/83.jpg)
@Bright_local#InboundCon
It happens. Accept it.
![Page 84: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/84.jpg)
@Bright_local#InboundCon
Don’t ignore them!!!!!
![Page 85: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/85.jpg)
@Bright_local#InboundCon
Reduce the impact of negative reviews
![Page 86: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/86.jpg)
@Bright_local#InboundCon
Get more positive reviews
![Page 87: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/87.jpg)
@Bright_local#InboundCon
Respond positively & publicly
![Page 88: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/88.jpg)
@Bright_local#InboundCon
Identify the issues & try to resolve them –publicly!
![Page 89: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/89.jpg)
@Bright_local#InboundCon
Show customers that you listen & care
![Page 90: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/90.jpg)
@Bright_local#InboundCon
Turn a negative situation into a positive one
![Page 91: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/91.jpg)
@Bright_local#InboundCon
And don’t attack the reviewer
![Page 92: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/92.jpg)
@Bright_local#InboundCon
Educate & Incent Staff
![Page 93: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/93.jpg)
@Bright_local#InboundCon
Help staff understand the significance of reviews
![Page 94: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/94.jpg)
@Bright_local#InboundCon
More customers,More revenue,
Stronger business,Job security!
![Page 95: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/95.jpg)
@Bright_local#InboundCon
Make it worth their while
![Page 96: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/96.jpg)
@Bright_local#InboundCon
Leveraging Reputation
![Page 97: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/97.jpg)
@Bright_local#InboundCon
![Page 98: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/98.jpg)
@Bright_local#InboundCon
![Page 99: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/99.jpg)
@Bright_local#InboundCon
![Page 100: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/100.jpg)
@Bright_local#InboundCon
Facebook Ad
![Page 101: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/101.jpg)
@Bright_local#InboundCon
Email Marketing
![Page 102: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/102.jpg)
@Bright_local#InboundCon
Display/Re-targeting
![Page 103: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/103.jpg)
@Bright_local#InboundCon
Leaflets/Flyers
![Page 104: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/104.jpg)
@Bright_local#InboundCon
Business Cards
![Page 105: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/105.jpg)
@Bright_local#InboundCon
Links to resources:
www.brightlocal.com/leverage-reputation
![Page 107: InboundCon 2016: Leveraging Your Reputation to Drive More Clicks & Calls - Myles Anderson](https://reader035.fdocuments.us/reader035/viewer/2022070519/58f2a7791a28ab79538b45ef/html5/thumbnails/107.jpg)
@Bright_local#InboundCon
Thank You