1. Back to the Basics

2. Buying Decisions Are Made Online!
2010
2011
2012
2013
2014
2015
60%
75%
83%
83%
85%
88%
40%
25%
17%
17%
15%
12%
Opening: “Most people know what they are going to buy before they even walk into the store.”
-know the sad thing: this 15% number is gonna go even lower. I can guarantee it.
Transition: “This shift is dramatically changing the buying cycles and buying habits of customers everywhere.”
Before Entering a Store
In-Store

3. Zero Moment of Truth Interest Research Purchase Experience
Partner Advertising:
SEM, /Text Marketing, Display, Print Ads, Radio, TV, Loyalty programs, Deals.
Research
Search engines, online reviews, ratings, relevant articles, word of mouth. The business’s reputation is what consumers say it is.
Purchase
In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made.
Experience
Post-purchase experience: FB post, tweet, write review, tell friends, blog, Consumer compares expectations and reality.

4. Recap of Reputation Management
Every day, customers are talking about businesses online, whether they're on Yelp, Google, Facebook, personal blogs, or elsewhere.
And since 85% of consumers find local business info online, business owners need a way to see what their customers are saying and manage their reputation.
Reputation Management shows businesses what people are saying about them and improves their visibility in local search.

5. Why is Reputation Important?
92% of consumers now read online reviews
Star rating is the number one factor used by consumers to judge a business
94% of consumers would use a business with a four star rating
88% of online shoppers incorporate reviews into their purchase decision
86% of people will hesitate to purchase from a business that has negative online reviews
If a business resolve its issue quickly and efficiently, 95% of unhappy customers return back to your business

6. Why is Reputation Important?
Search results are like a shopping mall where every store sells the exact same product or service.
How do you know what store is best?

7. Why is Reputation Important?
A “negative” or “missing” online reputation makes your paid advertising work for your competitors! Instead of YOU!
Which is why this service needs to be a part of every media strategy we do, and needs to go on continuously! It makes all of the advertising we’ll do more effective!

8. Why is Reputation so hard?
There are countless Review and Social outlets for customers to share their experience (positive or negative) with the world.
It’s an endless task sifting through numerous sources on a daily basis, monitoring if your business is even mentioned and if a response is required.
Review sites have made it easier than ever before for customers to instantly share their opinion about your business, making it increasingly difficult to keep up.
Everybody has an opinion and are progressively becoming more likely to share it.
I’ll never go back!!

9. Reviews

10. Intelligence to run your business better!
Reviews as Management Tools
Intelligence to run your business better!
Good Reviews
Accolades
Goal Setting
Bad Reviews
Staff Training
Policy Issues

11. Reviews

12. Best Business to Prospect

13. The lowest hanging fruit
NEW
Newly opened businesses
MOVED
Businesses that have moved locations

14. New Businesses… are Invisible!?

15. Sales Opportunity: New Business or a Business that has Moved
LISTINGS
The business has broken listings or is invisible.
REPUTATION
To monitor what is being said about the business.
SOCIAL
Set up Facebook page and regular posts.
WEBSITE
Every business needs a location page!
WWW

16. What are Online Listings?
Online listings are what people find about your business and how they find you online!
There are over 300 “places” your business could be found online. These places range from websites, map apps on phones, to navigation systems in cars!
Think of these things as what the Yellow Pages were a decade ago. Only this time three hundred times larger!

17. Why are Online Listings Important?
People use their phones all the time to find phone numbers, addresses to put in their GPS, and links to websites with more information.
Would you put an incorrect phone number, or wrong address on your business card you pass to a customer?
Of course not! So why would you let incorrect information linger online!

18. Why is Online Listings So hard? It’s very messy!
The online listings world is such a mess!!! We need to have: short term, long term and manual solutions to have a substantial and positive result!
Online listing is constantly changing! Your listings need to be: maintained, monitored and updated all the time.
A one time fix is not going to cut it over the long term!

19. What Are Some Of The Challenges?
Some of the challenges include:
• Different standards from different providers regarding how to display NAP data
• Data providers accept data in different time frames
• Search sites receiving data from these providers update their listings on different schedules, from daily to weekly to monthly to quarterly (or perhaps never)
• Listing data submissions may be rejected by providers for different reasons

20. Online Listings Strategy - Listing Distribution
Long-Term: Increase online citations & create long term organic search engine optimization.
Consistent online business listing data, helps you rank higher on a Google search.
Fixing your listings at the source, an insurance policy against negative effects.

21. Provide timely, relevant information about the business.
Value Proposition
Information
Tools
Services
Provide timely, relevant information about the business.
Equip or service them with the tools to monitor, manage and build their online presence and reputation.
Offer a variety of managed services, allowing them to focus on their business and organizational initiatives.

22. ?