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How to Effectively Manage Your Business's Online Reputation
The document outlines strategies for managing online reputation for professionals and small businesses, emphasizing the significance of consumer-generated content and the power of social media. It offers action steps for acquiring positive reviews and improving visibility through content marketing and local search engine optimization. Additionally, it highlights the importance of addressing negative criticism and maintaining a proactive online presence.
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How to Effectively Manage Your Business's Online Reputation
- 1. Dead Simple InternetMarketing™ Series How to Effectively Manage Your Online Reputation for Professionals and Small Biz Presenter: Doug Hay, CEO
- 2. Presenter: Doug Hay •Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
- 3. Our Services ForSmall/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
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- 5. Why Bother WithYour Online Reputation? “While your phone book might be collecting dust, consumers still have a need for the type of information it contains. But in today’s digital world, they’re more inclined to look for it on the Web ... a whopping 85 percent of consumers find local business information online, where reviews, store hours, deals and maps are just a click away.” - Study by Nielsen
- 7. Consumer Generated Content “Wehave officially lost control of when and where our messages are being consumed – a fact that would be obvious if we looked at our own behavior. With the ubiquity of social media and the instant access provided by the Internet, consumers are now in control of how they interact with your brand.” - Forbes, May 2013
- 8. “This is generallyconsidered one of the toughest tasks in the SEO (search engine optimization) field. You're not only fighting for rankings on (up to) 10 different sites/pages or more, you're also competing against what many feel is a strong algorithmic component in Google's engine QDD (Query Deserves Diversity). “QDD is believed to impact the types of results Google prefers to show ranking in the top 10, and biases away from strict algorithmic "strength" and towards showing a variety of different pages (positive and negative sentiment analysis is suspected by some to be a component here, hence the potential impact on reputation management campaigns).” - SEO Moz
- 9. Still There After2 Years
- 10. Steps in aReputation Management Handling Analysis of situation Content creation, etc Push negative down
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- 23. Sequence of GettingReviews 1. Great service/products
- 24. Sequence of GettingReviews 1. Great service/products 2. Great customer service
- 25. Sequence of GettingReviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake
- 26. Sequence of GettingReviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+
- 27. Sequence of GettingReviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+ 5. Customer posts a review
- 28. Sequence of GettingReviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+ 5. Customer posts a review 6. Avoid too many at one time
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- 30. Content Marketing “Content marketingis a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
- 32. Think Like aPublisher
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- 36. Use Social Media •Authoritative domains • Push out your content – blog posts, video, images
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- 39. Name, Address, PhoneNumber NAP NAP NAP NAP
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- 47. You Want Citations •“Citations are "mentions" of your business name and address on other webpages, even if there is no link to your website. • “Citations are a key component of the ranking algorithms of the major search engines. Other factors being equal, businesses with a greater number of citations will probably rank higher than businesses with fewer citations.” – GetListed.org
- 48. Where to getCitations • Chamber of Commerce • Professional Associations • Online Yellow Pages • Business Indexes • Local Blogs • Social Media
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- 51. Register With Each SearchEngine Register with • Google+ Local • Yahoo Local • Bing Local
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- 54. Answer or Not? PublicRelations 101: You need to fill the vacuum with information that forwards your position
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- 56. Take notice – theyare the #1 review service Yelp attracts tens of millions of U.S. visitors each month.
- 58. Actions 1. Claim YourListing 2. Encourage legit reviews with active Yelpers 3. Hold an Event (they are active Yelpers)
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- 61. Set up GoogleAlerts Google Alerts are Free – set up for: • Your name • Company name • Product names
- 63. Alert for “ContentMarketing”
- 65. Takeaways Do some homework Createa plan Get content created Register on directories Get listed on local search engines Hang in for the long term
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- 67. Copyright Notice All materialscontained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.