How to Get, Improve, and Respond to Online Reviews

You’ve updated your Google My Business profile, now it’s time to move to the top of the listings. Our SEO expert Libby Adams explains how to use Reputation Management to improve your company’s Google ranking. 

Getting Reviews Gets you Customers

Before the internet, businesses depended on word of mouth to build community trust. These days 65% of consumers are reading Google reviews to help them decide whose services to enlist. So how do you get those reviews? 

“It might sound simple, but the best way [to get reviews] is to ask.” A text message with a direct link to your google listing, a QR code at the register or on receipts, or including a link with an invoice will greatly increase your chances of getting a response. Also, timing is key. “Customers are more likely to give a review if you ask on the same day as their service.” If you want to tip the odds in your favor, try offering a discount code or adding their name to a raffle of prizes. When they leave a review, remember to thank customers with a brief, but personal response. 

Deal with Negative Reviews Professionally and Proactively

In a recent study 70% of customers reported that the way a business responds to reviews has influenced their perception of that company. That includes managing negative reviews. “The best way to deal with a negative review is to reply.” Start by asking the reviewer to take the conversation offline, providing a phone number or email where they can contact you directly. “If you’re able to resolve their issue, ask if they will [update or change their original review.]” If you can’t resolve the issue to their satisfaction, potential customers will see the lengths you will go to provide top notch service.

Start Moving up the Google Listings

When creating their rankings, Google trusts your customers' reviews much more than your carefully curated profile. The more reviews and responses you create, the higher Google will push your listing. And since the algorithm is king, keywords in the reviews will help Google better understand the services you provide, and more accurately direct potential customers your direction. 

Of course Google Reviews are just the tip of the iceberg when it comes to online reputation management. Let our SEO expert Libby Adams help you put your best foot forward and help improve your online reputation. Learn more about how we can help!

 


Are you Getting the Most out of Google My Business?

More than 80% of customers looking for information about your business will start with Google. Whether you want to interact with customers directly, promote special services and sales, or simply rise to the top of the Google Search List, using the free Google My Business tool is a great place to start. Here are some tips from our SEO expert Libby Adams

Take ownership of your online identity

Use Google Maps to locate your company, and click on the “own this business” link. As Libby explains, “One of the [biggest mistakes companies make] is leaving information blank.” Include your address, website, contact information, customer reviews, commonly asked questions, and connection to your social media accounts. Every piece of information you provide will improve your overall google rating and help you rise to the top of the ranks. 

Regularly update your Google My Business Profile

Remember, content is king in google rankings. “Going [jnto your account] once a week and putting up new posts or new pictures and getting at least one review a week [will improve your] overall rank.” The more information the better. Let social media pull double duty, by including posts from facebook and instagram, updating frequently. Put your most professional foot forward by using high quality photographs. “Photos of the products you offer, [should be] updated on a regular basis. For service based businesses, anytime you do work for a client showcase that work [in a photo gallery].”

Increase credibility with reviews 

Positive reviews and good communication will make your company stand out when stacked against local competitors. “The more reviews a business has, the better. They are seen as more trustworthy. You don’t want to go to a plumber who has 10 terrible reviews, because you’re probably not going to get your problem solved.” Google reviews are crucial to a small business, and require a lot more information than we can cram into this small paragraph. The next newsletter will be a deep dive on reputation management, and best practices for getting regular reviews. 

How can we help? 

Let our SEO expert Libby Adams do the heavy lifting. Libby uses her expertise in building online profiles to create a strategy as unique as your small business. “Filling out the Google My Business [account] is fairly simple for most clients to be able to do. But continuing to add information can be somewhat time consuming to a business owner. [We provide] what’s called citation building. Where you put your business information on other websites that google crawls. When google sees your business listed on other websites…it increases [your visibility].” By increasing your visibility Google will see you as an expert in your field, and push you to the top of the listings.


Marketing to Your 3 Client Bases

Some business owners make the mistake of focusing their attention only on prospecting for new customers. While prospecting for new clients is important, it’s not the only way for your company to get business. In fact, some argue it might not even be the best way for you to get and maintain business.

Read on to learn about your three client bases and how to make them work for you:

1. Nurture Past Clients

Let’s start by taking the words “past client” out of your vocabulary! If you treat previous clients like they’re never coming back for your services, that’s exactly what will happen. But if you shift this thinking and begin nurturing those contacts as if they’re your current clients again? Revolutionary. Regardless of whether a past client will ever need your service or product again, the odds are very good they know someone else who will. If you did your job right and provided them with quality product/services, they can be an incredible referral source to give you business in the future. Some effective ways to market to this client base is to reach out with personalized touches through email campaigns, birthday/anniversary cards or client appreciation events.

2. Retain Current Clients

Your current client base can also be an invaluable source of business for you! Much like your past clients, satisfied current clients are a quality link to new people. And often the leads you receive through a referral from a past or current client are stronger than new leads because there’s already an established trust. So, what’s the best way to market to your current clients to encourage customer attention, loyalty and those amazing referrals? One way to do this is to maintain a solid social media presence where you interact with clients regularly! Social media is a great way to meet clients where they are and give them those personalized, low-pressure interactions you need to keep them engaged. Post consistent content that shows your business is an expert in your field, and hit the reply button on comments from clients — it’s that simple. Another great customer marketing tactic is to share customer success stories and quality reviews. Don’t be afraid to ask happy customers to share their stories. More than likely, they’ll be happy to share, and these stories are a powerhouse for your marketing strategy!

3. Acquire New Clients

There are several different options for marketing to client prospects, but here are a few that we’ve found to be the most effective:

Programmatic Display Ads - These targeted digital ads are displayed to a specific type of customer in a specific context or location. You can decide on your ideal client, and these ads will be delivered to them through apps and websites, such as when they’re checking the weather or scrolling through a news article.

Traditional Media Ads - Traditional media continues to be the giant of the marketing world — sending more potential clients to your website and digital/social presence than any other method! It’s essential for a business to have a direct mail presence to compete in today’s market and reach new customers.

Search Engine Optimization (SEO) - If a new client searches for your products or services on Google or another search engine, where are you showing up in the rankings? If you’re too low on the list, your business is likely to be missed. SEO improves online visibility to attract new customers to your website.

How are you marketing to your three client groups? Is there room for improvement? We hope this gives you some food for thought as you continue building and adjusting your marketing strategies for 2022!


Postcards, Simplified!

We’ve said it before, and we’ll say it again — traditional media is the dominating force in the marketing world. And one rock star of the traditional media world is postcards! Sending a postcard inside or alongside Local Fare Magazine is an incredible (and affordable!) way to reach your ideal client and create brand awareness.

Here’s how it works:

1. Choose your ideal mailing area

Decide which area you’d like to target most: Zone A, Zone B or both!

Zone A includes 35,000 households in:

  • North Chattanooga
  • Signal Mountain
  • Lookout Mountain TN/GA
  • Elder Mountain
  • Black Creek
  • St. Elmo
  • Southside
  • Hixson
  • Soddy Daisy
  • Missionary Ridge

Zone B includes 35,000 households in:

  • Ooltewah
  • Collegedale
  • Harrison
  • HWY 58
  • McDonald
  • Apison
  • Council Fire
  • Windstone Neighborhood in Georgia
  • East Brainerd

2. Choose Postcard Size and Placement

We offer two postcard mailing options that are delivered with Local Fare Magazine and the wrap.

1. DAL Card — DAL stands for Detached Address Label postcard. This allows for the postcard to be mailed outside of the wrap. This full color glossy card stock option is the stand out choice.
Cost: 10,000 minimum mailing, 9'X6," $0.29 cents each
20,000 mailing, 9"X6," $0.25 cents each

2. Insert Postcard — This type of postcard mails inside Local Fare Magazine.
Cost: 10,000 minimum mailing, 9'X6," $0.23 cents each
20,000 mailing, 9"X6,” $0.18 cents each

With this co-op mailing opportunity with Local Fare, the postage and printing costs to send a postcard are significantly lower than what you would spend to send it yourself alone!

3. We Design and Mail

Work with our talented team of marketing professionals to create your dream postcard! You can have as little or as much involvement in the process as you want, but either way we’ll be there to help from concept to copywriting to design. Once it’s finished, we’ll mail for you — all you have to do is sit back and enjoy as brand awareness for your business grows!


The Marketing Triangle: Small Business Advertising That WORKS

When we talk to local businesses about their advertising strategies, more often than not we hear the same answer — Facebook boosted posts.

What many people don’t know is that with the new restrictions on Facebook and collecting user data, it is almost impossible for a small business owner to target their ideal customer through boosted posts. In addition, almost every business now is on Facebook, so that marketing strategy alone isn’t enough to make your business stand out from the crowd!

In order to be a real competitor in today’s market, your business needs to reach your ideal audience through more than one medium. And if you want to not only be competitive but to dominate the competition, we recommend utilizing our three-pronged approach through The Marketing Triangle.

1. Social Media

Using carefully curated demographic data and working through the backend of Facebook/Instagram to serve social media ads (not ineffective boosted posts!) that pinpointed your target customer

2. Traditional Media

Creating and presenting your print ads in Local Fare Magazine to our deeply loyal direct mail audience of 70,000+ homes to create an awareness for your brand that can only come from this traditional source.

Did you know one of the best drivers for social media search is traditional media? Traditional media is the dominating force in the marketing world — sending more potential clients to your website and digital/social presence than any other method!

3. Digital Media

Leaving your digital footprint through targeted programmatic ads that are sent to a specific type of customer in a specific context or location. This type of marketing leverages the power of the right message, to the right person, at the right time.

Is your marketing plan ready for 2022? We can help!