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Must Have Strategies to Turn Your Reputation into Revenue 

In my last blog I shared my success formula, Reputation x Reach = Revenue, and dug deep into the ‘why’ behind ‘Reputation’. Many businesses want to skip over reputation and get right to “Reach” (AKA their marketing strategy) but if you don’t have a positive reputation, your marketing plan will have to work twice as hard to yield the results you’re looking for. For example, let’s say you have a killer radio commercial that has all the components to get you a lot of business BUT when potential customers move through your sales funnel you are losing them before you even have the chance to convert. Why? You may have a leaky bucket… AKA holes in your sales funnel that are preventing you from converting in the end. The most common leaks I find in a business’ bucket is that they have a poor reputation (maybe even none at all) or their competition is just that much better.

So, here are my three strategies you should keep in mind when it comes to your reputation...  

1. Monitor


Watch your online reputation like a hawk. If someone hits the web with a bad review about your business, you need to know immediately. My biggest pet peeve is when a business acts like an “ostrich”. Which means they have their head in the sand or their head up their a** when it comes to their reputation. They are arrogant to think their services or products are always perfect or they choose to look the other direction because it's just easier.

Here’s a simple challenge that has been eye opening to many business owners: Google your business name.

Tell me, what pops up on the first page? Likely you will find reviews from major third-party sites like Google, Yelp, Facebook, Better Business Bureau and industry business sites where customers are chattering about your business. Do you like what you see? Or do you have sore thumbs that stick out? How long does a potential customer have to dig before they find some not so flattering comments or reviews about your business? 

Then do the same for your top three competitors and see where you stand. Finally, put yourself in your customers shoes. If the only information they had to decide who they did business with was based on reviews, would you win? Reality is, that’s how the majority of your customers are deciding, so to increase your sales you must start monitoring your online reputation. Not only will your customers develop confidence and trust in your work, but they will consistently choose you.

 

2. Survey


I’m sure you’ve taken a customer satisfaction survey, or you’ve been asked at many checkout counters and cash registers at places like Walmart or Applebee’s to participate in online surveys for huge drawings. Maybe you’ve even sent one out to your customers. There are many tips and tricks to capturing the right information from customers and successfully leading them to leave you a public 5- star review.

Text or email your customers with one-click surveys to capture honest feedback… I’m talking about a survey that’s so easy even an 8-year-old could do it. First, ask for feedback. Don’t go straight into asking for a review, warm up the engine before you ask them to do something more for you. Psychologically a simple survey is less of a commitment for a customer, so they are more likely to engage with a user-friendly survey. If they do engage, they are likely to complete the interaction and see it through. And the hope is that you get a 5-star third party review. Second, make it easy. Don’t get into the weeds before you ask them to leave you a third-party review on a top site like Google, Facebook, Yelp, etc. Have you heard of the old saying “keep it simple, stupid?” That totally applies here. Keep it simple or customers are OUT. If customers don’t feel like they have to give too much, and you make it easy for them to respond you are greatly increasing the chances of them engaging.

I started off explaining this tip with recommending texting or emailing your customers. Let me be more specific, when at all possible you should text your customers and only resort to email if you have to. Text has an average read rate of 98% compared to email at 22%. More importantly text has a 45% response rate compared to email at 6% (MarketingProfs). Communicate with your customers where they prefer to engage, but always be sure to filter your responses before they go public. Consider offering incentives, but if the survey is simple enough, they shouldn’t be necessary for a good response rate. Surveys are a great lead to receiving a review at a third-party review site, just remember to keep it easy and send it through a channel your customers are interacting at!

 

3. Filter


No, not the ones that millennials use to look pretty on social media. Filter your reviews BEFORE they hit potential customers eyes. When filtering your online reviews, lead with a non-threatening question like “Did Bob’s Plumbing meet or exceed your expectations, Yes or No?” This simple question is non-threatening and will direct them to the next step according to how they answer the simple question. If your customers aren’t happy, this will help you gather market research as to why and make sure they only share that directly with you and NOT online for all to see. Wouldn’t you rather receive feedback directly from an unhappy customer rather than having someone air one bad experience online for all the world to see? My guess is yes, because I haven’t met a business that has tried to get a review on a major third-party site removed or revised successfully. This will also make you feel more comfortable surveying all your customers and not just cherry picking the ones you know had a good experience. Because if you aren’t asking everyone then you likely aren’t acquiring the number of reviews to move the needle. And honestly, don’t you want to know if your customers didn’t have a great experience, so your business can improve? Don’t be an ‘ostrich’. Finally, if they are happy, make it easy for them to give you a 5-star review by linking to major third-party review site... that’s what’s going to help you get more business.

Don’t go it alone. There is great software available with capabilities to automate these three strategies. Implementing these strategies without technology results in efforts that are short lived. A lot happens in the day-to-day operations of a business, unless you have a system or automation in place it will be forgotten about and you will LOSE business.

 

Thank you for reading, I’m Katlin Cauffman - I provide insider secrets to all things marketing. Please like & share my blog with a business owner or marketing director that could benefit!

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If you haven’t read last week’s blog yet, check it out below:

👉The Formula To Success💥

 

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