Your Offsite Brand - Frank Andolina

YOUR OFFSITE BRANDFrank Andolina, Director of Inbound Marketing,

Coalmarch Productions

A LITTLE ABOUT ME

Lemon

Lemon

COMPLETED 20+ MARATHONS

Frank the Tank

COMPLETED 20+ MARATHONS

2004

2004

THE BUG GUY

YOUR OFFSITE BRANDFrank Andolina, Director of Inbound Marketing,

Coalmarch Productions

BUT, WE ALREADY HAVE THAT ON OUR WEBSITE

(DON’T LEAVE!)

PEOPLE ARE SKEPTICAL (thanks Internet!)

BY THE END OF THIS PRESENTATION

BY THE END OF THIS PRESENTATION1.Understand the thoughts of potential customers

BY THE END OF THIS PRESENTATION1.Understand the thoughts of potential customers

2.Understand the impact your off-site brand has with customers

BY THE END OF THIS PRESENTATION1.Understand the thoughts of potential customers

2.Understand the impact your off-site brand has with customers

3.Understand why reviews and positive interactions are important

BY THE END OF THIS PRESENTATION1.Understand the thoughts of potential customers

2.Understand the impact your off-site brand has with customers

3.Understand why reviews and positive interactions are important

4.Understand how to generate more leads with off-site strategies

RESEARCH SOURCES

GOOGLE ANALYTICS

PPMA FOCUS GROUP REPORT

2016 CONSUMER REVIEW SURVEY

2016 LOCAL RANKING FACTORS

PATH LENGTH REPORT

50% of website visitors become leads during their very first visit

HALF OF YOUR WEBSITE LEADS

HALF OF YOUR WEBSITE LEADS

Website Visitor

Your Website

Website Lead

The other 50% take multiple interactions

THE OTHER HALF

Website visitors who take some convincing

THE OTHER HALF

2+ Interaction group

WHAT ARE THESE PEOPLE DOING?

WHAT ARE THESE PEOPLE DOING?

BUT, WE ALREADY HAVE THAT ON OUR WEBSITE

(DON’T LEAVE!)

2016 CONSUMER REVIEW SURVEY

PPMA FOCUS GROUP REPORT

WHAT ARE THEY LOOKING FOR?1. Name recognition2. Guarantees3. Reliability4. Professionalism5. Price

WHAT ARE THEY LOOKING FOR?1. Name recognition2. Guarantees3. Reliability4. Professionalism5. Price

AUDIENCE PARTICIPATION

RAISE YOUR HAND IF YOU’VE LEFT A REVIEW THIS YEAR

RAISE YOUR HAND IF YOU’VE LEFT A REVIEW WITHIN THE LAST MONTH

RAISE YOUR HAND IF YOU’VE LEFT A REVIEW WITHIN THE PAST TWO

WEEKS

RAISE YOUR HAND IF YOU’VE EVER LEFT A REVIEW AFTER BEING

ASKED

HALF OF YOUR WEBSITE LEADS

HOW DO WE CONVINCE THESE PEOPLE?

HOW DO WE CONVINCE THESE PEOPLE?

5 STEPS TO SUCCESS

DO YOU ALREADY SEND OUT A CUSTOMER SERVICE SURVEY?

5 STEPS TO SUCCESS1.Send a customer service survey

5 STEPS TO SUCCESS2. Follow up positive surveys with a review request

5 STEPS TO SUCCESS2. Follow up positive surveys with a review request

(And be specific)

5 STEPS TO SUCCESS2a. If you receive negative feedback, don’t ask for a public review

5 STEPS TO SUCCESS3. Make it easy for them

5 STEPS TO SUCCESS3. Make it easy for them

(and spread them around)

5 STEPS TO SUCCESS4. Monitor your reviews

5 STEPS TO SUCCESS5. Respond and Interact

BONUS TIPS

BONUS TIPS1. DO NOT argue with the reviewer

BONUS TIPS1. DO NOT argue with the reviewer

2. Invest in software to help manage the process

BONUS TIPS1. DO NOT argue with the reviewer

2. Invest in software to help manage the process

3. Pace out your review requests

YOU MENTIONED SOMETHING ABOUT MY

GOOGLE RANKINGS?

LOCAL RANKING FACTORSProminenceReview management/responsiveness

PROMINENCEHow well-known a business is

Information Google has about a business

Google review count and score

REVIEW MANAGEMENT1. Interact with customers by responding to reviews

2. Responding shows your value your customers

3. High-quality, positive reviews improve your visibility

Let’s sum things up.CONCLUSION

Reviews and social interactions are important.

Purchase decisions are being made away from your website.

Reviews will help you generate more leads and can impact your

local business visibility.

QUESTIONS?Don’t be shy.

YOUR OFFSITE BRANDFrank Andolina, Director of Inbound MarketingCoalmarch Productions

fandolina@coalmarch.com

linkedin.com/in/frankandolina