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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
linkedin.com/in/frankandolina
