The Perfect Reputation Marketing Strategy
Consumers look up an average of ten reviews before making a decision. More importantly, according to this statistic, 70% of consumers trust a business with a minimum of 6-10 reviews. The bottom line is that to satisfy all of them, you need to have ten good reviews in online search. If you meet this benchmark, you can be assured that they will seriously consider using your services – but these reviews need to be five-star, and they should be the most prominent.
You are not credible without five-star reviews. This can make the difference between your phone ringing and not ringing — more to the point, the difference between your phone ringing or your competition’s phone ringing.
What is Reputation Marketing?
Wikipedia defines reputation marketing this way: “The reputation marketing field has evolved from the marriage of the fields of reputation management and brand marketing. In the socially connected world of the new millennium a brand’s reputation is vetted online nearly in real-time by consumers leaving online reviews and citing experiences on social media websites.”
Reputation marketing is the process of building a 5-star reputation online and marketing that reputation to get more customers. It is more than reputation management. Management implies maintenance. It’s passive. Marketing is active and it’s the point at which your business makes more money. Reputation marketing includes reputation management.
There are four basic types of reputation based on reviews: bad reputation, no reputation, good reputation and a five-star reputation. Neither of the first two will get your phone ringing. Good reviews are likely to have a mix of good and not-so-good reviews. However, even this can hurt you, especially if the just ‘OK’ reviews are at the top. If your competitor has slightly better reviews, it is likely he will ‘eat your lunch’. We come back to the fact that you need to have ten five-star reviews online to ensure that customers call you.
Steps in Reputation Marketing
So how do you actually do reputation marketing? The following graphic depicts how we recommend you approach it.
Step four is to create a culture in your business that invites five-star reviews and reduces the chance of a negative review. Anyone in your business can have an off-day when it comes to serving a customer, but you want to keep these to a minimum and repair the damage as quickly as possible. The fact is that you are always only one review away from a bad reputation. If this sounds tiring and discouraging, it doesn’t have to be once your culture is established.
Of course, the first part of step one — if you haven’t already done so — is to discover more about your current reputation online. Contact us to get your free report ($197 value) or enter your phone number below and pick your country. Don’t forget, that we’re not leaving you alone with this — we want to help you to build and market your reputation. We have the tools and expertise to do the heavy lifting for you.