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Full Description
Create positive visibility for your business with this essential roadmap
Everyone now understands the importance of online reviews on sites such as Yelp. This unique book helps you influence the process and leverage the results to increase sales and revenue. Five Stars is the perfect guide to a timely and crucial marketing tactic for today's savvy small business owners and marketers. Find out how to get more (and better) online reviews for your business, track and monitor them, leverage them effectively in social media and elsewhere, and handle negative reviews with aplomb.
Packed with tools, techniques, and great case studies, this practical book is what you need to grab the reins, shape the online conversation, and get reviews that sell.* Shows you how to get and leverage online reviews from websites such as Yelp and niche sites related to your business * Explains tools, techniques, and tactics you can use to start shaping conversations and building positive visibility * Demystifies a complex topic, empowering you to make the most of this valuable marketing tactic * Written by the expert author team of the popular and practical SEO-An Hour a Day books; the authors offer a similar task-based approach to help you succeed
If you're a retail, service, or e-commerce marketer, you won't want to miss Five Stars: Putting Online Reviews to Work for Your Business.
Contents
Introduction xv
Chapter 1 You Are HereOpportunity1
Online Reviews: An Important Marketing Channel 2
Know Where You Fit In and How to Focus 5
Brick and Mortar 5
E-commerce Retailers 8
Manufacturers, Brands, Software 9
Destinations and Activities 12
Service Providers 14
Charities, Nonprofits, Civic and Community Organizations 18
Chapter 2 The Online Reviews Landscape 21
Types of Online Reviews 22
Types of Review Sites, Platforms, and Services 27
Review Sites 28
Social Commerce/Product Review Platforms 33
E-Commerce Merchant Review Collection Services 36
Shopping Comparison Sites and Online Travel Agents 40
Reputation Management Services 45
Local Search 51
Fake Reviews 54
The Scale of Fake Reviews 54
Love for Sale 55
The Fight against Fake Reviews 57
Chapter 3 Understanding Reviewers and Reviews 61
Who Are the Reviewers? 62
Reviewer Demographics 62
Power Reviewers 63
Paid or Fake Reviewers 65
What Triggers a Review? 68
Being Asked 68
Social and Emotional Motivations 68
Customer Experiences That Trigger Reviews 70
Influencing Factors in Reviews 71
Variety and Volume 72
Reviewer Identity 73
Freshness 78
Chapter 4 Monitoring and Learning from Your Reviews81
Why Monitor Reviews? 82
Review Monitoring for Best Results 83
Review Monitoring Tools 84
Learn from Your Reviews 99
An Honest Assessment 100
Taking Action 101
Chapter 5 How to Get More Reviews 105
Tools and Techniques for Getting New Reviews 106
Cultivating a Word-of-Mouth Mentality 121
Authenticity and Ethics 132
Staying Outside the Spam Filter 133
Staying on the Right Side of the Law 137
Complying with Terms of Service 139
Chapter 6 Review Venues: Need-to-Know Tips for Your ActionPlan 145
Yelp 146
Claiming Your Listing 146
Filtering and Reviewer Verification 151
Troubleshooting and Support 153
Communicating with Reviewers 155
Promotion and Advertising Opportunities 156
Showing Off Your Reviews 165
Monitor and Measure 166
Google+ Local 168
Sorting Out Google s Services 170
Who Sees Google+ Local Listings? 171
Claiming Your Listing 173
Filtering and Reviewer Verification 176
Communicating with Reviewers 178
Troubleshooting and Support 179
Increasing Your Visibility 182
Closing the Loop 184
TripAdvisor 185
Claiming Your Listing 186
Filtering and Reviewer Verification 187
Communicating with Reviewers 187
Increasing Your Visibility 189
Support 193
Angie s List 193
Claiming Your Listing 194
Filtering and Reviewer Verification 196
Communicating with Reviewers 196
Increasing Your Visibility 197
Troubleshooting and Support 199
ResellerRatings . 200
Claiming Your Listing 202
Gathering Reviews 203
Managing Your Reviews 204
Bazaarvoice 205
Collecting and Displaying Customer Feedback 206
SEO Factors 208
Moderating and Responding 208
Alerts and Intelligence 210
Chapter 7 Navigating Negative Reviews 213
Discouraging Negative Reviews 214
Check In With Customers 215
Provide Nonreview Paths for Common Complaints 216
Set Realistic Expectations 217
Broadcast Your Willingness to Listen and to Correct Issues219
Create a Process for Learning from Negative Feedback 220
Responding to Negative Reviews 221
Before You Respond 222
Public and Private Responses 224
Building Your Response 225
Responding in Social Media 233
Redress and Removal 237
Why It s Not Easy to Sue Review Sites 237
When Can a Review Be Removed? 238
Chapter 8 Showing Off and Being Found 243
Show Off Your Reviews 244
Badges and Widgets 244
Review Excerpts 246
Visibility on E-commerce Sites 249
Amplification in Social Media 250
Testimonials and Case Studies 252
Marketing Communications 253
At Your Physical Location 254
Improve Your Search Results 257
Branded Search Results 257
Rich Snippets 261
AdWords Seller Rating Stars 263
Product Reviews and SEO 266
Chapter 9 Maintaining Your Momentum 269
Developing Your Plan 270
Local Businesses: Find and Update Your Presence on Review Venues270
E-commerce Sites and Brands: Make the Most of Product Reviews272
All Businesses: Monitor Your Reviews 273
All Businesses: Use Feedback to Improve 274
All Businesses: Respond to Reviews 275
All Businesses: Encourage New Reviews and Leverage the Ones YouHave 275
Power Moves for a Time-Strapped Small Business 276
Reaching for the Stars 280
Index 283
