My presentation covering online review, customer testimonials and case studies. Learn the power of online reputation, customer feedback, Net Promoter Score, rich snippets and more.

1. Take Control Of Your
Online Reputation

2. • 18 Years in Web / Digital Marketing
• Grew up in a SMB Household
• Have grown 3 different agencies past $2M
• Former COO at Spyder Trap
• CMO of GetFiveStars – 60% growth in 2016
• Helped found multiple industry associations
and education events like MnSearch & LocalU
• Be remarkable or be replaceable
• Go to bed smart, wake up stupid
• Creative
• Problem Solver
• Hustle / Grind / Tireless
• G.S.D.
WHAT
WHY
HOW

4. Buyer
Donor
Consumer
Guest
User
Customers
Patron
Client
Member
Student

8. We have always cared
about what customers say.

11. We have always cared
about what customers say.
Now every customer has a
voice. Thank you internet.

18. Why Do These
Things Matter?

19. Trust

20. Tells a story

21. Answers

23. Product Description
• Safe for all floors
• Smooth & quiet rolling
• Modern, stylish
• Lifetime guarantee
• 4 photos
Just 2 Reviews (of 191)
• 6 star product
• “Lamborghini quality”
• Rolls great, perfect
• Great for a 200lb guy
• Works with specific brands
• Raises chair 1 ½”
• Glides silent like the wind
• Won’t scuff floors
• Makes old chair feel new
• 8 photos, REAL photos

24. Find “you”

25. There is no greater persona
focused content than that
written by the persona.

26. Online Reviews

27. “I am,
whatever you
say I am.”

28. 92% of consumers regularly or occasionally read online reviews

29. 73% Of Consumers Form An Opinion By Reading 1–6 Reviews

30. 69% Of Consumers Believe That Reviews
Older Than 3 Months Are No Longer Relevant

31. Only 13% Of Consumers Will Consider Using A Business
That Has A 1-Star Or 2-Star Rating

32. Perfection of 5-star reviews isn’t best
– PowerReviews & Northwestern University Study

33. 81% of consumers seek negative reviews
– PowerReviews Study

34. You need reviews:
Consistently
With Quality
& Enough Quantity

38. Is this the new
home page?

39. They are a SERP
mainstay, no matter
the industry
Category pages
“Best” pages
Business profile
pages

49. Niche review sites are very
valuable in your industry.

50. What sites do I need
reviews on?

51. “American Rug Laundry”
Search for your brand
Also brand + reviews
“American Rug Laundry”
Search for your brand
Also brand + reviews

52. “Minneapolis carpet
cleaning reviews”
Search for
geo +
service +
reviews

53. The fear of none
or one.

56. Step one: Become
customer feedback
and complaint friendly.

57. 1. Ask for feedback first
2. Make feedback (and
complaints) EASY

59. http://streetfightmag.com/2017/04/19/could-chipotle-have-saved-millions-of-dollars-by-taking-
online-reviews-more-seriously/
22% drop in sales
because of a drop in customer satisfaction
Real-time reputation management over surveys

60. Surveys … where
customers die

74. I ate my lunch in half the
time their feedback
process took.

76. 74% of consumers are willing
to answer 5 questions or less

82. Ask everyone

84. 1. Be ready to handle
2. Make it easy
3. Welcome complaints
4. Resolve them
https://www.getfivestars.com/blog/13-ideas-make-business-complaint-friendly/

85. Respond
Remain calm
Own it (empathy)
Know your next step
Don’t lose sight, these are all customer touch points

88. 1. Personal ask
2. Handout
3. Onsite
4. Platform

89. 1- What their experience was like.
2- Are they likely to refer you.
NPS is an easy “Word of Mouth” index

94. Strong NPS = Reviews
Optimize for Quality Service, Not Reviews
Net Promoter Score Business #1
NPS 60
Business #2
NPS 90
Open Rates 38.9% 46.7%
Review Site Visits 1x 3x
Reviews Left 1x 6x

96. Asking for feedback
unearths testimonials

100. Review rich snippets
https://www.getfivestars.com/blog/google-updates-schema-review-guidelines/

102. Review rich snippet best practices
1- Display all feedback
2- Place on it’s own page or
location page
3- Uphold credibility

105. Testimonials show you
the building blocks of a
great case study

106. Case
Studies
have huge
impact

107. Tell the story of the entire
customer journey.
Research, selection, planning,
implementation, execution and
results.

114. Case Study Framework
1- Why you wanted the product?
2- What was important to you?
3- What brands/providers you compared?
4- Why you purchased?
5- What about the experience / staff?
Layer these with photos, video, etc.

115. Let me leave you with 3 things.

116. 1. You can take control.

117. 2. Their story IS your story.

118. 3. You can start today.

119. “The ultimate goal of farming is not the
growing of crops, but the cultivation
and perfection of human beings.”
― Masanobu Fukuoka,
The One-Straw Revolution

120. “The ultimate goal of
reputation management is
not the growing of reviews,
but the cultivation and
perfection of your
customers.”

121. @AaronWeiche
AaronWeiche.com
GetFiveStars.com
LinkedIn
Inbox.AaronWeiche.com