Joined
Mar 15, 2016
Messages
474
Reaction score
252
Best-Marketing-Agencies.jpg

How the Best Marketing Agencies Use ORM To Boost Client Conversion Rates


More traffic or more conversions? Which one is more valuable to your agency clients? The best marketing agencies know the answer. In fact, any agency worth their salt knows the answer to this question.

It's conversions.

Customers produce the revenue (and profit) your clients need. If they're unable to convert their traffic, it's worthless, right?

Andrew goes on to discuss some research he did into the services offered by agencies on Clutch.co's 2017 Global Leader's list and how Online Review Management is a major missed opportunity for the modern marketing agency that works with small businesses.

Read the full post here.

LSF_CTA.png

LSF_CTA.png


Best-Marketing-Agencies.jpg
 

Linda Buquet

Moderator
Local Search Expert
Joined
Jun 28, 2012
Messages
13,312
Reaction score
4,241
Really good topic Garrett! Conversions is where it's at, but I think many agencies still focus on ranking reports and traffic too much.

With multiple ranking issues in Google now, I think it's essential consultants learn how to use ORM to boost conversions - so clients can see a real benefit of the traffic they are sending.
 
Joined
Mar 15, 2016
Messages
474
Reaction score
252
Thanks, Linda. I agree that the bigger part of this post is a consistent review of the most important value they're delivering to their clients.
 

Yourname

Member
Joined
Aug 2, 2016
Messages
45
Reaction score
4
Thanks for this Garrett. What kind of tools can an agency utilize to manage this for their clients?

For example, we have a client who has reviews on Homestars and none on Google. Their responses on Homestars to negative reviewers are very aggressive. It's just a big shitshow on the way they handle it.

Our idea was to tell them to engage in review generating tactics and proper responses. Of course, it's "too much" for them.
 
Joined
Mar 15, 2016
Messages
474
Reaction score
252
Hey there,

Great question. So there are a few ways to think about this:

1) Do you have insight into how many of their clients are finding them through Homestars?

If it's delivering new leads (which is what most small businesses are looking for with online review management services and general digital marketing services), then it's important to see how that may have changed over time and to propose how adjusting their review response along with developing their positive reviews could increase the leads. Propose it as a pilot program and if the strategy is effective, they're more likely to be willing to 'double down' on Homestars review management.

2) If they're not seeing prospects coming from Homestars, then there would be more value in proposing to work on their Google review portfolio. That is going to have much more visibility and result in more potential customers finding their business (but not as targeted as a Homestars prospect). The value with the Google reviews helps as a local ranking factor, but you're also casting a bigger net.

The key with either strategy (and something highlighted in the article) is being able to show where new customers are coming from and making sure you can accurately help the business owner see the value of these various channels. If you can help them set up call tracking (via Google My Business) or contact form conversions (via Google Analytics) then you can better show the value of your other digital marketing efforts.

Now it's important for you to do your own research as well depending on your client's industry and location. Homestars seems to be ideal for professional home services in canada. Do prospects also look to Yelp, Thumbtack, Home Advisor, Angie's List, Facebook?

Here's our full list of 3rd Party Review Sites (with additional industries):

All Review Sites Monitored or Linked by Grade.us | Grade.us

Ultimately a platform like Grade.us is part of a holistic local marketing approach that will help you develop a positive review portfolio that will help diminish the impact of negative reviews while casting a wide net (more open less targeted prospects on google vs. hyper industry focused prospects that are doing their research on Homestars). The analytics part will help show the result of investment on whichever channel you're helping the business owner develop.

Is that helpful?
 

Yourname

Member
Joined
Aug 2, 2016
Messages
45
Reaction score
4
Thanks for the indepth reply Garrett.
Here's what we think: they're using AdWords to generate the leads/traffic.

But I believe what's happening is people are looking at the reviews further. They're not a quick in and out plumber situation. They're more into electronics repair which requires a greater commitment by the caller.

Their complaint is their RoI is just about 1:1. Their Adwords is running quite well. Their competitors have great reviews, and they don't. So it's easy to see how their people end up going to Homestars review site (as that's the only place they have their reviews)

Hey there,

Great question. So there are a few ways to think about this:

1) Do you have insight into how many of their clients are finding them through Homestars?

If it's delivering new leads (which is what most small businesses are looking for with online review management services and general digital marketing services), then it's important to see how that may have changed over time and to propose how adjusting their review response along with developing their positive reviews could increase the leads. Propose it as a pilot program and if the strategy is effective, they're more likely to be willing to 'double down' on Homestars review management.

2) If they're not seeing prospects coming from Homestars, then there would be more value in proposing to work on their Google review portfolio. That is going to have much more visibility and result in more potential customers finding their business (but not as targeted as a Homestars prospect). The value with the Google reviews helps as a local ranking factor, but you're also casting a bigger net.

The key with either strategy (and something highlighted in the article) is being able to show where new customers are coming from and making sure you can accurately help the business owner see the value of these various channels. If you can help them set up call tracking (via Google My Business) or contact form conversions (via Google Analytics) then you can better show the value of your other digital marketing efforts.

Now it's important for you to do your own research as well depending on your client's industry and location. Homestars seems to be ideal for professional home services in canada. Do prospects also look to Yelp, Thumbtack, Home Advisor, Angie's List, Facebook?

Here's our full list of 3rd Party Review Sites (with additional industries):

All Review Sites Monitored or Linked by Grade.us | Grade.us

Ultimately a platform like Grade.us is part of a holistic local marketing approach that will help you develop a positive review portfolio that will help diminish the impact of negative reviews while casting a wide net (more open less targeted prospects on google vs. hyper industry focused prospects that are doing their research on Homestars). The analytics part will help show the result of investment on whichever channel you're helping the business owner develop.

Is that helpful?
 
Joined
Jan 31, 2016
Messages
20
Reaction score
1
As the owner of one of the largest reputation management companies in the world it always astonishes me how many SEO firms don't take into account the importance of brand and reputation management. It's also a more complex "think outside of the box" types of campaigns that are important to consistently improve or maintain clients image.
 
Similar threads
Thread starter Title Forum Replies Date
Garrett Sussman 4 of the Best Local Marketing Courses for Professional Development Local Reviews 3
rich_marlatt What is the GMB best practice for moving offices? All Things Google My Business [PRIVATE] (LocalU) 2
djbaxter Webinar GMB Best Practices for Multi-Location Sites: Live Webinar April 14, 2021 Events 0
FriarTuck00 Best Practice for a Business that is Still Operational but Everyone Works Remotely? Google My Business & Google Maps 1
david.victor GMB Q&A vs your website's FAQ - Best Practices? Google My Business & Google Maps 5
A Guest Post Outreach - What is the best method? Local Search 5
AdvoAd How to best handle 10+ locations on website Websites, Software, and Security 4
david.victor Best SEO/GMB Reporting Tools for Outreach? Consultant's Corner 4
S Best Tips for Organic Traffic Organic SEO 3
abbiebeltran Amway or Avon - Best Practice Google My Business Service Area Businesses 3
G Best Practice for GMB Service Areas? Service Area Businesses 2
A Best Method to Check sites All Scenarios? Websites, Software, and Security 1
Ben Walsh Best keywords to use for geogrid ranking maps Ask a LocalU Expert [PRIVATE] (LocalU) 2
RattlingTram Best Practices for areaServed Schema Markup? Help & Support for Google Local 5
Michael S. Doran Multiple Locations Best Practices Local Search 3
Ben Walsh Best way to contact the GMB team for duplicates, etc., at the moment? All Things Google My Business [PRIVATE] (LocalU) 4
P Creating Content Silo to improve Category Page (Best Practice Query) Local Content 1
djbaxter Best review ever? Break Room: Chat and Off Topic 0
Steve Wiideman Does anyone have a Google My Business claiming best practice guide? Google My Business & Google Maps 3
raellovepie 1 Address - 9 Confirmed Listings | Best way to report? Spam on Google 5
P Claiming 100 locations on Google Maps - what's the best approach? Multi-Location Issues 4
F Best Way to Remove a Practitioner Listing Google Duplicates & Merges 3
Tyler Hammer The Best Aggregator? Citations 3
Ben Walsh Call Tracking best practices Ask a LocalU Expert [PRIVATE] (LocalU) 3
Ben Walsh Latest Best Practices For Dynamic Tracking with CallRail? Ask a LocalU Expert [PRIVATE] (LocalU) 1
Nick 11 Best Name To Use In GMB Google My Business & Google Maps 3
mattrigg Best Practice - Content Assets and Linking Local Content 3
Tony Wang Duplicate Review - Best Reason to Flag? Local Reviews 1
P Best Navigation for eCommerce and link sculpting Query Google Algorithm Discussions 3
J What is the best reporting tool for Local SEO Local SEO Tools & Software 10
Conor Treacy Best Method of Reporting Virtual Offices in Maps Service Area Businesses 4
Nathan_NZ How to best set-up a Service Area Business Service Area Businesses 2
M SAB Moving - Best Practices for 2020 Recycle Bin 0
Mmclean07 What’s the best tool for managing a client listings? Local SEO Tools & Software 7
Caroline S Best Practices For Submitting Spam Edits On Google Maps? Spam on Google 2
JaredCaraway Another business is using my client's name - best course of action? Google My Business & Google Maps 3
A SAB Moving - Best Practices for 2020 Moving or Name Changes 2
Tim Colling Category spam - Best way to get them changed? NAP, Categories, Dashboard Data 6
MonicaH SAB moving from primary target location to non-target location - best way to handle GMB? Moving or Name Changes 4
B Flagging Bad Reviews By Same Person - Best Practice? Local Reviews 1
Annika Neudecker GMB UTM best practices for chains? Multi-Location Issues 2
Travis Van Slooten Best On Going Training for Local SEO Consultants? Consultant's Corner 4
billenross Best Of The Web Directory value? Citations 3
PaulSteinbrueck Best practices for blogging, evergreen content, publish dates Organic SEO 4
djbaxter Which service-area business types perform best in local search? Service Area Businesses 0
K Not The Best Practice for a GMB / Citations Name Change...and I need opinions. Moving or Name Changes 3
B Best practice for flagging keyword-stuffed business names Recycle Bin 0
K BEST Practices for TRACKING GMB website Click throughs? Google My Business & Google Maps 6
PaulSteinbrueck Best Practices for Getting "Recommended" Yelp Reviews? Local Reviews 16
Ted J. Best SEO Practices for Homepage, About, and Contact pages Local Search 10

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

Trending: Most Viewed

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert


Top Bottom