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

[Garrett Sussman]

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.

 

[Linda Buquet]

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.

 

[Garrett Sussman]

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]

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.

 

[Garrett Sussman]

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]

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?

 

[profiledefenders]

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.