Betts moved on to online business reviews and reputation management. He shared that 91percent of consumers read online reviews for local businesses, 84 percent of people trust online reviews as much as personal recommendations, and 74 percent of consumers say that positive reviews make them trust a local business more.
“That’s the big factor---trust,” he said. “That’s why we all do reviews for the next person coming along, and that’s what we’re all looking for as consumers when it’s time to make our next purchase [or] buying decision.”
He encouraged attendees to ask their customers to review them online and emphasized the importance of responding professionally and helpfully to negative online reviews.
“When you get a negative review, the worst thing you can do is not respond,” he said. “It’s about the audience that’s observing the negative review and what you as a business owner or business manager did about the situation. So you’ve got to put on your diplomat hat, and you’ve got to determine how to engage and respond so that ultimately you’re showing that audience of bystanders that ‘here’s what I’m doing to try to make your situation better for you.’”
He then moved on to utilizing social media to promote one’s body shop and encouraged posting videos and reposting positive customer reviews of the shop.
He later stressed the value of videos even further by sharing that online videos are consumers’ preferred method of engagement; four times as many customers would rather watch a product video than read about it, and 78 percent of people watch online videos every week. He shared two examples of impactful body shop testimonial videos that featured both the customer and owner/manager explaining that the shops were OE-certified, demonstrating how much they prioritize customer safety when completing repairs.
“Video can increase conversion rates by 80 percent on landing pages,” he said. “So when we say landing pages, whatever page the consumer starts searching for on Google and they link to your site---that’s the landing page. If you have a video on it, you’ve just drastically improved your chances of them picking up the phone or filling out the form that connects to your email.”
Betts ended the seminar by summarizing the major points of his presentation, saying that he wanted attendees to leave the session feeling empowered with ideas to take back to their shops and embrace digital marketing with confidence.