How to 2x Revenue with Local Search + Review Management
See what I mean?
Step #03: Syndicate your reviews
Next, embed your reviews on your website using tools like Grade.us to make the process automatic. Use these reviews in your client’s advertising and marketing, in-store signage, and promotional materials. Send it out in their broadcast emails, and post it on their Facebook and Instagram profiles.
Promote these reviews indefinitely.
These reviews accomplish several things for your client’s business:
- These reviews defuse and defang customer objections
- They reduce or eliminate the risk your client’s prospects feel
- Create trust, making it easy to build rapport and close the sale
This is an essential step; your clients and Google will rely heavily on the value you convey in your reviews.
Step #04: Prepare your website
If you’re adding these to your website, you’ll want to create a mix of information (about, pricing, features, warranties, etc.), education (why you need this), and sales pages on your site.
Your educational pages include:
- Blog posts
- Lead magnets
- Books
- Apps
- Datasets
- Visuals
- Video
- Podcasts/audio
This education attracts customers to your cause.
Your information pages include:
- Utility pages (about, company, contact)
- FAQs
- Guarantees and warranties
- Knowledge base content
Your sales pages should include:
- Psychological triggers
- The customer’s problem
- Your client’s solution
- An irresistible offer
- Strong urgency triggers (to motivate action)
- The customer’s objections (defused)
- Online reviews (embedded for maximum effect)
- Risk reversals
Take the time to develop an internal linking strategy for your clients, so they can maximize the value they receive from your efforts. It’s a straightforward way to improve performance rapidly over time.
Step #05: Identify local influencers
Next, create a list of 50 – 150 influencer categories in your local community or area. The assumption here is that your client has a local, regional, or national business and a strong presence in their local community.
This is where most people get it wrong.
They reach out to random influencers who aren’t actually influencers. There are many pretenders out there, tens of thousands of people whose only claim to fame is their follower counts. Paying these people for a mention is unlikely to produce the kind of long-lasting value brands want, but they do it.
This is no good.
Here’s how you get it right.
Create a list of tangential sources; these are professionals who serve the same customers your clients serve in a different yet complementary way.
If you’re a Realtor, a tangential source could be:
- Appraisers
- Title companies
- Mortgage bankers
- Underwriters
- Actuaries
- Home inspectors
- Contractors
- Mechanical engineers
- Interior designers
- Governing/certifying bodies for each of the above.
Imagine if you could squeeze insider information from these sources, develop a partnership, or earn a review of your services. Imagine if these groups were eager to link to your business and website. Can you see how this impacts link building?
The potential is significant.
Okay, you’ve done the upfront work we’ve talked about so far. You have an incredible amount of value you can provide (on your client’s behalf) to industry professionals, influencers, and professional reviewers.
Use these ingredients to craft your pitch.
Not sure how to approach these tangential sources? There’s this fear that hits agencies from time to time. This particular client is nothing special; how on earth am I supposed to make them special?
Just use the value formula.
It’s a formula created by Peter Thiel, founder of PayPal. This is the formula that elite, top performers use in every industry:
- Create X dollars of value.
- Capture Y percent of X.
If you’ve taken the time to gather the ingredients I’ve listed above, you have everything you need to get started.
Step #06: Interlace these tactics
You’ll want to interlace the tactics I’ve covered here for maximum benefit. Add your reviews to your advertising and marketing, and embed the best and worst reviews on your website. Create irresistible offers that you share on your website, GMB, and review site profiles. Verify that your citation data is consistent across the board.
Take an omnichannel approach with these tactics.
Help your clients, so they’re positioned and ready to meet their customers where they are. Use the strengths and weaknesses of your client’s competitors to improve their strategy and tactics.
Use local search + review management to 2x revenue
Remember Ryan’s formula for doubling revenue.
L x C x M x f = GP
Where…
L = leads
C = customers
M = margin
f = purchase frequency
GP = growth potential
When your clients hire your agency, they’re really looking for two specific things, (a.) more customers and (b.) more revenue. Pull on any of these four levers, and you’ll find it’s pretty easy to double client revenue. This is why local search matters. It’s an opportunity to address your client’s problem, a chance to give your clients actionable solutions to their problems, using their customer’s own words.
Your clients want this.
Create this kind of consistent value for your clients, and your agency will continue to grow whether the economy is up or down.
