Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Review improvement strategies for franchise and multi-location companies

Review improvement strategies for franchise and multi-location companies

WIth local business reviews influencing click-throughs from search (and possibly even local rankings themselves), columnist Brian Patterson notes that large businesses with many locations need to have a strategy for obtaining and managing reviews.

Brian Patterson on June 7, 2016 at 3:38 pm

review-rating-star-tablet-ss-1920

Reviews are an undeniable internet phenomenon. A short 20 years ago, our opinions of businesses were based on advertising, our own experiences and that of friends and family. Now, just two decades later, 92 percent of consumers read online reviews for local businesses, and Googling a company’s name is SOP before doing business with them. Consumer appetite for reviews (and their willingness to write them) is increasing, and Google is weaving reviews into the organic search algorithm.

Every company must face this new reputation reality in some way, and the focus for this article is on businesses who have to be able to address it at scale: multi-location companies and franchises. We work with many companies who have locations across the US, and through this consulting work, we’ve identified common patterns and trends that allow us to hit the ground running to help each improve their review situation.

The following six steps will help a marketing manager at one of these enterprises build a review improvement strategy.

1. Have a company-wide dashboard with custom metrics

I know, I know — another dashboard, another report. This isn’t sexy, but it is necessary. Depending on the number of reviews your locations receive, you’ll want to set up a standard weekly and monthly report that includes key metrics to help everyone understand how things went over the time period and where they stand overall.

[Read the full article on Search Engine Land.]


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Martech is mainly about relationships

    Do it once (and only once) with workflow automation

    The anatomy of personalized search

    Why we care about mobile marketing: A guide for marketers

    Social media platforms see sales boost as pandemic shopping habits take root

About The Author

Brian Patterson
Brian Patterson is partner and co-founder of Go Fish Digital, and is responsible for researching and developing strategies for Online Reputation Management (ORM), SEO, and managing web development projects. He blogs on the GFD blog and can be found on Twitter@brianspatterson.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.