Actionable Marketing Podcast - AMP 260: What Service-Based Marketers Need to Know About Reputation Management Right Now With Michael Buzinski From Buzzworthy Integrated Marketing

AMP 260: What Service-Based Marketers Need to Know About Reputation Management Right Now With Michael Buzinski From Buzzworthy Integrated Marketing

11/09/21 • 49 min

What do people say and think about your brand online? It carries much more weight with potential customers than your own marketing messaging. Always responding to negative comments and reviews are opportunities for service-based marketers to turn haters and detractors back into customers and brand loyalists.

Today’s guest is Michael Buzinski from Buzzworthy Integrated Marketing. He talks about why reputation management matters and how to make it right. The shortcut to good reputation management is awesome customer service. Under promise. Over deliver.

Some of the highlights of the show include:

Reputation Management: Opinion of the general public about you/your company
Reviews/Recommendations: Who do you trust - family members or strangers?
Service-based Businesses: Getting new clients to know, like, trust is challenging
Negative Comments/Complaints: Don’t take them personally, but seriously
Same Situation, Different Opinion: Customer isn’t always right - understand why
Positive Reviews: Systemize, automate, or incentivize reputation management
Customer Scores: Do satisfaction, service, retention scores make an impact?
Common Mistakes: Don’t be too zealous or pushy, or you lose loyalty, advocacy

Links:

Quotes from Michael Buzinski:

“What strangers have to say about you and your company literally has more weight than what your mom says about you.”

“People hire people. They don’t hire features. They don’t hire benefits. They hire the person to deliver those features and benefits.”

“Seven out of 10 people will complain before they praise.”

“The new way, one of the best ways to utilize reputation management is getting video testimonials on your website.”

Some of the highlights of the show include:

Reputation Management: Opinion of the general public about you/your company
Reviews/Recommendations: Who do you trust - family members or strangers?
Service-based Businesses: Getting new clients to know, like, trust is challenging
Negative Comments/Complaints: Don’t take them personally, but seriously
Same Situation, Different Opinion: Customer isn’t always right - understand why
Positive Reviews: Systemize, automate, or incentivize reputation management
Customer Scores: Do satisfaction, service, retention scores make an impact?
Common Mistakes: Don’t be too zealous or pushy, or you lose loyalty, advocacy

Links:

Quotes from Michael Buzinski:

“What strangers have to say about you and your company literally has more weight than what your mom says about you.”

“People hire people. They don’t hire features. They don’t hire benefits. They hire the person to deliver those features and benefits.”

“Seven out of 10 people will complain before they praise.”

“The new way, one of the best ways to utilize reputation management is getting video testimonials on your website.”

Previous Episode

AMP 259: How to Set Aggressive Marketing Growth Goals You Can Actually Achieve with Darrell Amy

Setting aggressive marketing growth goals can be intimidating. Some marketers set the bar too low and try to achieve goals that seem impressive but decline year after year. Marketers want to help their organizations succeed but also set accurate expectations for stakeholders.

Today’s guest is Darrell Amy, author of Revenue Growth Engine. He talks about how marketers can easily set, accelerate, and achieve ambitious and aggressive marketing growth goals to succeed.

Some of the highlights of the show include:

Darrell’s Elevator Pitch: Hit growth goals by aligning sales and marketing
Revenue Growth: Make sure engine is firing on all cylinders to reach goals
What drives revenue growth? Net new customers, revenue per customer
Realistic Revenue Growth: Cross sell to reach aggressive 100% sold goal
Business to Business (B2B): Know ideal client to know ideal prospects
Outbound Marketing Mindset: What to do to get on radar, engage ideal prospects
Aggressive Metric: Aim for 100% coverage for net new, cross sell engagement
Marketing Automation System: How many, when, where did prospects engage?
Ambitious vs. Achievable: Gauge overpromising, under delivering, playing it safe
Onboarding Process: First 100 days sets relationship status within community
Fail Forward: Explain what/why it happened and factors involved to fix outcomes
Key Performance Indicators (KPIs): How are they connected to revenue?

Links:

Quotes from Darrell Amy:

“I am passionate about helping companies hit their growth goals, specifically by aligning sales and marketing to achieve those goals.”

“When sales and marketing are not aligned, it really slows everything down.”

“You can drive a lot of revenue with an audience where you already have permission to communicate with them.”

“One of the most important cylinders in your revenue growth engine is really considering the onboarding process.”

Next Episode

AMP 261: Why Marketers Need to Invest More in Online Reputation Management Right Now With Dave Lehman From Birdeye

When customers leave negative reviews or complain about a brand or business on the internet, they just want to be heard, express their frustration, and want some sort of resolution. Businesses that take the time to reach out to unsatisfied customers can make things right. But how can they do that consistently and at scale?

Today’s guest is Dave Lehman, President and COO at Birdeye, a platform that allows local businesses to collect reviews, run surveys, and get referrals to better engage with customers. Dave talks about how businesses should make online reputation management a top priority and do it the right way.

Some of the highlights of the show include:

Birdeye Survey Guide - 2021 State of Experience Marketing:
- 57% view reputation management as more important than advertisements
- 88% believe there’s a direct connection between reputation and revenue
Birdeye: Helps businesses grow, attract, and convert new/existing customers
Buyer Behavior: Shift from content to trusting shared customer experiences
Reputation Management: Ignoring it is missing out on customer opportunities
What are you looking/searching for? Relevancy, distance, and prominence
Automation and Democratization: Make it easy for everybody to leave a review
Digital Connection: Engage, respond, and listen to people on preferred platforms
Indicators: Set goals, select metrics, and measure progress to drive improvement
Mistakes: Marketers avoid responding to reviews and don’t ask all for reviews

Links:

Quotes from Dave Lehman:

“Most people will skip the first three ads or whatever. It’s almost become default behavior.”

“When somebody lands on your site, again, what are the conversion rates like? Are they getting that first taste of a real good experience themself when they start engaging your brand?”

“If you’re looking for that prominence as a business, it’s all about two things - review count and review score.”

“It’s got to be super easy to engage with you as a business.”