Believe it or not, what you don’t know can hurt you!
Especially when it comes to online customer reviews and business reputation.
Not having a solid reputation marketing strategy is one of the biggest mistakes business owners and marketing managers make today.
And no, I am NOT talking about reputation management.
What I am talking about in this episode of #AskArkLady is how customer reviews and testimonials are now an essential part of organic ranking.
Known as ranking factors, they impact how you show up in organic search (non-paid search) AND on whether or not you convert those online consumers into customers.
What is the impact on your bottom line from this?
Two studies indicate that just a 1/2 star review increase equates to as low as 9 percent in low tech areas and 19 percent in tech centric areas–meaning more urban.
Consumer are going to mobile and search in local areas to do business–so the conversions are FAST.
They tend to call or show up in short amounts of times–so if you are not found OR don’t have as good of ratings when compared to similar businesses–you’ll LOSE new business.
Go check it out, do a search–you are going to see star ratings in not only organic but also in paid results.
You’ll also notice reviews are now getting syndicated all around the web–good if you have a 5 Star Story but a nightmare if you don’t.
Now if you haven’t been utilizing customer reviews, I’d like to know why.
If you have, I’d like to know if you have more then ten on each essential platform–because that is what it takes to convince and convert someone.
Don’t know what I am talking about? Get on my email list and jump into the next customer review challenge when we activate it.
The 90 Day Year Program™ opens for enrollment again periodically but I wanted to share what progress has happened since I enrolled and things I did not share in my original 90 Day Year review here. It would be good if you read that first since I am picking up where I left off.
BTW I’m glad you stopped by to learn more about the 90 Day Year and if it can help you. I am an alumna from the original 90 Day Year beta group (2014) and was part of the 90 Day Year Next Level (discontinued in May 2016). At the moment I am still actively working the program with other alumni. In April we all met with Todd Herman in Las Vegas and although I wrote a review previously, I wanted to document and share my experiences to help you make a decision.
90 Day Year – 1st Triannual of 2016
One of my discoveries that came to light at the end of 2015 was that my perceptions were a bit off.
In fact, after running the final numbers and discovering better results than I had anticipated, I soon found that my perceptions were shifting right along with the business. The numbers were increasing despite my thinking that things were consistent and perhaps stagnant. I.Was.Wrong.
Actual result was that the 1st triannual of 2016 was sitting at a 75% increase over the same period in 2015.
The funny thing is that I work less now than ever before, so when I ran the numbers, the increase took me by surprise.
Ultimately, I consistently under estimate what is really happening and as I continue to work, change is happening in all areas of my life..
Because I didn’t feel like I had accomplished much in 2015, I took the time to outline each 90 Day period and the 1st quarter of 2016–both for you and for me!
90 Day Year 2015
1st Quarter: Learning 90 Day Year Processes – Business Clarity
Boy was this a nightmare. I was well known in another field and had a hard time moving away from that identity. Even so, I found myself chatting with new prospects. However the reality was, my messaging was still too broad and those business owners were not a good fit for me and where I was heading.
At that time I had been operating as a full service marketing agency and differentiating myself was not going well. Everyone throws around terms such as SEO, social media, online marketing, etc., but few actually know what they mean or what is involved.
My attempts at partnering and outsourcing became a nightmare. With growth comes a need for a team and I had forged some alliances and was hopeful. However, the first team referred to me did not deliver the quality I expected and it took four times the time to clean up the mess.
I then tested another consultancy partnership but their percentage of delivery was not acceptable. I work to hit higher numbers–as a detailed oriented person that is how I get superb results and they assumed that 95% was good enough.
It. Was. Not.
So, when the CEO called me to discuss the matter. I stressed that their 5% miss was terrible since that percentage involved neglecting major targets I consider vital and prioritize.
The good news was since I was testing, this conservative move meant that there was no long term damage was done. I stayed in too long in that and another project simply because online results can take 90-180 to see in some cases. But I now know some projects or theories can be tested quickly. (Pay attention to Todd’s 2 weeks sprints and validation process–saves you a lot of time, money and headaches!)
In the end, despite the CEO assurances, they continued to drop the ball and I terminated the relationship.
Lesson: Test but also clarify expectations of what is to be delivered and how.
What It Looks Like Now: I still do not have a reliable team but I do have some strategic partners AND also 3 agency resources that I have vetted and can hire/use when I am ready to bring them on.
2nd Quarter: Changed Business Focus – Moved
If you think one relocation is a nightmare, try a bunch in one year! During the second and third quarters I moved multiple times. I had brought in some new business and was working to streamline but still had not made the leap into being able to do it. That is what was going to be necessary for growth.
My stamina was non-existent so I was not able to tackle growth as some of my other 90 Day Year alumna had.
Their results were astounding. Many reached six figures in business, others had moved up a level or two in their business operations so that they now had teams working with them.
And so I just did what I could and watched and celebrated the wins I saw others achieving.
Really, it is the 90 Day Year community and the relationships within it that make it pretty darn fabulous. I was also always amazed at how targeted the program demographics were so that there were scary similarities between members as well as wonderful symbiotic alliances and friendships forming.
We all were moving in sync at the different levels of business. The insights and connections were at such high levels I am still overjoyed at having those as perks of joining.
As things would have it, I moved and although my relocation was to the seaside town of my dreams, it was a bit daunting in some respects. For the moment, I had landed into a temporary situation and began to explore–and things started to change.
Lessons: Just Keep Swimming. – Progress NOT Perfection.
What It Looks Like Now: I am making steady progress and have most of my groundwork done. Not everything is ideal but once I start rolling I can get a team to revamp it to where I want it.
3rd Quarter: Health Recovery Focus
Now I’ve lived a healthy lifestyle, cleaning living and outdoor activities have been a staple but having never faced something that impacted my life so severely, I was still struggling toward wellness.
Truth is that the guessimate to full recovery was 2-5 years. At the moment it has been 2.5 years and counting.
When you face something that impacts your body and brain–it is pretty overwhelming. It isn’t something people understand unless they have faced something similar themselves.
With the relocation I decided it was time to step away from the 90 Day Business plan and concentrate on the 90 Day health plan.
Why? Because I had not been up to going to the first New York gathering and another 90 Day Year event was planned for September.
I figured if I applied myself at an increased level, I might be strong enough to travel without severe repercussions…so that is what I did.
The good news is that it worked.
Already on a restricted regime, I began working on my stamina by walking and doing yoga.
Six days a week I worked at it–and the results paid off in time for me to make it to New York. There I joined other alumni at the 90 Day Year event but also got to join Melanie and Devin Duncan at their event. The Duncans were the ones to get me into the initial 90 Day Year program and it was a very happy experience for me all the way around.
The photo with the humpback whale character to the right was taken at a point which I suspect is half-way to complete wellness. I look vastly different than I did even six months ago. In Las Vegas April 2016 my #90DY pal, Sandra Jones said, “Wow, you look more vibrant every time I see you.” That is a great thing for sure.
Lessons: Set things in motion, work it consistently and things will fall into place by design.
What It Looks Like Now: The outcome from the New York trip was clarity of vision, messaging, and a long term vision for where I am headed.
4th Quarter: New Business Model Outlined – Another Move
So, although I returned from New York with clarity and drive, it still took some time to recover from the trip.
Long days and other challenges took a toll that meant I had to take care of myself and recharge.
As soon as I was functional, it was time for another trip and one last move!
I had medical follow ups in Southern California as well as decisions to make related to what I was going to do with any remaining belongings. The sad reality was that it would not be a good idea to keep anything other than a few items that were free of mold spores.
In the end, I said good-bye to friends, family and business buddies and loaded up a car with five boxes with all that I owned.
Driving up to the central coast was a smooth trip, although a long one. Moving from a mountain lake resort to a coastal resort was a big change–but I made it. The new beach cottage was ready for the reveal. Knowing some of my story, the property owner outfitted it with all that I needed–what a great blessing.
Now I could settle in and get working toward a new future…and yes, it is a fabulous as it seems. The photo–down the street. #NoFilters #divinelyorchestratedlife
90 Day Year 2016
1st Quarter: Focus on Building New Marketing Funnel
The good news is that I made it to 2016 and was astounded at the progress despite my perceptions that it was somehow not as good.
Once your processes begin to change, your life can. In this case, my life began to change before I noticed.
Seriously, when I trained business and animal people I saw them go through uncomfortable growth and change. Learning to do things differently and hitting resistance and discomfort–I soon realized I was going through the same process.
Dang that Todd Herman! LOL
However, what I realized as I continued to move forward, is that I now know how to move differently and to sit and wait so I can get additional insight or clarity.
Right now I get grumpy when I am doing technician or fulfillment tasks since I know I should be outsourcing them. Many small businesses get stuck on this treadmill when they should get off and focus on higher level opportunities and actions.
For streamlining, I batch tasks…my favorite it to pack up my laptop and walking along the ocean to the aquarium cafe to work for a Power Hour. I pack up, gaze at animals, and then walk back to finish more work or tackle what remains on my calendar. It is a 3 for 1 effort and gets exercise, pleasure and work out of the way in a 2-2.5 hour window of time.
When I get to having a team and a virtual assistant, I’ll be working on some other tasks that take me forward faster.
This 90 Day Year round I created two websites for the Virtual Clipboard System pre-launch and the 5 Steps to 5 Stars Method. Both help businesses get better online customer reviews–fast. This translates into both revenue and better ranking visibility–both which benefit the business and compliment each other in the complex web.
I’ve also outline a new series of training for a short challenge to help businesses get online reviews fast and invited a small group of entrepreneurs into a group where I’ve been sharing developments as they roll out.
Landing pages are done and ready for split testing and the social media promotional campaigns will be rolling out by July. I also have a new lead generation operations system ready to be implemented.
There are a few odds and ends to finish but I anticipate that they will be done by the end of this 90 Day Year round.
This means that I am ready to rock it with the new group of business owners.
Lessons: Despite the best plans, things tend to take longer than anticipated. I have a new respect for anyone launching anything!
What It Looks Like Now:New changes and developments are rolling out weekly on the software development side. The new lead gen system will integrate with my landing page systems which integrate with the mailing system. Roll out will be ready for the next 90 Day period
Your 90 Day Year™ Results
Overall, I am pleased with my experiences within the 90 Day Year™ and the changes I have enjoyed both personally and professionally by implementing what I learned and continue to learn.
The 90 Day Year isn’t for everyone and it is work–but it is worth it.
Because I am an alumna and believe in it, I partnered with Todd Herman to promote the 90 Day Year™ program. It won’t cost you any more but just means if you click through my link and then decide to purchase that I’ll get a commission. You can see other 90 Day Year Testimonials might be of interest to you as well.
Several times a year you can view Todd Herman’s 90 Day Year™ videos for free and if you are available, sign up to the wait list.
Don’t miss the videos while there are live because they will be taken down and you’ll miss out on the training and the downloads while they are free.
Here are the links for ease of access (that will roll out periodically) until then get on the 90 Day Year wait list here:
I met my first killer whales on the Palos Verdes Penninsula at Marineland of the Pacific (now defunct) and over the years have been fortunate to have encounters with these creatures both in captivity and the wild.
Recently, Bigg’s killer whales (the ones that eat mammals and that were called transients in the past) arrived here near the Monterey Bay.
This isn’t unusual since gray whales migrate from the calving lagoons in Baja California back to the northern feeding grounds. Hugging the coastline, they have to cross deeper water when the get to the Monterey Bay and so are at increased risk to predation.
What appears different this year is that there have been groups of up to 40 orcas here this year–including some very rarely sighted individuals.
They arrived earlier and have stayed later than in the part and the bay is teeming with all kinds of sea life. From both the shore and from the deck of a boat, I’ve been able to watch as these adept predators traveled in with their own calves and then began teaching the juveniles how to hunt.
They are striking, strategic and smart.
When it comes to lessons for the business owner, there are many that killer whales can teach. For now, I am going to outline them and then jump into a deeper exploration as I move through the series.
Updates will have live links to those updates as they appear.
Lessons Killer Whales Can Teach
Venture Into New Waters
Although the surface of the sea can be turbulent with large swells and deep troughs or creating waves and crashing surf, the non-resident killer whales venture into new waters until they reach seas filled with abundance and sometimes they enter into calmer waters. It is there where turbulence subsides and clarity and new opportunities arise.
For an entrepreneur this might be reflected in changing a habit or pattern.
It could be seeking counsel and direction from a mentor or advisor.
Perhaps it can be a shift in thinking about a challenge or problem and then learning a new way to navigate.
Go Deeper
Killer Whales have amazing capacities to learn and constantly develop new skills and strategies as they problem solve.
For the business owner, you might become more inquisitive and explore outside your industry by venturing out into new waters or diving to greater depths where changes in perspectives can lead to new opportunities and viewpoints.
Persevere As You Learn New Skills
When it comes to challenges, killer whales persevere despite appearances. One hunt took a couple of hours to conclude. This was because the adults were allowing the juveniles to sharpen their skills as they learned to become better hunters.
Whether you are learning news ways to operate, or training a new team member, it is beneficial to push through the difficult challenges to emerge on the other side and into success.
When the killer whales are successful, they share in the win and then the take time to celebrate…something else we can all learn from them!
Please join me on Facebookto continue the discussion.
Business ecosystems and natural ecosystems have a lot in common. In the What Animals Can Teach series Diana L Guerrero shares business lessons learned from ants!
Ants are adaptable social insects that have been around in some form or another for millions of years. They live in groups called colonies and communicate a variety of ways.
In fact, you might find that they are invading your business or household now as they search for resources (food, water, etc.,). Although they may be considered pests, they play an important role in eco-system health when things are in balance.
Part of what we call the web of life, studying ants illustrates and illuminates different lessons. They are of such interest that a lot of people other than entomologists study them!
Not too long ago, the University of Exeter conducted a study and called them them ecosystem engineers. How they work, communicate, the roles they play and more surprising discoveries come to light as more professionals pay attention to the lessons that come from nature.
Todd Herman’s Ant Video
My business mentor, Todd Herman recently shared a video of an ant wandering around a piece of paper as an illustration of a concept he wanted to convey. When he drew a circle around it, the ant would not cross out of it–and then when a smaller circle was drawn within the first–the ant failed to cross the barrier again.
The teaching analogy is related to business performance and mindset but when get into the nuances, it provides a more comprehensive lesson about focus and mastery. However, it could also be about limitations caused by perception–things I have been pondering over the last six months.
Most creatures communicate a variety of ways, and ants have a complex system of communication. The leave pheromones trails for other ants to follow. Although Todd used a marker, there are other ant tricks around that get the same result where the ant won’t cross the disruptive line when it breaks the scent trail–but it will eventually find a work around.
BTW if you are having trouble with ants, you can use an eco-friendly method to keep them out of your house or business by using vinegar and other spices, citrus sprays can work as well.
So what can ants teach business owners?
What ants can teach business owners and entrepreneurs is only limited by your imagination. I’ll share a few now and get into them in subsequent posts and I’ll hope you’ll share your lessons from ants with me on social media.
9 Lessons Ants Can Teach Business Owners
Focus on what is in your immediate surroundings and the strategies to accomplish goals.
Don’t get distracted off the path on the way to your long-term vision.
Avoid going around in circles, find a way to break free.
Be open to other paths, ways of navigating or tackling a problem.
Communicate with each other for best results.
Learn from each other and find a mentor.
Allocate and partition tasks to specific team members.
Create a team with diverse skills.
Network and brainstorm with others for better results.
I’d love to know what other lessons you think ants can teach business owners and entrepreneurs please pop over and join me on Facebook.
P.S. On a side note, Todd Herman has released a new series of business training videos for entrepreneurs and business owners as he gets ready to open up his 90 Day Year program again. If you haven’t worked with him, or had the opportunity to watch him before, I would urge you to do so–it could change your life, and I speak from experience—read my review here.
When I began working to help businesses with their customer service reviews, something known today as online reputation management and marketing, the topic wasn’t on the priority list, or even the radar of many businesses or customer service managers. But losing sleep over complaints online and bad reviews is now common.
Today, more and more businesses and managers realize that the business ecosystem is changing at warp speed. What was missing in the arsenal was some solid data. Data driven decisions are something most people miss but when it is wrapped in a good package, it is easier to consume and pivot, if you need help on this front, sit back and read my review of the book, Hug Your Haters by Jay Baer and why I think it is useful.
Disclosure: This review is from a pre-release digital version of the book when I pre-ordered the title. So, no monetary or in-kind compensation was received for this review but receiving a review copy does not affect the substance of my opinion either way. Book purchase links included in this review are to encourage readers to buy this work. It doesn’t cost buyers extra and may result in a small commission for my efforts.
Well written, and well designed from a marketer’s standpoint, Hug Your Haters (#HugYourHaters) takes you into the world of customer service experiences and gets into who complains, why they complain and how to leverage, pivot and address those complaints. Although I have always told clients they need to respond to each and every review within 24 hours, the data collected and presented from a collaboration with Edison Research (surveying more than 2,000 Americans to determine why and how people complain about businesses) makes it clear to businesses and customer service managers just why this is so important.
Have you ever lost sleep over a bad review? If so you are not alone, and there is a biological component involved that can have an impact lasting 26 hours. Baer shares a variety of information on the repercussions and experiences of customer service gone wrong, and having a concrete explanation gleaned from Judith & Richard Glaser and their Harvard Review contribution, The Neurochemistry of Positive Conversations might not ease the pain, but at least you’ll understand the sleep loss disturbance and maybe be motivated to take steps to avoid future situations.
Overall my delight came from finding more recent facts and figures, feedback from other experts on the topic, as well as some real life examples of both big brands and smaller businesses. Although I already understood that customer advocacy increases through review responses, Hug Your Haters breaks it down into bite-size portions and shares four ways businesses benefit by responding. The psychological phenomenon is that a successful service recovery can have 20 times the impact of regular advertising…and increased customer advocacy.
The good news is that 65% of complaints are first made by telephone or email which means a business needs to mitigate those quickly before frustration takes things online…and get it handled during the first exchange. BUT realize that social is becoming a channel of first resort and that is changing the customer service ecosystem and so businesses need to adapt–and do it quickly as things go wrong and get syndicated and spread online fast.
The book contains a variety of trend leaders in customer service along with examples and numbers gleaned from the research. It was really an enjoyable read. Plus, the screenwriter touch and expert comments from a variety of business, brands, and professional customer service experts took it to a higher level than a lot of business books I’ve read. On a side note, I am waiting in anticipation of the Hatrix poster when it hits my mailbox when the hard copy of the book arrives.
Hug Your Haters by Jay Baer
Why You Should Embrace Complaints
Two Types of Haters
Who Complains, Where & Why
Customer Service is a Spectator Sport
Big Buts – 5 Obstacles to Providing Great Services
HOURS
FEARS
Future of Customer Service
Jay Baer is making the rounds on a variety of blogs and podcasts and it would be worth a listen during drive time. BTW the book release date is March 1, 2016 but you can always order now.
Hug Your Haters Book Takeaways
Two Types of Hater Ecosystems
The “offstage” haters who complain using tradition channels or platforms, phone, and email. They desire, expect, and anticipate an answer.
The “on-stage” haters complain to an audience using social media, review sites, discussion boards and don’t necessarily expect an answer.
Businesses or customer service managers need to answer every complaint on every channel in a timely manner.
“You did what?!!”
