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How Customer Reviews Boost SEO For Alarm Companies

You already knew that customer reviews can have a big impact on your revenues, but did you know that they can also affect your visibility on the web? Google can determine via its algorithm if your business’s reviews on Yelp, Angie’s List and Google are relevant enough to reward you with better search rankings.

It’s a logical conclusion that the more positive reviews you have, the more those reviews are going to help your business rank better against your local competitors. However, it isn’t only positive reviews that Google likes. Experts believe there are actually three primary factors the Google algorithm is looking for when it scans customer reviews on the aforementioned review portals.

Regularity of Reviews

How often are reviews are posted for this business? As long as they are posted with some regularity in the portals listed above, that’s good for the business’s local SEO. If, however, there are months and months between each review – well, then the reviews aren’t likely to help the business’s search rankings out.

Google can determine via its algorithm if your business’s reviews on Yelp, Angie’s List and Google My Business are relevant enough to reward you with better search rankings.

Recency of Reviews

How recently were the last reviews for this business posted? If it has been years, then Google isn’t likely to consider those reviews relevant enough to boost the business’s search rankings. But they were in the last several weeks, or even in the last a month or two, that may be enough to earn Google’s good graces.

Sentiment of Reviews: 5 Stars vs. 2-3 Stars

What was the user’s intention: a good review, a bad review or a mixed review? Google has ways to distinguish the sentiments of reviewers, and it will honor businesses that have good reviews with better local search rankings if they are regular and recent enough. Star ratings are one of those ways, so one of your goals should be to get as many 4 and 5-star ratings as you can.

The algorithm is hoping to check off all three customer review boxes – regularity, recency and positive sentiment – before it rewards a business’s website with better local search rankings. If you can get a consistent wave of positive reviews now, there’s a good chance of your rankings improving over time. It’s just another reason to consider our Reputation Marketing service, which collects, manages and publishes your customer reviews online. 

Got Reviews? We Can Help

Ignite Security Marketing is an inbound digital marketing agency that specializes in marketing for the security industry. Since 2009, we have been the marketing company of choice for SDM 100 corporations and alarm companies. Contact us today for a demo of our reputation marketing services for alarm companies.

Positive Reviews=Higher RMR for Alarm Companies

There is another new study that points to a direct correlation between customer reviews and revenues for the businesses who receive them. Conducted by a leading social analytics firm and the Paley Center for Media, this study measured exactly how much more people were willing to pay for products based on the reviews they had read.

Nearly 6,000 people were studied, and many variables were introduced, including whether the reviews came from online strangers or social media friends (who the user would be likely to know in real life). According to the study’s findings, highly positive online reviews can generate an increase in purchase intent by up to 10 percent. On the flip side, negative reviews can reduce purchase intent by 11 percent.

When Customers Will Pay More

The research concluded that people are often willing to pay more for a product based on a positive online review (in a review forum like Angie’s List, Yelp, or the Amazon reviews section below product listings). They may also be willing to pay more if they see the product recommended via a share on social media (such as a Facebook share, a positive tweet or a Reddit post). When it comes to an iPad, for example, the consumer would pay $22.26 more based on a positive review by a stranger, and even more ($27.42) if the recommendation came from a friend or family member.

Pro Tip: The more positive reviews people see, the more they will be willing to buy from you – and, perhaps even spend a little more than they had budgeted (i.e. home automation).

 

Still, for products like electronics, reviews conducted by professionals carry even more weight. If a professional in the industry gave a positive review or share to a product, consumers were willing to pay up to $31.13 more. That’s evidence that reviews have real, meaningful influence. Likewise, bad reviews drove down the price that consumers were willing to pay for the same iPad – up to $32.30 less, in fact.

How this Applies to Home Security Companies

How is this relevant to reviews for electronic security companies? Your security system products and your customer service can all be reviewed by average consumers on review forums, and they can also be subject to feedback on the social media platforms listed here. The more positive reviews people see, the more they will be willing to buy from you – and, perhaps even spend a little more than they had budgeted. Likewise, negative reviews will have the opposite effect. That’s why it’s so crucial to get as many positive reviews of your business as you can, on every possible online platform.

Get More Positive Reviews Now

If you get more online reviews from your most satisfied customers, everyone from strangers online to their friends and family can see those reviews and make informed purchasing decisions when it comes to your electronic security business. To learn how to get those reviews, contact us today to discuss Reputation Marketing. We will be glad to help!

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

 

The Impact of Customer Reviews for Security Companies

Have you ever thought about how powerful customer reviews really are?

According to a recent Harvard Business School study, both positive and negative reviews significantly impact the behavior of consumers. The Harvard researchers found that a 1-star increase in customer reviews (i.e., a 3-star rating increasing to a 4-star rating, or a 4-star to a 5-star increase) resulted in a 5-9% increase in revenue for a local business. Furthermore, another study by the e-Tailing Group found that 60-80% of potential customers search for and read online reviews prior to making a purchase decision.

Every Review Matters

That evidence strongly supports what marketing firms have been saying for years: 1.) There is power in online customer reviews, and 2.) There is a direct connection between those reviews and revenue generation. As you may or may not know by now, all customer reviews of your business that are written on a local review portal (Yelp, Google, Yahoo, etc.) will impact your star rating on that portal. Every positive review improves your star rating, and every negative review decreases your star rating – (and your search rankings too, but we’ll get to that later).

Pro Tip: Every review matters. 60-80% of potential customers search for and read online reviews prior to making a purchase decision.

That’s why every review must be taken seriously. It doesn’t matter if there is “another side to the story” behind a customer’s negative review. Readers of the review don’t know your side of the story, and even if you leave a response that tells your account of the incident behind the complaint, your explanation may not be sufficient to change anyone’s mind. That’s why the occasional negative review, without more positive reviews to balance it out – is a big problem. Fortunately, there is a solution.

Accentuate the Positive

Proactive review generation is a way to get more positive reviews, so that the bad ones – while never erased completely – can be “buried” by an excess of positive, and the star rating can be preserved. This is the best way to make sure that serial complainers don’t hurt your business with their online reviews. Depending on the size of your business, getting more positive reviews can produce a return on investment of at least 300%. The bigger your business, the bigger the ROI; if you have an especially large business, the ROI from positive review generation can be up to 5,000%.

There are lots of internal ways to minimize your negative reviews online, including improving the quality of your customer service (the #1 complaint in online reviews is poor customer service). But if your negative reviews are minimal enough to confirm that they are a rare occurrence, you can bury them by generating more positive reviews. Remember, you can’t dismiss the occasional negative review – your star rating, which plays a key role in your revenue, depends on it.

As always, the challenge for busy alarm companies is time, and having the right tools to collect and manage online customer reviews.

 

We refer to this type of managed service as Reputation Marketing because, in our experience, quality and velocity of customers reviews can also have a direct impact on your local search rankings especially when it comes to reviews left by your customers on Google Plus.

Whether you are a local security dealer or regional integrator with office locations in multiple states, Ignite RMR has the tools to help you proactively collect, manage, monitor and market positive reviews online. Book a free demo today.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

 

Don’t Wait for Customer Reviews: Seek them Out

Should you wait for customers to write reviews of your business? No, not necessarily. Here’s why we don’t advocate being passive about customer reviews.

Customers Are Busy

Like anything in business, positive customer reviews aren’t going to come to you automatically; many times, you have to pursue them or even ask for them. It is a much better idea to proactively seek out positive customer reviews, rather than hoping for any customer reviews at all. According to leading online review authorities, waiting for reviews is more likely to result in a high volume of negative reviews coming your way, rather than positive.

Pro Tip: When you seek out reviews from happy customers, they create a domino effect that encourages others to chime in as well. When this happens, your star-based review score can increase by a full one to two points.

 

The Squeaky Wheel Is The Loudest

And although positive reviews continue to have the greatest impact on purchase decisions, negative reviews are becoming more important. Naturally, this translates into a dip in sales and a damaged reputation. In fact, a Cone Communications survey found that the impact of negative online reviews jumps by a full 12% with each passing year.

The Silent Majority Is What Matters

On the flip side, seeking out positive customer reviews is more likely to help a brand’s “silent happy majority” of customers leave a positive review online. When you seek out reviews from happy customers, they create a domino effect that encourages others to chime in as well. When this happens, your star-based review score can increase by a full one to two points. Ideally, you could watch your star jump from a three to a five in a matter of days.

If you simply wait for customers to give you a glowing review, you will be waiting a long time – and while you’re waiting, the small but vocal minority of your dissatisfied customers will be posting their negative reviews. Don’t let them impact your business this way; instead, seek out positive reviews from your scores of highly satisfied customers. How do you do it? Come back next week to find out!

Ignite RMR can assist your business with collecting, managing and publishing your customer reviews online. Book a demo today to learn more!

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

 

 

Beat The Internet Trolls: How Security Companies Can Respond To Negative Reviews

Perhaps one of the most overstated truths about customer reviews is that they all have to be positive. You want the majority of reviews to be good, because the ratio of good-to-bad reviews is what dictates your star score – and remember, there is a direct link to your star score and sales revenues. But rest assured, the occasional negative review of your security business is nothing to panic about. In fact, most customer review services will contend that consumers trust reviews more when they see several positive reviews alongside a few negative ones.

If you have nothing but glowing reviews for your business, today’s consumers are savvy enough to know that those good reviews could be “planted” (meaning, you are using employees and family members to write them – or worse yet, paying a review writing service to create them). You don’t need to use these “black hat review” practices because it’s normal and expected to see a review from a disgruntled customer from time to time. So, here’s how to handle it when it happens:

ANSWER THE REVIEW

Your punctual, personalized response – one that addresses the specific details of the complaint – shows the entire audience that your business cares about its customers and wants to fix any problems that may occur.

When you respond to the customer who wrote the negative review, you are also speaking to the hundreds of people who will see that review in the future.

OFFER TO MAKE IT RIGHT

As compensation for the customer’s bad experience, you can offer them something of value: a free product, a free a month of monitoring services or even a free upgrade. Whatever you are able to reasonably offer, offer it to show your commitment to remedying the situation. Often, a gesture like that can soften the customer enough to give you a second chance.

ENCOURAGE MORE REVIEWS

If there is one time when gathering more positive reviews is essential, it’s right after you receive a bad one. You want the good reviews to sit right on top of the bad, so they are the first reviews searchers will see. Keeping the good reviews coming in will also ensure that your average star score stays high, despite one or two bad reviews.

Pro tip: most customer review services will contend that consumers trust reviews more when they see several positive reviews alongside a few negative ones.

 

These are the actions to take when you get a bad customer review online. Ignite RMR offers a review generation service that helps you get the good reviews you want from your real customers, on an ongoing basis so that your star score stays high and the revenues keep pouring in.

ABOUT US

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

Facebook and Customer Reviews go Hand-in-Hand

Social media researchers are reporting that Facebook is becoming an increasingly important destination for those in search of business recommendations. A Social Media Today article stated, “New research indicates that Facebook is now the most trusted online source people use to get recommendations for products and services.” That makes Facebook an even more valuable asset for security dealers than it already was!

Plus, here’s something you may not have been aware of: Facebook also ties into the online review generation service we offer. When you hire our social media firm to acquire customer reviews, those reviews can help you fill up your Facebook page – or at the very least, help you supplement your existing Facebook statuses.

Here’s how it works: We acquire reviews from some of your most satisfied customers, and they are posted in multiple locations online. You guessed it: This includes your Facebook page. The more reviews you earn, the more they will fill up your Facebook page and supplement your existing status updates. So now, you can double the power of your Facebook page!

Here are some other ways Facebook can tie into your customer reviews:

It’s a forum for refreshing old reviews

If it’s been awhile since your last customer review, it’s okay to post an older one as a Facebook status update. Facebook can breathe new life into your old reviews, giving them a fresh, new audience.

It’s a destination for new reviewers

Some customers don’t want to “bother with” registering on Yelp or Angie’s List; in those cases, you can ask them to leave a review on your Facebook page. It’s easy, it’s fast and it reaches a broad audience of consumers.

It’s the perfect video submission system

Have you thought about asking for video testimonials? comScore reports that video testimonials can boost your marketing efforts by up to 25%. Asking customers to submit 60-second videos talking about your company (positive reviews only!) is a great way to get some multimedia reviews that can be posted to your Facebook page. You can even run a contest; award the winner with one month of free monitoring, an upgrade or another promo product/service. Facebook followers can vote on the winner.

The bottom line: Facebook and customer reviews go hand-in-hand. They work together beautifully if you know how to make the most of each one. If you need help with customer reviews or Facebook, ask Ignite Security Marketing  how we can help.

How Customer Reviews Affect the Buying Cycle For Security Companies

What is the process by which consumers read your online reviews? A Harvard Business School study identified three stages in the buying cycle that are relevant to finding and reading online reviews. These are very relevant to security companies, so keep reading!

The Discovery Phase

At the beginning of the buying cycle, a consumer will conduct what is called a “non-branded search” – meaning, they will enter a search term that identifies the industry, product or service they are looking for, perhaps including a geographical location, without naming a specific brand.

This will lead them to a search engine results page that features numerous brands, some of them connected to review portals. So in the case of an electronic security company in New York City, he may search for “home security NYC” or “alarm systems New York.” These are just general examples.

The Research Phase

Often, the brands with reviews attached to them are the first results the consumer will click on. This is how having reviews can help you make the cut when a consumer narrows his options down to one or two choices. After checking out your star rating and reading your reviews on Google, he may then conduct a “branded search,” which involves typing your company name and reading your reviews on Yelp or another portal. If he reads more positive reviews, he will be more likely to make a decision to be your customer (and vice versa).

The Decision Phase

As the buying cycle winds down, the consumer is making one last check to verify that the reviews he has read are trustworthy. He knows that some people are “professional Yelpers,” and may not be trustworthy sources. He trusts Yelp, but wants that final confirmation that the reviews he read there are an accurate reflection of customer satisfaction.

So from there, he goes to your Facebook page. He knows that is a good place to find reviews from people who are current customers, and find out whether they are satisfied. On the right hand of your page, he immediately looks for your star rating; the closer it is to 5, the more likely he is to proceed. If he sees that the first two to three reviews are positive, then at that point, he is very likely to make the decision to buy.

How to Get Customer Reviews

These are the three phases of the buying cycle that most apply to your online reviews. You can make them work in your favor by proactively seeking out positive reviews from your satisfied customers. We can help. Book a demo today.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.