Why your agency needs white label local presence management (Part 2 of 2)
Earlier this month, we released part one of this series on white label local presence management (LPM). We discussed what LPM is, with a deep dive into listings distribution and Google Business Profile (GBP) optimizations. The main takeaway? Managing multiple clients’ online presences can quickly turn into a numbers game, but working with the right LPM partner can make all the difference for agencies with clients who have locations counts in the hundreds or even the thousands.
Want to learn what else LPM can do for your agency? Here in part two, we are going to continue the conversation focusing on reputation management. From review tracking to analytics to customized responses, see how your agency can work more efficiently with the best LPM tools.
What is local reputation management?
When we talk about local reputation management, it is very simply the reviews that get posted to GBP and other local channels. These reviews get posted to the listings for each location a brand has and need to be responded to, both the positive and negative reviews. This sounds simple enough, and it usually is for just one or two locations. But large brands, depending on the vertical and number of locations, can see hundreds or thousands of reviews a day, resulting in a major scalability issue with the task. For a long time, large brands have just ignored these reviews as they couldn’t find a solution. With white label LPM, you can come to your clients with a solution that allows them to respond to all of their reviews in a timely manner as well as gain insights about their locations that they never had before.
Reputation management tools
Reputation Management has become a very big part of local presence management. With review signals making up 16% of the local pack ranking factors (third most important) on Google, and 88% of local customers looking for reviews online before choosing a local business. Reviews have become not only a big ranking factor, but a strong influence on the purchase decisions of the vast majority of consumers. Getting reviews right has the potential to have a major impact on your overall client success. There are three key things to consider when looking into the reputation management side of your white label partner:
This is review reporting at its most basic level. Here you get a list of reviews that includes the review site (Google, Facebook, etc.) star rating, review content, date posted, related location, reviewers name, and a judgement on the review content itself (at ConvergenSEE we call this the sentiment score). Each item in this list needs to be actionable with tags. As an agency, you are going to have multiple people working with your clients, so being able to tag reviews allows everyone who may touch an account to apply filters to find what they are looking for.
These reports break down the list of reviews into digestible metrics. Review analytics make is easier for you to see how your client’s reputation is doing at a client level and can be filtered to drill down into region, state, city, and other consequential review categories. As the saying goes, there’s more than one way to make an omelet. There should be a variety reports that look at the data through different lenses to get the full picture.
This covers the top-level analysis. Here you should find reports that include:
- • Average star rating
- • Facebook recommendations (positive and negative)
- • Response rate
- • Review net promoter score (RNPS)
- • Review count over time
- • Sentiment analysis reports
It is great to have the data insights around reviews, but without analyzing the content of the review you will miss out on the chance to learn more about what your clients’ customers think. This feedback is invaluable and can lead to the discovery of some problems that may otherwise go unnoticed and will make your agency invaluable to your clients. The problem that everyone runs into with this type of report is the sheer volume of reviews. When agencies deal with brands that have hundreds to thousands of locations, even addressing one to two reviews per location per day can lead to major scaling issues. At ConvergenSEE we use AI and machine learning to simplify this report giving you digestible insights that you can then take to your clients.
Responding to reviews in a way that meets the expectations of the consumer can be one of the more challenging tasks for any brand with over hundreds of locations, however, it can also be very rewarding. In fact, people spend up to 49% more money at businesses that reply to reviews. While some businesses have figured it out the importance of responding to reviews, most just ignore the response part of reputation managements. This can create real problems as not responding can result in 15% customer churn. By having an active plan and platform for review responses, you can both generate more reviews and decrease customer churn for your clients.
So how bad can it get if your clients don’t have a review and response plan in place? The problem lies in scalability. Depending on vertical, brands can get thousands of reviews daily, with restaurants among the highest daily volume. The expectation from consumers is that they will get a response whether their review is negative or positive. When this doesn’t happen, people feel unheard and can lose trust in the brand. A response to a positive review doesn’t need to be more than “Thank you for your review, glad you enjoyed our business,” but negative review responses need to be a little more thought out to address the concerns. However, these responses can’t be repeated word for word, as it will come across as insincere. At ConvergenSEE we use automation to allow you to set up your responses ahead of time, allowing for enough variety in response to be both sincere and effective in your response strategy.
As you can see, local presence management can be an indispensable tool for reputation management. With tools like review tracking, analytics, sentiment reports, and strategies for tailored responses to reviewers, agencies can navigate the challenges of reputation management with the best tools for the task. And with the capabilities you can only access through an LPM platform, it’s easier than ever for agencies to scale up efforts and deliver impactful results for their clients.
Leading white label local presence management services for agencies
ConvergenSEE is a trusted provider of white label local presence management, catering specifically to agencies with extensive client portfolios. By leveraging over a decade of experience in listings, our MAXIMIZER tool, local reporting, and reputation management, agencies can efficiently manage hundreds to thousands of locations per brand and deliver the exceptional results their clients expect. Contact us today to request a demo and explore the benefits of our leading white label services.