#Transform’20: Best Practices for Managing Your Online Reputation

Reputation.com hosted Transform’20, a virtual conference for digital marketers. Learn best practices for managing your brand’s online reputation.

Reputation.com’s virtual event Transform’20 went live on May 21st, giving digital marketers and customer experience professionals real-time learnings into today’s online search landscape.

While the original event was scheduled to be held in Nashville this May, Reputation.com adapted Transform into a free, one-day online conference due to COVID-19. Speakers across industries, including healthcare, automotive, education, and property management, shared insights about their online search strategy, how shifting consumer behavior has affected their respective industries, and what digital marketers can do get found online.

Here’s what we learned by virtually attending the conference!

Empower Employees at the Local Level to Help Manage Online Business Listings

During Tranform’s Automotive Session Scott Ezell, Senior Planner of Nissan Digital Customer Experience, shared details about Nissan’s Dealer Digital Evaluation Program that empowers employees at the local level to take ownership of their digital footprint. Local managers have a finger on the pulse of customer sentiment. Empower them to help manage Google My Business reviews, update listings, and upload photos. In fact…

Increase Organic Views With Active GMB Management

… automotive dealers who actively upload photos and manage reviews on GMB saw a 500% increase in views across organic search and maps, reported Ali Fawaz, Reputation.com’s Senior Director Worldwide Automotive.

Focus on Garnering Google Reviews for Highest ROI

With so many review platforms online, it can be difficult to decide where to focus your efforts. At the end of the day, it truly comes down to where consumers prefer to leave reviews: Google.

“90% of all searches are conducted on Google. Google dominates how consumers search for auto dealers […] Google also dominates where people leave reviews. In 2018, 2.5 million reviews were left on Google. The next review site? Less than half a million. Google is the dominant review engine in addition to being the dominant search engine.”
Teresa Meehan, Vice President, Digital Strategy at AutoData Solutions

Brands Big and Small Must Keep Up With Today’s Rapidly Evolving Search Trends

There’s no doubt that the current state of global affairs has affected every industry. But the thing all digital marketers have in common? We’re challenged with keeping online business data accurate in order to meet consumers where they are while providing the best possible online experience to convert visitors into customers.

The healthcare industry may be the most pivotal example of an age-old industry that needed to evolve digital strategy overnight.

Vice President of Marketing and Communications of healthcare organization Ascension Tara Raeber Vail called COVID-19 a “great disruptor to healthcare.” Prior to COVID-19, Ascension had about 200 telehealth visits per day. Now they see more than 15,000 per day — a 7,400% increase in a matter of weeks.

With more folks opting for online visits compared to in-office visits, Ascension had to pivot their online search strategy to help people understand their telehealth options.

• Their team keeps tabs on Google’s changing definition of “immediate care,” and how it shows up in business listings and organic search results.
• Because Google favors brick and mortar locations, one way to promote online telehealth visits was through business listings. Ascension added “online care” to their Google My Business listings.
• They’re making business data accuracy a major priority with agency support. With 30,000 physician profiles and 10,000 facility provider GMB listings, the sheer volume of changes made to listings requires a trusted partner to keep complex listings up-to-date.

Did you have a chance to attend the conference? If not, check out all of the sessions for free at Transform.Reputation.com.