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The Expand2Web Podcast
14 minutes | Jul 24, 2014
Customer Driven #8 – Do You Know Who Your Best Customers Are?
Some of your customers are so happy with your business they are telling their family, friends and co-workers about you. But do you know who they are? This podcast explores how to identify those customers and help them spread the good word about your company, product or service. You’ve made an impression on them, but what have you done for them lately? They say it’s important to know who your friends are. But many businesses don’t take the time to find out which customers are talking them up online and to their family, friends and acquaintances. And those companies lose out when they neglect these loyal customers. Some of your most powerful marketing is in the hands of these people. Are you doing anything to recognize this great service they are performing for you? Promoting your Promoters Don Campbell discusses the value of treating your promoters well. As the founder of Expand2Web and GetFiveStars, Don has done extensive research and has guided his clients in creating outstanding buying experiences for their customers. He knows that taking care of the customers you already have is an essential part of building your business. When you listened to the previous podcasts, you heard Don explain that people are hard-wired to make referrals. People want to share the good things they find. It makes them feel good to help other and be “in-the-know”. Here Don talks about the customers who do the most for you. He shows you how to identify them, and how to encourage them to share even more about your products and services. In this Podcast In this podcast Don offers some practical information about nurturing your promoters. Topics include: What a promoter is and why they are so valuable. How a promoter helps your business. How you can find out who your promoters are and why it’s important to know. How to take care of your promoters as well as their friends, families and acquaintances. How to cut down buyers’ remorse by asking for and responding to feedback quickly. How to determine the lifetime value of a customer and quantifying this is such a powerful tool. Join Don as he sits down with host, Kimberly Henrie, for this episode of The Customer Driven Podcast. They explore the different ways promoters affect your business using practical real world examples of how online and word-of-mouth referrals work in today’s world. So grab that drink, push the play button, and enjoy the lively chat as Don and Kimberly look at the value of your top promoters to your business. It’s all about building great relationships with your customers.
16 minutes | Jul 8, 2014
Customer Driven #7 – What is the Difference Between Getting Reviews and Earning Reviews?
By listening to this series, you know now how important online reviews are to your customer strategy. Now let’s talk about how to “earn” reviews. In this podcast, we will talk about the difference between getting reviews and earning them. In business, the question of quantity versus quality comes up a lot. And here it is again. Do you just want a flood of reviews? Or do you want to earn enough quality reviews that speak with a genuine voice to those seeking your products or services? Your prospective customers are not dumb and neither are Google and Yelp. They can smell a fake a mile away; they are looking for something real and informative. Getting Real with Reviews Don Campbell has been working with the principles of customer-driven marketing for some time. He has done extensive research on the subject. However, this is more than theory for Don. As founder of Expand2Web and GetFiveStars, he has helped clients apply these principles in the real world. He knows the value of earning genuine reviews from firsthand experience. Don shares how reviews and word-of-mouth referrals serve as an efficient form of marketing. He shows you how you can also transform your business’s customer service by learning from your customers what they expect from you. In This Podcast Don presents ideas and steps that, if applied, will strengthen your marketing and customer service at the same time. The topics include: What the difference between getting good reviews and earning them is. What does it take to get to the mindset of earning reviews rather than just collecting them? Why quantity in not necessarily what you’re looking for with regard to ratings. Find out how many ratings it actually takes for them to be effective for your business Revisit why getting honest reviews are the only way to go and why playing the system never works in the long run – it can actually hurt you. What the ultimate question is that you need to ask your customers as they leave your establishment or website. How one simple question can take the place of a long and complicated surveys and give you all the information you need. Join host, Kimberly Henrie, as she interviews Don and they explore these ideas designed to help you take your customer-driven marketing and reviews to the next level. Spend a few minutes learning how you can benefit by putting just a little effort into earning great online customer reviews. Grab that cup of coffee or tea, hit the play button, sit back and enjoy the conversation. You’re going to get reviews anyway. Why not earn the best?
17 minutes | Jun 24, 2014
Customer Driven – Episode #6 – How to Get More Online Reviews (How to Ask for Them)
If you listened to the previous shows in this series, you know why getting online reviews is important for any small business. Asking your customers to take a moment and leave you a review will not only help your marketing efforts, it will also help you keep the quality of your customer service high. But how do you ask for them? It can be scary on many levels. You want to do it in a way that is seamless to your service and doesn’t seem awkward. But what does that look like? By now you realize that your customers will leave you reviews. It’s just a fact of life these days. There’s nothing you can do to stop them from being out there. So you can either pretend reviews aren’t happening or find a way to use them to your advantage. This podcast is about using them to work for your business. It’s about using them to build your business, improve your customer service and develop your online reputation. If You Don’t Ask… Over his years of work in customer-driven marketing, Don Campbell has studied the topic of getting online reviews from all angles. As founder of Expand2Web and GetFiveStars, he has explored how word of word-of-mouth referrals and getting online reviews can help your business grow. He shares what he’s found in this podcast series. Don explains what you want to consider when asking for online reviews. He helps you understand what you need to do get your customers to give you the reviews you need to develop a positive online footprint. In this episode Don and host, Kimberly Henrie, discuss the following and more: How to set up a simple system to get more online reviews. What the “feedback-first” approach is and how it can improve your business and marketing. Why honesty is the best policy when it comes to getting online reviews. Why it’s getting harder to beat the system. Different ways to make it easy for your customers to leave you online reviews, in the places you want them to be. What the sites you should focus your efforts on to get the online reviews that you need. Does it matter? What You Can Expect From This Podcast Join Don and Kimberly in this lively chat about the different ways to ask for online reviews and to get them. They remind us why getting online reviews matters. They also go over how reviews work and how to set up steps that encourage your customers to leave reviews. Discover for yourself the value of using a customer-driven approach to build traffic to your business. Listen carefully as Don gives you the scoop on what it takes to benefit from the Google, Bing, and Yelp. So, hit the play button, kick back and join Don and Kimberly’s conversation. Learn how you can get the most out of online reviews for your business.
15 minutes | Jun 17, 2014
Customer Driven – Episode #5 – Word-of-Mouth Referrals – The Lifetime Value of a New Customer
You understand the value of your best customers. But do you have a system in place to ask them for referrals? Harnessing the ability of your customers to tell others about your business is essential to growth. There is almost nothing as sweet as a good review or referral from a happy customer who knows you well and has a history with you. You may never get your hands on another tool more powerful than that for growing your business. Now, imagine taking it to the next level. Imagine creating new customers from the referrals of your current customers. These new customers, in turn, bring in newer customers. And on and on it goes. Who needs old-fashioned ad marketing when you can build a customer base this way? In this podcast, Don will give you an outline of how you can be the type of company that your customers love to refer to their family and friends. Listen to discover how you can save on both time and money while promoting your business. Getting More Referrals by Nurturing Your Customers Don Campbell, founder and owner of Expand2Web and GetFiveStars, is a champion of customer-driven marketing. Through his experience and years of research, he has found some of the most effective ways to turn customers into your best spokespeople. Nurturing your customers can be a great method for getting more referrals. It’s not magic. It’s common sense, a little know-how and a little effort. Don shares how understanding the true value of your customers can put them in a whole different light for you. Grasping this idea not only helps your marketing but it further motivates you to provide exceptional customer service. Don explains some of the ways the ripple effects of outstanding customer service and online reviews can streamline your marketing efforts. In this episode, he discusses the following ideas and more: How online reviews stack up against face-to-face, over the fence referrals. What are some of the most opportune times to ask for a refferal or review? Why taking great care of your current customers may be your most potent marketing tool. How to ask for a review or referral in a classy way. Learn how your customers are “wired” to help you and how you can encourage them to in a natural way. Why an organized system for managing your customer referrals may be the best thing you can add to your business. About this Podcast Today, Don shares information about this subject which is so critical to business people in this era of “Yelp” and “Google”. In this chat with host, Kimberly Henrie, Don walks you through the many facets of getting more word-of-mouth referrals from your customers. He shows you what you need to pay attention to as you set up a system that turns customers into even more customers. He shows you how to see reviews from your customers as a valuable asset… perhaps one of your most valuable. So, grab your favorite drink, push the play button and sit back. Be a part of this exciting discussion that will show you how word-of-mouth recommendations from lifelong customers can lead to getting more referrals.
15 minutes | Jun 13, 2014
Customer Driven – Episode #4 – Can Online Reviews Help Your Search Rankings?
Online Reviews and testimonials can help get the word out about your business, but can they help with rankings in Google and Bing? If you listened to the previous podcasts, you know the importance of your online presence, and you understand how reviews can help your marketing efforts. Let’s take a look at how your online reviews can also help your search engine rankings. Everybody is hustling for a high position on Google and Bing. It’s just a part of doing business today. Getting higher rankings will get more people looking at what you have to offer. It will open the door that leads to more sales and conversions. In this competitive world, you can’t turn down any opportunity to gain a more prominent seat at the search engine table. But how can you get your online reviews to help with that positioning? In this podcast you will learn how online reviews can help your business get better rankings and conversions. Letting Your Customers Help With Your Search Engine Rankings Don Campbell has researched the ways that online reviews can impact search engine rankings and knows the advantages and the pitfalls of using them. As founder of Expand2Web and GetFiveStars, Don has explored what it takes to get the most out of online reviews. He has found practical ways that can help any business person use what customers say about his or her business to help their business prosper. Don reveals how online reviews can help with SEO and improve your company’s ranking. Understanding how reviews come into play with Google and Bing search engine placement can help inform your strategy for using them. It can also strengthen your resolve to ask your customers for those reviews. In this episode Don explores: How the unique content and keywords in online reviews and testimonials can help your search rankings Why online reviews and testimonials also improve conversions How Google sees both good and bad online reviews as “signs of life” for your business Why getting online reviews from diverse sources is important Why its not OK to copy reviews from Google or Yelp and paste them on your website Featured In This Podcast: Don Campbell and your host, Kimberly Henrie discuss the advantages of online reviews, and how they are something you should embrace rather than fear. The goal of this podcast is to help you view online reviews as a positive tool that can help your business. In this interview, Don shows you how search engines “see” your reviews and how your reviews can be important tools that help with your SEO efforts. Listen in as Kimberly and Don share these ideas and strategies with you. So take a few minutes, grab a cup of coffee and hit the play button to join this lively chat. Find out how your customers can help you climb in the search engine rankings.
17 minutes | May 27, 2014
Customer Driven – Episode #3 – What to do About Negative Online Reviews
Are you getting online reviews? If you own a business, there’s a high likelihood that you are. Getting online reviews can be a sensitive subject. It’s uncomfortable to think that someone might be saying something negative about the business you’ve worked so hard to build. Would you like to get to the place where getting online reviews doesn’t scare you – or even better, get to a place where you fully welcome them? Oscar Wilde said, “The only thing worse than being talked about is not being talked about.” But many people feel that may not be so true in a world where anyone can write a review about your business and share it with thousands of other people so easily. Today we’ll discuss how you can use every review – good or bad – to your advantage, and some techniques to influence the story your business reviews tell about you and your company. Taming Your Online Reviews Don Campbell continues his discussion about the dynamics of getting online reviews. As the founder of Expand2Web and GetFiveStars, Don has researched the modern phenomenon of ever present reviews. In this work, he has found some techniques for turning online ratings into powerful tools. He has worked with clients to help them turn reviews from being something frightening, to becoming a way of connecting with new customers. In this podcast, which expands on the last episode of this series, Don discusses the different ways you can be more proactive when it comes to reviews. He shows you how discovering your online footprint is the first step in responding to your reviews and what they say about you. Some of the ideas considered in this podcast include: Why more reviews are better than fewer reviews and why you need to be actively pursuing them. How to find out where your customers are leaving reviews and what kind they are leaving. Why a bad review may not be such a bad thing. What actions you can take when you get a bad review and how can you avoid one in the first place. How do potential customers view reviews and how do they tend to respond to them. Kimberly Henrie, host of the Customer Driven podcast, interviews Don and delves more into the subject of getting online reviews. They chat about the practical steps that you can take to make online reviews work for you. Drawing from both research and experience, Don presents a balanced approach to the role that reviews play in your business. He offers positive steps that will help you feel less at the mercy of online reviews and more in charge of your own story. So before you get one more online reviews, kick back, grab a cup of coffee and hit the play the button. Find how you can manage getting online reviews rather than letting them manage you.
14 minutes | May 23, 2014
Customer Driven – Episode #2 – Online Reviews – Why They’re Critically Important for Your Business
Does getting online reviews make you nervous? They can be scary. Your customers are out there saying whatever they please, and there’s nothing you can do about it. Or is there? Would you like to learn how to harness the power of online reviews to help your business grow? What if instead of being afraid of getting online reviews, you embraced them and used them to your advantage? Old business models didn’t have to worry so much about their products and services receiving any a rating. Talking to people was about the only way a customer influenced others about your business back in the day. But today, ratings are everywhere. We live in a Yelp and Google world. You can’t continue to work as if online reviews don’t matter. A client can register his happiness or unhappiness with your business as soon as he walks out of your door or clicks away from your website. And they can do it no matter what mood they happen to be in. You’re going to get online reviews whether you like it or not. The question is: What are you going to do about it? Harnessing the power of online reviews Don Campbell, founder of Expand2Web and GetFiveStars, explores how to use online reviews to help build your business. He pulls proven ideas from his experience and research into customer-driven business practices to explain why you need to pay attention to your online ratings. Don discusses how using online reviews can become one of the most formidable weapons in your marketing arsenal. In this podcast, Don shows us why ratings and reviews need not be intimidating. Knowing how to harness their power can not only take away the fear of ratings but help bolster your marketing efforts as well. Some of the topics in this podcast include: Why you need to know exactly what your online footprint looks like and to know what story it’s telling about your business. What research tells us about getting online reviews and what this information means to you and your business. Why having a plan for handling reviews and ratings in not only important but it’s essential. How to take charge of your online image, and why it’s critical to be proactive when it comes to ratings and reviews. Why bad reviews are not necessarily the worst thing that can happen to you. Why, in fact, they can help sometimes if you play them right. In this podcast Don Campbell and host, Kimberly Henrie, talk about getting online reviews and how they affect your business in this second episode of the Customer Driven podcast. Join this lively chat, as they review current research on ratings and reviews, the different things you can do to make your ratings work for you, and how to change the fear of ratings into mastery of them. Turn your customer’s reviews into potent marketing tools. So hit the play button, sit back, and join this conversation about getting online reviews. Find out why you want your customers to rate your business and leave reviews.
12 minutes | May 13, 2014
Customer Driven – Episode #1: Why the Experience You Deliver To Your Customers Is So Important For Getting Online Reviews and Word of Mouth Referrals
Even though you have a great product or service, are your customers’ referrals a little more elusive than you’d like? Would you like more customer referrals? Of course, you would. It’s no secret that word-of-mouth referrals are one of the most most effective forms of marketing available. What your customers talk about and write about your business is one of the keys to your success. What if you could save some of the time and the money you spend on traditional marketing? If you knew some techniques that would help your business market itself. If that appeals to you, then you want to listen to this podcast. Connecting with Customers Don Campbell shares his experiences from a journey that had its start as an employee at Microsoft and successful start-up companies in Silicon Valley. Next, he decided to follow his vision of creating his own business – Expand2Web and Get Five Stars. Don discovered a special passion for helping other businesspeople connect in a richer way with their customers. Don reveals the difference between good customer service, and designing an amazing experience for your customers. Knowing the difference may produce results that compel your customers to share the good news about what you have to offer. Some of the topics in this podcast include: Why just having a great product or service may not be enough. How others have provided legendary customer service in recent history and what you can learn from them. How you can tweak the way you interact with your customers so they can’t wait to tell others what you do and how you do it. How you can turn more of your earned customer loyalty into solid referrals by doing just one simple act. How to remove your fear of online reviews and make them work for you. In this Podcast Join your host, Kimberly Henrie, as she chats with Don about the discoveries he’s made in this first episode of the Customer Driven podcast. In this program, he shares some of his history, the ideas and the influences that have led him to value a customer-driven approach to building a business. Enjoy the discussion as Don offers the listener an outline of the principles and goals that, when used, amp up word-of-mouth referrals. You don’t have to be afraid of online ratings or reviews ever again. So sit back, click on the play button, join this conversation and discover how to increase referrals by your customers.
41 minutes | Apr 29, 2013
Expand2Web 017: Common Business Website Mistakes
In this session of the Expand2Web Podcast, I talk with website usability expert Aaron Weiche from Spyder Trap. Aaron is Vice President of Spyder Trap, and is also a faculty member at Local University. I met Aaron while presenting at Local University in New York, and wanted to have him on the podcast to share some of his tips with you. In the podcast, Aaron and I talk about the common mistakes that we see businesses making with their websites that severely limits their success online. Aaron then goes on to describe what he considers the four pillars of a great website. In This Podcast You’ll Learn About: The four pillars of a great website: Usability: A few key usability considerations your website must take advantage of. Content: Most business owners neglect this, yet it is the biggest opportunity in terms of customer engagement and search rankings. Design: This is often overemphasized. But there are a few key things you can do to create the perfect container for the content on your website and allow people to find it. Technology: Picking the right content management system makes it easy to update your website and create new content. We go into depth on each of these four pillars in the podcast. Resources Mentioned In This Podcast Here are links to the resources mentioned in the podcast: Spyder Trap online marketing – Aaron’s company Aaron on Google+ Don’t Make Me Think by Steve Krug Marketing by Sharing Video mentioned by Don. WordPress – a great, low-cost content management system for small business websites. I really think you’ll enjoy this one. Thanks Aaron! Listen to the Podcast about Great Websites You can listen to the podcast by clicking the play button at the top of this post. Or you can download the MP3 audio file by clicking the download link if you’re like me and you listen to interviews on your iPod/iPhone in the car. Help the Show! I would love if you took a minute to leave a quick rating and review of the podcast on iTunes by clicking on the link below! It would be extremely helpful for the show! Leave a review for Don’s podcast! Thank you again for your support, and I wish you all the best! Complete Written Transcript of the Podcast “Right Click” here to download the PDF transcript. Thank you for listening! Please subscribe to the podcast using the links below and look out for a new podcast like this every week. Please subscribe below to the podcast to get automatic updates for your device: Click Here to Subscribe via iTunes Click Here to Subscribe via RSS (non iTunes feed…)
30 minutes | Apr 16, 2013
Expand2Web 016: Why Content Is King!
Websites with Blogs get 55% more traffic than other websites. Why? Because websites with blogs get updated more frequently with unique content. In this session of the Expand2Web Podcast, I talk with copywriter and digital marketer Jennifer Nice, President of Write-Nice. Jennifer shares her story on how she started out as a writer in 3rd grade. She later went on to become a language arts teacher. Then two years ago she sailed around the world with her family, left her teaching job, and started her own business on the web (using the SmallBiz Theme I’m proud to say!). Jennifer shares some awesome tips for any business owner or internet marketer in this interview. In This Podcast You’ll Learn About: Practical tips about content for your website like: Common mistakes businesses make with their websites that costs them rankings and traffic How people read on the web, and how you can use this to make your content more effective How writing for the web is different than other types of writing Why Content Marketing is the best way to market your business now (and what is Content Marketing anyway? Jennifer has a great definition.) What kind of content should a business put on their website? We share some specific examples in the interview The main place website projects break down, and how to get past it! How to hire a copywriter (including a helpful template you can use to save money) Why WordPress is a great way to go for your business website Resources Mentioned In This Podcast Jennifer’s website: http://www.write-nice.com Jennifer’s travel blog: http://expass.wordpress.com Infographic – How Much Should Your Online Article Cost Content Writer’s Spec (use this template to describe your job to your copywriter) Watch how people use your website with ClickTale (you’ll notice they scan and jump around, just like Jennifer described in the interview). The SmallBiz WordPress Theme – transform your WordPress blog into a Small Business Website. Listen to the Podcast about Content Marketing You can listen to the podcast by clicking the play button at the top of this post. Or you can download the MP3 audio file by clicking the download link if you’re like me and you listen to interviews on your iPod/iPhone in the car. Complete Written Transcript of the Podcast “Right Click” here to download the PDF transcript. Thank you for listening! Please subscribe to the podcast using the links below and look out for a new podcast like this every week. Please subscribe below to the podcast to get automatic updates for your device: Click Here to Subscribe via iTunes Click Here to Subscribe via RSS (non iTunes feed…)
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