Getting more highly qualified traffic to your site is actually pretty simple with this simple Infusionsoft campaign that I’ll go through below.
First, let me explain the source of this wonderful traffic - review sites. Review sites like Yelp, Google, Yellowpages, and niche review sites for the fitness industry, are amazing sources of free, ready-to-buy traffic (more on this below).
The key is using Infusionsoft to create an automated, consistent process to grow your positive reviews, instead of letting reviews happen organically when your clients feel like it.
Being passive about your reviews can also result in any negative reviews bubbling to the surface. With a consistent process to drive more positive reviews, you can easily drown out any negative reviews, as well as improve your SEO, and increase your credibility.
Before we talk about the campaign, I want to emphasize why getting reviews is so important for your firm.
Reason #1: Free (High Quality) Referral Traffic
Paid traffic, like Facebook ads or Google Adwords, can be expensive and time consuming to setup and monitor. Organic referral traffic from review sites is completely free and, if you do this right, really easy to get.
I initially discovered this amazing traffic source in my first successful business, Indie Wedding DJ, a premium wedding DJ company charging the highest prices in a major city BUT still booked every weekend.
I’ve since implemented this for many of my consulting clients in different industries, including my clients that are lawyers, so don’t think this won’t work for you.
About one year after setting up this Review Request Campaign in Infusionsoft, I was able to COMPLETELY turn off my paid advertising for Indie Wedding DJ. While running that business I gathered over 100 reviews between Google and Yelp along with industry specific sites like Wedding Wire and The Knot. With this free traffic I had enough leads to book as many weddings as I wanted.
The reason - not only do you get traffic from review sites and get ranked higher in Google, you get highly qualified, ready-to-buy traffic.
I had 31.82% of people that came from Yelp, opt-in to check my availability. That is a ridiculously high conversion rate on an action like this.
People that came from Yelp saw my all my 5 star reviews and were much more likely to try and book me. They read about my client’s good experiences and wanted the same.
Reason #2: Credibility
Of course you’re going to tell clients how good you are. What business would tell people they’re bad? To get proof that you’re as good as you say you are, you need other people to say it to.
A lot of reviews will give your marketing message credibility. You can strategically display reviews on your site and put them in your initial emails to leads to support various points in your marketing. I would also suggest linking to the original review to show they’re real.
You can also get awards from these review sites based on your reviews. Display these awards on your website or in your signature to give you even more credibility.
Reason #3: It Makes Your Sales Process A LOT Easier
Good reviews will do part of the selling for you. If people have already seen your reviews, they’re going to be primed to want to work with you by the time they reach out to you, compared to completely cold traffic that just found you through search.
You won’t need to spend nearly as much time convincing people to hire you, which means not as many meetings, emails and phone calls.
If you don’t already have these profiles, sign up for them NOW! I recommend starting with a Google+ page, a Yelp page, and the top niche review sites for your industry if there are any (ex. www.ratemds.com for doctors).
Onwards to the campaign...
The key to the campaign is making the process as simple as possible for your clients to leave reviews.
- Decide on an appropriate time frame to ask for a review. This could be upon completion of a case or, if they’re on a retainer, after a certain time frame that will give you enough time to build a rapport with the client and have them experience what it’s like to work with you.
- Next setup an automated email that is set to go out at the time you decided above, asking them to fill out a simple, one question feedback survey. Emphasize how quick and easy this will be and that you really appreciate it.
- The survey link in the email should redirect to an Infusionsoft form asking them, on a scale of 1-10, how likely they are to recommend you to a family/friend or colleague/peer, depending on the type of law that you practice.
- Their answer to this question will dictate the follow-up:
- If the person answers 9, or 10, automate an email that thanks them and asks them to leave a review on one of your review profiles. Link to the profiles and give directions on how to leave the review. Make it as easy as possible because that’s the key to this whole process, making it quick and easy for the client.
- If they answer 7 or 8 then automate an email asking what you could have done better. This will allow you to improve your business, as well as minimize negative feedback on review sites since you’re reaching out to them and listening to their complaint, making it less likely they’ll take it to a review site.
- If they answer 6 or below, set up a task reminder to call this person. Find out what went wrong and see if there’s anything you can do to fix it. This will also minimize negative reviews.
That’s it! The only step that could require any manpower is putting them into the sequence when they become a client, otherwise the whole system is completely automated. Client’s I have set this up for, as well as myself, have managed to grow their reviews and traffic significantly.
Here’s a screenshot of what it looks like in the campaign builder:
Setup the decision diamond as follows:
Promoter sequence-> Those that gave you a 9 or 10
Neutral-> Those that gave you a 7, or 8
Detractor-> Those that gave you 6 or below
Also note that I usually recommend 3-4 reminders in there after the initial survey request for those that don’t complete the survey after the first email.
If you have any questions, shoot me an email at firstname.lastname@example.org