Marketing Research Example

In order to increase the confidence of potential clients in your company, we recommend that you leave fresh feedback and maintain active forums. For sites with reviews it is optimal to leave 1-3 reviews in 1-2 months. For forums 3-8 posts per month.

Moreover, new posts appear irregularly on sites. We recommend making a centralized list of sites. On each of them there must be a monthly plan of having discussions. Also, it's important to set time gaps between postsing that are over 3-7 days. With this approach, traders can always find fresh mentions of you.

What’s the minimum star rating a business must have for consumers to use them?

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Key Findings

Businesses without 5 stars risk losing 12% of their customers
Only 53% of people would consider using a business with less than 4 stars
Consumers aged 55+ are least likely to forgive a low star rating

Current situation

Rating on portals is usually above 3 stars.

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Recommendations

If there is a rating option on the site, we recommend that you also use this tool as it forms the initial opinion of the company.

How many reviews do consumers read?

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Key Findings

The average consumer reads more than 10 reviews before feeling able to trust a business, which means it’s not good for businesses to have very few reviews.
70% of consumers look at multiple review sites when choosing a local business.

Current situation

Not all portals have enough feedbacks

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Recommendations

It is recommended to work on a group of sites, preferably from 20 pieces for more trust of clients. Each client may have different delivery according to region, cookies, and device

How many consumers read fake reviews in 2019?

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Key Findings

68% of consumers questioning the authenticity of reviews
More than 82% respodents have red fake review.

Current situation

There is a variety of feedbacks

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Recommendations

We recommend composing a specific assignment for copywriters and emphasise the importance of detail contents about the company's advantages, minimum length of a review, etc. On the base of an exact assignment it's possible to noticably improve the quality of posted recommendations.

Do consumers read businesses’ responses to their customers’ reviews?

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Key Findings

Among consumers that read reviews, 97% read businesses’ responses to reviews. If you respond promptly, politely, and helpfully to less-than-glowing reviews, you have the opportunity to influence far more than the person who left the original review.

Current situation

No official representative to work with potential customers

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Recommendations

We think, that the representative could improve the reputation on sites. But it's important that the representative not only be present, but that he offer real support to clients. The emphasis should be on the professional answers, speed of reacting, etc.

Discussion's Sentiment

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Key Findings

91% of consumers say that positive reviews make them more likely to use a business.
Bad feedback has a strong impact on whether a customer chooses your business – with 82% of consumers less likely to use a business after seeing negative reviews

Current situation

Less than 0.5, indicating a possible growth point: work on positive discussion

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Recommendations

It's worth paying attention to that both negative reviews, as well as super positive ones - equally negatively influence the reputation. On several sites this problem was identified. The emotional background can be influenced by a range of factors. For example, the relation of positive and negative reviews, quality of the reviews themselves, reputation of accounts that write reviews, etc. It's important to watch that the general impression of studying discussions was always positive.

Length and details

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Key Findings

Encouraging reviewers to talk about the factors that other customers may be looking for, such as your service, your products can be useful.

Current situation

On some portals reviews are short and monotonous, as happens when the portal writes reviews itself. Such work can be reputational harm

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Recommendations

Reviews don't have to be the same. It can have bad impact If many reviews have a few words. It's important to have different lenght of review, to write about different details and also sometimes to metion about weakness of a company to get more trust from potential client.

If reviews include photos

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Key Findings

The inclusion of photos can be incredibly important to understanding a business. Businesses with higher numbers of photos tend to receive more clicks, calls, and direction requests.

Current situation

The lack of screenshots is not a critical issue, but 1-2 photographs can increase trust in services

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Recommendations

The use of screenshots from the private cabinet where you can see the input and withdrawal of money can be a great argument for both potential clients and for solving negative moments in forums

Protection from the negative

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Key Findings

71% of consumers say they’re more likely to use a business that has responded to their existing reviews. This makes this a critical point of difference for your business.
Ignoring negative feedback could deter consumers from choosing your business, so it’s critical to keep on top of your online presence across the internet. It’s not enough to just respond to reviews on one platform – you must be watching every place customers may be talking about your business, including industry-specific review sites.

Current situation

There is no active protection from the negative

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Recommendations

83% of clients claim that negative reviews decrease the desire to work with a company. Based on sites we see how we can eliminate this influence. The first rule - don't ignore the negative. The second - answer exactly and include proof. For example, someone write that money doesn't get withdrawn. We'll include a screenshot which contradicts that. Such reasoning can't be overruled. An additional advantage will be the intervention of the company's official representative.

Accounts

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Key Findings

Influence agent's account reputation. Bad account history can spoil even the best protection line or recommendation.

Current situation

There is no active work on forums

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Recommendations

We recommend paying attention to that on sites. Don't use accounts that have been created only recently, have less than 5 posts, etc. It's immediately apparent and there's minimul trust to such an account. It's especially imortant to observe this on forums. Some sites can mark reviews from such accounts as suspicious.

Next Steps

Our company can improve [Broker Name] reputation on reviews/rating websites and on forums. We can create new discussion threads on the forums and fill the rating sites with new positive comments. This will make traders more loyal to the brand and increase the chance to open FTD.

Goal

Creating a positive reputation of [Broker Name] among potential customers on the Internet to increase the likelihood of the customer making a decision about cooperation.

Mediaplan (in a nutshell*)

*A detailed mediaplan is compiled after discussing current reputation issues.

I-II month

We recommend to start with smaller plans before standart project. In this step we create a list of sites to work with, publish first recommendations. Thus the increasing of reviews will be look more natural.

Creating terms of reference for PR managers (a description of the key advantages of the company, which will later be used in discussions on websites)
Training of PR managers for [Broker Name] features (based on the technical assignment)
Internal meetings with PR managers based on the results of the campaign (weekly, [Broker Name] manager participation is not required). Correction of PR campaign based on current results.
Publishing recommendation on review sites.
Posting new threads about the company on thematic sites. Publish as an official representative of the company or as a potential client.

We adhere to the basic principle of proper reputation management - the creation of natural references to the company. For this, we observe the following rules (only a small part is presented):

We use dialogues to highlight the company's advantages
We monitor the quality of communication on sites (for example - use professional terminology and slang language of communication)
Pre-moderation of posts (the post is not published until it was checked by the project manager)
Chaotic distribution of posts in time (to eliminate the possibility of calculating the algorithm of publication by potential customers)
We monitor the negative. We monitor new posts about the company and quickly react if required.

Final technical report (list of posts, available in 24/7 mode) and analytical report (recommendations and plans for the next month).

Interim report for the second week of work

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III-VI month

On this step main tasks are in process:

reputation managment control
creating new threads on forums
publishing 1-2 review per 1 review sites
if needed: new threads in other language region, for example Brazil or Indonesia
if needed: big review for review sites and publishing our recommendation
if needed: articles for media

VII and next months

The mediaplan will depends of different parameters.

1. To maintain the reputation.

Project Optimal. We will achieve all need reputation goals for six months. After this we just need to maintain the reputation. As a result, it will affect on the traders constantly.

2. Open new region

Maximum or special project to have more potential loyal customers.

Compare

Feature

Mistakes in PR companies

Publishing review such as "best company in the world" can have bad impact on customers as a negative review.

Our rules for PR companies

It's better to write about your company in neutral sentiment and use detalis, for example about eur/usd spread or advantages of trading platform. We can attach screenshot from a private account to have more positive impact.

Review texts look poor and there are no professional terms.

Our copywriters are professionals in the specifics of forex, binary options and investment. So we can speak the language of traders and investors.

Pubslishing many single and simple reviews looks suspicious

During the project we use planned dialogues to highlight your advantages. There are also questions from potential clients and answers from current clients.

Working in only a few sites and ingoring negative.

Potential clients usually read several reviews on several sites. Google TOP can be different by each client. That's why we try to cover as much as possible sites where your company is mentioned.

Publishing from the same IP. Moderators of sites know ho to identify fake reviews and delete them or they can delete page with reviews.

It's forbidden to use one IP or TOR browser. Each account has its own IP and special tools in order not to get caught.

How we work

Marketing research

We make a marketing research of the current situation in the internet, as well as give recommendations, which you can implement yourself, or with our help.

Mediaplan and first tasks

We will analyze official site of your company. And based on this information - we create a task for our copywriters.

First recommendations

During the first week, the first recommendations appear.

Impact on your performance

Recommendations affect your sales (both direct and indirect).

We work in different languages

English;
Spanish;
Indonesian;
Portuguese;
Russian;
We can add other languages.

Guarantee

Technical assignment due features will be written;
List of sites will be prepared;
Texts will be written;
Texts will be translated (if we translate);
You will get the project report.

Plans

Types of projects

Start

Standart

Maximum

Special

By yourself

We work on thematic sites

We increase loyalty to your brand on sites with reviews and forums on behalf of traders / investors.The site topics which we can work on:

-Forex;

-Binary options;

-Investments;

-Partner programs for affiliates;

Important! Not all of the sites allow you to leave feedback, some of the sites require additional materials for posting reviews (for example, screenshots from a private account). We take into account the rules of each site, before publishing reviews.

up to 7 sites

10-15 sites

20-35 sites

more than 40

up to 10 sites

up to 30 reviews

Create Threads about the company on the special Forums

Depending on the media plan - we register information about your company on sites where it is not yet available. It should be understood that registration is possible only where it is allowed to be done on a free basis. Any options for registering a branch about a company on a commercial basis have to be agreed upon with the administrators of specific sites.

Yes

Create Threads on other Forums

If it's needed we can find ther forums for example about gambling or money earning and create there new threads

Yes

Create Technical Assignment

We prepare TA to guarantee the quality of the further work

Yes

We monitor user activity on sites

Once a week the project manager checks all sites on which we work. In case of finding new negative comments - signals the PR managers. They quickly "close" this negativity. Thus, traders will always see the last comments only in a positive light.

Yes

Moderate posts before publication

‍Before posting, the posts are checked by the curator and partly by the project manager. This allows you to monitor the entire process of publishing information and not allow deviations from the PR campaign strategy.

Yes

Natural discussions

The main principle of a PR campaign is naturalness. Depending on the situation, sometimes a little more or slightly less posts are required (for example, more negativity has appeared - more posts are needed to close it). Only a flexible approach allows you to competently promote your brand with hidden PR.The number of posts per site is done in such a way that the discussion sounds natural (for some forums this is 2-4 messages per month, for some 7-8).

Yes

We use professional terms and details

It's important to speak in language of your clients to write more truthful reviews

Yes

We use single reviews

We discuss the advantages of your company in the format of single reviews (mini-review of the positive aspects of the company)

Yes

We use dialogues (forum work)

We discuss the advantages of your company in the question-answer format to increase the credibility of reviews from potential customers. This approach adds interactivity to the discussion. Two to five PR managers take part in the dialogues.

Yes

We use screenshots, on request

We publish screenshots of the withdrawal of funds or from a private account on your site for public proof of the company's integrity (especially important in the case of negative comments from traders or with black PR campaigns against you).

Yes

Official representative

We can answer or post news as a official representative to have more good impact on potential clients

Yes

We monitor negative reviews and answers

We monitor new posts about the company and quickly react if required.

Yes

Moderate posts after publication

The post is moderated after publication. At this stage, we identify posts that have been deleted or not published due to site administration. If it is found out and it's due current project requirements - we simply create more unique posts instead of those which haven't passed moderation.

Yes

Post Online Report

Provide an online report that displays each written post. In the report we indicate:

-Type of site where the post was published

-Link to the post

-Text of the post

The report is updated in real time

Yes

Analytical report

‍Based on the results of the PR campaign, we provide an analytical report. In it we give recommendations on the strategy for the next month.

Yes

Time of work on the project

How long does the project last for the selected rate?As a rule, reputation management gives a result in systematic work. The most minimal projects last about 6 months. For more convenient compilation of media plans, we allocate 1-3 month tariffs (because in one month it may be necessary to switch from one tariff to another and in advance it can not always be predicted)

10-15 days

no limits

One-time rate‍

The rate can be used only once, because it does not fully reflect the requirements for knowledgable work with a reputation (volume and duration of work). This item is valid only for the tariff "Test project".

1 time

no limits

Available languages

Price is valid for one language direction. For example, when working in a "Start project" for the English-speaking and Spanish market

English, Spanish, Russian

English, Spanish, Indonesian, Portuguese, Russian, other on request

This Autumn Promotion

Project "Start" - 1 month for free

Examples and additional links

Project Report Example Review Examples (Folder)Article Examples (Folder)Sites Examples (Video)Brightlocal Survey

Marketing Research and Mediaplan

Local Consumer Review Survey [2019]

Key Statistics

How many consumers read online reviews for local businesses?

Key Findings

What do consumers do after reading positive reviews?

Consumers’ Next Steps After Reading Positive Reviews

Trust and Influence in Online Reviews

How do reviews influence consumers?

Key Findings

Do consumers trust online reviews as much as personal recommendations?

Key Findings

When judging a local business on reviews, what do consumers pay attention to?

Key Findings

Posting Online Reviews

Key Findings

This Autumn Promotion

Project "Start" - 1 month for free

Marketing Research

Highlights

Current situation

Recommendations

Screenshots

How recent does an online review need to be to impact consumers’ decisions?

Key Findings

Current situation

Recommendations

What’s the minimum star rating a business must have for consumers to use them?

Key Findings

Current situation

Recommendations

How many reviews do consumers read?

Key Findings

Current situation

Recommendations

How many consumers read fake reviews in 2019?

Key Findings

Current situation

Recommendations

Do consumers read businesses’ responses to their customers’ reviews?

Key Findings

Current situation

Recommendations

Discussion's Sentiment

Key Findings

Current situation

Recommendations

Length and details

Key Findings

Current situation

Recommendations

If reviews include photos

Key Findings

Current situation

Recommendations

Protection from the negative

Key Findings

Current situation

Recommendations

Accounts

Key Findings

Current situation

Recommendations

Next Steps

Goal

Mediaplan (in a nutshell*)

I-II month

III-VI month

VII and next months

This Autumn Promotion

Project "Start" - 1 month for free

Compare

Feature

Mistakes in PR companies

Our rules for PR companies

How we work

Marketing research

Mediaplan and first tasks

First recommendations

Impact on your performance