Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 181 - Get Found: Reviews, Profiles, and AI Search

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181 - Get Found: Reviews, Profiles, and AI Search · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message, making
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  offers, getting found is one of the most important things that
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  every entrepreneur I'm speaking to right now is saying.
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  It's changing a lot. It's getting harder to do this
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  and I was super interested when I had the opportunity through
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  the power of my network to meet the next guest on our show
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  today. Because he's not just been doing
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  this for a nanosecond. He's been doing this an
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  incredibly long period of time. And he's got over news in his
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  business. And he's going to show us how
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  the power of starting can compound to that kind of
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  crescendo, make you really relevant in this brand new year.
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  To our guest today, Mr. John Dejong, welcome to our show.
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  Super excited to have you here. Hi, Christine.
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  Thank you for having me. I'm excited to be here.
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  My absolute pleasure. So I want to talk about this
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  because when I was reading your information that you had shared
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  with me, I was like, wow, 900 reviews.
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  And yes, your business has been around for years, but that's
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  super impressive. And let's talk right out of the
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  gate why it's so important to have reviews and to make that a
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  core principle and how you've done it so effectively.
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  Well, I think your clients, our viewers already know how
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  important it is, every one of us.
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  Well, I would, I would say this, 66% of you have looked at a
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  Google review and seen an online Google business profile in the
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  last three days. That's, that's what we do when
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  we're looking for, you know, a restaurant near me or you know,
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  the best podcast near me or an accountant or what have you.
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  We look to our phones now. You know, when I bought this
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  business 16 years ago, we were still paying money for Yellow
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  Pages ads and we still had a fax machine.
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  But times they are A changing. So Google reviews or being found
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  online nowadays is not only a Google thing, it's also AI as
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  well and that's how people are going to find your business
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  nowadays. I'm curious because obviously in
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  the traditional bricks and mortar, yes, it was imperative.
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  I'm, I have friends from school, my early career days where they
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  sold Yellow Pages and they would travel from small business,
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  small business to get you listed in the listings.
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  And I'm curious if you think it's as relevant to online
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  business and if it matters at all between whether you're
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  bricks and mortar or online in the space of AI?
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  Absolutely. It matters what you know, the
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  important thing for AI is to be is for AI to get the
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  information. It's called an LLM or a large
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  language module. And I'll try not to speak in,
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  you know, tech talk. So, but basically a large
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  language module is a phone book of all the information available
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  about your business. Now that phone book used to be
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  the Yellow Pages. That was the search index.
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  That's where people looked for a business and they would look by
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  categories. If you know, my dad owned an
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  appliance business back in the 1970s.
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  So you'd look under appliances and then it it would be found
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  alphabetically after that. He also owned a bicycle
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  business, so you look under B for bikes in there immediately.
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  So there would be AA bikes and AAA bikes.
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  So people would play games to try to get found.
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  Well, it's exactly the same thing nowadays.
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  For the last 15 years it's been Google and you needed to play
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  the games or you know, work with the algorithm to get found.
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  Now it's artificial intelligence.
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  So we have, well, I've developed what I call AI squared.
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  So that's my actual intelligence and you got to marry that with
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  artificial intelligence. So artificial intelligence is
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  the tool, but you still have a brain and you need to use that.
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  You need to, you need to coach the tool.
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  You need to supervise the tool. You can't just let some 18 year
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  old kid working out of his mom's basement or someone you know,
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  you know, a virtual assistant in a, in another country that
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  doesn't know you at all take over your marketing.
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  That's, that's unwise. Let me put it another way.
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  That's cool. I'm so glad you said that we
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  brought brains to school with us today because I think that this
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  is, this is a problem. This is a problem I've always
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  gobsmacked to use the British expression when people think
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  that they would outsource their most valuable thing they own,
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  which is their brain and their voice.
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  And when somebody doesn't get you and you haven't taken the
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  time to, you say to train, to model, to think about how
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  they're showing inputs, driven outputs, it's unwise.
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  Guys, you heard it here. Please, please, please, please,
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  please think twice before you do that.
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  But it's interesting that you talk about it being so relevant
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  and relevant for all businesses. So how do you get reviews fast?
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  Because we know we should do it. I think everybody can put up
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  their hand as an audience member and say, like, I know I should
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  do this. I recognize that I use it as a
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  consumer, but somehow it's never high on the priority and that's
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  a misstep. So how do we get there fast?
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  Well, you're not gonna, you're not gonna get reviews fast.
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  You're not gonna get a lot of reviews fast.
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  I have over 900. So that's about 7:00.
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  That's, I can tell you today it's 784 Google reviews on my
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  Canadian site, about 60 odd on my American presence and then
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  and 60 or 70 on Facebook. So the most important thing is
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  a, you've got to start. I, I was just writing an article
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  last night and Darren Williams is the guy who gave me my very
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  first Google review. That was about 10 years ago.
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  So all those reviews we have, while 900 sounds like a lot, it
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  started with 1 and I had done, you know, we own a sign and a
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  marketing company, bricks and mortar sign shop in Victoria,
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  BC. And myself and my teammates had
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  just finished putting privacy glass or privacy treatment on
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  his law firm Windows. And Darren said to me, hey,
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  great job, let me give you a Google review.
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  So first of all, that was unique because most people don't
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  volunteer to give you Google reviews.
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  You got to ask and we'll come to that in a second.
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  But I said, what's that? And I had been smart enough to
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  set up a Google Plus account for my business, but I didn't know
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  what it did. But he took me around the back
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  of his desk and logged in and found my company and clicked on
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  the on the 5th star. That's one of the things you got
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  to do is make sure you click on the star in the far right so you
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  get 5 stars, not one star. And then he pulled in a
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  description and thanking me for the great work that we had done.
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  And that's how you get a Google review.
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  But so first of all, you got to start with one.
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  The second thing you have to do is you have to ask.
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  OK, I, I, I, I think that you're married.
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  I'm married. I've been married for 39 years.
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  You know what? When I met Barbara, she didn't,
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  she didn't know me. She didn't like me.
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  She thought she knew about me. She had some misinformation
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  about me. And I had to ask her.
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  And she said no, but I didn't stop it.
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  No, no, I asked again and I asked again.
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  So that's the second thing you need to do, is you need to ask
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  more than once. We don't quit after the first
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  time. And the third thing you need to
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  do is you need to make it easy. So you know, I used to send an
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  e-mail to my clients and ask them for a Google review.
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  Then I got smart and I added a link to the e-mail so they could
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  just click on it. It would go right to my Google
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  business profile. Then I got access to the later
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  technology. And you all have this, we all
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  have cell phones. So your cell phone has NFC
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  technology and that's near field connection.
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  And so now they can just tap on a card.
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  So if you have one of these cards, it links right to your
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  Google business profile. And some people are, don't have
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  their NFC turned on their phone, but you know, if you're paying
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  with your phone nowadays, you got it turned on.
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  So we, we make it really easy. They can also scan the QR code
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  on the back. So getting Google reviews is
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  also about making it easy. We're reducing the friction.
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  So you may have heard me say before, you can get a Google
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  review and as little as 3 seconds.
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  And this is exactly how you do it.
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  You you have an NFC card that does stands tap or Stan.
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  This is because it's true and and I think so often, you know,
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  we've said there's a big difference between follow up and
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  follow through. And if we make it easy, we're
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  more likely to get the result and we have to ask more than
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  once. And the beautiful thing, when
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  you've had great service as a person, please volunteer reviews
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  and take the time to do reviews for people you're doing.
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  It matters enormously. What I would say to my clients
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  is it matters over a period of time.
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  So if you know, most people only go to what we would call
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  recommendations or testimonials and they know it really from
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  LinkedIn as a business employee. And they're like, when I lose my
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  job, when I changed jobs, I suddenly have this flurry of
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  reviews because I'm it's top of mind.
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  And I said, think about the fact that if you can have 1/4 for the
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  lifetime of your business, what that says to somebody about your
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  longevity, your ability to, to stay relevant.
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  And as you're looking at a brand new year, I've said this to all
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  my clients, I want you tracking reviews in the first month of
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  the year so that it's current to the current year because that
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  matters to the shopper. That matters to the buyer.
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  And I love how simple this is. Equip yourself, get your ass on
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  and stay with it in order to see the result.
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  And once we've got the reviews, you, you used an acronym when we
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  were chatting earlier and I'm curious about it and I don't
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  want to get too technical in the language, but you said that you
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  have to optimize something at GBP.
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  What is that? So GBP used to be Google Plus
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  and then it morphed into Google My Business and it's now Google
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  Business Profile. So when you do a search, you
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  know, on Google you it'll come up on the left with about, you
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  know, 1.6 million hits in about, you know, 1.2 seconds.
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  And usually if there's a very specific company that Google
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  thinks matches your needs really, really well, it comes up
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  what they call a Google Card and that has photographs of the
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  business and it has little map next to it that shows you where
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  the business is. And then it has underneath it
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  how many Google reviews they have.
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  And then it'll have a list of their products and services.
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  And that's what I was saying, that 66% of us have clicked on
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  one of those in the last three days.
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  So we're, we're pretty much all familiar with it.
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  Well, that GBP needs to be optimized.
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  Now, people like me, like told you 10 years ago, I had this
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  Google Plus profile, but I didn't do anything with it.
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  What you need to do now Google gives you 1000 characters for
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  you to optimize whatever products it is you sell.
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  Then if you're a service business, it gives you 300
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  character service and you can have 10 services.
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  You can have 50 services in there and the, the more
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  optimized or complete that profile is, the more Google
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  information you're giving Google to say, hey, this person suit
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  your needs. And then now AI is they don't
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  have direct access to that. But you should be duplicating
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  everything that's on your Google business profile to your
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  website, as well as getting information and everything
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  that's in there. Now, you know when you, when you
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  do a search and AI spits something out like you might be
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  talking to ChatGPT, you might be talking to Grock, you know,
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  there's multitude of them out there.
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  It spits out a summary of from three or four different
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  websites. Well, the more information you
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  have about yourself on there, the better information it can
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  give to the person who's searching.
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  Well, I think, I know it's so easy to start it and forget it.
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  And I can relate to, I've had a Google business profile and
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  that's where it's changed its names many times and not
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  maintained it to the level that creates the best momentum.
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  So guys, if you're like me, it's time to take a deep breath and
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  say, OK, how do we systematize both of these things?
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  Asking for reviews with every client and people were
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  interacting with. It's not just about the paid
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  clients, it's about your collaborative partners, the
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  people who've seen you in work, how you show up in your life.
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  All of those things are in the know, like trust formula.
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  And how do you make sure that you are ensuring that your best
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  foot is forward? And so guys, I like systems.
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  As you know, I would encourage you to have this dialed in as a
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  process so that you don't miss the low hanging fruit because
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  truthfully, people are still going to, whether it's now the
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  AI generated search or still Google, you cannot afford not to
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  have control over current data. And that current data should
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  really reflect how awesome you are because your next client is
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  looking for an awesome service provider.
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  So I love that we need to do this.
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  So you also now lead me into the comment about the website
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  because AI is not pulling from Google because you know, state
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  and church are two different things.
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  They don't want to pull from somebody's competitor data set.
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  But you talk about the website. So where does the website come
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  into it? And how do we look at a website
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  from the perspective of search so that we get found on both
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  platforms? Because if we want to win, we
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  want to win on both sides. Yeah, that's a great question.
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  So if you've ever watched any of my videos on my YouTube channel,
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  you hear me talk about optimizing a website that used
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  to be called search engine optimization.
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  Well, I call that BSO because you don't need to optimize for
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  search engines because most people are just searching on
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  Google. So it's one thing, but it's
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  changed now because of AI and Google holds all of its cards
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  close to its best. So AI doesn't, not all the AI's
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  have access to that. So as I said, you need to
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  duplicate that onto your website so you get search everywhere
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  optimization. So I'm backing off of my BSO
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  days back to SEO, but it's changed a little, but it's got
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  you gotta be able to be searched everywhere.
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  So one of the, you know, more important things is it's not so
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  much about getting your website found, but it's, it's now about
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  again, optimizing, keeping people on your website.
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  HubSpot says that the average person only stays on the web or
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  the average stay on a website is only 54 seconds.
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  Now, that's after a person has searched dozens and dozens of
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  websites. But remember, I told you my wife
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  Barbara didn't want to go out with me at first.
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  She did not. I had made a negative first
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  impression. You know, we all do it, but, you
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  know, like, turns out, you know, thank God she got past the first
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  impression and here we are. Yeah.
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  But you know, it's your website. You've got 3 seconds to make a
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  first impression on your website.
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  So if you can have a video of yourself popping up on there,
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  you know, it's for those of you who are hearing us on a podcast,
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  that's, that's one mode of input, which is your ear.
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  But visual, we're, we're all visual people.
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  We, we like, you know, we like sunshine rather than clouds and
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  rain, right? We like bright colours rather
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  than dreary things. Well, when we can look at
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  someone eye to eye or face to face, even if it's just a 2
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  dimensional projection on a screen that that makes a a
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  neural pathway in your brain, it makes a chemical connection.
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  So I have on my websites something I call the website
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  concierge and what it is, it's a little pop up video of myself
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  and it says, hey, it's I'm John. Welcome to alley cat signs and
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  marketing. If you're looking for digital
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  marketing, click on this button here.
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  If you're looking for signs, click here.
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  If you want to see our Google reviews, click here.
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  And you can have three or four or five buttons on it.
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  So I recommend putting a little video on there.
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  There's lots of great tools out there.
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  I happen to have some, but that's a really important thing
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  is getting the first impression because you've only got 3
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  seconds to make it. So everybody to shift gears is
• 16:51
  where cleaning house we're pruning, we're we're stepping
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  into the now to really hear what he's just said.
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  It is imperative that you don't set it and forget it.
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  It's imperative that you think about the human side of this
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  combo that's happening because at the end of the day, never,
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  never mistake people choose to do business with people 1st.
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  And that what that's why you need to make sure it's not just
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  I've done a website, it's not just I did SEO, it's not just I
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  wrote my business profile with Google.
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  It is really a recognition that I have to be effective at it.
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  And that means that we don't do it once and forget it, but we
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  really hone our craft. Because I will tell you, you
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  have so little time to make influence, but somebody is ready
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  to buy. And if they're not going to buy
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  with you, it's a missed opportunity because they're
• 17:43
  going to go to the next. And if they just focus on the
• 17:46
  effectiveness equation, guess what will happen?
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  They're gonna win disproportionately to you, and
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  you can control that. So step up my friends, because I
• 17:55
  want you winning, I want your serving, and I want you not just
• 17:59
  doing it once, but doing it repeatedly, consistently for the
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  longevity so that you 2 can be like John and say we've built
• 18:06
  this through time and we're very proud of our reputation.
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  And the more we can put out that curates effectiveness,
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  truthfully, the happier clients are going to be because they get
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  what they expect. And so I want to ask you a final
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  question here because you have been nominated and won a big
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  award for your Business of the Year.
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  What's working right now for you to win clients to gain in the
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  marketplace? You've been in the business a
• 18:32
  while, but what's working right now?
• 18:35
  Yeah. Thank you so much.
• 18:37
  So I just want to clarify that because, you know, I, I was
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  nominated for Business of the year for employees with our
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  companies with one to 10 employees.
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  We were finalists, we came in second.
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  OK, well, you know what, I will take that because that's a huge
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  accolade to be first nominated and to to work on your silver
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  award. Congratulations.
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  But I, but I think what I'm talking about here is integrity.
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  It would be disingenuous for me to, to just accept the, oh, she
• 19:02
  made a mistake. And just, I think it's really
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  important to clear the air. I think when you make mistakes,
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  it's important to clear the air and what's working for me and
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  what will absolutely work for you and where other companies
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  your competition are shooting themselves in the foot is by not
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  responding to Google reviews. I have 900 reviews and I have
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  900 responses personally written by me, not by AI.
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  Now you can train AI and actually do that for some of my
• 19:29
  clients. I train the I AI to speak and
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  reply on behalf of the clients. And we can, we can do pretty
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  good. True training it in your voice.
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  But think about this for a second.
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  If you went out to a restaurant and you know, my favorite
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  restaurant, I have a son and daughter-in-law that live in
• 19:45
  Phoenix. We were just down there.
• 19:47
  If we go to smoke and Joe's great, great rib place, you
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  know, finger looking good. And I see the chef coming out
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  and and, or the pit boss and he's been back there, you know,
• 19:58
  since 6:00 in the morning stocking the fire, smoking
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  brisket, smoking ribs. And I as he's walking by, I, I
• 20:05
  grab on his tugging his shirt sleeve and they say, Hey, Joe, I
• 20:09
  just wanted to say thank you so much.
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  That dinner was awesome. I love coming here with my
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  family. I'm going to recommend to all my
• 20:15
  friends to come back. And Joe just turns around and
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  walks away. Yeah.
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  What? What?
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  What did Joe just say to me? He he, he said, I don't care.
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  So when you, you know, get a client that leaves you a Google
• 20:29
  review and you ignore it, you've just insulted that client and
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  you've told thousands of other clients that, hey, Joe thinks
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  I'm OK, but you didn't reply to that.
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  So it it every, I tell people, every sign sends a message,
• 20:43
  every review sends a message and a five star review is great.
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  But if you don't reply to it, you've just left so much money
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  on the table. You can, even if they don't say
• 20:52
  what they did, I replied to reviews.
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  That's that. You know the client, sometimes I
• 20:57
  have to track down through my database who that person was and
• 20:59
  and say, oh, thank you so much for doing business with us and
• 21:02
  allowing Alicat science to make your new a frame for your
• 21:05
  business, XYZ laundromat and all those are keywords that you're
• 21:09
  able to build back into the review.
• 21:12
  But more than that, a negative review has to be replied to.
• 21:18
  Remember I said to you how Google allows you to put 1000
• 21:23
  character description for a product and 300 for a service.
• 21:26
  They give you 4000 characters to reply to a Google review,
• 21:32
  whether it's positive or whether it's negative.
• 21:34
  Now I will tell you that I have a five star rating, but I have
• 21:37
  several one star reviews and usually they're not about our
• 21:40
  product. Usually they're about me and my
• 21:42
  personality because I'm a little bit strong.
• 21:44
  I might have an opinion or two and I'm I might not be shy of
• 21:48
  sharing that with you because I've got 45 years of sales and
• 21:51
  marketing experience. I'm going to tell you what I
• 21:53
  think might work better for your business.
• 21:55
  Some people don't like that. That's OK, but the better you're
• 22:01
  able to communicate and tell your client, OK, I'm sorry I was
• 22:05
  wrong. I come across abrasive where I
• 22:07
  might have made a mistake or we were too late.
• 22:10
  I apologize for that. Let me make that up to you and
• 22:13
  then tell your side of the story.
• 22:16
  A negative review with a really positive or clear rebuttal or
• 22:22
  explanation. You're not making excuses.
• 22:24
  Please don't make excuses. Tell your side of the story,
• 22:27
  take responsibility and you will.
• 22:30
  You will build much more of a positive rapport with your
• 22:34
  perspective clients and possibly rebuild the one with that peeved
• 22:39
  off client by taking responsibility and standing up.
• 22:42
  That's what's working today because most people aren't doing
• 22:45
  it. So set yourself apart.
• 22:46
  I think it's a really good tip about how much space you have to
• 22:49
  seed words, to seed a response. And yes, you guys stay in
• 22:53
  integrity with your service. And, you know, I think there's
• 22:57
  always a question. And I know there's been a lot of
• 22:58
  change in the landscape about ensuring reviews are authentic,
• 23:02
  that they're not stuffed the ballots, that they are really
• 23:06
  people with real responses and what a golden opportunity to
• 23:10
  engage with them. So I think that's a fantastic
• 23:12
  tip, John. How do people find you?
• 23:15
  How do they learn more about you're doing and how do they get
• 23:17
  support along the way? Hey, the easiest way to get in
• 23:20
  touch with me is oh, right over there I get youfound.com.
• 23:24
  I've taken everything that I've learned over the years and I've
• 23:27
  put it into a simple checklist to help you get found and you
• 23:30
  can just download that. It's free and all I ask for is
• 23:34
  your e-mail address. And then fair, I'll even
• 23:37
  redirect you to my YouTube channel.
• 23:39
  Everything that I teach my clients or that I do for my
• 23:42
  clients, I will teach you how to do for free.
• 23:44
  If your business is doing under a half $1,000,000 a year, you
• 23:48
  should probably start by doing this on your own.
• 23:50
  But you know, you can also hire us so we have a a done for you
• 23:55
  or do it yourself service start at igetyoufound.com or you can
• 23:59
  go to our website alleycat dot marketing.
• 24:02
  OK, go connect to John. The fact that he is willing to
• 24:05
  train you to get started is just a measure of his character.
• 24:09
  And I want to say thank you. I applaud you for doing that.
• 24:11
  And really when you do start to build momentum, staying current
• 24:15
  is the key because how to get found isn't optional.
• 24:18
  We said it's not enough now to say I did it.
• 24:21
  We have to do it well. And I want you to game yourself
• 24:25
  into a real commitment to 1% better. 1% better can make a
• 24:29
  huge difference for the compound effect and it's how you stay in
• 24:32
  business and beat the odds. So John, it has been an absolute
• 24:35
  pleasure to have you as our yesterday go connect to him.
• 24:38
  I get youfound.com, connect to him and celebrate another great
• 24:42
  Canadian doing great work in the world.
• 24:44
  You guys, did you hear not just local, but international as
• 24:46
  well. So go connect to him.
• 24:48
  Thank you for being our guest. I'm ready to go get found and go
• 24:51
  update my Google profile. Thank you for the tips.
• 24:54
  Thank you. That's a wrap on another amazing
• 25:01
  episode of Amplify Your Marketing Message with me, your
• 25:04
  host, Kristine Campbell Rappin. Be sure to subscribe on your
• 25:07
  favorite podcast platform so you don't miss another great
• 25:10
  episode. see.