A Review Management Plan for Marketing Agencies


Your agency has just signed a new customer, and now it’s up to you to deliver reviews for the client’s business or product. You’ve done enough to win the sale, but you haven’t earned your client’s confidence, not yet. Fail to deliver meaningful results within the first 30 days, and your new client may pull the plug.

You need to deliver quick wins.

These results are dependent on an unexpected detail—your systems and procedures that you will use for review management. An off-the-cuff approach decreases your odds of success substantially. Use a systematic approach, and you win.

Why Your Team Needs a Review Management Plan

Your clients are afraid. Right now, they’re filled with doubt, the inklings of buyer’s remorse and a bit of apprehension. They’ve seen the reviews; they’ve read through your case studies. They believe, hope and pray things will work out, but the outcome isn’t certain.

Using a review management plan serves two purposes:

  1. It keeps your client’s attention focused on the work
  2. Your agency receives a clear plan of action your team can follow

Reasonable clients understand the fact that quality takes time. However, you’re better off expecting and preparing for the unreasonable clients who will come to you for help.

These May Be Clients Who:

  • Are 90 days from closing their doors
  • Struggling with the poor reputation a previous owner created
  • Are under a significant amount of pressure from creditors, competitors or family
  • Have risked everything to start this business—it’s their last shot
  • Have been cheated, bullied or manipulated by previous agencies

These clients expect a lot.

A 30-day action plan provides everyone (agency + clients) with the structure they need to produce exceptional results. It provides clients in your agency with the temporary relief needed to gain traction.

How to Create a Review Management Roadmap

Your 30-day project plan should be focused on a specific set of to-dos. These to-dos are spread across three specific areas.

  1. Where are your clients are right now
  2. Where your clients would like to be
  3. What you need to get your clients there

Pretty simple, right?

Here’s a detailed breakdown of those tasks as it pertains to each of these three categories.

breakdown for management roapmap

Here’s the interesting part about this roadmap.

Many of these to-dos and steps can be automated (or semi-automated). Auditing “where your clients are now” can be done via review management software. Your clients can supply you with most of the details required for the “where they’d like to be” section.

Planning Ahead for Review Generation

You can produce the bare bones components of say, a crisis management plan, ahead of time, customizing various elements on an as-needed basis.

  • You can create a list of the questions you need to ask to flush out client goals, objections, metrics and KPIs
  • Outline specific categories of information you’d like to mine from client reviews (e.g., objections, complaints, weaknesses, failures, strengths, benefits, requests, suggested improvements, etc.)
  • Define your terms. For example, what constitutes a cornerstone review or irresistible offer? What standard needs to be met to qualify as irresistible? As a cornerstone review?
  • Create industry-specific or niche bare bones review request templates you can customize on an as-needed basis

Doing this upfront work decreases your risk. It simplifies the process, and it makes it easier to invest in your prospects first, to win their business later.

What do I mean by that?

Doing the upfront work I’ve described means you can create offers like this:

“Is your [plumbing] business struggling to generate leads? Give us 30 days, and we’ll generate XX leads for your business. We’ll do it free of charge for the first X customers who call [123-456-7890].”

See what I did there?

This offer:

  • Discusses the problems of a specific audience and provides a solution
  • Sets a specific timeframe for results
  • Sets a specific outcome for clients to expect
  • Puts all of the risk on you, the agency
  • Uses the “be first” urgency trigger to boost demand immediately.

Here’s the thing about this offer.

It reverses the buyer/seller dynamic; it puts your agency in the driver’s seat. Instead of clients evaluating you against a long list of competitors, you’re evaluating clients to see if they’re a good fit. This enables you to set the criteria qualified clients need to meet to earn your attention (e.g., budget, size, scope, etc.). It also means you can ask for (and receive) more money.

One more thing about this offer.

The vast majority of your competitors won’t do it. That’s because offers like these scare them to death. Many of them are desperate for money, so they won’t feel comfortable taking a risk. They won’t have the roadmap they need to make an offer like this profitable.

Use This 30-day Review Management Plan to Wow Clients

Give your clients the structure and focus they need to stick with you in the beginning. Use this roadmap to give your agency the structure it needs to deliver quick wins and exceptional results within 30 days.

what marketers need to know to make a review management roadmap

You can do this.

You can succeed where other agencies have failed. Most agencies play it by ear. They don’t rely on a set of systems and procedures. This plan is your opening, your chance to win. Take the time to customize this project roadmap, and you’ll have the structure you need to win clients over quickly.

Marketing is not only about great campaigns, it’s about knowing the product or service you’re marketing intimately. A review management plan gets you there and ProjectManager.com helps. Our cloud-based project management software gives you the most dynamic project roadmap in the business. Try it today for free with this 30-day trial. 

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