Award-winning local services directory The Best Of used to claim the only ‘talking ad’ in town. Now, with a recent shift towards public reviews of featured businesses, it looks like they’re turning their talking ads into talking testimonials.
We’ve always believed that TBO is the leader in its field – and deservedly so. TBO is built around a solid core of search engine optimisation and Pay-Per-Click expertise, packing a heavy punch in the Google visibility stakes.
But right now, the market is saturated with local business portals, directories and e-zines all trying to build themselves up from nothing. Many are busy selling their ‘franchise’ before the business model has even been tested. The best emulate TBO, offering a degree of search engine visibility. The worst offer nothing but a paper directory or magazine transposed badly to the web and offering little or no search engine visibility for their advertisers. And that’s putting it kindly.
Keeping an eye on the The Best Of over the last year has shown that the business is taking the word ‘Best’ in it’s name seriously. Anyone can advertise in any directory – but only the best can attract word-of-mouth recommendations and positive reviews.
It’s worth remembering that there’s a difference between testimonials and feedback, though. Testimonials are positive recommendations from existing customers. Feedback is whatever the customer needs to say – positive or negative. Handling testimonials is as simple as getting them and showcasing them whereas handling feedback requires the ability to respond openly and constructively to whatever the customer has to say.
As a franchisee of thebestof, it’s great to be recognised here as part of an organisation that’s a ‘leader in its field’.
Over the last few years others have tried to copy our business model – and I’ve personally seen some that have ended in tears. That gives me no pleasure, because honest people have lost money by investing in the wrong franchise.
From a franchisee perspective, I can vouch for thebestof head office team – I believe they offer one of the best levels of support of any franchise in the UK. They continue to invest heavily to ensure our technology is ahead of the curve – and they keep us motivated!
This is a tough business, but we are succeeding by constantly innovating our service. Online marketing is now just one of the many ways we help promote and connect reputable local businesses – these include door drop marketing, handy guides, social business networking events, exhibitions and radio advertising.
There’s one point in your article that I need to clariy. We actually don’t take on any company that wants to join, we genuinely seek to only champion a select number of businesses based on recommenations and positive customer feedback. Typically these are independent owner-managed firms that really go the extra mile and have loyal customers.
Thanks for your comment, Nick and for your clarification about choosing only the best customers based on recommendations and positive customer feedback. I guess you’re saying that the franchisee assesses a company’s reputation with it’s customers before accepting on to TBO? Is that an old-fashioned, ‘word-of-mouth’ process?