Word of mouth has always been one of the most powerful tools businesses have at their disposal to increase business. But, since word of mouth is as much a phenomena as it is an actual method for driving sales to your business, it’s always been difficult or impossible to achieve at scale.
As a business that strives to provide exemplary service to your customers, it’s not uncommon for you to develop a loyal following that’s eager to share your business with their friends and family. Unfortunately, this advocacy can only take you as far as that person’s network.
This is where Yelp comes in. In a nutshell, Yelp is like a megaphone for word of mouth. Your business’ page on Yelp provides essential information about your business, including real reviews from your customers.
Now, what people are saying about your business can extend far beyond their network, and everyone viewing your page on Yelp will be able to say what your customers are saying about you.
This can be an exceptionally powerful tool for you to leverage. But, succeeding as an advertiser on Yelp isn’t quite as simple as claiming your business page and paying for ads. Before jumping in, there are several things you’ll need to consider.
Today, we’ll dive into everything you need to know about Yelp, how it relates to your business and the different ways you may be able to use Yelp as a tool to drive new business through your doors.
Over 74 million people use Yelp on their computer each month, with another 70 million accessing Yelp from their mobile site. Yelp also has over 30 million monthly users of their app.
Virtually every business, from restaurants and eateries to mechanics, salons, doctors, dentists, boutiques and more have a page on Yelp.
A businesses Yelp page features basic contact information such as the business’ phone, address, and website as well as user-generated content that includes reviews, photos, and more.
Through organic growth and acquisitions of businesses like Qype and CityVox, Yelp has bolstered their worldwide presence, and it’s become a popular service throughout Europe and Asia, in addition to North America.
According to Yelp, two things make their platform particularly appealing to businesses of all sizes. First, Yelp users are actively engaged in the buying cycle when they visit Yelp. They have already decided on what they need, and are now trying to find the business who can best provide it to them.
People rarely use Yelp to conduct research or learn more about a product or business. Instead, they use Yelp when they’re prepared to make a purchase. So, the people viewing a business’ Yelp page are generally more likely to make a purchase. In fact, 82% of Yelp users use the site or app when they’re intent on making a purchase, and over 89% of them make that purchase within one week.
The other aspect of Yelp that’s so attractive to businesses are the demographics of Yelp users. About 50% of Yelp users have an income greater than $100k per year, and over 75% have at least some college background. Over 70% of users are age 18-54. For most businesses, this represents an ideal customer: they’re young, wealthy, and looking to spend money.
The thing that drives Yelp’s growth, and continues to keep people coming back to the site are the quality reviews of all kinds of businesses. Yelp currently has over 155 million reviews, and that number grows each day.
Whether a Yelp user is looking for a new restaurant to try in their neighborhood, an honest mechanic, or cool things to do on vacation, they turn to Yelp because they trust the reviews to steer them in the right direction.
New York City locksmith, who was able to grow his small locksmithing business from very humble beginnings into a thriving business thanks in part to customers who saw his ads on Yelp.
In general, high ROI businesses like home service professionals, doctors, and dentists offices tend to have the highest potential for success when advertising on Yelp. A single service from one of these businesses could net hundreds or thousands of dollars for the business. So, if Yelp advertising brings even a single new customer each month, they’re already in the black.
While any business may be able to benefit from using Yelp ads, there are some businesses that may be better off avoiding the platform altogether.
customize their ads as part of both the self-service and full-service advertising programs. This new feature allows business owners to select the photo and review snippet that will accompany their ads, instead of leaving it up to Yelp’s algorithms.
recent study suggests that 30% of consumers consider a businesses response to reviews as a key factor in their decision making process. One way to engage is to offer a response to each Yelp review you receive. If it’s a positive review, a simple thank you is more than enough.
For negative reviews, it’s important to offer a thoughtful response without being argumentative. Even if the review comes from a disgruntled customer with an ax to grind, there’s no way you’ll come out on top if you respond angrily or blow off the customer’s issue.
potential to bring you new customers organically as well as through advertising.
Familiarizing yourself with the ins and outs of Yelp and their dedicated community of users is the best way to ensure that Yelp is working for your business, instead of against it.
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