Small Business Marketing Blog

March 16, 2010

Marketing with Yelp: What Small Business Owners Need to Know

Filed under: Business,Marketing — Robin Witt @ 7:23 am
Tags: , ,

Woman talking loudly signifying Word of Mouth Marketing with YelpIf you are a small business owner who sells to consumers, you’ve probably heard about Yelp but may not know much about it. It’s important to get up-to-speed quickly with this new online review site where customers are describing their experiences with a business for others to see. Yelp calls it “word of mouth amplified.”  Don’t miss out on this important new online forum.  Your business can benefit by being active with Yelp right away with seven quick actions.

Complete your business profile. Go to yelp.com and access the section for business owners at the bottom of the page. Think about how you can make your profile as inviting as possible. Start by posting important information about your business like the hours you are open and your website address. Also include photos or a logo. 

Unlock you business page. Once you have completed your profile you have the opportunity to use tools that are geared toward businesses such as information about how many people are reviewing your business. A step-by-step video guides you through the process.  

Check in frequently.  You can learn from what others write about you. Where is your business doing well and where do you need to improve?  If someone is unhappy with your business you can take this opportunity to find out more and possibly turn them into a fan instead of a critic.

Respond to both positive and negative reviews. Online communities like Yelp are relationship extenders. Reaching out to people who have taken the time to talk about your business can make a big difference. You can respond to reviewers privately or publicly.

Be authentic. Who doesn’t want to have as many favorable reviews as possible? Just make sure you get them in an ethical way. Remember, the transparency of social media makes everything you do very visible. It is OK to promote and ask for reviews, it is not OK to offer rewards or manipulate this process.

Check out additional Yelp resources. There is a lot of great information for business owners including a section on commonly asked questions.  For example, why do reviews sometimes disappear? There are also videos with actual business owners you can access.

Realize you can’t please everyone. Sometimes you will come across someone who uses online communities to make unrealistic demands on businesses. In that case, you will just have to let it go.

Knowing how to effectively use Yelp can help your business find out what your customers are thinking and how to better meet their needs and expectations. By using Yelp’s ability to generate “word of mouth amplified” you can create better solutions, happier customers, and more referrals!   

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