Previously, I talked about the importance of online reviews on sites like Yelp. Yet, Yelp has even more to offer which I’ll be covering right here, right now!
If I had to choose, I would say Yelp is closer to Facebook than it is to Yellowpages.com. Yelp allows reviewers to create profiles detailing everything from their favorite food to their second favorite website. Reviewers can become online “friends” with each other and give out “compliments” (colorful little badges that serve as decoration and recognition on your profile). Yelp even sponsors local events for frequent reviewers.
How does this relate to local small business marketing? Well, this group of local people eventually get to know and trust each other quite well. Studies show that about 20% of consumers write 100% of reviews online, and those in the Yelp community are the ones that make up that 20%. So, if you can establish a good reputation with the few consumers that decide your online reputation, it will go a long way to building up some making it great.
What to do? It’s easy—Get involved! Here are a few tips:
- Create a Yelp reviewer profile—You already (should) have a Yelp for business owners account, now go to Yelp.com and create an account to become a part of the reviewing community. Create a profile, include a picture (of yourself!), and be sure to put something about your business in your tagline.
- Review every single local business you frequent! This will get you noticed by other reviewers and other business owners. They’ll see you, see what you do, and talk to you and about your business.
- Give out some compliments! As I mentioned above, Yelp allows users to give each other public props. People love to be complimented and they’ll love whoever does the complimenting.
- On your Yelp business account, Respond to EVERY review on your business—this point is last, but certainly not least. I can’t stress how important this point is. Did a customer have a bad experience? Find out how you can make it right. Did they rant and rave about how you’re the only dentist they’ve ever loved? Thank them for their kindness and let them know that you appreciate their business and the review.
If you do these things, you’ll be a Yelp superstar. I’ll close with a story regarding the all important point number 4. I had a bad experience at a local establishment and left a 2-star review on Yelp saying as much. A few days later, I received an apologetic message from the owner saying that she wanted to make it right. My opinion of the business went from “awful, I will never go back” to “maybe I could give them a second chance” with one simple message.
Now, get Yelping!
