How Did Yelp Start Marketingin Warren-Michigan

Published Jan 24, 23
4 min read

: Providing potential customers with photos and videos that show the exterior and interior space, and your products, can help convince customers to visit your business. For example, restaurants should showcase some of their most photo-worthy dishes and drinks, while a nail salon could display some expertly detailed pedicures and manicures.

Manage and respond to reviews As Yelp’s user reviews are the site’s main attraction, you’ll want to take an active role in managing reviews. You should expect that both negative and positive reviews will accumulate on your page over time, but it’s advised to respond directly to especially negative reviews.

Or at least put a good dent in it. Before you worry about good or bad, you first need a place to get those reviews. Here are a few questions to ponder: How can you, as a local business, stand out among your competitors? How can you attract the customer base you want, while also collecting reviews and ratings in one place? Most importantly, how can you interact with consumer reviews to put your business in the best possible light? Let’s take a closer look at Yelp Ads, Yelp’s various other services, and how they may help.

Yelp prides itself on being the leading social network for consumer ratings and reviews. In its earlier days, the platform was solely consumer-focused. It was a place for customers to leave their reviews without any expectation of a business’s response. Yelp has expanded its platform in recent years with Yelp for Business, which gives business owners like you greater control over your listings and consumer interactions.

There’s no doubt that Yelp’s higher-than-average cost per click (CPC) and cost per mille (CPM) have garnered some negative press. So why might you consider Yelp as part of your overall marketing strategy? Yelp users are at a later stage in the buying cycle than those on Google or Bing.

You can create standard or custom ads linked to your business listing. The standard ad looks like any search result on Yelp. The difference is it will appear at the top of search page results and on competitors’ profiles: With custom ads, you can add text snippets, choose a photo, and select the customer review you’d like to feature: You can also add value propositions to the bottom of your advertisements, such as sale and deal details or average response time.

Your profile, also known as a Business Page, is your way to provide accurate information about your business to local consumers. Available fields include business hours, address, phone number, and a list of services and products. The more accurate your profile is, the greater your chances of converting consumers who find your listing.

While you may be tempted to ignore a negative review, this can have a detrimental effect on how consumers view your business. Start by working to get more Yelp reviews for your business, which I discuss in the video below. Once you earn reviews, make sure to respond to positive and negative reviews promptly.

As a local e-commerce business, you, too, can benefit from Yelp’s various features. If you’re not reaching the right audience, what’s the point? With Yelp Ads, you can run targeted ads based on consumer location. As a local business, why might you want to target non-local as well as local consumers? I’m glad you asked! Let’s say you own a hybrid business, online and in-store.

Instead of mentioning delivery times, a local Connecticut ad might focus on customers’ ability to purchase online and pick up in-store: Order online. Pick up in-store today. But a local Texas ad aimed at customers within a few hundred miles of your warehouse location may read: Delivery within two business days.

The same can apply to local businesses like florists and bookstores. Even if you don’t ship to locations outside your local area, you can still appeal to non-local consumers with services you do offer. Let’s say you’re a florist who offers local delivery services in Albany, NY. Your ads to non-local consumers may look something like this: Call now for free, next-day delivery within Albany, NY.

You have three options: Tweak the CTA text to reflect the information on your landing page more accurately, Link to a more relevant landing page on your websiteRewrite the copy on your landing page to encourage more conversions Remember that Yelp Ads is just one step on your journey toward conversions.