For many businesses, Yelp can be an incredibly useful social media network for driving real and measurable business results.
Following are 10 ways that Yelp can boost your social media marketing efforts:
As has been discussed in a previous post, consumer reviews have huge impact and influence over other’s purchase decisions. With over 30 million user generated reviews of local businesses and counting, reviews are Yelp’s bread and butter.
2. BUSINESS PROFILES
Business profiles on Yelp provide pertinent, factual information about businesses including hours of operation, your location, link to your website, payment options, required attire, price range, and accessibility. This information could be make or break when it comes to consumer purchase decisions.
As far as social media content is concerned, photographs drive higher levels of engagement than any other type of content, and Yelp predominantly features user’s photographs as part of every business profile. Photos, particularly user photos, give prospective consumers an unbiased glimpse of your business and offerings from a peer’s perspective.
4. CONSUMER INVOLVEMENT
Yelp’s many user-driven features allow for your consumers to deepen their involvement in your business and/or brand. This involvement can help to strengthen affinity for your business and will increase the probability of consumers endorsing your business amongst their social graphs.
5. SEARCH RANKINGS & VISIBILITY
Business profiles and reviews tend to rank highly in search results on Google, Bing and Yahoo! You can greatly enhance your business’ ability to dominate the first page of search results by ensuring that you have claimed your profile and garnering a significant number of positive reviews.
It was recently revealed that roughly 40% of all Yelp searches are conducted on one of their mobile apps (iPhone, Android, Windows, Blackberry and Palm). Mobile access to all of the benefits Yelp has to offer is a good thing because it empowers consumers while on their purchase journey and when they are closer to the point of purchase.
If raising awareness of your business is one of your primary digital marketing objectives, Yelp offers a suite of advertising options for independent local businesses, national or regional businesses, and national brands or advertising agencies.
8. FACEBOOK INTEGRATION
Facebook has been integrated on business profile pages allowing consumers to share their affinity for your business with their friends, organize groups of their friends to visit your location, or share reviews.
9. CONTINUOUS IMPROVEMENT
In one of my previous posts about The Positive Effect of Negative Reviews, I discussed how negative reviews can actually support strategies for continuous improvement. While it should not be your focus to collect negative reviews, in the event you should receive them, they can be parlayed into opportunities for improvement and rectifying a consumer’s negative experience.
Yelp gets over 78 MILLION monthly unique visitors, giving you great opportunity to raise awareness and the profile of your business.
Do you have any additional thoughts on how Yelp can help to produce real business results? If so, let me know in the comments.
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