Your business is on Yelp whether you like it or not. And these days, the platform isn't simply reserved for finding great local restaurants. The user-driven review site continues to grow – covering a variety of businesses and services (B2C and B2B alike) – especially as more users access Yelp on the go. The latest stats from Yelp show 165 million unique visitors a month. Here's a breakdown of how they're accessing business information and reviews: Are these potential customers finding your business on Yelp? Savvy business owners recognize the value of trust-building using third-party online reviews. Your team should be leveraging Yelp to generate leads using reputation management. The following optimization tips for your Yelp business page will help you rank higher than the competition.
These days, employee brand advocacy programs are getting a lot of attention – and for good reason. When your staff members share, create and engage with your brand across their social media channels, it exponentially increases your brand’s reach. In fact, when employees share something – anything – with their social networks, each one reaches 20 times more people than a typical brand sharing with the same number of followers. But employee brand advocates offer something even more valuable than reach. Employees are powerful forces for building your brand’s trust and credibility. Put simply, members of the general public trust everyday people like themselves a lot more than they trust businesses and CEOs. A recent study by Edelman on trust and employee engagement found that employees are the most credible voices on multiple topics, including innovation, business practices, integrity and the company’s work environment.
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Have you ever wondered, “Hey, why did my review disappear from Yelp?!?” Or, “Did someone delete my review?” If you're keeping a close eye on your review sites, chances are, you've asked one or both of these questions. Maybe you checked your business Yelp listing on Monday and there were 66 reviews. Then on Sunday, you notice that you’re back down to 62 reviews. Or, perhaps a very satisfied customer called you to say thanks. She explained how amazing your customer service is. She also told you that she just posted a raving review of your business on Yelp. So, of course, you click over to your Yelp business listing to read her feedback. But it’s not there! Chances are, your customer did not delete the fantastic review she just left. Instead, it’s likely those reviews have been caught up in the Yelp Filter.
Driving traffic to your website may be one of the hardest things to do. To get potential customers through the online door, you’re usually tasked with implementing digital marketing tactics focused on SEO (getting higher rankings on search engines), social media, and landing pages just to get a bump in website visits. But once you get visitors to your page, how do you capitalize on this new found bounty of traffic?
Testimonials from delighted customers can be used in a variety of ways, but many residential builders and remodelers fail to utilize them to their full potential. Are they hidden away on your website, simply listed on a separate page? If so, do you really think visitors to your site are seeking testimonials out on their own? Probably not. That type of search behavior is typically related to third-party reviews found on Google, Yelp, or Houzz. To get more eyes on valuable testimonials for your business, give them a purpose, display them in creative ways, and use storytelling to help potential customers move forward in the buying process.
Social media is a tremendous resource for companies to develop brand awareness, promote products and events, provide customer service and technical support, and to recruit top talent within a specific industry. In a recent industry report on how employers are using social media to grow their business, 90% of those surveyed reported that their social media efforts generated more exposure for their business. Increasing traffic to their websites was the second major benefit, with 77% reporting positive results. More than half of the businesses that have been committed to using social media for at least two years indicated a direct improvement in sales.
Are you concerned about social media risks for your company? If so, you’re not alone. A survey examining corporate social media risk found that 71% of companies are concerned about social media risks, but only 36% provide social media training for employees. If your company is among the savvy (but minority) businesses that have a social media policy, then you’re already ahead of the game. But you shouldn’t stop there. Just having a social media policy doesn’t mean your employees will act on the policy, use it, or even understand it.
Online reviews play a large role in customers’ choice of a product or service. And the importance of that role is growing. The 2013 Local Consumer Review Survey reported that 79% of consumers trust online reviews as much as personal recommendations! But maybe you’re thinking… Okay, I get it. But HOW do I get online reviews? First and foremost, make sure you’re asking for reviews… the right way.