Navigating the ever-changing digital landscape as a brick-and-mortar business owner can feel like a daunting task. But amidst the rapid evolution of online marketing, one thing remains consistent: the power of customer reviews. According to a survey by BrightLocal, 82% of consumers read online reviews for local businesses, with restaurants and clothing stores being the most reviewed businesses. Today, we'll focus on how you can harness Yelp, a popular review site, to enhance your business reputation and attract more customers.
Understanding Yelp and Its Impact
Yelp is an online platform where customers share their experiences about businesses, providing star ratings and written reviews. Yelp's vast user base and strong influence on consumer decisions make it an invaluable tool for business owners.
Meet Laura. She owns a local bookstore in San Francisco. Despite having a diverse range of books and a cozy atmosphere, she's struggling to attract new customers. By leveraging Yelp reviews, Laura can elevate her bookstore's visibility and reputation.
Step 1: Claim or Create Your Business Page
If your business is new to Yelp, start by searching if it's already listed. Customers can add businesses to Yelp. If it is, claim it. If not, you can create a new business page. Laura finds her bookstore already listed on Yelp, so she claims it, verifying her ownership.
Step 2: Optimize Your Yelp Business Page
Like any other social media platform, your Yelp page should be complete, accurate, and engaging. Include high-quality photos of your store, products, and any unique features. Make sure your business hours, location, and contact information are up-to-date. Laura posts pictures of her bookstore's interior, the reading area, popular book sections, and her friendly staff.
Step 3: Encourage Customers to Leave Reviews
The simplest way to get more Yelp reviews is to ask. However, Yelp discourages direct solicitation. Instead, subtly encourage customers by:
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Yelp Stickers and Signage: Display a 'Find Us on Yelp' sticker at your store entrance or checkout counter. Laura places a sticker at her bookstore entrance, reminding customers to leave a review.
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Business Cards: Add a 'Review Us on Yelp' line on your business cards. When Laura hands out her bookstore's cards, it serves as a gentle nudge for a review.
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Receipts or Invoices: Consider adding a note about Yelp on your printed or digital receipts.
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Social Media Channels: Occasionally, post about your Yelp page on other social media platforms. Laura shares a post on her Instagram page about finding her bookstore on Yelp.
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Website: If you have a website, add a Yelp badge that directs visitors to your Yelp page.
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Emails: Add a Yelp link in your email signature or in newsletters.
Step 4: Respond to Reviews - Both Positive and Negative
Engage with your Yelp reviewers. Thank them for positive reviews. For negative reviews, apologize for their bad experience, address their concerns, and explain how you plan to improve. This shows you value customer feedback. Laura makes it a point to respond to all reviews, fostering a sense of community and openness.
Step 5: Highlight Positive Reviews
Promote your positive Yelp reviews on social media or your website to amplify their reach. But remember, always respect the privacy of your reviewers. Laura shares a few glowing reviews on her bookstore's Facebook page, appreciating her customers.
Step 6: Dealing with Fake or Inappropriate Reviews
Yelp has a strict content guideline. If you suspect a review violates these rules, you can report it to Yelp's support team. Laura once encountered a derogatory review which seemed spammy, she promptly reported it to Yelp.
Step 7: Monitor Your Yelp Performance
Yelp provides analytics that help you understand your business performance and customer demographics. Regular monitoring can provide valuable insights to improve your business. Laura checks her Yelp metrics monthly to stay informed about her bookstore's online reputation.
Harnessing Yelp with RATECARDS Technology
To make reviewing your business on Yelp even more seamless for your customers, consider leveraging RATECARDS technology. By integrating a tag that links directly to your Yelp page into a poster, table tent, or business card, customers can easily leave a review by just tapping their phone against the card. Laura placed RATECARDS at her bookstore checkout counter, leading to a notable increase in Yelp reviews.
Conclusion
Yelp reviews are a powerful way to boost your brick-and-mortar business's online presence and reputation. By actively managing your Yelp page, engaging with reviewers, and making it easy for customers to review, you'll not only attract more customers but also cultivate a community around your business. And remember, each review, whether good or bad, is an opportunity to learn and grow. It's time to harness the power of Yelp and propel your business to new heights!