Clearview Midlands September 2014 - Issue 154 | Page 97

businessNEWS

How to go from
toddler to teenager
in online marketing
Elliot Adams, Communications Manager at Yelp
explains the best way small businesses can use their
online profile to attract and maintain customers.
Elliot joined Yelp in 2011 as their Senior European
PR Manager, helping the Yelp community in its
continued expansion across the EMEA region.
Creating a full website may not always be
right for every business, but maximising
social media and review sites really goes a
long way in building online awareness. A
business with an effective online presence
is far more likely to get customers through
the door. In turn, a business that gives its
customers a voice will get them through the
door and ensure they return time and time
again. Your online identity says a lot about
your business, so make the most of it with
these top tips.

‘Far more likely
to get customers
through the door’
Claim your page

More businesses have entries on review
websites than you may think, but haven’t taken
the time to do simple things like add their
address or even put up a picture. Our research
shows that people searching on Yelp spend
two and a half times longer on a business page
that has photos compared to one without any
images. Any online profile for your business
must include updated contact details at the
very least. Additionally, include information
on other aspects such as pricing, business hours
and the nearest public transport links as this
will help answer consumer queries ahead of
time.

appreciation is a great way to do this and also
helps to build a rapport. Also, when responding
to customers, try to resist the urge to use the
opportunity to upsell or plug other products, as
it may annoy them.
Take advantage of positive reviews

Positive reviews are marketing gold dust. If
someone, without being prompted, has decided
to sing the praises of your business, you need
to share it. Include links to reviews on your
website, add quotes to your sales materials,
and write it up on boards in your premises.
Endorsement from like-minded customers will
help build trust in your business.
Acknowledge those negative
reviews and respond straight away

Not all reviews will be positive, and business
owners should accept that negative reviews are
part of running a business and have a strategy
in place to manage these effectively.
It’s so important to respond to a customer
complaint as quickly and as thoughtfully as
possible, that way you’ll minimise any potential
damage and show customers that you care and
take their loyalty seriously. Your customers
are always connected, so the longer it takes to
respond to a negative or false representation of
your business the more time it has to spread. In
cases of negative reviews, time is of the essence
and a day is a long time in the world of social
media.

Take action

Every business owner knows that listening
to customers is important, but customers
expect you to take action in response to their
comments. If they’re telling you something is
good, do more of it. If something is upsetting
customers, address it. There may be times
when you don’t agree with a customer’s review,
but giving the Impression that their comments
have fallen on deaf ears will only lose you
favour.

‘customers expect you to
take action in response
to their comments’
About Yelp

Yelp was set up in 2004 with the sole aim to
connect people to great local businesses and
acquired Qype in October 2012, becoming
the biggest European review platform.
Approximately 61 million unique visitors
visited Yelp via their mobile device on a
monthly average basis during Q1 2014.
You can access Yelp online and via the
free apps on iPhone, iPad, Android and
BlackBerry.

Take the conversation off-line
Respond

Everyone likes to know that there’s a real
person behind a business, not some faceless
company. So if somebody takes the time to
write about you, they need to be thanked at
the very least. Taking the time to show your

To read more, visit www.clearview-uk.com

Communicating via email or phone helps to
make things feel more personal, speeds up the
resolution process and protects a customer’s
privacy. This approach can also help take the
heat out of the situation and calm things down
more quickly.

www.yelp.co.uk

SEP 2014

97