Clearview South 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 i