Yelp for Business: Mastering Listings, Reviews, and Ads for Impact

Since its launch in 2004 by former PayPal employees Jeremy Stoppelman and Russel Simmons, Yelp has grown into one of the most popular review platforms on the web.

Today, reviews are a big part of the buying process for consumers. And the data supports this trend. In 2021, 77% of consumers "always" or "regularly" read online reviews when browsing for local businesses. If a company has many negative reviews, it may be perceived as untrustworthy or unreliable, making consumers less likely to do business with them. For example, if a customer leaves a review stating that your customer service was poor, other consumers will consider this when deciding whether to purchase.

On the other hand, good reviews from happy customers about your business have the opposite effect on consumer purchasing decisions. If your business has many positive reviews, consumers will be more inclined to do business with you.

178 million unique users turn to Yelp every month to find retail stores, restaurants, and other local establishments. Yelp is a great opportunity for small businesses to improve their online presence and fuel business growth.

Why Yelp Reviews Matter for Local Businesses

On average, people read 10 reviews before trusting a local business. So, what does this mean for you as a business owner?

It means having good business reviews online is essential for building a positive image, attracting customers, and driving growth for your business.

Yelp is an online directory that aims to "connect people with great local businesses". Customers can share their experiences with local businesses via user reviews. In essence, Yelp drives traffic to local businesses by increasing their visibility to potential customers searching for services or products like theirs. As a result, many companies have come to rely on Yelp as a local marketing tool.

Why is Yelp good for your business?

Here are just a few of the reasons why your local business will grow with Yelp:

1. Control Your Business' Narrative

Did you know that 86% of consumers are willing to pay more for services from a company with higher ratings and reviews? Achieving positive brand sentiment is integral for all businesses trying to build a loyal customer base. Companies with a solid positive reputation attract new customers.

Yelp is a platform that allows business owners to connect with their customers and manage their online reputation. By creating a business profile on Yelp, owners can respond to customer reviews and engage with their target market directly. This way, you get to participate in the conversations people are already having about your brand.

Why Claim Your Yelp Business Page?

Claiming your business page on Yelp gives you control over the information on your Yelp profile. For instance, by claiming your page, you can add important business information, like your phone number, business hours, contact information, and services offered. This makes it easy for customers to do business with you.

2. Yelp Ads Are Effective For Local Business Marketing

Yelp Ads are effective for local business marketing because they allow businesses to target potential customers in their specific geographic area. This is particularly useful for companies that only serve a particular region or city. With Yelp Ads, your business is placed above the search results and on your competitors’ pages. And this increases your chances of being found by potential customers while they search for the services you offer.

Ultimately, Yelp Ads are a great way to reach more potential customers. Furthermore, because you only pay when someone clicks your ad, you get to control your advertising spend and ensure that you only pay for actual results. With pay-per-click (PPC) advertising, you are not wasting money on impressions or views that do not lead to any action. This is especially beneficial for small business owners who serve the local community, as there are usually budget limitations.

3. Access to Bottom of Funnel Marketing Opportunities

Yelp is an effective tool for bottom-of-the-funnel marketing. 97% of people spend money with a business they find on Yelp. The great thing about Yelp is that potential clients visit the platform when ready to make a spending decision. This sets Yelp apart from other review sites and social media platforms. 

When people discover your business' Yelp page, if there are positive comments and an average Yelp rating of 4.0 stars or above, your chances to convert them into paying customers increases exponentially.

Yelp's platform allows businesses to create detailed listings that include important information such as the business' location, operating hours, contact information, user reviews, and ratings. That way, customers can easily find the information they need to make informed decisions about which businesses to patronize.

4. Word of mouth

We're living in the age of user-generated content and product reviews. But, while no one is going to complain about free marketing, we must knowledge that consumer purchasing decisions are greatly influenced by sources external to your brand.

When a customer shares their positive experience with your business on Yelp, their feedback can be seen by a large audience. They are essentially giving the business a "vote of confidence". Others may be encouraged to check out the business for themselves. This is just one of the reasons why word-of-mouth marketing is considered the most effective form of advertising.

In reality, most consumers trust recommendations from real customers. And there is no advertising as enticing as when someone raves about businesses they've experienced and loved. That's why it's imperative to secure good online reviews.

5. Yelp Fuels Data-Driven Growth

Yelp provides businesses with a range of data and analytics tools to help them understand their performance on the platform. This includes data on customer reviews and ratings, search visibility, and engagement metrics.

For example, local restaurants might use Yelp. Or a retail store might use Yelp data to see what times of day are busiest for them. Businesses can use Yelp's data to make informed decisions about growing and improving their marketing and advertising efforts.

6. Stay Ahead of Competitors

Having a Yelp business page gives your business a competitive edge. You can quickly identify areas for improvement and address critical reviews to maintain a positive online reputation.

In addition, having a presence on Yelp improves your search engine optimization (SEO) efforts. Yelp listings often rank high in search engine results. In turn, this increases the visibility of your business on search engines like Google. More importantly, having a strong presence on Yelp improves the credibility and authority of your business on search engines. This can help improve your ranking on search engine results pages and drive more traffic to your business' site. Plus, you can share your best reviews from Yelp on your social media accounts.

Positive reviews can also improve your ranking on Yelp, making customers more likely to choose your business over a competitor's.

Bottom line

In short, Yelp is a valuable tool for local businesses looking to succeed in today's competitive landscape. Yelp offers a range of tools and data to help businesses manage and optimize their online presence. And its data-driven approach empowers businesses to make informed decisions and drive growth.

As a local business owner, if you haven't already, it's time to consider incorporating Yelp into your local marketing strategy. It's not enough to just have a Google Business Profile, or pages on social pages.

The fact is, small business owner, or a well-established company, the best way to to provide a good experience is to understand what customers want. While there are many different ways to collect customer feedback, Yelp makes it easy.

When businesses can effectively respond to customer needs, growth is inevitable.

Let Us Do The Heavy Lifting

At gardenpatch, we have the tools and resources to help you reach your target audience, nurture leads, and grow your business. Ready to grow your local business with Yelp? Let us do the heavy lifting to get your brand the exposure it deserves!

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