LOCAL MOBILE STRATEGY – YELP DRIVES SALES
Yelp recently reported a healthy increase in market share of local advertising dollars. Up to forty percent, from 25 percent just a few months ago, this increase shows an emerging trend that consumers engage in.
Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.
In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.
Customers are far more likely to trust another consumer, and Yelp’s online review process fits nicely into this emerging powerhouse marketing venue. As computer shoppers become more informed, it simply becomes harder to “fake” quality product. Just as a store sign hanging out front was once a necessity, now an integrated inbound marketing strategy must be in place. In this strategy, reputation management is a must. Companies can have a flexible business model, but without being able to understand how consumers relate to your product, it’s hard to make adjustments to boost sales.
Yelp offers that interactive environment.
Shoppers expect to see a social media presence with recent activity on multiple platforms, they want to see if others have used the product or service, what the prior buyers are saying, and how a business is responding. After this trial of trust ends, the reputation winners still have to be positioned to offer a combination of prices and value in line with the individual’s spending habits.
That sweet spot is where Yelp advertisers are finding great ROI and value.
The statistics are actually startling. It seems Yelp almost always closes the deal.
studies showed that 90% of Yelp users say that positive reviews affect their buying choices, and 93% of people who conduct research on review sites typically make purchases at the businesses for which they search.
With these whopping statistics, it’s no surprise that small businesses are reeling in the benefits: There was an $8,000 average increase in annual revenue for businesses with Yelp accounts. Nevertheless, the majority of small businesses surprisingly still do not actively use review sites.
Local Mobile Strategy combined with reputation management is quickly becoming a mandatory skill set for any effective branding company.
Here are some things you can do that we previously published in an article “Social Media Interactions – Talk to Your Followers and Fans“
- Answer questions in a timely fashion. One or two hours is best.
- Be consistent. Your fans and followers who feel left out will unlike you and likely never consider your service or product again.
- Allow for spirited debate.
- DON’T allow abusive users to demean your brand. We are talking about behaviors, not complaints. Remember, answering a complaint is an opportunity to make many sales, not just comfort one disgruntled follower. Bad language or threatening behavior however cannot be tolerated. People will be comforted when you intervene.
- Have a sense of humor. People will return if you are fun to read.
- Encourage your followers to talk among themselves. Nothing garners trust more than a satisfied customer telling a prospect why they like you.
Understanding customer perceptions is key. It is valuable to not only be searchable in a smart phone environment, but also be well represented by positive current content.
Your patron’s phone is a personal computer. They can call in one keystroke now not seven. But with that speed of access comes speed of first impression.
Google yourself and your business.
If you don’t like what you see it’s time to make a change.
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Quincy, MA 02169
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On the internet, prime commercial real estate is created, not acquired.
We can establish your crisp virtual presence and industry voice that will close the deal before the phone rings.