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Business Marketing

More Yelp? Yes Please! Tips for generating real estate leads on Yelp

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I read Lani’s fine article last week about Yelp as a reputation management tool and I thought I would throw out some of my insight as a Yelp “sort of” insider.

A little background on Yelp.   A couple of years ago they were trying to build up a following in Nashville and approached me with an intriguing offer to write 50 reviews a week in return for a paycheck(something I hadn’t had in a while).  Alas, even though I’d never heard of them, I created my little profile and started cranking out some pithy useful tidbits at a hectic pace.  Now, because I know there has been some criticism of Yelp I want to clarify that I was NOT paid to write good or bad reviews, they did not specify what the reviews should say or who to review.  The parameters were they wanted local flavor and not big chains and they wanted engaging good tips and fun anecdotal reviews. It could be a park, a Dr., restaurant, hardware store, repairman, library anything.  In addition, they suggested I think long and hard before I made a terrible review and absolutely forbade me to write anything negative about a business competitor and/or to write anything related to my personal industry while I was on their payroll.    Sounds pretty ethical right?

After about a month or so and a few hundred reviews in, I began struggling to get 50 reviews in a week and let the gig go.   However, a funny thing started happening.  I would be out and about and often find my friends and acquaintances stopping me to say they had used one of my reviews to visit a restaurant or make a purchase.    Well doesn’t that beat all?  I had seriously taken this on as some side cash and fun because I’m a bit  opinionated but (insert light bulb in a bubble over my head here) I realized Yelp could be a HUGE business tool beyond just my own business page.

Yelp as a lead source:

I continue to use Yelp faithfully to this day and here is what I think makes it just as viable as Facebook and Twitter as a lead source:

1) SEO – Yelp has SEO we all opine for!!  For example if you google the term Ugly Mugs (my fave coffee shop in my neighborhood) they come in just under the actual shop’s site and sometimes they rank ahead of the purveyor google is indexing them for.  Anyway the text and review is mine on page one of Googles page is my review.   Woot – I  love being a neighborhood expert with some first page google ranking teeth in my game!

2)Now that I’m not under the constraint of writing about my industry, this year I intend to write reviews about my favorite vendors for a couple of reasons.  Here is one I did a while back for an appliance company that saved my fanny on a listing.   It was a tremendous opportunity to promote what I do on Yelp while providing useful information to the public.   In addition,  I love to send links of my reviews to the vendors I’ve written them for and let them know I appreciate them and want them to succeed.  It’s pretty darn easy to gain referrals from business associates that you not only send business to but also promote  in a very credible, useful way.

3)Yelp encourages Interaction not isolation.  They have a local public forum you can view from your profile page.  I’ve seen all kinds of great topics including ones about folks looking to relocate in to the area and wondering about neighborhoods.    Yelp Elite – If you write enough reviews and get enough of a following then Yelp invites you to be a part of their Elite Squad and that gets you in the door to all kind of fun events with other Yelp contributors.  Hmmmm… an exclusive audience with people in your community who freely spend time passing on tips about their favorite products and services, wouldn’t that be useful?

4)Yelp integrates with other social networks.  When you write a review you can opt to have it go to your Facebook wall and on your Twitter feed.   I frequently get lots of traction from reviews through both of those sources.  In addition,  Facebook has a similar application to FourSquare so you can download the app to your mobile phone and start checking in all over town.

5) Have you heard of Bling your Blog?  This is a fun little tool provided free of charge.  Yelp automatically maps your most recent reviews and allows the map widget to rest on your profile page.  If you click below your profile name or on the bottom of the map the term “bling your blog” you will be redirected to a page with that map where you can completely customize the color and size of it to match your blog.  It will then generate simple html code for you to cut and past on to your homepage or whatever page you wish it to reside on.   In addition WordPress has Yelp Bar which is a cool little plug in that will display Yelp reviews of your business on your site should you be lucky enough to have any.

Just scratching the surface

Now that I’ve discussed some cool ways to use Yelp (and I personally think I’m just scratching the surface), I want to make some suggestions on how you should not screw up Yelp.  Don’t post bogus, even if they are nice, reviews because over time the site will lose credibility.   Don’t post self promotional things about yourself on Yelp because in time the site will become cluttered with every business hack blindly doing it (a bit like Twitter) and the site will lose credibility.   Don’t get upset if you end up with a bad review or two, conversation is healthy.  Don’t slam businesses for sport or in competition with you because you and the site will lose credibility.

Do be authentic, engaging, yourself, funny, useful, and informative just like we have all been told on other social networking sites.   Yelp is a cool tool with tremendous potential that has managed to stay under the “spam the world with useless content for the sake of posting something” radar.   Go and use your Genius, report back to me on what cool new ways innovations you are creating with Yelp, but for god sakes please keep it real.

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27 Comments

27 Comments

  1. Karen Goodman

    April 24, 2011 at 3:08 pm

    Thanks for the push to get started with Yelp. I had good intentions and signed up last year, but never did anything with it. Just fixed up my profile, and posted some reviews and local pictures. Now to keep it up!

    If anyone wants to connect on yelp, I'm:

    https://karenstl.yelp.com/

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Business Marketing

7 low-budget marketing ideas for small businesses to grow their reach

(MARKETING) Marketing ideas are often expensive or ultra time consuming, but let’s talk about some proven tactics that won’t break the bank.

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Man leaning against wall on phone representing marketing.

The following marketing ideas are provided to you buy Threadsy:

No matter the size of your business, marketing matters! It’s important for small and big businesses alike to attract new customers, establish brand awareness, and to create buzz around products and services. But we know that not every business owner has tons of funds to devote to their marketing strategy. The good news? There are some highly effective marketing tactics that are also budget-friendly!

Here are seven low-budget marketing strategies for small business owners and side hustlers to grow their reach:

1. Sponsor Local Events

One of the best ways to get to know potential customers? Actually meet and talk to them! When you sponsor local events, you can be on-site to help people put a face with your business’s name. Sponsoring events is also a fantastic way to offer branded merchandise that can help you get your name and your logo out there.

Besides branded materials like signs, banners, or fliers, think about offering some fun items like wine bags to give away to attendees. Goody bags also make fantastic take-home options for local events. A branded canvas tote can be repurposed as an environmentally-friendly grocery bag, lunch bag for work, or a carry-all accessory for conventions and tradeshows. Print your logo on the outside and fill your goody bags with customized items like water bottles, notebooks, pens, and towels.

2. Let Your Colors Fly

Make some cool t-shirts featuring your logo! Wear them to the sponsored events mentioned above, out in the community, or anywhere you may encounter potential customers and can strike up a conversation. You can also offer t-shirts at a discount in-store or online, and turn your loyal customers into advertisers.

Quick tip: Purchase wholesale shirts to reduce manufacturing costs.

3. Social Media

If you’re not already leveraging social media to promote your business, it’s time to start! Think your customers aren’t using social networks? While certain demographics use various platforms more than others, according to fundera, 74% of consumers rely on social media to guide purchasing decisions. Plus, 96% of small businesses say they use social media in their marketing strategy.

So use your social media channels to level the playing field. To maximize your time and effort, determine where your audience members spend their time. Which platforms are they using? If you have a dedicated social media strategist on staff, they can perform audience research to tailor your approach to your existing and potential customers. If you’re running your own social strategy, spend some time digging into the demographics to determine which platforms make the most sense for your brand. From there, you’ll need to decide on the types of content you want to post, how to interact with your customers online, and create a social media calendar to plan your strategy.

4. Host a Giveaway

Once you’ve got your social media strategy up and running, why not host an online giveaway/sweepstakes to build some buzz, boost engagement, and attract followers? Pick a social media platform where you already engage with your customers. You’ll want to offer an item as the prize. This can be anything from a free product, a discount on an expensive product or service, or inexpensive swag like hats to help you promote your brand.

Once you’ve chosen the prize(s), decide on the terms for your giveaway. For example, an Instagram sweepstakes might look like this:

  • Create posts about the giveaway and explain the rules (multiple stories and 1 or 2 posts depending on the length of the contest)
  • These posts should specify the terms, for example:
    – In order to enter, potential winners must follow you
    – Encourage your followers to tag other people who may be interested. Each “tag” gets them another entry into the contest
    – You can also specify that contest applicants must share your post on their own profile
  • Once the contest has ended, pick a winner. Tag them in a post and story announcing what they’ve won and ask them to also share these posts to their own profile

Quick tip: You can also offer smaller or less-expensive items as consolation prizes. People love free swag and it’s an easy way to get your name out there!

5. Referral Discounts

Offering friends and family discounts on your products or services can help you establish loyalty and promote exclusivity. Offer discount codes or create a refer-a-friend program. You can also offer small incentives for customers who share about your brand on social media. Referral discounts are a great marketing strategy whether you use them in-store, online, or both.

6. Create or Update Your Blog

If you already have a website, you can put it to use to help build brand awareness and attract high-funnel customers. Blogging is a low-cost way to generate organic traffic (website visitors via Google or other search engines). If you don’t already have a blog, there are a number of free and inexpensive blog platforms you can use including Wix and WordPress.

You’ll want to write about topics that are related to your product or service and are of interest to your customers. For example, if you offer graphic design, you might want to create content about how to find an effective graphic designer online, or which projects you can do with an online platform like Canva vs. more complex projects where you should hire a professional designer.

Your website and blog are also great places to post “about us” content to offer website visitors an opportunity to learn more about you, your business, and your mission and values.

7. Update Your Google My Business Profile

Google My Business (GMB) is a free tool that allows you to share important information about your business like your address, hours of operation, and contact information. When your listing is optimized with this information, it’s displayed in Google Search and will also appear in Google Maps, which can help you attract local customers.

To get started, you need to create a GMB profile and verify your business information. This is a relatively simple but important step to ensure customers are able to find your business or service online. Make sure to keep your listing updated if you change any information like your website URL, address, or hours.

The takeaway:

When creating your marketing strategy, remember to stay true to your brand. Not every tactic will be the most effective for every business. Choose the tactics that make sense for your brand or product offering. Another way to prioritize is to consider the perceived impact and effort of each marketing strategy. Use the strategies that require the lowest effort but will potentially drive the highest return.

Once you have those in place, decide which of the other strategies make sense for your customers and your business goals. Also, make sure to keep track of all of your marketing expenditures and the sales from these tactics so you can assess which ones were successful and which ones you may need to re-evaluate or alter.

Remember, when it comes to marketing, it’s an ever-evolving system. Trust the process and try to have some fun with your marketing strategy!

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Business Marketing

No-reply emails don’t help customers, they’ve run their course

(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

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no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Business Marketing

Influencer marketing isn’t new, it’s actually centuries old

(MARKETING) You may roll your eyes at sexy strangers hawking snake oil on social media, but influencer marketing is nothing new…

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Influencer marketing people taking video on a smart phone to record dances.

Influencer marketing is now one of those buzzword phrases that you can’t go a few days without hearing. In fact, it’s become such a popular term that it was officially added to the English Dictionary in 2019.

While this is a recent change, the concept of an influencer is nothing new. For years, people have looked to friends and family (as well as high-profile people like celebrities) to be influenced (intentionally or unintentionally) about what to buy, what to do, and where to go.

Social Media Today notes that influencers date back centuries.

One of the first “influencer” collaborations dates back to 1760, when a potter by the name Wedgwood made a tea set for the Queen of England,” writes Brooks. “Since the monarchy were the influencers of their time, his forward-thinking decision to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today”

Now, influencers are known as people blowing up your Instagram feed with recommendations of what to wear and stomach flattening teas to buy. Influencers are basically anyone who has the ability to cultivate a following and, from there, give advice on how followers should spend their money.

After the 1760 tea set influencer, influencers were found in the forms of fashion icons (like Coco Chanel in the 1920s, and Audrey Hepburn in Breakfast at Tiffany’s), celebrity endorsements (for example, all of the money Nike made in the ‘80s after signing Michael Jordan to be their spokesperson – I wonder if Hanes is raking in the same bucks as Nike…), TV stars endorsing products (like Jennifer Aniston when she was at the height of “The Rachel” cut and became the face of L’Oreal Elvive; now she’s the face of Aveeno).

Then in the mid-2000s, blogs became a space where “everyday” people could use their voice with influence. This trend has continued and has shifted into social media, usually with a blog counterpart.

Now, blogging and influencing is an industry in and of itself with influencer marketing being a key form of comms. According to the HypeAuditor report, the influencer industry will be worth $22 billion by 2025. Where can I sign up?

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