This post was originally published on November 18, 2014.
One-star reviews—a crisis for business-owners, a wealth of knowledge for consumers. Shoppers use review sites like Yelp to see the best, and the worst, a company can be. For devoted Yelpers, it’s the first place to look. For many more, the reviews are the last word—tipping the scales in a long process of vetting local service providers.
In this third and final post in our series, we give you the keys to succeeding at Yelp.
Become a Yelper
Before you list your business, it’s important to become a member of the community. Owners should be credible users who participate and write reviews—both good and, occasionally, not-so-good ones. If you’re a Yelper first, you learn about the rules of the pool you’re swimming in. A good idea before you jump from the high dive.
Claim Your Business
Now that you understand how the most used local review site works (it gets 139 million visitors a month), claim your free business profile. It allows you to acknowledge users through replies and private messages, upload photos and information, and access analytics for your profile. Plus, the Yelp mobile app lets users search, find, and review businesses on the go. Respond to good and bad reviews alike and resolve hard issues through direct message. Your experience as an authentic Yelper will lend itself to providing a Yelp experience users want.
Don’t Get Caught Up
While Yelp is the most used, it’s also widely known for it’s knock-down, drag-out reviews from anonymous reviewers. Some might be legitimate claims of wrongdoing, but others are simply airing of personal grievances. Savvy consumers know the difference, and you should too. Don’t be concerned if one harsh review is written by a Yelper who has written nothing but bad reviews. Show the person with a good head on their shoulders that you’re listening to what they say and that your company cares how customers are treated. Learn what you’re doing well and where you need to improve . . . and show your progress to the harshest critics.
Now that you know how to succeed at Yelp, and other local review sites, use that to your advantage. Win the review game by taking it in your hands. Don’t let customers have the final say, or the only say, on your company. Let them know they aren’t speaking into a void, but are actually sharing with a business owned by humans who care.