Tag Archives: Yelp

How to get great reviews like TripAdvisor

Posted on April 17, 2012 | Leave a comment

As NALA Members, your eListing product allows you to be a step ahead of other businesses in terms of placement with search engines and directories. Reviews on Google and Yelp are another important element to search engine placement. Additionally, reviews provide an invaluable customer service and word-of-mouth opportunity. TripAdvisor is one site that has mastered the review and built an entire business around them.  The post I am highlighting is called The “7 Reasons TripAdvisor Gets Great Reviews” Issue from Damn I Wish I’d Thought of That Newsletter.

Reviews provide customers the ability to voice their praise and their problems in a forum you can address directly.  Taking the time to address negative reviews not only allows you to repair a customer experience but show others your commitment to quality customer service.  The 7 reasons you can adopt for your business are:

  1. Ask for them.  Trip Advisor asks for reviews politely and reminds you that your review will be of assistance to someone else.
  2. Make it easy.  Reviews on TripAdvisor take just a few clicks.  There is plenty of room for detail but most reviewers take about a minute.
  3. Offer status, not incentives.  Do not pay for reviews as that will have a negative impact on the credibility of reviewers.  TripAdvisor provides badges.  They have no offline value but they are nice to receive nonetheless.  I am proud to say I have Contributor status but I am working on becoming a Senior Contributor.
  4. Insist on honest reviews.  TripAdvisor provides an honesty check box that must be checked prior to submitting a review.  Granted, checking a box does not guarantee honesty but the extra step shows your commitment to this policy.
  5. Help them share it.  After you write a review you can share it on social media such as Facebook or Twitter.  This is feedback they left because they want others to see and sharing it provides a great word of mouth opportunity.
  6. Say thanks.  I have left may reviews on TripAdvisor and I always appreciate the thank you note they send out.
  7. Give Feedback.  A week after posting a review TripAdvisor lets you know how many people have read your review.  I love knowing how many people read my review and how many found it helpful.  It is the reward for taking the time to write it.

All the steps above may not be applicable to your business but try out the ones that are.  Let me know what sort of results you get.

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Posted in Optimization, Small Business, Social Media

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The Top 5 Things Small Business should be doing with Social Media by 2012

Posted on April 3, 2012 | Leave a comment

A few weeks ago I posted a blog dispelling myths about social media.  Today I want to offer a minimum level of engagement SMBs should consider for 2012.  I generally avoid using such a broad brush but before you assume this does not fit your business type, give it a read.  You might change your mind.   I pulled this a Vermont website called the RutlandHerald.com but I think it’s relevant regardless of your geographic location.

  1. Create a website.  As a NALA member you already have a web page and the NALA does invest to drive traffic and engage in search engine optimization.  The article mentions Google templates available for a fee or WordPress which is a blog based website.  The upside to WordPress is that it requires no website coding and is free.  The downside is customization is limited unless you hire someone who can code in WordPress.  Templates also offer limited customization but both options will get a website up at a lower cost than hiring a web programmer.
  2. Utilize Facebook.  NALA members that have an eListing product already receive a Facebook page created for you.  The question is, are you using it?  Facebook and other similar social media create a two-way conversation between you and your customers or potential customers.  Social media humanizes your business.  Additionally, Facebook includes helpful tools to measure and adjust your performance, allowing you to view the demographics of your fans.  That information can help you decide how to react and what to post.

    A couple Facebook tips:  Don’t over-post.  Your posts should be thoughtful, engaging, conversational, and if possible contain some form of media such as a photo or video.  As a NALA member you can attach the commercial included in your membership.

  3. Invest time & money in Google apps.  Last week I talked about the various tools with Gmail but there are others.  They also have Google Docs to store and share documents with others, Google Calendar, Google Analytics that enables you to track how people find the website, and Google Alerts.  Google Alerts will allow you to plug  your company name in and  receive an email alerting you to articles, blogs, and mentions of that company name anywhere on the web.  You can set up multiple alerts and have them delivered as often as you choose for FREE.  That way if someone makes a new negative review on Yelp you will know about it that day and have the opportunity to address it.  Addressing the negative is one of the best ways to build loyal customers through social media.  You might consider setting up alerts for your competitors as well…
  4. Yelp!  Just mentioned above, is the national review site that is broken down locally.  Customers write reviews about your business and those reviews are tied to your listing on the site.  Responding to good and bad reviews creates and opportunity to engage in a conversation that takes place whether you want it to not.  It puts you in the driver’s seat to generate word of mouth advertising.
  5. Twitter.  Twitter is a short message social network that allows for 140 characters in a single tweet.  Twitter has become a worldwide phenomenon allowing individuals, SMBs, corporations, newspapers, magazines, schools, celebrities, and government officials to have a voice on a level playing field.   The good news is that services like Tweetdeck and Hootsuite allow you to tweet and update your Facebook status simultaneously.  Additionally, you can schedule your posts in advance, which can be extremely convenient.

The great news about social media is to get your feet wet is free.  You might invest in a social media consultant, talk to your NALA Project Manager, or just dive in and do some experimenting on your own.  Regardless, testing the waters is an important step in the right direction.

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Posted in Facebook, Google Alerts, Small Business, Social Media, Social Networking

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Dispelling Five Social Media Myths for SMBs

Posted on March 20, 2012 | Leave a comment

Social media is everywhere nowadays.  Have you seen the Wheat Thins commercial featuring the characters from the Family Guy?  At the bottom of the screen where Wheat Thins likely featured their website address in the past, they now feature their Twitter address:  @WheatThins.   Most big brands have taken the social media plunge but many SMBs out there maintain their reservations about getting involved.  That’s why I thought this article from Entrepreneur.com was a good piece to share and possibly dispel some of the myths around social media.

  1. Social Media Marketing is a waste of time.
    A major shift has occurred in the way people make decisions and communicate with one another.  They talk and listen to what others say about where to dine, shop, and just about everything else.  The people they speak to…your potential customers.   Don’t you think your business should be part of the conversation?
    My business is too small to benefit from social media.
  2. Social media networks revolve around communities of people with a connection to each other.  If you show an interest and appreciation for some of the people in those communities chances are good you will win customer loyalty.Great example:  my favorite take out lunch place advertises in the restaurant for Facebook specials.   (If you do not have a Facebook account you cannot view the link).  I friend them and I am in-the-know when they are offering free drinks to everyone who brings in the smartphone showing the offer on Facebook.  When California Chicken Café came up on my Facebook page with the free drink offer, I suddenly felt in the mood for lunch there.
  3. Social Media activity isn’t going to affect my bottom line.
    Nearly every purchasing decision people make is based on two things:  what they have heard from other people and what their personal research revealed.  Today most people research and talk on social networks.  Facebook, Twitter, Yelp, Trip Advisor…If you are not engaging with people providing those answers, how likely is it they will recommend your business.
  4. Social media marketing is too complicated and time-consuming.
    You don’t have to be everywhere at once.  Start simple with a basic Facebook page or Twitter account and focus on creating interactions with your customers.  There are services such as TweetDeck and Hootsuite that enable you to schedule your tweets and updates periodically.  If you keep it simple it should not take more than 30 minutes a day.
  5. Nobody cares about what I’d have to say on social networks.
    You are right if you are the only person you are talking about.  Create a conversation by asking your customers questions.  Announce changes you have made based on customer suggestions and criticisms.  The point is to use social media to learn what your customers want, improve what you offer them, and make it a joy to be your customer.

So…what’s stopping you from engaging in social media online?  Why not take the plunge and see what happens?

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Posted in Social Media

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Yelp Reviews: A great tool for Word-of-Mouth Advertising

Posted on February 1, 2012 | 2 Comments

On January 31, the Gaspedal blog offered great word of mouth advice on getting Yelp reviews.  In case you are not familiar, Yelp is a website with over 61 million monthly visitors reading over 22 million reviews on local businesses.  I use Yelp all the time.  I have the app on my phone as well.  That way if I am in an area I am unfamiliar and hungry I can look up restaurants and what other customers have to say about them.  It isn’t only restaurants though.  I can look up everything from dry cleaners to chiropractors to auto mechanics.  Reviews are the Holy Grail on these sites, so it’s important to get those reviews.

Gaspedal recommended three tips for getting reviews on Yelp.

  1. Remind your customers.  Put signs on tables, receipts, business cards, and remind them on the way out the door.  People are often self-motivated to post negative reviews so it’s important to encourage the positive reviewers to post about you as well.
  2. Link to your Yelp profile.  Create these links on your website, your email signature, and your newsletters.    Don’t forget that strangers may already be heading to the Yelp page so make sure your loyal customers are making their voices heard.
  3. Reply and respond.  Like any social media community, the more you get involved the better.  If you do receive a review respond with goodwill.  Thank the positive reviews but leave it at that.  No gifts or incentives.  A simple thank you will suffice.  If it is a negative review, thank them for their patronage and feedback.  If you can be specific about the customer’s experience and changes you made as a result then mention that as well.

 As a member of the NALA our eListing product automatically creates a Yelp profile for you but can do nothing to help you get reviews.  That requires your own Word of Mouth.  Hopefully the above tips help. 

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Dealing with negative comments on Social Media

Posted on September 2, 2011 | Leave a comment

This week Social Media Examiner posted a helpful blog called 7 Tips for Dealing with Upset Facebook Fans.  While they are specifically speaking Facebook here I think the advice is solid for most social media outlets where customers/fans can post about your business.

  1. Respond no matter what.  Great advice on Facebook, Yelp or any site that allows users to post reviews and comments on your business.  If a user posts in anger, the entire community can see it.  If you don’t reply it may incite more anger in the person leaving the comment, and additionally your silence makes a statement to the rest of that community.  Instead, take the opportunity to address the issue.  Hopefully you defuse the angry poster and let your other fans know you are invested in their customer satisfaction.
  2. Be patient and understanding.  This tip involves putting yourself in the customer’s shoes.  No matter where they fault lies, a simple apology can go a long way to keeping the customer’s business.
  3. Contact the customer privately.  Posting publicly that you are sorry the customer is unhappy and will contact them privately immediately, is a great way to announce to the community you are addressing the situation.  Contacting the customer privately allows you to give the customer a personal touch and make offers to resolve the issue you might not be comfortable offering in a public forum.
  4. Consider asking the fan to remove the post.  Once the issue is resolved and while you have them in a private conversation anyway, you might want to make that request.  The blog says often once the issue is resolved the disgruntled fan will remove it if asked.  That being said, personally I’d prefer asking the customer to respond that the issue has been resolved instead.  This reinforces for other fans your commitment to customer service.
  5. Respond back to the original post.  Personally I’ve seen this often on trip advisor.  Travelers will post a negative comment about the hotel.  The hotel will apologize for the bad experience and let the community know how the issue was resolved.  When I see this I am more likely to book with that hotel.
  6. Let your community respond.  This is a great suggestion for Facebook specifically.  The more you engage with your fans on your page, answering questions and providing assistance the more active they will be.  Often they will help each other before you get the opportunity to comment.  This sort of response from other fans creates genuine credibility.
  7. The last resort according to the blog is to block a fan.  This should only be used if the fan refuses to respond to your attempts to resolve the issue, is blatantly hostile and especially if they engage in expletives or racial slurs against your staff, business or other fans.

Social media can be a powerful tool and opportunity to build relationships with current and potential customers.  It’s important to remember however that these relationships, like all relationships need to be nurtured.

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Posted in Facebook, Social Media

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Word of Mouth Advertising…engaging your employees

Posted on July 29, 2011 | 1 Comment

If you have your own business you know how valuable Word-of-Mouth can be.  Customers endorsing you, your product or service to their friends and family are probably the most powerful form of marketing available…and it’s free!  Directories like Yelp and TripAdvisor have created word-of-mouth opportunities that are beyond your control so it’s essential to take control where you can.

One of my favorite resources on this topic comes from a website called GasPedal.com.  They produce two of my favorite newsletters, “You Can Be a Word of Mouth Marketing Supergenius!”  and “Damn, I Wish I’d Thought of That!”

Earlier this week their quick tip involved a couple quick tips about involving employees in word of mouth.  The three quick tips they offer are these:

  1. Give employees guidelines.  This is not to control their interaction but educate them as to how to ethically and honestly participate in conversations about your business, both on and offline.
  2. Give them tools.  Offer employees special discounts for themselves, their family and friends.  If you find something employees are sharing, it might indicate a potentially popular item or service outside your employee network.
  3. Give them status.  On a small scale allow employees, where applicable to get involved with online forums relevant to your business as your companies expert on the subject.  Social media forums function with a personal face and when your employee is allowed to be that expert.

Speaking of services such as Yelp and Trip Advisor… If your business is listed on directories such as these with reviews, it’s a good idea to check them out and respond when appropriate.  I am an avid Trip Advisor user.  When I read a negative review of a hotel that is followed up by an apologetic response from the hotel attempting to resolve or address the issue, I am impressed by the business.  In this way, even a negative review provides an opportunity for positive word of mouth.

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Posted in Small Business, Social Media, Uncategorized

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