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How to go from
toddler to teenager
in online marketing
Elliot Adams, Communications Manager at Yelp
explains the best way small businesses can use their
online profile to attract and maintain customers.
Elliot joined Yelp in 2011 as their Senior European
PR Manager, helping the Yelp community in its
continued expansion across the EMEA region.
Creating a full website may not
always be right for every business, but
maximising social media and review
sites really goes a long way in building
online awareness. A locksmith with
an effective online presence is far
more likely to get call outs, because
consumers need to trust the person
who turns up at their door. In turn, a
business that gives its customers a voice
will get them through the door and
ensure they return time and time again.
Your online identity says a lot about
your business, so make the most of it
with these top tips.
Claim your page
More businesses have entries on review
websites than you may think, but haven’t
taken the time to do simple things like add
their address or even put up a picture. Our
research shows that people searching on
Yelp spend two and a half times longer on
a business page that has photos compared
to one without any images. Any online
profile for your business must include
updated contact details at the very least.
Additionally, include information on other
aspects such as pricing, business hours
and the nearest public transport links as
this will help answer consumer queries
ahead of time.
Respond
Everyone likes to know that there’s a
real person behind a business, not some
faceless company. So if somebody takes
the time to write about you, they need
to be thanked at the very least. Taking
the time to show your appreciation is
a great way to do this and also helps to
To read more, visit www.locksmithjournal.co.uk
build a rapport. Also, when responding
to customers, try to resist the urge to use
the opportunity to upsell or plug other
products, as it may annoy them.
‘A locksmith with an effective
online presence is far more
likely to get call outs’
Take advantage of positive reviews
Positive reviews are marketing gold dust.
If someone, without being prompted,
has decided to sing the praises of your
business, you need to share it. Include
links to reviews on your website, add
quotes to your sales materials, and
write it up on boards in your premises.
Endorsement from like-minded
customers will help build trust in your
business.
‘If someone, without being
prompted, has decided to sing
the praises of your business,
you need to share it’
Acknowledge those negative reviews
and respond straight away
Not all reviews will be positive, and
business owners should accept that
negative reviews are part of running a
business and have a strategy in place to
manage these effectively.
It’s so important to respond to a
customer complaint as quickly and as
thoughtfully as possible, that way you’ll
minimise any potential damage and
show customers that you care and take
their loyalty seriously. Your customers
are always connected, so the longer it
takes to respond to a negative or false
representation of your business the more
time it has to spread. In cases of negative
reviews, time is of the essence and a day is
a long time in the world of social media.
Take the conversation off-line
Communicating via email or phone
helps to make things feel more personal,
speeds up the resolution process and
protects a customer’s privacy. This
approach can also help take the heat out
of the situation and calm things down
more quickly.
Take action
Every business owner knows that
listening to customers is important, but
customers expect you to take action in
response to their comments. If they’re
telling you something is good, do more
of it. If something is upsetting customers,
address it. There may be times when you
don’t agree with a customer’s review, but
giving the Impression that their comments
have fallen on deaf ears will only lose you
favour.
About Yelp
Yelp was set up in 2004 with the sole
aim to connect people to great local
businesses, and acquired Qype in October
2012, becoming the biggest European
review platform. You can access Yelp
online and via the free apps on iPhone,
iPad, Android and BlackBerry.
www.yelp.co.uk
THE SEP/OCT 2014 ISSUE
SPONSORED BY ADVANCED KEYS
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