Yelp is one of the internet's most popular user review sites. 它的前提很简单:客户使用企业的服务，然后对他们的体验进行评级和评价. That creates word-of-mouth advertising for local businesses that, in turn, generate more business for them.
Sounds simple? 是的，但如果你是一个希望从Yelp获得最大收益的企业主，它还有更多的意义. 使用Yelp也有一些潜在的缺点，你需要知道.
Businesses That Should Get on Yelp
Yelp是最受欢迎的网站之一，用户可以通过它来查找他们可能感兴趣的当地企业. The company nets around 178 million users per month, and 28 million of them come from mobile phones. There are all kinds of businesses using the site, including:
- Car dealerships
- Hair salons
- Hardware stores
- HVAC companies
- Movie theaters
If that seems like a diverse list, you're not wrong. 在Scorpion，必威下载链接推荐很多客户在Yelp上为他们的企业设置列表. It's a great way to raise awareness about your local business.
利用Yelp为企业所有者的第一步是建立自己的公司列表. Here's how to get started.
1. Set up a Yelp Profile for Your Business
Is your business already listed on Yelp? 在搜索栏中搜索你的企业名称，看看是否能找到你. If you do, you have only to claim the listing and you're done. 如果你不喜欢，向下滚动到主页页脚，开始创建一个全新的个人资料.
You'll need to input your:
- Business name
- Contact information
- Physical address
- Store hours
- Web address
This is more like an "Amenities" section. Consider answering the following:
- Do you have free Wi-Fi?
- How's the parking situation?
- Do you accept cash or credit cards only?
Input all the relevant information and try not to leave anything out.
这是三者中最重要的，因为它将决定谁在Yelp上找到你的业务. People search for a company based on search queries. 你需要那些潜在用户搜索相关的关键字，将他们引向你的业务. The categories you input should match those search terms.
With all that out of the way, it's time to upload a few high-quality photos. Yelp requires a minimum of five. 确保它们具有足够高的分辨率，并以良好的视角描绘你的业务. You'll be adding more later, 所以开始思考你想要在Yelp上展示的视觉信息.
2. Respond To Reviews on Yelp
You know that Yelp reviews are the main reason you're here. Word-of-mouth 在Yelp上做广告是最有效的营销方式之一, or anywhere else for that matter. As customers use your services, they'll leave reviews on your listing page.
Your job will be to cultivate positive reviews, respond to negative reviews, and help people feel more confident about using your services. 如果你回复了Yelp的评论，要记住以下几点:
- Address the user review directly
- Be polite
- Stay on topic
Getting More Good Reviews
The best way to earn more Yelp business reviews is simply to ask for them. When customers use your services, ask them to leave a review on Yelp. 你甚至可以为此提供特殊的奖励，比如折扣或其他有吸引力的优惠. Every positive review will be seen by hundreds, maybe even thousands of people, so the benefits grow exponentially.
Be sure to thank people who leave you good reviews.
Dealing With Bad Reviews
Of course, 你的评论被成百上千的人看到的缺点是，你的评论是 seen by hundreds or thousands of people. If they're bad reviews, you'll have to find a way to deal with them appropriately, and the best way is to address them head-on.
Be polite and don't argue. 为给您带来的不便道歉，并提供解决问题的方法. 如果这条评论是假的或者是侮辱性的，联系Yelp的支持部门，看看能不能删除它. 你会发现，人们喜欢知道你的公司在处理客户投诉方面“很在行”.
Remember, you don't need to be perfect - nor can you be. The best way to deal with bad reviews, in the long run, 是通过请求获得足够多的好评，让差评在整体中所占的比例微不足道吗.
3. Advertise Your Business on Yelp
一个Yelp的广告账户每个月可以给你几百到1000美元不等. Yelp ads work primarily through sponsored pay-per-click (PPC) ads that people will see when they run searches on the website. Your ad should:
- Comply with Yelp's terms and conditions (TOS)
- Include a description of your business or product as the text
- Include relevant keywords
- Tell customers where and how to find you
This is going to appear as a banner on the Yelp search results page, the appearance of which you'll be able to customize using Yelp's toolset. The more targeted and personalized your ad, the better results you'll get. Scorpion's marketing team can help you plan the layout of your ads for maximum impact.
4. Maximize Business Photography On Your Yelp Listing
There are two kinds of pictures you'll want in your Yelp photo gallery:
- Professional photos that you take yourself
- User-generated photos from your customers
When you're just getting started, you naturally won't have that many user-generated photos to show off, so you'll need to make your own. 确保你的图片是高质量的，突出你提供的特定商品和服务. If you do hire a professional photographer, 保持图片的自然，不要太过火——Yelp的用户并不期望完美.
As you grow in popularity, so too will your user-generated content. It's a natural and fluid process you should take full advantage of. Yelp有一个增强的图片库，可以让你选择用户生成的照片显示的顺序. Highlight your best-quality photos and move the lesser ones off to the back.
5. Make It Easy for People To Contact You on Yelp
Yelp可以方便地定制企业使用的CTA (call-to-action)按钮类型. 确保你所有的联系信息都清楚地显示在你的列表页面的显著位置. That means, especially, the:
- Customer service contact information, if applicable
- Phone number
- Website URL
The Cost of Using Yelp for Business Owners
The cost of your Yelp business listing will depend on what you do with it. The basic plan is free. 你可以创建并发布你的企业列表，而不需要支付任何费用——但是你的页面上会有竞争对手的广告, you won't have a CTA, and so on.
Outfitting your listing with a CTA, slideshow photography, 没有竞争对手的广告会让你每个选择每月花费30美元. If you're using ads, expect to pay a minimum of $5 per click.
It can add up quickly, but is it worth it? That depends entirely on what you're getting out of it. Yelp是世界上最受欢迎的用户评论网站之一，它可能是一个伟大的业务来源为你. Here at Scorpion, we specialize in helping small businesses take full advantage of everything Yelp has to offer.
Conclusion: The Pros and Cons of Using Yelp for Your Business
Hundreds of millions of people use Yelp. 当人们想要更多地了解一家企业时，Yelp是他们首先求助的地方之一. 你可以通过一份充满有用信息和好评的清单来显著提高你的业务影响力和曝光率. 这些评论提供了宝贵的社会证明，可以让人们对你的品牌更有信心.
也就是说，你需要学习如何引导Yelp在这个平台上取得成功. That takes a significant investment of time, and the financial costs could add up quickly if you start advertising. Moreover, too many negative reviews can cause great damage to your business, making review management an absolute must. Yelp有时也会出现虚假评论，要把它们撤下来并不总是那么容易.
All told, Yelp is an excellent platform for your business, but you need to know how to do it the right way. As a busy entrepreneur, 你可能没有足够的时间真正了解Yelp管理的来龙去脉. 在天蝎，必威下载链接有很多经验来帮助像你这样的企业在Yelp上成长和成功. Contact 今天必威下载链接的一位代表将带领必威下载链接的小型企业营销团队开始工作.
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