If you’re looking for some free exposure online, claiming your free listing on Yell.com is a great place to start. In fact, setting up free listings on a number of platforms like Google My Business and TripAdvisor all helps search engines get a good picture of your business, and can help you appear more consistently in local search.
But once your Yell.com listing goes live and a few reviews come rolling in… what happens next? How do you maximise your profile’s marketing potential with zero budget?
Let’s take a look at 5 totally free ways to make the most of your business’s free listing on Yell.com.
Share As Much Information as Possible!
As with any online profile promoting your business, it’s crucial to provide as much information as possible right out of the gate. You need to paint a clear picture of your business so readers won’t have to look elsewhere for essential details. Start off with your basics: physical address, map pointer, phone number, opening times, website URL, and social media links.
But why stop there? You can also include a headline, a slogan, a short description of your business, a list of your products and/or services, and which payment methods you accept. There’s also an option to list current deals and offers on your Yell profile, as well as any qualifications, awards, and accreditations your business has received. There are more options available with a paid profile, but the free ones are a good start!
The more information you can include on your listing, the better. After all, you want prospects to get in touch with you straight away while their buying intent is high, which won’t happen if they’ve had to keep hunting elsewhere for a specific piece of information!
Keep Topping Up the Reviews
73% of consumers think that reviews older than 3 months aren’t relevant any more.
22% of consumers will only consider reviews written in the last 2 weeks.
Source: BrightLocal, 2016
The yardstick for what counts as “relevant” may vary wildly depending on how your industry operates, but it still stands to reason that a continual stream of reviews is more favourable than the odd review here and there. Make a note of all of your previous known customers who have left reviews (either on Yell.com or through other means); are there any clients who had a really good experience who haven’t shared their thoughts yet? Reach out! Drop your client an email, or even better, use the “Request new reviews” function within your Yell account.
But what about future reviews? Within your normal workflows, implement a system for requesting new reviews once business concludes. Provide instructions on how to leave a Yell.com review on your till receipts, or include a link to your Yell.com listing when you send your client their final invoice. Make it a part of your internal systems so requesting reviews becomes second nature with every sale – check out 11 Ways to Encourage Customers to Leave Online Reviews for some further inspiration.
Always Read and Respond to Reviews – Good or Bad!
This one’s pretty much exactly what it says on the tin. No matter what a review says or whether its sentiment is positive or negative, always read it and carefully respond. Yell allow you to provide an official business response to any review left for you – simply log in to your account and select “Manage existing reviews”.
But what should you say in reply? Never be generic – don’t just have a response that you copy and paste each time. Always thank the person for their purchase and for leaving the review, formulate a response around the specific feedback they’ve given, and acknowledge their opinion. For some more in-depth pointers on how to reply to reviews left anywhere online, head over to our article How to Professionally Respond to Online Reviews.
Panicking over a less-than-rosy review? Head on over to our post Turning Negative Reviews into Positive Experiences.
Advertise your Yell.com Listing and Reviews
Who said you can’t make your Yell.com listing a bit of a destination for those interested in working with you? When you’re logged in to your account, click on “Promote your reviews”, and you’ll be presented with two options. The second option shown is a link to our promotional logos that you can use on your website or on printed materials to direct people to your Yell listing (as long as you follow the usage guidelines provided).
Alternatively, as an inexpensive-but-not-free option, you can click on the first option to order customised business cards instructing customers how to leave you a review on Yell.com – ideal if you run a retail shop or eatery.
But back to the free stuff! In terms of getting maximum exposure for individual reviews, why not include particularly positive reviews in your other marketing collateral? Include testimonials in flyers and website copy, create graphics in Canva with glowing reviews and share them on social media, or install a testimonials page on your website. Don’t think you have to restrict good reviews to your listing pages – share them around!
Personally, I advise getting each reviewer’s permission before you publish their words elsewhere, but once they’ve given the thumbs up – you’re good to go! Check out our previous article 10 Places to Use Customer Reviews in Your Marketing for some great places to feature your reviews.
On The Go? Use The App!
If you’re in a line of work that doesn’t involve a lot of sitting at your desk, managing and requesting reviews may seem like something you’ll only tackle once in a blue moon.
If this sounds familiar, you might benefit from our free Yell for Business app for both Android and iOS. As long as you have a smartphone and internet access, you can keep your listing updated, read and reply to reviews, and request new reviews while on the go. So you can stay on top of things while at lunch, waiting for a meeting, on the sofa, in a queue, at the gym, you name it!Check out these 5 tips for maximising the potential of your free Yell.com business listing! Click To Tweet
Have you claimed your Yell Business listing yet? How do you currently make the most of your online reviews? Do you have any ideas for maximising your listing that we’ve not mentioned here? Let’s compare notes down in the comments!