You’re Losing Business if you Ignore Yelp

In medical aesthetics, Yelp is considered a 4-letter word…in every sense.

Put simply, Yelp is the bane of the medical aesthetics industry.

…but is it really, or have we all just heard enough horror stories from the minority to make us think that Yelp is a nightmare business killer?

Either way, you can’t escape Yelp.  If you think Vitals and Real Self is driving your business, think again.  Yelp users are everywhere (and checking in at every location) and are more likely to review you on Yelp than they are to visit a medical related review site.

That aside, there are other reasons you should make sure you have control of your Yelp presence that you likely weren’t aware of.

Technology is growing quickly, and social media is rapidly replacing search engines and other time saving convenience items such as:

  1. Apple Maps:  Yelp recently partnered with Apple, making the iPhone map application Yelp driven.    What does this mean to you?  It means that iPhone users browsing the nearest location to get a  facial, hair removal or skin cancer screening will see your business on their iPhones.  If you’re not there, however, or your Yelp page is littered with negative reviews you haven’t addressed, you’ll lose that customer.
  2. GPS Systems:  Siri is now also powered by Yelp in newer models of luxury cars (think Lexus, Mercedes, Jaguar and BMW).   So when Laura feels she’s getting too old after celebrating her 30th birthday and sees the start of crows feet in the rear view mirror, she’ll shout, “Siri!  Find the nearest Botox provider!”  The results she will get are Yelp listings and reviews.  Again, if you aren’t among them or your star rating on Yelp is low, you’ll lose that potential business.

Yelp Ranks High in Google Search Results

If it weren’t enough that Yelp is now in every iPhone and luxury vehicle, Yelp business listings are also dominating Google search results as demonstrated in the screenshots below:

Botox Los Angeles Google search results are the top 2 listings.

After Google’s paid ads, Yelp listings rank in the Top 2 in the search results.

Making Yelp Work FOR You

Our clients receive special training from our Customer Satisfaction Managers that we like to call “Yelp Help” that includes instructional materials on how to respond to negative reviews, improve Yelp star ratings, and rank higher in the search results.  In addition, we do some of the leg work for them by managing their ad campaigns.

If you are a client of ours and haven’t received Yelp Help or feel that a greater focus needs to go into your Yelp presence, contact your Customer Satisfaction Manager right away to get started or get a quick refresher.

If you are currently running ads on Yelp but could use some expert assistance from our team, please let us know so we can help you squeeze every penny out of your Yelp advertising budget.

Not already a client?  Contact us right away, and we’ll show you how we can make Yelp work for your medical aesthetic practice.

 

How Negative Yelp Reviews Can Save Your Business

Post#138

Seriously – negative reviews HELP you!

No…that’s not a typo.  We’re actually serious, because despite whether you want to hear customer complaints or not, they really can save your business.

As business owners, we tend to take it personally when a client is dissatisfied with services rendered, even though the logical portion of our brains reminds us that we can’t please all of the people all of the time.

With the Internet, however, a dissatisfied customer can tell more than just her friends; she can spread the word to your entire potential customer base with a simple 2 minute written review and a mouse click on prominent websites that consumers trust to deliver valid and valuable information about who to do business with and who to avoid.

This can be detrimental to a small business if enough negative reviews are seen on such review sites.  However, most business owners take the wrong approach when investigating what to do about negative reviews when they crop up.

Learn From Your Mistakes – Turn Negative Reviews into Positive Customer Experiences

Some negative reviews are completely unwarranted.  Some people who come into your business are just never going to be satisfied no matter what you do.  Unfortunately, that’s business and that’s life.  Whether you want to accept it or not, that’s simply a risk you take when you go into business for yourself.

However, there are other clients who, no matter how much you may want to deny it, have very real concerns that should be addressed instead of responded to with further negativity or even silence.

When you see a negative review, ask yourself:

“Have any of our other clients ever had these same complaints?”

If the answer is “Yes,” then there are very real problems happening within your business that need to be addressed immediately.

For example, if enough unhappy clients posted reviews stating that “the front desk staff was very rude,” and that “my appointment was about 30 minutes before I was actually seen,” and “the practitioner was inattentive and/or rude,” then you should address these as soon as possible and correct them as well.

How do you fix it?

First, call the reviewer!  Yes, call the reviewer and thank her for bringing these flaws in the business to your attention and helping you implement real improvements to how you do business.

Invite her in for a do-over appointment, and make sure her experience is stellar.

Implement changes in how your business is run to fix the problems you’ve consistently heard from your clients.  If it was a problem with the front desk staff or a practitioner, train them to improve or replace them.  If the wait times are an issue, get to the root of the problem and solve it.

If you follow the above tips, not only will you likely turn a negative review into a positive review, you’ll have gained a client for life and improved your services for everyone who walks through your doors from that moment on.

Need more help with your online reviews?  We offer Yelp Help assistance to our interactive marketing clients.

Already a client?  Contact your Customer Satisfaction Manager and request a meeting to discuss review tactics like those above.

Not yet a client?  Contact us for a free social media evaluation and we’ll also send you a FREE e-book dedicated to social media marketing for aesthetic medical practices!

Making sure your audience sees your posts

Make sure people see your social media posts

Do your fans and followers actually see your posts?

Let’s remember the ultimate goal as we build out our social media audiences: building loyal communities that will buy more product and services, refer more new clients, and resist the temptation to buy from other vendors.

In order to encourage people to buy more products and services, it’s important to know the right way to reach our audience on each social media platform. They have to hear what we’re saying, right?

This article will focus on maximizing impressions for our messaging, particularly impressions for our promotional posts.  Each social media platform requires different standards and best practices to maximize these impressions.

Facebook, for example, allocates impressions for your posts based on your EdgeRank. Facebook essentially assigns a ranking to your posts based on:

 

  • past posts
  • your page’s history
  • the content of your posts
  • and how people engage with your post during its first several impressions.

 

You can see this in action yourself; a post with a lot of engagement (say, a funny picture) will be very visible on Facebook, where an unexciting post (e.g. a short status update with no link or picture) will often go ignored.

Twitter, on the other hand, displays every post to every follower. The challenge on this medium is to make sure that your post gets seen before it gets ‘pushed down’ in the feed by other posts.

Other networks carry with them different idiosyncrasies. Yelp and YouTube tend to be very search-based and carry strategies similar to SEO, and FourSquare is not search-based at all… promotions tend to get seen if and only if clients are already onsite.

The table below captures some best practices we’re using to make our promotions stick.  Please contact your account manager if you have questions about how we can better use your social networks to build your audience.

Network
Best practices
Caveats
FacebookUse images
Write compelling copy (keywords, images, humor)
Request for shares
Promote posts for inexpensive impressions
Don’t spam (this includes overpromoting or posting more than 3 times/day)
TwitterHashtags
Request retweets (RT)
More frequent posts (e.g. 3x Facebook)
Don’t spam (this includes too many or unrelated hashtags, or multiple identical posts)
Monitor your audience
YelpRequest checkins
Tastefully encourage reviews (contact your campaign manager for details)
Respond to negative reviews appropriatelyReview filtering

Respond to positive reviews

FoursquareMarket onsite
Rewards for frequent checkins
Google+Hashtags
Request shares
YouTubeUse keywordsTitles should be descriptive and SEO friendly
PinterestHashtagsBe careful about copyright

 

If you’re not already a client, then contact us and we’ll talk to you about how we can maximize the effectiveness of your promotions.

Let’s Get Connected!

captcha