For many businesses, there is very little strategy when it comes to Yelp beyond treating customers well, soliciting reviews whenever possible, and responding promptly to any complaints. These are sound practices, but Yelp does need a little more consideration.
Founded nearly 10 years ago, the review platform continues to be polarizing to small businesses, marketers, and consumers alike. In fact, you don’t have to look any further than Yelp’s own Yelp page to find an enormous number of mixed reviews offering insight into whether the social platform’s existence has had a positive impact or negative impact for real businesses large and small.
What can’t be argued, however, is that Yelp definitely HAS an impact. Because Yelp represents an important vehicle for many consumers when they are looking for a vendor to do business with, Yelp must matter to businesses. Here are the key ways Yelp impacts business, and what it ultimately means for you and your company.