11. March 2016 · Comments Off on Is Yelp Advertising Worth It for Your Particular Business? · Categories: Digital Marketing, ORM, SEO · Tags: , , ,

Mastering Yelp Promote Your BusinessWe’re not sure if it’s a great deal or not, but Yelp is now offering one free month of Yelp Ads when you sign up for a 12-month advertising package.

Hmmm…

If you’re really “working” Yelp – updating your business profile; adding photos; earning good reviews, etc., – you might not need to commit to a year of Yelp advertising. You also need to evaluate if Yelp Advertising is worth it for your particular business niche. And, if you’ve never tried Yelp advertising before, perhaps you should give it a go for a couple of months before seeing if it’s worth blowing 12-months of an advertising budget with Yelp.

Here’s how Yelp Ads work:

Let’s say you own a local pizza restaurant and you sign up for Yelp Ads. Then, anytime a user conducts a search for “pizza restaurants” (inside of Yelp) your ad appears within the search results. This could be beneficial especially if your business listing isn’t appearing among the top search results in your local area.

In addition, if you’re running Yelp Ads, then all ads from other pizza competitors aren’t appearing in your Yelp Business Page or within your Yelp search results.

A 12-month advertising package also earns your business an “enhanced” profile that includes a photo slideshow and a customized call to action button.  This can be helpful if you don’t have time to build a sophisticated widget and want something that stands out digitally.

Is Yelp desperate for more sales?  Based in San Francisco, Yelp has fairly expensive overhead and a large call center to support and is expanding.  Yelp is also publicly traded and required to make a profit for it’s shareholders.  Their ads can be pricey compared to other advertising media you may want to evaluate.  As always, look at your advertising and marketing expenses from all angles and by all means don’t fall for a high pressure sales tactic if you call and inquire.  Also don’t over commit by throwing your entire marketing budget at Yelp if you call after worrying about one bad Yelp review.  Budget your ad dollars across your entire marketing cycle and build up momentum and traffic across multiple digital channels.

If you’re curious, you can visit Yelp.com or call (1-844-202-8082) for more information. The 12-month advertising package offer expires March 31, 2016.

01. March 2016 · Comments Off on How to Best Work with Your Online Reputation Management Firm · Categories: Mountain Woods Media, ORM · Tags: , , ,

Your company has hired an online reputation management firm (or consultant) to help you solve your negative reputation be it negative reviews; unfavorable mentions in the local media or a harsh complaint in the Ripoff Report website.

~ Wikimedia Commons

Problem solved right?

Not quite.

When you engage with an ORM firm, you should expect:

  • a project assessment.
  • a strategy on how they plan to fix your problem.
  • a project update each week.

Behind the scenes, any reputable reputation management firm is:

  • Creating new websites; blogs; social networking accounts; photography sites and more for your business or for you as an individual (if you have an individual reputation problem).
  • Writing and publishing tons of unique content on your behalf.
  • Building “white hat” links pointing to positive URLs about you and/or your company.

Reputation repair is SEO on steroids and, depending on the severity of the problem, you shouldn’t expect your reputation problem to be repaired in one hour, one day or one week. Remember: while it takes years to build a good reputation and five minutes to destroy it, it could also take months (and sometimes longer) to repair your reputation.

Businesses and individuals should support and help their online reputation management firm by:

  • Sharing pictures and videos via Dropbox, Google Drive, etc. suitable for republication.
  • Finding in their files professional white papers, how-to guides, old press releases, term papers, resumes, positive publications they have authored that could be converted into shiny, new digital content.
  • Writing and refreshing stale company blogs.
  • Increasing social media efforts in Twitter, Facebook, LinkedIn and others.

Yes, we understand that your online reputation problem can be viewed as extremely important to your bottom line or for making your next career move. However, contrary to what you might think, your situation is probably not unique and online reputation firms have usually seen your specific type of reputation problem many, many times over. Excessively emotional correspondence or a bombardment of telephone calls; e-mails and virtual meeting requests can equate into more billable hours for you and your company – none of which is helping to repair your reputation problem.  Make sure to treat your reputation project like a military strategist. Keep your hurt feelings in check, stay focused, and help your ORM firm generate an artillery barrage of positive content. It will help you win your battle quickly.

* * *

Mountain Woods Media, LLC specializes in online reputation management and repair for companies and business professionals. Contact us for more information or visit our Training page to see our online reputation courses.