Everyone understands that social media platforms—be it Facebook, Instagram, Twitter, LinkedIn or Snapchat—play a huge role in bringing in new business. But without having a savvy online review page, such as Yelp, you’re missing a critical piece in your marketing formula. We talked with Emily Washcovick, Yelp Manager of Local Business Outreach, to find out how to create and maintain the best Yelp page—including how to handle both good and bad reviews.
Making a great Yelp page
Q What elements are absolutely essential for a successful hair salon or barbershop Yelp page?
84% of people trust online reviews as much as a personal recommendation.
Reviews, the good and the bad
Q Some stylists “fear” Yelp because they feel like it creates “open season” for negative critiques. What’s your best advice for handling a negative review?
A Most reviews on Yelp are actually positive. Nearly 80 percent of the reviews on our site are positive, meaning three stars or higher. We also have more five star reviews on the site than one, two and three star reviews combined. With that being said, avoiding review sites like Yelp because you’re afraid of the negative causes you to miss out on the positive. Additionally, negative reviews can help build buying confidence in your potential clients, especially if you respond. Responding publicly to a negative review helps illustrate your customer service practices and also gives you a voice in front of your potential customers who look at your listing. When you respond publicly, you want to keep it professional, short and sweet. Thank the reviewer for taking the time to leave you feedback, address the concern they bring up and then provide a way to connect offline and complete your conversation. Sending a direct message to those reviewers helps you have a conversation with more detail of their experience in a one-on-one format instead of publicly. Additionally, responding to your great positive reviews can also help create a connection to your happy customers. Whether it’s public or direct message, responding to a positive review helps grow your business as well.
New salon-friendly features
Q What features on Yelp are particularly useful to salon owners, hairdressers and barbers?
Photography: Courtesy of Emily WashcovicK/YELP; getty images
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