For many clients, review sites like Yelp are the first point of entry to your establishment. But if you think the popularity of newer social media platforms makes Yelp obsolete, think again. Reviews about your business help increase your website’s Google ranking, which helps to increase appointment-booking traffic to your site. And believe it or not, that still matters. Below, four tips for salon and spa owners to get the full value of their presence on Yelp.
Make It Presentable “We encourage you to treat your Yelp page the same way you treat your salon,” says Yelp spokesperson Kayleigh Winslow. “Your salon is clean, presentable and attractive. Your Yelp listing should be, too!” First, fill out the About section with all of your information. “Too many owners don’t do this,” she says, and it can be a deterrent. Next, she suggests posting at least 10 photos of your work with great transformations, and even a video of your salon’s décor so customers can see your best work.
Use Their Mobile Check-in Offer The offer appears on your Yelp mobile page, and Yelpers have to check in at your salon to redeem it. For example, ‘Check-in for A Free Manicure’ or ‘Check-in for 10 percent off!’ “A great offer will attract more clients,” explains Winslow. “An added benefit is that Yelpers who check in are reminded to leave your salon a review.” Also, if you currently run specials during the week or deals on holidays, add them to your Yelp account so they are available to anyone who views your page.
Be Social and Share Wherever your salon is being promoted, include Yelp in the mix. Post a Yelp badge on your website. Request a “Find Us On Yelp” sticker for your salon’s window. Let customers know you are a part of the community by including Yelp on all marketing tools you create. And since positive reviews matter, share those Yelp reviews on your social media sites, as well as on your website. While soliciting reviews violates Yelp’s terms of service, the site offers plenty of tools to encourage organic reviews from clients who enjoyed your services.
Answer Back! Whether you receive positive or negative reviews, take the time to respond. Great client experiences are the foundation of great reviews. But if the client did not have a good experience and shared it on Yelp, Winslow suggests crafting a response you can be proud of and that reflects your salon’s approach to customer service. Potential customers will get a better understanding of what type of establishment you operate based on that response. Owners also have the option to get in touch with a private or public message.
Many thanks to our program sponsors Matrix, Redken, Pureology, L'Oréal Professionnel, Baxter, Decleor, Essie, Mizani and SalonCentric for making this Digital Supplement possible.