Automotive Digital Marketing ProCom

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Yelp.com is growing to be the most popular local business review website today, with new reviews constantly added by its active and dedicated user base. Tech-savvy consumers young and old turn to Yelp to check reviews on everything from dentists to hair salons before they decide on where to shop. But Yelp is more than just a review website;: it’s a profoundly social online destination that acts as both a local business directory and a forum for real customer input. An overwhelmingly high number of 4 and 5 star reviews can result in remarkable success for a local shop, and negative reviews can cause the opposite. With more people turning to review websites like Yelp to browse and decide where to make their next purchase, car dealerships must take a proactive approach towards managing their online reputation.


Online reputation management begins offline, at your store’s location. You and the members of your sales team need to be conscious of the fact that customer dissatisfaction on your showroom floor can now translate to a negative review on widely popular websites like Yelp. Stay mindful of this connection between the offline and online world by giving customers an outlet to voice their complaints directly to a sales manager. The more you do to resolve an issue at your dealership, the less likely a customer will take to the Internet to voice their complaint for all to see. To manage your Yelp business listing, first claim your business owner’s account at biz.yelp.com. By verifying your business listing on Yelp, you can post diplomatic messages in reply to any negative or critical remarks left by previous customers. This practice of responding to reviews shows that you care about customer feedback, and that you’re doing your best to help correct or resolve a past case of dissatisfaction. You can also engage positive reviews and thank customers for their business.

Aside from doing the damage control with negative reviews, you can also use Yelp to strengthen your car dealership’s online presence. Check and make edits to the ‘Business Info’ on your listing to ensure that basic information, such as hours of operation, payment options and location are correct. Add more content such as a description, photos, a link to your car dealer website, and information about any specials to give potential customers a better idea of what you have to offer. By claiming your Yelp business listing, you can control what will be displayed under the “About This Business” tab. Providing relevant facts about your business and replying to reviews puts people at ease when they see that you are actively engaging your customer base and putting in effort to respond to feedback.


Additional Resources:

The Yelp Blog for Business Owners

10 Things You Should Know About Yelp

Views: 765

Tags: business, car, customer, dealers, management, reputation, reviews, satisfaction, sem, seo, More…service, yelp

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Comment by Keith Shetterly on September 30, 2011 at 3:16pm
No worries, Arnold.  I'll be at the session with AJ, thanks!
Comment by Arnold Tijerina on September 30, 2011 at 2:56pm
Hey AJ, I see Keith answered your question. Thanks Keith. Sorry I didnt get back to you quickly. Ive been slammed.
Comment by Mina K. on September 30, 2011 at 2:27pm
My company, Autofusion, will also be at Digital Dealer! Feel free to stop by Booth 1117 to chat with us. We would love to meet you!
Comment by Keith Shetterly on September 30, 2011 at 1:40pm

I got it AJ:  http://www.eventfarm.com/events/index/4e1dac05-22ac-420f-8cf4-26cc0...

 

YELP and Your Business
Thursday, Holloway, 3:30pm
Session #230
Rm: Grand Ballroom G

Comment by Aj Maida on September 30, 2011 at 1:34pm
Arnold, can you tell us the session ID and name???
Comment by Aj Maida on September 30, 2011 at 1:05pm
There is an old adage....It's where the customers are!!!! I do not like Yelp at all...remember I also own a restaurant.....Ralph and Keith said "sales team", now there's a misnomer if I've ever heard one. Yet I will be listening intently to their presentation. I have a feeling that, when all is said and done, I will be paying the vig twice!!!!
Comment by Mina K. on September 30, 2011 at 11:38am
Thanks for reading and sharing your thoughts, everyone!

I agree that the usage of Yelp is slightly controversial...for example, I have heard it is possible, by purchasing the "sponsored package" from Yelp, to bump positive reviews to the top of the page. You can also pay to have your dealership display first in searches within Yelp.

However, I still believe overall that Yelp is an extremely useful tool for customers to communicate honestly to dealerships/local businesses the areas in which they are satisfied or dissatisfied with. The dealership can then take these suggestions in stride to improve their store. (I myself am an avid Yelper, and several business that I have expressed my displeasure with have reached out to offer me an apology and an assurance they will improve upon these facets.)

Comment by Mario Murgado Jr. on September 30, 2011 at 9:12am
Ralph, I just want to make sure that I am understanding you correctly. You believe that we should pay for Yelp's "Enhanced Listing" to ensure at least a dozen or more reviews from happy customers actually get posted on Yelp?

So basically, I should pay Yelp to accept all the reviews from my clients?

I have thoroughly researched "Enhanced Listings." I do not agree with this business process which is why I have a personal distaste for Yelp. If they were to accept reviews like Dealer Rater and Google then I would definitely consider Yelp.
Comment by Keith Shetterly on September 30, 2011 at 8:13am

"In fact, unless you have tried the enhanced listing package from Yelp, your opinion about Yelp has very little value or relevance."

 

I disagree.

 

"With that said... I despise the sales team at Yelp and wish they would do a better job of hiring and training (and coaching) their sales professionals so they did not seem so sleazy and scammy."

 

I agree.

Comment by Arnold Tijerina on September 30, 2011 at 8:06am
Anybody that goes to the 11th Digital Dealer Conference.. there's a session being put on by Yelp themselves.. you can learn about and talk to them in person!

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