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How to generate more leads and revenue from Yelp using the Milestone platform

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Today, approximately 100 Million unique visitors come to Yelp monthly for business information, insights and reviews. In a webinar lead by Yelp's Gina Drago and Milestone's Mike Supple, we will walk you through case studies and examples of how a business – both SMBs or Enterprise, can generate more leads and revenue from all of the traffic visit your Yelp listings.
Key takeaways include:
Understand local and voice search trends impacting your business in 2020.
Create your digital presence on Yelp.
Gain actionable strategies to generate leads and revenue from Yelp.
Understand detailed insights of your Yelp listing performance.
See case studies and examples from both SMBs and enterprise.

Published in: Marketing
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How to generate more leads and revenue from Yelp using the Milestone platform

  1. 1. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG GENERATE MORE LEADS AND REVENUE FROM YELP USING THE MILESTONE PLATFORM
  2. 2. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG OUR PANEL JakeBrennan GinaDrago MikeSupple (Moderator) Partner Sales Director Yelp AVP of Products Milestone
  3. 3. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ABOUT MILESTONE CMS Local Reviews AnalyticsInsights Schema Voice Search D R IV E R E V E N U E A N D T R A F F IC F R OM D IGITA L Design Content SEO Paid Marketing Social content marketing Analytics & consulting Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare D I G I TA L P R E S E N C E C L O U D S E RV I C E S
  4. 4. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG TARGETED LOCAL ADVERTISING REVIEW MANAGEMENT & RESPONDING MILESTONE–YELPADVERTISING&KNOWLEDGEPARTNERSHIPS Put your business in front of consumers nearby who are looking to make a purchase Review monitoring (up to 100 detailed reviews); Respond to individual reviews ManageYelpprofiles,reviews&tracksuccessmetrics directlyfromMilestoneplatform 149M Monthly Users 89% Yelp visitors buy within one week or less (Nielsen) Revenue increase attributable to a 1 star increase in Yelp score (Harvard Business School) 5-9% LISTINGS MANAGEMENT Update & control business attributes: website link, geo-location info, hours of operations, holiday hours
  5. 5. LOCAL SEARCH AND VOICE TRENDS
  6. 6. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG EVOLUTION OF SEARCH TEXT DRIVEN 2008 2020 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Relevant & precise results Understand Long Tail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX
  7. 7. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG Enhanced local content has a significant impact on your search visibility and revenue
  8. 8. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ACCURATE DATA TO ALL ENDPOINTS https://moz.com/learn/local/citations-by-category Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Social ChannelsMaps APPS & LISTINGS Source Aggregators Apps & listings End-points
  9. 9. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG LEVERAGE ALL ASSETS TO EXPAND YOUR LISTINGS Google My BusinessYelp Offers Website Offers Poweredby
  10. 10. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONSISTENT DATA, ENHANCED LISTINGS = PERFORMANCE
  11. 11. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG HOW DOES VOICE FIGURE IN? “What is the best hotel to stay at in Chicago…” “Where do I buy a chain saw?” “Where is my nearest ATM?” “When does the New York Moma Close?” Google Assistant Apple Siri Amazon Echo Voice search implies “single right answer”
  12. 12. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG WHEN DO PEOPLE USE VOICE SEARCH? Driving Doing another activity Watching TV Working Cooking Exercising or walking Showering or using the bathroom With family or friends In bed 52.8% 21.3% 7.5% 7.4.8% 5.5% 2.6% 2.3% 0.4% 0.2%
  13. 13. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG VOICE SEARCH CLASSIFICATION Hyper Local Open Internet Curated Assistant Authenticated Assistant
  14. 14. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG VOICESEARCHFORLOCALINTENT (Apple, Alexa, Bing) (Google Home, Assistant) What is the address for hotel…..? Call restaurant… Is Home Depot open now?
  15. 15. CREATING YELP DIGITAL PRESENCE
  16. 16. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG “It isn’t just a matter of having a citation at Yelp… but of having a listing that ranks well and can pass some authority” – Greg Sterling, Contributing Editor, Search Engine Land https://searchengineland.com/do-local-citations-matter-anymore-five-local-seos-sound-off-320015
  17. 17. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CLAIM YOUR LISTING
  18. 18. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MAXIMIZE YOUR PROFILE INFORMATION
  19. 19. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ENGAGE WITH YOUR CUSTOMERS
  20. 20. ACTIONABLE STRATEGIES
  21. 21. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG • Complete every field in your profile • Enhanced fields for Branded Profile • Specialties • History • Meet the manager • Check-in offers • Call to action button • Upload photos and set favorites • Ads! BE COMPELLING
  22. 22. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MILESTONE OFFERINGS FOR YELP PROFILES Basic • Basicinfo • Reviews management Branded • CTA • Slideshoworder control • Enhanced content Enhanced • Adblocker • Videos
  23. 23. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG UPDATEIMAGESREGULARLY
  24. 24. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CREATE A COMPELLING CTA
  25. 25. MEASURING RESULTS
  26. 26. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SEARCH AND PAGEVIEWS
  27. 27. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CUSTOMER INTERACTIONS
  28. 28. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG AD METRICS AND CTA
  29. 29. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG USING ADS TO DRIVE MORE VISIBILITY AND ACTIONS Ad campaign running Jan 2020 compared to basic listing Jan 2019
  30. 30. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG POLL QUESTION: To what extent is your business currently marketing on Yelp: • We have not claimed our Yelp listing • We’ve claimed our listing but haven’t optimized it • We have a branded profile • Our profile is optimized and we’re running ads • We plan to make Yelp a priority channel for generating leads
  31. 31. How to generate more leads and revenue from Yelp using the Milestone Platform
  32. 32. USERS ON YELP
  33. 33. IMAGE COMSCOREMEDIAMETRIX YELP REACHES 91.2MM MONTHLY UNIQUE VISITORS Grayscale version of client logo goes here comScore Media Metrix, September 2019
  34. 34. HOTELSONYELP YELP INTEGRATIONS & PARTNERSHIPS YELP'SMISSIONISTOCONNECTPEOPLEWITHGREATLOCALBUSINESSES.THROUGHPARTNERSHIPSANDINTEGRATIONSWE ENABLEMOREWAYSFORCONSUMERSTODISCOVEREVERYTHINGLOCAL,FROMAGREATRESTAURANTTOARELIABLE ROOFER. Apple Maps and Siri Yelp's integration into Apple Maps and Siri means hundreds of millions of iPhone users can discover great local businesses in just a few taps. The power of search With hundreds of millions of Yelp-powered desktop searches each month as of January 2019, Bing consumers can more easily find what they need, when they want. Voice controlled search Yelp’s partnership with Alexa offers consumers an even easier way to discover local favorites. In-dash and on the go BMW, Lexus, Toyota, Audi, Porsche, General Motors, and Mercedes-Benz offer Yelp as an in- dash app so drivers can search on the go.
  35. 35. PLACE SCREEN UNDER IPHONE X COMSCOREMEDIAMETRIX 80%OF THE TOTAL UNIQUE VISITORS TO YELP CAME FROM MOBILE comScore Media Metrix, September 2019
  36. 36. CONSUMER BEHAVIOR ON YELP The full consumer journey on Yelp starts with a need and ends with engagement Pest control
  37. 37. Yelp Internal Data, based on the top 100 terms in category, 9/1/2018 - 2/28/2019 HOTELS ON YELP And while consumers are ready to make a purchase, they are undecided on what business to choose. 94% of the searches on Yelp are unbranded
  38. 38. HOTELS ON YELP People come to Yelp when they are looking to make a purchase at a local business. 89% of consumers searching Yelp make a purchase after their search. Nielsen, 2016 Hotel
  39. 39. HOTELSONYELP CONTAINER BUSINESSES WITHIN THE HOTEL SHOULD HAVE YELP LISTINGS. SPA’S, RESTAURANTS, GYMS, ETC. CAN ALL GENERATE ADDITIONAL LEADS FROM YELP ADS
  40. 40. MARKETING ON YELP
  41. 41. Yelp Internal Data, June 2019 80%OF USERS CHOOSE BUSINESSES IN THE FIRST 10 SEARCH RESULTS WHEN LOOKING FOR A BUSINESS ON YELP How do consumers choose a business on Yelp?
  42. 42. Yelp Ads connect you with your customers at the moment they’re searching for a business to spend money with ACHIEVING YOUR GOALS
  43. 43. ACHIEVING YOUR GOALS Campaign Goals product featured here is in early development stages and is subject to change, extension buttons available in iOS and website, targeting available on all platforms Ex. Campaign Goal: “More website clicks” Ex. Campaign Goal: “More phone calls” Focus your campaign with Campaign Goals ● Choose the goal for your campaigns: – Website clicks – Calls ● We optimize ad delivery to users who are more likely to complete the goal ● Ad units show an ad extension button related to the campaign goal
  44. 44. ● Keep branding consistent across all locations ● Call To Action Unit ● Control Photo Order ● Updated Business Info ● Highlight seasonal specials or deals Branded profile features & benefits 1. Updated business info 2. Call-to-action unit ACHIEVINGYOURGOALS Voted Best Hotel in Reno 4. Updated specialties & history 5. Control photo order
  45. 45. NEGATIVE KEYWORD TARGETING Get more control over where search ads appear and drive better quality leads for your clients
  46. 46. ZIP CODE TARGETING Get more control over where search ads appear and drive better quality leads for your clients
  47. 47. Drive more qualified leads to your business from users searching to make a transaction Help convert more leads from Yelp users looking for your services ACHIEVING YOUR GOALS Acquire More Customers with Request A Quote
  48. 48. Capture attention quickly with Business Highlights ACHIEVING YOUR GOALS Tell your story in a new way with badges that show what makes your business unique Choose from 30+ highlights • 2 featured in search • 6 featured on profile Stand out from the competition - Business Highlights have increased customer leads by up to 15% for participating businesses Yelp Internal Data, 2019
  49. 49. Boost trust with your customers by showing that your business has a Verified License ACHIEVING YOUR GOALS Verified License icon appears: • In search results • On your profile On average, businesses that feature a Verified License experience a 10% increase in customer leads1 The blue badge of approval helps Yelp visitors make an informed purchase decision quickly, and helps make you their trusted choice Yelp Internal Data, 2019 (calls, clicks, and map views, in the 30 days post-purchase)
  50. 50. Showcase your expertise & offerings with a Portfolio ACHIEVING YOUR GOALS Attract new customers by shining a spotlight on the quality of your work and range of services you offer For each project featured, include ● up to 50 photos ● up to 4 services used ● custom descriptions
  51. 51. MEASURING SUCCESS
  52. 52. PLACE SCREEN HERE MEASURINGSUCCESS TRACK THE SUCCESS OF YOUR CAMPAIGN ○ Phone call tracking ○ URL tracking ○ Time Range Reports
  53. 53. www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG Q&A JakeBrennan GinaDrago MikeSupple (Moderator) Partner Sales Director Yelp AVP of Products Milestone

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