By Emily Washcovick
A consumer-review study released last year by online-marketing firm BrightLocal found that 92 percent of consumers read online reviews to determine if a local business is a good one. People overwhelmingly use Yelp as their review site of choice. As a self-storage provider, you have the power to claim your free Yelp for Business Owners account and update some of your information. You can also engage with your listing in a way that draws more attention and helps generate more natural review content for your business.
Consumers don’t conduct self-storage searches on Yelp just for fun. A potential tenant who’s using Yelp to search for a self-storage provider is generally new to the area, has never had a need for a storage unit, or was unhappy with a previous storage experience. Yelp provides an opportunity for you to get your business in front of consumers and highlight why they should hire you for their storage needs.
Every self-storage owner has the ability to claim his free account and start attracting new tenants. Between taking care of your facilities, managing your staff and building your brand, there’s not a lot of time left! Here are five tips on how to make the most of free Yelp tools to attract new customers.
1. Complete Your Listing
After you claim your Yelp for Business Owners account at biz.yelp.com, you’ll be able to walk through the steps to verify your hours, website, street address and phone number. From there, you’ll want to add a specialties section and include descriptive text about what sets you apart from competitors. You’ll also outline the services you offer.
It’s important to understand that all Yelp users search differently. Some may search “storage unit” while others search for “self storage.” Include details about your services and special offerings so you’ll come up in searches more frequently. If you also provide moving services, add that to your profile to give you an edge.
Visuals are also a great selling point for businesses. You can upload an unlimited number of photos, so start taking pictures of your property and upload them to your page to show off your facility. Photos of the business, staff and happy customers are always great.
2. Set Up Check-In Offers or Yelp Deals
You can set up a Check-In Offer or Yelp Deal through your business account in a few quick clicks. Check-In Offers engage mobile users who are searching on-the-go and tend to take quick action, such as calling your business or mapping directions from the Yelp App. Offers can be anything from a free item, percentage off the rental or some other incentive. The best thing about Check-In Offers is consumers are prompted to leave you a review the next time they log in to Yelp after checking in at your business. This helps grow your brand across social platforms like Facebook and Twitter and engages customers beyond just leaving a review or visiting your facility.
Setting up Yelp Deals is another great way to grab a customer for the first time. You select the value of your deal through your account, and you can turn it on or off whenever you choose.
3. Respond to Reviews
You can respond to reviews publicly or privately through your business account. Remember, when responding to reviews, it’s important to remain professional, thank the reviewer for his feedback, and share any updates that have been made to your business as a result. Consumers see responses to negative reviews as the business valuing the customer’s experience and showing a desire to engage with clients on a personal level. Sending a short, private message to a positive review also shows those happy tenants you appreciate their business.
4. Download the Mobile App
The first step to keeping all of Yelp’s tools right in your pocket is to visit the iTunes or Google Play store and download the free Yelp for Business Owners App. Remember, it’s blue, not red! Once you log in to your account, you’ll stay logged in on your device. This is great for faster access. You’ll notice multiple features available to you, including the ability to check your activity, respond to reviews and upload photos.
5. Spread the Word
When you have a great review, you want people to see it. You can log in to Yelp for Business Owners and share your reviews on other platforms such as Facebook, Twitter and e-mail. Some businesses even print their reviews and frame them on their walls!
Beyond telling your patrons they can find your business on Yelp, you can also make the fact visible in your offices or on your website. Visit Yelp.com/brand to see all of the approved stickers, signage and hyperlinks you can include in your e-mail signature or on your website. You can even request a “Find Us on Yelp” sticker for your door or window.
Business owners all around the world are growing their businesses through Yelp. For self-storage operators, it can be an excellent tool for engaging with current and future customers.
Emily Washcovick is a manager of local business outreach for Yelp. She hosts informational sessions across North America, educating business owners on best practices for navigating the world of online reviews and working with local companies interested in leveraging Yelp to grow their business. She also hosts a series of webinars on subjects relevant to business owners and regularly contributes content to Yelp's "Blog for Business Owners." For more information, visit biz.yelp.com.
