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The Power of Online Reviews in Growing Your Business:
How to Embrace Yelpification

LotCon-Local-Business-Online-Reputation280As more and more consumers turn to the Internet for extra information about certain businesses and offers before making their purchases, the onus is on marketers and business entrepreneurs in attracting and convincing these consumers to choose their brand and products/services over competitors.

Web consumers are increasingly discerning over their purchases of all sorts while relying on peer reviews, comments and feedback from the market. This is known as securing more information to make better informed decisions such as purchases.

Business “yelpification” is a new term that is coined from the rapidly changing ways businesses are conducted today. It is defined as a process in which businesses are reviewed by online communities to create a greater awareness of the business or brand with up-to-date feedback and reviews.

Business Yelpification Today

Yelpification is becoming more significant in web consumers’ online transactions as they continue to seek more information about their preferred products and services before making a purchase. Reliable and accurate reviews are highly sought after to enable web consumers to make intelligent purchases that would accord them higher savings and better quality goods or services.

As web consumers become more tech-savvy today, it is not difficult to search online what others feel about certain products, services, brands or companies. Web consumers must also remember to verify the information they received to be true and up-to-date before manipulation.

Online reviews on brands, businesses, products and services as well as marketers are crucial marketing elements to both consumers and companies as they could compel the potential business leads towards or against the brand and business. Good reviews are not biased or untrue to benefit web consumers in their purchases or interactions with the brand or business as well as the marketer.

Better buying decisions are executed with a more pleasant and satisfying personal online experience when the right reviews, comments and feedback are procured from the right sources. However, it could be true that “one man’s meat is another man’s poison” where some consumers may be totally taken in with a product or service while others might find it otherwise. It is up to the web consumer to trust the reviews and gauge for themselves the reliability and usefulness of such feedback or comments by other consumers. After all, different consumers have different needs, requirements and expectations.

Nevertheless, good reviews offer marketers, brands and businesses, higher credibility with a transparency that would draw more potential buyers and supporters of the brand. Marketers and business owners need to work diligently in winning online communities that would generate favorable reviews on their behalf to boost their market credibility, brand presence and sales in more profits.

Yelpification has the power to influence or change the mind and decision of web consumers in making a purchase or supporting a brand or business. In a sense, it is ‘people power’ that influences or convinces others to take on the same stance or mind, but every discerning consumer would confirm the validity and reliability of every feedback or review posted on the Internet as there are many cases of fraud with fake or biased reviews generated.

Tips in Engaging Yelpification More Dynamically

1) Create a Responsive Website

Having a responsive website draws better reviews as web consumers are concerned about flexibility and versatility when visiting a website especially a commercial website. The website should be aptly optimized to cater to the different modes of access, such as mobile phones and mobile devices.

As technology progresses with the emerging mobile technology, websites that desire favorable online reviews must be mobile friendly. This augurs well with search engines to accord higher web page rankings that also boost web traffic. More sales could be generated to grow the business. Google continuously tweaks its search algorithms to seek out websites that implement newer technologies and solutions that would optimize its performance.

If the marketer continually upgrades the website according to technology updates, better reviews would be procured.

2) Proactive Engagement with Potential Leads

Good reviews or yelpification require active interaction between the marketer and potential leads. Marketers must take the initiative in engaging business prospects and customers all the time to woo them over instead of being lured away by competitors which are plentiful in the market.

If a strong relationship is established with potential leads and customers, there would be greater satisfaction amongst them, which could lead them on to become unofficial brand ambassadors. This would become the best type of reviews any brand or marketer could desire as these are true customers who are satisfied with the brand or products. Their opinions matter to other consumers who want to experience the same joy and satisfaction; they are an excellent source of testimony for the brand and company to win more customers and sales.

Marketers who make time and effort to engage with potential leads on products and services in one-to-one online discussions would be building up a strong base for their brand and business. The sky’s the limit on choice of discussion topics which need not be always pertaining to the brand or business. Marketers should prepare the right platform for potential leads and customers to feel good about the brand and goods that would encourage them to offer favorable feedback and comments with a lot of ‘Likes’.

When more participants join the online discussions, the reputation of the brand and the business would grow to impact sales for the business. The marketer who is able to direct the online discussion well would gain credibility as a market leader to be esteemed in the industry. Web consumers could go the extra mile with word-of-mouth promotions on the brand and business until customers become advocates.

Conclusion

Good online reviews are instrumental in boosting the brand and business in any industry as they establish credibility in the market. Even if there were a few bad reviews, this could have a positive impact on the brand and business growth as discerning consumers would recognize that there is no perfect brand, product or service in the market. Hence, there is credibility in that brand of products or services.

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LotCon-Advertising-Media-Buying280The progressive technologies today open up many doors of business opportunities for desperate marketers and business owners in reaching more consumers to be interested in their business brand and offers. A direct mail could be an effective marketing tool when integrated with a well designed online marketing strategy in generating organic leads that are useful and viable to business growth.

It is not surprising to note the increasing creative ways of marketing employed by aggressive marketers using the best of technologies. A well designed marketing mix could include feasible “traditional” direct mail marketing which could bring in healthy numbers of potential leads to the business.

This includes integrating blogs, article directories, social media sites, search engines and many other websites and platforms that could be instrumental to a business’s success employing cross-media marketing.

Cross-Media Marketing

Cross-media marketing is becoming more and more popular as it encompasses multiple marketing channels in conducting a more effective marketing campaign with a specific target audience. Such marketing programs are very effective as they cover a lot of scope for the business in terms of higher potential leads and sales.

There are certain key differences between cross-media marketing and conventional direct mail marketing albeit many similarities.

Direct mail marketing is personalized about each recipient with specific name and address as well as URL to direct the recipient to a personal landing page. There is a personal interaction with recipients who are directed to an appropriate landing page with quality content. This would empower them to explore more intensely about the business products and services. There would also be certain useful links to various social media networks that provide more opportunities to engage with customers and subscribers. These landing pages are responsive for an easy access through desktops and mobile devices.

Direct mail on cross-media marketing offers a variety of options for measurability and tracking of response rates. There would be appropriate reports to reveal the status of every marketing campaign that would be instrumental in developing future successful campaigns.

A lot of benefits could come through cross-media marketing that would benefit the business and marketer.

1) Clearer Targets for the Business

Cross-media marketing is very dynamic in targeting an identified audience or segments of it to benefit the business. Direct mail marketing could be incorporated to offer personalized mails to this identified segmented group with pURL and QR codes leading the recipients to their personalized landing pages directly.

Hence, the marketing efforts would be more focused and successful without wasting unnecessary time and effort on uninterested leads for a particular product or service promoted. Faster results could be secured with more attractive ROIs that satisfy marketers based on the cost incurred.

2) Reliable and Accurate Tracking

Cross-media marketing with direct mail offers marketing results that could be readily monitored and tracked in real time to give accurate information about the market and the success of the marketing campaign. Detailed information about every visitor to the website is captured and collated, including page visits and link clicks with opt-in and survey responses if executed.

Direct mail in cross-media marketing measures responses on every marketing campaign to understand the successful elements that could be applied to future campaigns to enjoy higher success.

3) Flexible Marketing Options

There is a higher flexibility with direct mail marketing that could engage a simple postcard or a multipage brochure. Multiple campaign phases could be implemented towards the same targeted niche markets via cross-media platforms.

Such a marketing approach proves to be stimulating and interesting to the targeted audience with results from earlier phases to benefit subsequent phases. This would allow enhancements to subsequent marketing strategies to be fine tuned for higher improvements. Different direct mail components could be sent out to differently directed segments for testing response rates on print media types.

4) Costing and Budget Management

Direct mails in cross-media marketing approaches could be traced and tracked for better accountability in cost and ROIs. Marketers would be informed of the number of mails sent out with a precise cost of each mail and the number of responses from targeted recipients.

These marketing figures allow marketers a more accurate ROI analysis from any marketing campaign to improve business bottom lines readily besides ensuring a close watch on the marketing budget.

5) Enhanced Print Components

It is not surprising that direct mails would propel forward via cross-media marketing as print technology improves with dynamic print solutions such as advanced print techniques and software.

A well planned print and digital marketing campaigns enjoy simpler and cheaper marketing tools that bring on higher ROIs that satisfy businesses. Traditional printers who jump on the cross-media bandwagon faster would overcome the hurdle with the latest technologies readily available.

Successful Cross-Media Marketing Campaign

The key factor in a successful cross-media marketing campaign has to be proper organization of the lists which must be accurate and targeted, even if segmented. Landing pages must include call to action features such as sign-up forms or opt-in options for web visitors to be on the business mailing list as consenting subscribers.

Using an auto-responder system would be a plus point for successful cross-media marketing with direct mails upgraded where a systematic follow-up is executed for every opt-in subscriber. Analytical reports of every marketing campaign are evaluated for improvements on future marketing campaigns.

Direct mail holds a prominent position in direct marketing with a high hand on printed marketing communications that could enhance ROIs when integrated with appropriate digital channels. Consumer responses and sales conversion rates improve enough to benefit businesses in securing their market positions. This happens when printed direct mail combines effectively with well designed emails and personalized web pages (PURLs) as well as emerging mobile elements.

Conclusion

Cross-media marketing with direct mails incorporated proves to be an essential marketing tool for any aggressive Internet marketer to enjoy higher returns via advanced integrated marketing technology.

Traditional printers who embrace advanced technologies to position direct mail marketing further in today’s aggressive marketing trends would be shaping the global market with a synergy that favor both consumers and businesses.

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A sales page is a crucial piece of entity for a company to close a business transaction that brings in the profit for the business. A good sales page is vital to the success of the company in generating public interest and high sales. Hence, it is imperative to have a dynamic sales page that would serve its function in any marketing campaign.

The Right Format and Fittings

An excellent sales page does not come automatically to many businesses in generating market awareness and sales. The business owner must know the essential features of a dynamic sales page that would bring in the customers and profits. Writing a sales page successfully requires creativity and focus on the choice of words, writing style and presentation of details that would compel readers in making a favorable decision towards the brand and product or service.

A simple sales page has an easy format that is very basic; product information, product benefit, product supplier information, product purchase option and product review. Such information must be well written in proper grammar and sentences to convey accurately the product to the consumer. An easy and clearly written sales page for any product or service to be promoted sets the scene right for a quick sale that earns big bucks for the business.

A successful sales page need not be long in content as consumers do not like to waste their time reading lengthy information about the product. It could include an attractive but true picture of the product to entice the consumer in making an immediate buy decision.

Relevant Product Information

When the consumer could understand the product through a well written sales page, a quicker purchase decision could be exercised to benefit the company. Hence, the sales page writer must be fully familiar with the product to write relevant product information clearly in convincing the readers.

The advantages of the product should also be listed to help consumers understand how they can benefit from the product if purchased. Interesting facts about the product would stir up consumer interest from reading the sales page to stimulate enquiries and potential sales.

Product Supplier Information

Discerning consumers today would want to know the supplier of the product and the brand it represents to determine its market credibility before making a purchase. Poor quality products abound in the market and badly reputed suppliers are steered away by cautious consumers who want value for their money with every purchase. Hence, it is necessary to include essential supplier information regarding the product to be promoted that would allow consumers to identify and confirm the reliability of the supplier and brand of the product promoted.

Many proactive consumers today proceed with caution with certain types of suppliers in the market when deciding to patronize them or not. Diligent consumers may execute a retailer check and product reviews from the Internet before making any purchase. Such consumers would be confident of credible product suppliers with a good track record or avoid shady suppliers with poor reviews.

Product Purchase Information

An effective sales page must list out all relevant and important information for a product purchase action as that is the primary objective. Consumers must be able to find relevant purchase information on the product quickly if they wish to buy the product immediately after reading its features and benefits.

The sales page should contain the price of the product, discounts or cash rebates if possible for greater consumer savings as well as the type of payment accepted with each online purchase. Important product purchase information should be highlighted to capture consumers’ attention for a quick buy that would close the sales; this may include free shipping and prompt delivery upon confirmed orders.

Product Review

Favorable product review on a sales page is the cherry on top of the cream, which is the good testament of the product. Satisfied customers play an active role in promoting the product than clear product information as consumers tend to be inclined towards the testimony of other consumers who have had experienced the product to give an honest review.

Other forms of review of the product include official and unofficial product reviews from various websites and social media where a host of information is shared freely across the web. Every consumer should confirm the authenticity of every site review before making a purchase.

Targeted Audience

When writing a dynamic sales page, it is wise to identify the targeted audience beforehand. This would help the writer be focused on the correct group of potential buyers for the product with a higher percentage of success in sales. In-depth market research should be conducted in identifying the right niche market that would embrace the product quickly to benefit the company in generating higher sales and profits.

Different types of products would attract different niche markets, which require a different sales page to ensure a successful marketing campaign. The sales page writer may need to be creative when working with the sales and marketing team in identifying the targeted audience for different products in different marketing campaigns.

The social media is an excellent platform to identify different niche markets for promoting any product at different seasons. A popular social media platform offers millions of potential leads for a company with specific consumer features identified to fit the type of products on promotion.

Every marketing campaign must be well thought out to distinguish the products to be promoted via the specific sales page that shouts out the products in all its marketing adverts. Different targeted audiences would require different distinctive tones to win over the young and hipster generation, the busy and mature working consumers or the gentle and friendly homemakers.

Conclusion

Writing a sales page well is crucial to closing a deal that benefits the company. The right features should be always present in a successful sales page that compels consumers towards buying the product immediately. Hence, a good sales page that achieves this objective has easy order processes like well placed “Click Here to Buy” buttons for consumers to take the desired action.

The New 12 Second Commute

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