Marketing Tip: Market Research Using Yelp

With all of the buzz around Yelp these days, I thought I would give you a little marketing “trick” that will help your marketing copy and messaging.

The beauty of Yelp.com and other social search websites is that you can read real authentic reviews from prospects just like yours.

Why is that important you say?

Well, first off you can find out potentially what customers are saying about your competitors. Do a search and find out. If you can’t find your competitors, search lateral markets and get a sense of what consumers like and dislike. If you find that your competitor is getting beat up for always being late, guess what…You may want to focus on responsiveness and timeliness.

If you are a plumber, and the complaints are about leaving messes to clean up. Guess what…Again, focus on how your crew is the cleanest in town. By all means don’t just go out there saying you do stuff and don’t actually follow through. If you have to tweak your operations first, it may be required.

But you get my point…Here’s the real nugget.

What I want you to do is start searching using keywords from your industry. Open up a text editor on your computer and start reading, copying and pasting the comments and reviews from Yelp or other Social Search sites. After you have compiled a good set of information, (both good and bad reviews) you are ready to dive a little deeper.

Make a list of the things they like and dislike. If Bob the landscaper is always on time, note down timeliness. But more importantly, highlight the EXACT phrase they use to describe what they like or don’t like. This is the nugget.

When you are marketing to your suspects and prospects you need to use THEIR language to describe their problem and the solution. NOT your words. Yelp and other sites are perfect for this because you can literally use the words right out of their mouth to create your headlines, blog copy, direct mail, and even email campaigns.

With the power of Social Media, you have enough market research ammo in Yelp alone to keep you busy for a bit.

So get out there and…Target, Attack, and Profit!

Cheers,

Matt

Share, Subscribe & Bookmark

Blog Archives
Testimonials
  • "...very informative Social Media workshop. It will help me not waste time and leverage Social Media for my business."
    Pam Martin, A. Martin & Co.
  • "Matt has helped us achieve and maintain a #1 Google ranking for our market. The result has been more leads for our business."
    Rob Racz, Everett Real Estate
  • "..Great overview of Social Networking for a novice."
    Margy Bresslour, Moving Messages