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

www.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GENERATE MORE LEADS AND REVENUE FROM
YELP USING THE MILESTONE PLATFORM

OUR PANEL
JakeBrennan GinaDrago MikeSupple
(Moderator) Partner Sales Director
Yelp
AVP of Products
Milestone

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

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

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

Enhanced local content has a
significant impact on your
search visibility and revenue

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

LEVERAGE ALL ASSETS TO EXPAND YOUR LISTINGS
Google My BusinessYelp Offers Website Offers
Poweredby

CONSISTENT DATA, ENHANCED LISTINGS = PERFORMANCE

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”

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%

VOICE SEARCH CLASSIFICATION
Hyper Local Open Internet
Curated
Assistant
Authenticated
Assistant

VOICESEARCHFORLOCALINTENT
(Apple, Alexa, Bing) (Google Home, Assistant)
What is the address for hotel…..?
Call restaurant…
Is Home Depot open now?

CREATING YELP
DIGITAL PRESENCE

“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

CLAIM YOUR LISTING

MAXIMIZE YOUR PROFILE INFORMATION

ENGAGE WITH YOUR CUSTOMERS

• 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

MILESTONE OFFERINGS FOR YELP PROFILES
Basic
• Basicinfo
• Reviews
management
Branded
• CTA
• Slideshoworder
control
• Enhanced
content
Enhanced
• Adblocker
• Videos

UPDATEIMAGESREGULARLY

CREATE A COMPELLING CTA

SEARCH AND PAGEVIEWS

CUSTOMER INTERACTIONS

AD METRICS AND CTA

USING ADS TO DRIVE MORE VISIBILITY AND ACTIONS
Ad campaign running Jan 2020 compared to basic listing Jan 2019

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

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

IMAGE
COMSCOREMEDIAMETRIX
YELP REACHES
91.2MM MONTHLY
UNIQUE VISITORS
Grayscale version of
client logo goes here
comScore Media Metrix, September 2019

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.

PLACE
SCREEN
UNDER
IPHONE X
COMSCOREMEDIAMETRIX
80%OF THE
TOTAL UNIQUE
VISITORS TO YELP
CAME FROM
MOBILE
comScore Media Metrix, September 2019

CONSUMER BEHAVIOR ON YELP
The full consumer journey on Yelp starts
with a need and ends with engagement
Pest control

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

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

HOTELSONYELP
CONTAINER BUSINESSES
WITHIN THE HOTEL
SHOULD HAVE YELP
LISTINGS.
SPA’S, RESTAURANTS,
GYMS, ETC. CAN ALL
GENERATE ADDITIONAL
LEADS FROM YELP ADS

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?

Yelp Ads connect
you with your
customers at the
moment they’re
searching for a
business to spend
money with
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

● 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

NEGATIVE
KEYWORD
TARGETING
Get more control over where search
ads appear and drive better quality
leads for your clients

ZIP CODE
TARGETING
Get more control over where search
ads appear and drive better quality
leads for your clients

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
Acquire More
Customers with
Request A Quote

Capture attention
quickly with Business
Highlights
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

Boost trust with your
customers by
showing that your
business has a
Verified License
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)

Showcase your
expertise & offerings
with a Portfolio
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

PLACE
SCREEN
HERE
MEASURINGSUCCESS
TRACK THE SUCCESS OF
YOUR CAMPAIGN
○ Phone call tracking
○ URL tracking
○ Time Range Reports

Q&A
JakeBrennan GinaDrago MikeSupple
(Moderator) Partner Sales Director
Yelp
AVP of Products
Milestone

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

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