October 2013, Auto Dealer Today - Feature
Recent studies show that car dealers with a presence on Yelp.com are seeing a significant return on investment — and that’s not just among paid advertisers, although those tend to see a higher boost.
A Nielsen survey released in June found that 99 percent of Yelp users have purchased from a business they found on the consumer review site. What’s more, four out of five Yelpers visit the site with the intent to buy something. Morgan Remmers is Yelp’s manager of local business outreach. The magazine sat down with her to learn how auto dealers can use this information for their benefit.
ADM: Yelp gets a lot of attention for its restaurant and retail reviews, but what does the site have to offer in terms of a vehicle-shopper audience?
Remmers: We asked consumers, “Why do you go to Yelp? What specifically are you looking for?” Forty percent of respondents said they went to Yelp searching for businesses in automotive categories. And the end goal of Yelp is to “click to brick.” So it’s to drive those consumers that are coming to our website to make buying decisions back into the local community of local businesses.
It’s definitely important for every kind of business, including auto dealers, to have claimed their business page on Yelp and to activate the free tools available in their business accounts — not only to gauge the estimated revenue coming from Yelp and the customer reviews you’re driving, but to also optimize the “virtual storefront” to better represent themselves to the consumers who are already looking for them.