Online business review directories allow customers to share their experiences and give a rating. Owners and managers are also able to publicly directly respond to reviews. Yelp is the most popular, but other sites such as Yellowpages, Angie’s List, Foursquare and Google Places are influential as well.
The stakes of executing a successful online directory strategy are high. In the digital age great online reviews can drive lots of new business, while bad reviews can sink your business before you have time to react.
3 Tips for Success1. Take Control of Your Listing
Whether you made it or not, your club probably already has a Yelp page with reviews. Make sure to claim your business page on various directories. This gives you control to edit business information, add photos and even respond to specific reviews. Ask your most loyal members to leave positive reviews. Perhaps your trainer could ask for a review after helping a member achieve their fitness goal.2. Take Advantage of Special Site Features
Many online directories offer special discounts or offers for your members. “Yelp Deals” are discounted offers that members can purchase only through your Yelp page, and “Check-in Offers” are special offers for members who check-in to your club on their smartphone. Make sure you have offers in place, and use them in tandem with other incentives or marketing strategies to get your members to leave your a positive review.3. Respond to Everything
Online Directories are a two way street. Customers can leave reviews, but you also get a chance to respond. Respond to all reviews, especially the negative ones. While you can’t delete bad reviews, a public response to a negative review with an offer of a free PT session or group class will go a long way. Even if the angry member stays angry or never takes you up on the offer, the entire online community will see a shining example of how you treat your members.
How to get started?
Start by making sure you’ve “claimed” your club’s Yelp Page, update the information and add some photos.
This post is part of a 12-part series about Digital Marketing for Health Clubs. Check out the other posts in the series below. This table of contents will be updated weekly as new posts are published.
- Digital Presence: Website, Blog, Mobile App
- Engagement Channels: Email, Push Alerts, Social Media, Mobile Rewards
- Attraction Channels: Online Directories, Display Ads and Search Engine Marketing, Mobile Referrals and Traditional Tactics
Learn more Yelp tips, and other social media strategies to improve your member engagement with the Ultimate Guide to Social Media for Health Clubs: