Conference Video: Yelp's SMB Offerings, Under the Hood
Yelp’s SMB offerings can be summed up in three tiers according to BD lead Peter Curzon. We interviewed Peter on stage at our SMB Digital Marketing Conference in a session about “what works” in mobile for SMBs (video below).
The three tiers according to Curzon are:
Free Profile: Claim your profile, update your information and some limited reporting on business leads from the profile
Enhanced Profile: Greater level of control over your profile, including slideshows, and greater level of reporting and adding specific calls to action
Advertising Bundle: Advertise throughout Yelp, governed by its algorithm for ad placement within similar categories, searches, and location targeting (includes mobile)
“You have profiles and ads,” said Curzon, “which makes sense to think about it that way because ads are driving consumers back to your page, and if your page isn?t rich and engaging in the first place, consumers aren?t going to engage as much. Our profiles that have photos users spend 2.5x times as much time on that listing as one that has no photos.”
Yelp gets a lot of attention in tech media, but this SMB-facing angle doesn’t get as much play. We broke this down in about a year ago, but a lot has changed since then — particularly with quickly growing mobile user engagement for Yelp.
Yelp’s Q2 earnings were also quite strong with 61 percent YoY revenue growth, 44 percent reviews volume growth and 40 percent of reviews now coming from mobile. In the video below, we discuss these factors plus Yelp’s foray into short-form video.