Interview with
Emily Houser
Community Marketing Assistant, Yelp
Interview by Kenny Chung. Photos by TLP Productions.
Interview with
Emily Houser
Community Marketing Assistant, Yelp
Interview by Kenny Chung
Yelp is an invaluable resource for business owners. In addition to the platform’s obvious benefits of keeping track of public perception, it is also often how people find out about new openings. Ideally, Yelp can also help you foster a community following.
Emily Houser is an expert in the local marketing space. As Community Marketing Assistant for Yelp Pittsburgh, her role focuses on coordinating events, advertising businesses, and keeping Yelpers involved via social media and email marketing. I asked her a few questions about how business owners can best leverage Yelp and all its features, especially when first starting out.
What are your top tips for throwing a successful Official Yelp Event (OYE)?
A successful event is whenever the guests feel cared for and feel welcomed. Whenever we have Elite events, we like to make sure the owner/brewmaster/chef is very present. They’re introducing themselves; they’re interacting with the guests; they’re answering questions. If people like your food and they like you, it’s a recipe for success.
What are some benefits of taking ownership of a Yelp listing that business owners may not realize?
In my opinion, taking ownership of your page is a really handy asset to your business. It’s easier for owners to reply to reviews, share info, and connect with the community in general.
Catering at a Yelp Elite event at Cecconi’s in DUMBO, Brooklyn.
What tactics work best when replying to negative reviews?
I read a lot of reviews for work, and from my own personal experience, I would say to just stay positive. A lot of times when people write negative reviews, business owners come back with very short and equally negative responses. If a guest is unhappy with their experience at your restaurant, odds are they want you to make up for that; being snarky in a review response isn’t going to cut it. Even if they’ve just written the most scathing review you’ve ever received, I would say try and respond as positively as possible.
How about for positive reviews?
It’s important to even respond at all! Guests like to know their opinions are being seen. And I wouldn’t copy and paste responses either. If you’re responding to a positive message, I know it can be redundant to type up a new response every time, but make sure you’re earnestly thanking the reviewer for their business and review – give them an incentive to come back!
Cocktails at a Yelp Elite event at Atlantic Social in Brooklyn, NY
What are the most successful steps to get the word out on a brand new business?
I may be biased on this one, but partner with Yelp! Every big city (and even some smaller ones) has a Yelp community manager, whose job it is to literally connect local businesses with the community and create new/returning customers. We like to say that Yelpers are the original influencers because one of the first things people do when looking to try a new business is read Yelp reviews. Having some active (Elite) Yelpers speaking favorably about your business is huge for any new business!
Any tips on how to incentivize people to become the first set of customers?
People like good food and experiences. If you’re a new business with a grand opening, give people something worthwhile to experience. Have the owner present to greet tables; have the brewmaster walking around with samples; try out some live music or trivia. Really get creative to give guests a reason to love your brand, other than just your good food!
