bake - March/April 2020 - 11

s

"Every time a Yelp review pops
up in my email, there's always
a little heart attack. It can be
so sad sometimes. Especially
when it's something you could
have addressed at the time or
in person. But it can provide
you with an opportunity to
address a misconception,"
Esther Griego, managing partner at Bittersweet Pastry Shop

sweet would in fact have Paczkis in stock, and she also posted
a link to all of the pastry shop's Mardi Gras-specific menu items.
She says the store sold more than 600 Paczkis on Fat Tuesday.
Promoting Female-Run Businesses
Last year, Yelp celebrated International Women's Day by announcing the Women-Owned Business attribute alongside a
partnership with Rebecca Minkoff and Female Founder CollecYELP

tive, to help people support female entrepreneurs in their local communities across the country. Since its launch, more than
72,000 businesses have added the feature to their Yelp pages.
Now, Yelp has made that feature searchable, so that it's even
easier for users to discover and support women-owned businesses. Yelp has noticed a rising trend among reviewers mentioning if a company is female-owned, up 20 percent since a
year ago and 54 percent from five years ago.

┬ęGEORGEJMCLITTLE - STOCK.ADOBE.COM

"We understand that consumers want to champion women entrepreneurs and know that their hard earned money is going into
businesses they care about," says Emily Washcovick, Manager of
Local Business Outreach at Yelp. "In fact, we see that in looking
at the average rating of all open U.S. businesses with at least 5
reviews, businesses marked as women-owned had higher average
ratings than businesses marked as not women-owned. The effect
holds true across just about every category of business on Yelp."
According to Yelp, 72,454 businesses in the United States
have added the "women-owned" tag since it became available
in March 2019. There has also been a more than 20 percent increase in mentions of women-owned businesses in U.S. reviews
since last year.
BETH ASHBY

THE PSYCHOLOGY BEHIND REVIEW SITES
Today's consumers do research before committing
to a business for a good or service. When they can't
figure out on their own what to do, they take their
cues from others. This is known as social proof,
a term first coined by Robert Cialdini in his 1984
book, Influence: The Psychology of Persuasion.
There are several different types of social proof,
including Expert, Celebrity, User, "Wisdom of the
Crowd", and "Wisdom of your Friends". Social platforms can cover many of these types.
Because many people turn to review sites like
Yelp to find information about businesses, it's important to take your time and optimize descriptions
when entering your business information.
Yelp business pages include three sections for
business information, and the company offers tips
for writing for each one.
* Specialties: This is an opportunity to share
what products or features makes your business stand out.
* History: Share the story of how your business
got started, including the year the business
was established and any important milestones
reached along the way.
* Meet the Owner/Manager: This allows you to
put a face to the business. Include personal
details and why you're passionate about what
you do.
It's important to keep these sections positive,
avoid using them for promotions, and not use them
for contact information or links.

bakemag.com | MAR-APR 2020 > 11

Bake_Mar-Apr20.indb 11

3/26/2020 2:21:33 PM


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