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Estudio revela que Yelp realmente le genera ingresos a los pequeños negocios



El Boston Consulting Group, una entidad líder en la estrategia de negocios, recientemente realizó una encuesta a 4.800 empresas con el objetivo de entender el impacto económico que Yelp tiene en los pequeños negocios. Los resultados son reveladores: los comercios con Cuentas de Empresa gratuitas en Yelp observaron un ingreso anual promedio de USD 8000 proveniente de Yelp.

Pensemos en ello por un momento. Con el solo hecho de crear una Cuenta de Empresa gratuita en Yelp, un negocio obtiene USD 8.000. Claramente, los comercios locales se están beneficiando del prestigio de Yelp, lo que se traduce en ganancias reales.

Lo que es aún más interesante es que la encuesta también halló que los anunciantes en Yelp obtienen casi el triple de ingresos, con un ingreso anual promedio de USD 23.000 proveniente de Yelp.

Adicionalmente, los ingresos para algunas categorías son todavía más elevados. Analizando las cifras encontramos que a ciertas categorías la publicidad en Yelp les viene excepcionalmente bien:

  • Servicios generales para el hogar: USD 54.000*
  • Automotriz: USD 39.000*
  • Servicios locales: USD 36.000*
  • Hoteles y viajes: USD 36.000*
  • Compras: USD 24.000*
  • Medicina y salud: USD 20.000*

*Ingreso anual estimado proveniente de Yelp

Teniendo en cuenta que un negocio que se publicita gasta en promedio unos USD 4.200** al año, la rentabilidad de la inversión para estos negocios es excelente.

Esto no es tan sorprendente ya que Yelp ayuda a que los consumidores encuentren negocios locales fantásticos justo cuando están considerando realizar una transacción. Lo que sí es sorprendente es que haya negocios que no estén aprovechando esta oportunidad para conectar con clientes.  

En otra encuesta a 550 pequeñas empresas, Boston Consulting Group halló que los pequeños negocios solo gastan el 3 % de su presupuesto de publicidad en anuncios online y que la mayoría de ese presupuesto se gasta en métodos tradicionales de publicidad (folletos, volantes, carteles, entre otros). El asunto es que los consumidores no utilizan esos medios para encontrar negocios; la gente realiza búsquedas online y no lo hace a la pasada, sino concienzudamente.

En lo relacionado a ganar nuevos clientes y establecer relaciones más duraderas con su clientes actuales, los negocios pioneros en hacer publicidad online están sacándole una considerable ventaja a su competencia. Vale la pena invertir un poco de tiempo para determinar qué tipo de publicidad es la más adecuada para un negocio local.

A pesar de los economistas ya habían estudiado el impacto positivo que Yelp tiene en comercios locales, el estudio de Boston Consulting Group sobresale porque es el primero en encuestar directamente a empresas de diferentes rubros.

Conclusión: crear una Cuenta de Empresa gratuita les trae muchos beneficios a las pequeñas empresas y aún más para aquellas empresas que deciden publicitarse.

*El gasto promedio en publicidad es de USD 350 al mes o USD 4.200 al año.

 

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