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Un estudio revela que Yelp ayuda a las empresas pequeñas a conseguir ingresos



The Boston Consulting Group (BCG), una consultora líder en estrategia de negocios, encuestó recientemente a 4.800 propietarios de negocios para conocer el impacto económico que les reporta Yelp. Los resultados son esclarecedores: las empresas pequeñas con una cuenta de negocio gratuita registraron una media de 8.000 $ de ingresos anuales gracias a Yelp.

Si lo piensas bien, estamos hablando de 8.000 $ simplemente por hacerse con el control de su página de negocio gratuita en Yelp. Claramente, los comercios locales se están beneficiando de un efecto halo que se traduce en ingresos reales.

Pero lo más interesante es que la encuesta también reveló que los negocios con un programa de publicidad triplican casi ese valor, ya que consiguen alrededor de 23.000 $ anuales gracias a Yelp.

De hecho, en algunas categorías son incluso mayores. Si desglosamos las cifras vemos que a algunas categorías les está yendo muy bien anunciándose a los Yelpers que tienen en mente hacer algún tipo de compra:

  •         Hogar: 54.000 $*
  •         Automoción: 39.000 $*
  •         Servicios locales: 36.000 $*
  •         Hoteles y viajes: 36.000 $*
  •         Compras: 24.000 $*
  •         Medicina y salud: 20.000 $*

* Ingresos medios anuales provenientes de Yelp.

Teniendo en cuenta que el anunciante típico gasta alrededor de 4.200 $ al año**, estamos hablando de un ROI muy bueno.

Esto no debería sorprender teniendo en cuenta que Yelp ayuda a los consumidores a encontrar pequeñas grandes empresas en las que gastar su dinero. Lo que sí es sorprendente es que no haya más empresas aprovechando esta oportunidad de llegar a la gente.

BCG llevó a cabo otra encuesta paralela a 550 dueños de pequeñas empresas que reveló que estas solo gastan el 3 % de su presupuesto para publicidad en anunciarse en línea. Gastan la mayoría en publicidad tradicional, como circulares dominicales y cupones que envían por correo.

Pero la cuestión es que no es ahí donde los consumidores buscan lo que necesitan: lo buscan en Internet, donde tienen una misión que cumplir.

Los propietarios más innovadores (empresas pequeñas que ya han invertido en la publicidad en línea) tienen una ventaja significativa sobre sus competidores a la hora de conseguir clientes nuevos y relaciones más consolidadas con los clientes fieles. Merece la pena invertir un poco de tiempo en averiguar qué canales funcionan mejor para los comercios locales.

Si bien los economistas llevan mucho tiempo estudiando la influencia positiva de Yelp en este tipo de negocios, el estudio de BCG destaca sobre todo porque es el primero en encuestar directamente a propietarios de empresas de distintas categorías.

En resumen, hacerse con el control de una página de negocio ofrece muchas ventajas a las empresas pequeñas, pero más aún si se animan a anunciarse con Yelp.

** El gasto típico es de 350 $/mes o 4.200 $/año.

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