Skip to main content

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.

[gravityform id="4" title="false" ajax="true"]
<script type="text/javascript">var gform;gform||(document.addEventListener("gform_main_scripts_loaded",function(){gform.scriptsLoaded=!0}),window.addEventListener("DOMContentLoaded",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,initializeOnLoaded:function(o){gform.domLoaded&&gform.scriptsLoaded?o():!gform.domLoaded&&gform.scriptsLoaded?window.addEventListener("DOMContentLoaded",o):document.addEventListener("gform_main_scripts_loaded",o)},hooks:{action:{},filter:{}},addAction:function(o,n,r,t){gform.addHook("action",o,n,r,t)},addFilter:function(o,n,r,t){gform.addHook("filter",o,n,r,t)},doAction:function(o){gform.doHook("action",o,arguments)},applyFilters:function(o){return gform.doHook("filter",o,arguments)},removeAction:function(o,n){gform.removeHook("action",o,n)},removeFilter:function(o,n,r){gform.removeHook("filter",o,n,r)},addHook:function(o,n,r,t,i){null==gform.hooks[o][n]&&(gform.hooks[o][n]=[]);var e=gform.hooks[o][n];null==i&&(i=n+"_"+e.length),gform.hooks[o][n].push({tag:i,callable:r,priority:t=null==t?10:t})},doHook:function(n,o,r){var t;if(r=Array.prototype.slice.call(r,1),null!=gform.hooks[n][o]&&((o=gform.hooks[n][o]).sort(function(o,n){return o.priority-n.priority}),o.forEach(function(o){"function"!=typeof(t=o.callable)&&(t=window[t]),"action"==n?t.apply(null,r):r[0]=t.apply(null,r)})),"filter"==n)return r[0]},removeHook:function(o,n,t,i){var r;null!=gform.hooks[o][n]&&(r=(r=gform.hooks[o][n]).filter(function(o,n,r){return!!(null!=i&&i!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][n]=r)}});</script> <div class='gf_browser_unknown gform_wrapper gform_legacy_markup_wrapper' id='gform_wrapper_4' ><div id='gf_4' class='gform_anchor' tabindex='-1'></div> <div class='gform_heading'> <span class='gform_description'></span> </div><form data-form-name='Newsletter Signup Popup' method='post' enctype='multipart/form-data' target='gform_ajax_frame_4' id='gform_4' action='/community/un-estudio-revela-que-yelp-ayuda-las-empresas-pequenas-conseguir-ingresos/#gf_4' novalidate> <div class='gform_body gform-body'><ul id='gform_fields_4' class='gform_fields top_label form_sublabel_below description_below'><li id="field_4_1" class="gfield field_sublabel_below field_description_below hidden_label gfield_visibility_visible gf-email" data-field-class="gf-email" data-js-reload="field_4_1"><label class='gfield_label screen-reader-text' for='input_4_1' >youremail@address.com</label><div class='ginput_container ginput_container_email'> <input name='input_1' id='input_4_1' type='email' value='' class='large' placeholder='youremail@address.com' aria-invalid="false" /> </div></li><li id="field_4_2" class="gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible" data-js-reload="field_4_2"><label class='gfield_label' for='input_4_2' >Comments</label><div class='ginput_container'><input name='input_2' id='input_4_2' type='text' value='' autocomplete='new-password'/></div><div class='gfield_description' id='gfield_description_4_2'>This field is for validation purposes and should be left unchanged.</div></li></ul></div> <div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_4' class='gform_button button' value='Submit' onclick='if(window["gf_submitting_4"]){return false;} if( !jQuery("#gform_4")[0].checkValidity || jQuery("#gform_4")[0].checkValidity()){window["gf_submitting_4"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_4"]){return false;} if( !jQuery("#gform_4")[0].checkValidity || jQuery("#gform_4")[0].checkValidity()){window["gf_submitting_4"]=true;} jQuery("#gform_4").trigger("submit",[true]); }' /> <input type='hidden' name='gform_ajax' value='form_id=4&amp;title=&amp;description=1&amp;tabindex=0' /> <input type='hidden' class='gform_hidden' name='is_submit_4' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='4' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_4' value='WyJbXSIsImE0YjFiMmUxY2IxMWVhYTljM2FhNzdkODk4NDUzZmY0Il0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_4' id='gform_target_page_number_4' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_4' id='gform_source_page_number_4' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> </form> </div> <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_4' id='gform_ajax_frame_4' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'></iframe> <script> gform.initializeOnLoaded( function() {gformInitSpinner( 4, 'https://blog.yelp.com/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery('#gform_ajax_frame_4').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_4');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_4').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_4').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_4').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_4').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ jQuery(document).scrollTop(jQuery('#gform_wrapper_4').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_4').val();gformInitSpinner( 4, 'https://blog.yelp.com/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery(document).trigger('gform_page_loaded', [4, current_page]);window['gf_submitting_4'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}setTimeout(function(){jQuery('#gform_wrapper_4').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_4').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [4]);window['gf_submitting_4'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_4').text());}, 50);}else{jQuery('#gform_4').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger('gform_post_render', [4, current_page]);} );} ); </script>
[gravityform id="4" title="false" ajax="true"]
<div class='gf_browser_unknown gform_wrapper gform_legacy_markup_wrapper' id='gform_wrapper_4' ><div id='gf_4' class='gform_anchor' tabindex='-1'></div> <div class='gform_heading'> <span class='gform_description'></span> </div><form data-form-name='Newsletter Signup Popup' method='post' enctype='multipart/form-data' target='gform_ajax_frame_4' id='gform_4' action='/community/un-estudio-revela-que-yelp-ayuda-las-empresas-pequenas-conseguir-ingresos/#gf_4' novalidate> <div class='gform_body gform-body'><ul id='gform_fields_4' class='gform_fields top_label form_sublabel_below description_below'><li id="field_4_1" class="gfield field_sublabel_below field_description_below hidden_label gfield_visibility_visible gf-email" data-field-class="gf-email" data-js-reload="field_4_1"><label class='gfield_label screen-reader-text' for='input_4_1' >youremail@address.com</label><div class='ginput_container ginput_container_email'> <input name='input_1' id='input_4_1' type='email' value='' class='large' placeholder='youremail@address.com' aria-invalid="false" /> </div></li><li id="field_4_2" class="gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible" data-js-reload="field_4_2"><label class='gfield_label' for='input_4_2' >Phone</label><div class='ginput_container'><input name='input_2' id='input_4_2' type='text' value='' autocomplete='new-password'/></div><div class='gfield_description' id='gfield_description_4_2'>This field is for validation purposes and should be left unchanged.</div></li></ul></div> <div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_4' class='gform_button button' value='Submit' onclick='if(window["gf_submitting_4"]){return false;} if( !jQuery("#gform_4")[0].checkValidity || jQuery("#gform_4")[0].checkValidity()){window["gf_submitting_4"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_4"]){return false;} if( !jQuery("#gform_4")[0].checkValidity || jQuery("#gform_4")[0].checkValidity()){window["gf_submitting_4"]=true;} jQuery("#gform_4").trigger("submit",[true]); }' /> <input type='hidden' name='gform_ajax' value='form_id=4&amp;title=&amp;description=1&amp;tabindex=0' /> <input type='hidden' class='gform_hidden' name='is_submit_4' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='4' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_4' value='WyJbXSIsImE0YjFiMmUxY2IxMWVhYTljM2FhNzdkODk4NDUzZmY0Il0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_4' id='gform_target_page_number_4' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_4' id='gform_source_page_number_4' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> </form> </div> <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_4' id='gform_ajax_frame_4' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'></iframe> <script> gform.initializeOnLoaded( function() {gformInitSpinner( 4, 'https://blog.yelp.com/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery('#gform_ajax_frame_4').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_4');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_4').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_4').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_4').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_4').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ jQuery(document).scrollTop(jQuery('#gform_wrapper_4').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_4').val();gformInitSpinner( 4, 'https://blog.yelp.com/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery(document).trigger('gform_page_loaded', [4, current_page]);window['gf_submitting_4'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}setTimeout(function(){jQuery('#gform_wrapper_4').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_4').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [4]);window['gf_submitting_4'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_4').text());}, 50);}else{jQuery('#gform_4').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger('gform_post_render', [4, current_page]);} );} ); </script>