My grandmother used to say “What will the neighbors think?” Now we are
living in such a virally social world that we all should care ‘what the
neighbors think’, especially if you are a retail business owner trying
win customers and good referrals. Sites like Yelp, Angieslist and even
facebook are putting the consumer in charge of getting the word out and
social media. Monitoring your reputation online is all about what the
by Lisa Buyer
“Social Media” or just “Old-Fashioned Referrals”
By Danielle Leitch, Exec. Vice President at MoreVisibility
It has been amazing how much referring business or website traffic we are currently witnessing for clients through Word of Mouth Advertising (WOMA). Some of these channels may be considered part of Web 2.0 relative to the Social Media craze, but they really seem like good old-fashioned referrals to me after all is said and done.
Through website analytics it is very easy to identify referring URLs and distinctly differentiate those channels and campaigns you pay for, versus the outlets that drive visitors to your site through “natural” sources. Part of this could also include viral marketing or WOMA, as the sites on which this type of activity normally occurs for a business would result in a “natural-appearing” traffic source. To identify it definitively as something other then your organic search traffic, you will need to drill a bit deeper into actual traffic sources or referring sites by name.
Recently we saw a client, who had some highly qualified web site visitors (on a local level) being delivered by AngiesList and YELP. These sites are delivering visitors, not being generated from any paid efforts and that traffic is converting very strongly. After researching a bit further as to the two sites the traffic came from, it became clear why it was so highly qualified. These sites are very wholesome in nature and content. YELP is an almost fanatical “neighborhood” sounding board for good (and bad) service. When someone “Yelps” (raves or complains) about a product or service, the readers of this site listen — really listen! It is set up on a city or local basis, so it becomes a personalized experience you are sharing with others in your community. I’d like to think of it as a “Lead Generation” service to the local business owner, for rewarding their efforts and solid customer service.