If you’re a local business owner, you know that your number-one priority, day-in and day-out, is marketing your services and finding new customers. And in this digital age, the available options for marketing are surprisingly limited.
Because of the winner-take-all nature of social media technology, you’re basically stuck with Google, Facebook/Instagram, Thumbtack, or Yelp. (There are a handful of other small platforms that are relevant to specific service industries.) No wonder a recent report by Reuters showed that 60% of all online advertising spending occurs on just Google and Facebook.
Although we may disagree with their policies, hate the constant harassment by their salespeople, and generally mistrust these platforms, local business owners simply have no choice but to buy advertising through them in order to make sure consumers are aware of our services.
One of them, however, should be avoided at all costs.
In this article, I’m going to cover the rampant abuse and dishonesty Yelp uses to defraud photographers and other small business owners who are using their advertising platform. I learned about these issues while advertising for my corporate headshots studio in San Francisco, and wanted to share what I found so that others don’t fall