Sites like Yelp.com and Judy’s Book believe they have the answer or, rather, that their users have the answer. Not only are the businesses local, so too is the content. With a passionate community of reviewers, local businesses can leverage the power of true advocates in the community. Local searchers can find not just reviews with which they can identify, but also reviewers with similar tastes they can trust.
For marketers promoting these businesses, sites and e-mail newsletters such as the ubiquitous DailyCandy and Flavorpill aren’t options that fallen within their budgets. Opportunities for marketers are limited and typically geared toward national advertisers with significant dollars to spend. Local is still getting off the ground for the major search engines.