Paul McEnany joined Yelp for Restaurants’ podcast to talk through restaurant marketing strategy
for the year ahead.

Someone else’s audience

The notable thing here is the venue rather than the content. This is a platform-owned show — Yelp’s
audience of restaurant operators, not Plein Air’s. Appearing on it is a different exercise from
hosting your own: you inherit the credibility of the platform and reach people who have never heard
of you, in exchange for having no control over the framing.

For a company selling to independent and mid-market operators, Yelp’s listener base is close to an
ideal match. It is also the kind of placement that is hard to manufacture — platforms invite
practitioners they think their audience will find useful, which makes the invitation itself a
signal.

Listen

Paul McEnany on your 2023 restaurant marketing strategy,
on Yelp for Restaurants.