Yelp's Elliot Adams offers advice on how to use online reviews to benefit your business.

Positive reviews are marketing gold dust. If someone has decided to sing the praises of your business without being prompted, you need to share it. Include links to reviews on your website; add quotes to your sales materials; write it up on boards in your premises. Customers are always looking for proof points to reassure them about a business they’ve never tried before. Endorsement from like-minded customers will help build trust in your business.

 Elliot Adams is communications manager at Yelp.