How Search, Social and Mobile Have Changed How Buyers Buy

And What Your Business Must Do about It

www.losangeleswebstrategies.com

Who am I? What do I do?

3 things from today’s presentation

How search, social and mobile are impacting buying

The impact on your business

What you need to do

The competitive landscape has changed dramatically in the last 10 years.

And so has the way your customers find and shop for your products and services.

What’s driving this “dramatic” change?

SearchSocialMobile

There are three main drivers:

Search is local, easy and everywhere.

70% of consumers search reviews or ratings BEFORE purchasing.

- Business Week, Oct. 2008

92% of consumers have more confidence in information found online than they do in anything from a salesclerk or other source.

- Wall Street Journal, Jan. 2009

43% of searches are local in nature.

- Google

SearchSocialMobile

Social media use has grown by 712% since 2005. And not just among the kids …

66% of adult internet users use social media.

Consumers are publishers.

SearchSocialMobile

Mobile is proving to be the biggest game-changer of them all.

87% of Americans have mobile phones and 73% say it’s their # 1 most-used technology device.

Almost 66% of smartphone users admit to sleeping with their phones!

What does all of this mean

It means every business must do four things:

Compete for search engine traffic, because search is now the first step consumers take in the buying process. If you aren't competing there, you aren't competing.

Mobilize your marketing. Consumers are now using their phones to find local businesses, and 61% of them say they’ll leave a website if it’s not optimized for mobile.

- Google

T H R E E

Engage in the “social conversation” happening on the web, because 72% of U.S. consumers research companies through social channels before making purchases.

IBM Report, 2011

F O U R

Invest in proactive processes for monitoring, managing and improving your online reputation.

Now more than ever, you need to have a marketing plan that works, that’s relevant.

Compete for search engine traffic

93% of online experiences begin with a search.

-Search Engine Journal

77% of search users choose organic over paid listings.

-Search Metrics

Organic click-through generates 25% higher conversion rates than PPC.

- Search Metrics

search en·gine opt·i·mi·za·tion (verb)

Search engine optimization (SEO) is the act of improving the visibility of a website or a web page in search engines via the unpaid ("natural" or "organic") search results

• Boost website traffic• Increase visibility among target audience

• Build relationships and influence• Increase conversions (subscribers, members, etc.)

• Increase sales (gain new customers!)

• SEO is a waste of time• SEO is spam• SEO is simple• SEO is voodoo

1. Create fresh, relevant content2. Get links from other high value sites3. Have an active social media

presence

Mobilize your marketing.

Mobile searches have QUADRUPLED in the last year according to Google.

- Google

After searching for a business via mobile: 61% of queries result in a phone call and 59% result in a visit.

- Google/Ipsos

61% 59%

Optimize your website for mobile devices.

6 in 10 prospects will leave your site if it’s NOT mobile friendly.

- Google

Mobile website

Standard website

Confusion Clarity

You should also consider SMS marketing.

97% of all SMS marketing texts are opened by recipients, and 95% are read within minutes of receipt.

- Telecommunications Union (ITU)

Appointment reminders can reduce no-shows by up to 50%. Mobile coupons are 10x more likely to be redeemed than traditional coupons

- Mobile Marketing Statistics 2012

Geo-targeting: automatically send text-message coupons when people are shopping in the vicinity of your businesses

T H R E E

Engage in the “social conversation”.

Engage your audience. 85% of consumers expect businesses to interact with them via social channels.

- Cone business in Social Media Study

People are talking…

Take control of your story!

Start blogging, friending, following, sharing, tweeting, uploading, tagging, pinning, updating, etc.

Create and share content that will help your clients and prospects.

Make educational videos and post them to YouTube.

50x- Forrester

Advertise on Facebook. Reach. Precision. Affordability. Control.

There are 155 million Facebook users in the U.S. and 955 million throughout the world …

- Facebook

… no matter who your target audience is, you can reach them on Facebook. Every demographic is represented.

Social media is social proof.

Ads convert user activity into ads and display the ad to friends of the user...you MAGNIFY your Engagement.

F O U R

Invest in your reputation.

Reputation is now the foundation of effective marketing.

74% of U.S. consumers choose to do business based on online feedback.

- Social Commerce Statistics, Bazaarvoice

trust recommendations from people they know.

trust recommendations from unknown users.

- Econsultancy, July 2009, Erik Qualman, Socialnomics)

It is easier than ever for consumers to find the feedback from peers when deciding who to buy from. That feedback has a direct impact on their buying behavior …

Customer reviews are now at the center of search

A difference of one “star” in average rating led to difference in revenues of 5 to 9 percent.

- 2011 Harvard Business Review Study

Your goal:

5-Star Reputation

You can’t control what people say about your company.

But you can make sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor!

1. Monitor2. Manage3. Promote

MONITOR

• Google Alerts• Social Mention• TweetDeck

MANAGE

• Claim your listings• Respond to complaints • Encourage positive reviews

PROMOTE

• Press Releases• Social Media Promotions• Advertise

3 things from today’s presentation

How search, social and mobile are impacting buying

The impact on your business

What you need to do

Compete for search engine trafficT W O

Mobilize your marketing.T H R E E

Engage in the “social conversation”.F O U R

Invest in your reputation.

Let’s talk about the bigger picture for a second ...

“Get it” “Don’t”

If you are committed to creating maximum growth at your business, but feel like you could be doing better...

I’d like to get to know you and your business better!

Questions?

We’d love to help.

• Just get in touch!

(213) 607-9100

How Search, Social and Mobile Have Changed How Buyers Buy

Technology

Transcript of How Search, Social and Mobile Have Changed How Buyers Buy

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