getting found online in 2015 reaching today’s consumer hosted by
TRANSCRIPT
Getting Found Online In 2015
REACHING TODAY’S CONSUMER
Hosted by
• Today’s Consumer
• Four Phases, where are you?
• 5 Things Every Local Business Should Double Check Online
• Where do I start? Where do I continue?
• Where are your next customers and what are they doing?
Let’s talk about
THE BUYING FUNNEL… It No Longer Exists
Consumers now travel through a buying flight path.Your presence along the way is imperative.
The Evolution Of Marketing
link
Zero Moment of Truth: that instant when they open their laptops, pick up their smartphones or grab their tablets, and
search to see if you meet their needs.
The Hub
• Consumers can find your business online (virtual brick and
mortar)
• Can increase the chance to be found through searches
(optimization)
• Creates another sales tool/channel for the business or service
• Compelling calls to action or information to aid in the consumer’s
decision-making process
Your websiteBenefits of having a good website:
Nielsen Newswire February 2014
Why is it important?Benefits of having a good website:
Shopping Trends: 94% of the consumers surveyed have
gone online for local shopping purposes within the last six
months
94%
87%
Devices: From browsing to comparison shopping to
finding a local store and buying, 87% of smartphone and
tablet owners say they use these devices for shopping
activities
Nielsen Advertising Survey, 2012BIA/Kelsey Consumer Commerce Monitor™ September 2013
• Can build online authority – consumers
have come to expect websites for
businesses that they want to engage for a
product or services
• Great method to collect customer
information like email addresses, allows
for future contact
Why is it important?Benefits of having a good website:
58% of global online consumers said they are
more likely to trust a company with a website.
Why is it important?
• 93% were missing an
email contact link on the
homepage
• An alarming 90% of SMB
websites are not optimized
for mobile visitors
Most SMBs are not succeeding with their current websites:
SMB DigitalScape -by BIA/Kelsey and vSplash 3/2013
60%
of local business websites don’t have their phone number on their site.
Why is it important?
91.2% lack a Facebook widget (e.g., “like” button)
94.6% lack a Twitter widget (e.g., “follow” button)
Most SMBs are not succeeding with their current websites:
SMB DigitalScape -by BIA/Kelsey and vSplash 2013
SMBs are also lagging behind other businesses when it comes to
connecting their website visitors to their social media channels
• Consumers expect all businesses to have a
website, regardless of size
• Smartphone penetration = 66.8% in the U.S.
• Nearly 53% of the U.S. mobile subscribers
used the mobile browser
ComScore 3/2014*November 2, 2012 comScore MobileLens
*eMarketer, June 2012Mashable, 2010
Behaviors & Expectations:
Mobile web browsing is projected to outpace
desktop browsing by 2015.
• Tablets are expected to make up 50% of PC market in 2014
• Android-derived operating systems will account for 32% of PC market
Canalys InsightsMorgan Stanley
The Tablet / PC Tipping Point:
• 42% of US online consumers owned tablets as of December 2013, up 6 points from a year earlier, according to Consumer Electronics Association estimates
"Consumers are growing to expect certain levels
of SoLoMo (Social/Local Search/Mobile)
functionality. If SMBs don't catch up with
consumers, national players could gain a critical
advantage over local independent providers.”
- Charles LaughlinSenior Vice President and Program Director BIA/Kelsey Image SuccessfulWorkplace.com
2005 Papal Inauguration – Pope Benedict XVI
2013 Papal Inauguration – Pope Francis
Why is it important?
• It’s the most important product a business can have
• It is YOUR store front
• It is YOUR 1st impression to potential buyers
• It establishes credibility
• You are losing business to your competitors
• Start with the basics, answer key questions
• Portray your business’ personality
• Surpass the consumer’s expectations
• People want to feel an affinity to the product or service
• Liberally use logos of well-recognized client brands, and avoid
linking to supplier listings that include competitors
• Add the badges of media sources that have covered or
mentioned the company
• Prominently display glowing testimonials from existing customers
Show brand validation:
• Do not underestimate simplicity:
• Functionality > Fancy
• Avoid music, Flash or anything that auto plays
• Slowing down the page’s loading time = Bad User Experience
Best Practices:
Contact info
Navigation
Aesthetics
Content
Contact information should be displayed prominently on each page with an emphasis on what action the business owner would like the consumer to take. i.e. call, email, contact form or visit in-person.
A website should be easy to navigate, meaning intuitive for the consumer to move around in, and navigation should be “above-the-fold.”
Keep a good balance of content and graphics. The website should be consistent with company branding efforts and be visually appealing. Use appropriate colors and keep in mind color symbolism. Use original images where available. Simplify text appearance and minimize distractions.
Content should answer customer’s common questions and include important product/service information. It should be unique, keyword-rich and informative. It should be written to the intended audience (target market) and updated periodically. Unique pages for each product or service to increase conversion rate and improve user experience. Social media icons should be prominent.
Best Practices:
Coupons and special offers
Focus on load times
Search-enginefriendly
Coupons and special offers should promote products and services the client would like to focus on. Offers should compare well to those of the competition.
No flash, limited animation, little to no music, image optimization (reducing file sizes of images to improve load-time).
Title tags, or page titles, should be descriptive. Pictures should be tagged with alternative text.
Best Practices:
Fastest Way
Launch
Land
Explore
Engage
Four phases
Launch Land Explore Engage
Web List Search Engine Marketing (SEM) Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO) Retargeting Reputation
Live Chat Leads Direct Email Interactive Video
Launch Land Explore Engage
Web List Search Engine Marketing (SEM) Social
Mobile Local Display Track
E-CommerceSearch Engine Optimization (SEO)
Retargeting Reputation
Live Chat Leads Direct Email Interactive Video
Launch Land Explore Engage
Web List Search Engine Marketing (SEM) Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO) Retargeting Rep
Live Chat Leads Direct Email Interactive Video
Launch Land Explore Engage
Web List Search Engine Marketing (SEM) Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO) Retargeting Reputation
Live Chat Leads Direct Email Interactive Video
Five Things: #1Note where you rank for key terms and your locations – and for the location from where your next customer is searching.
Five Things: #2
Examine how your website looks across all devices.
Five Things: #3
• Consider your URL a vanity license plate and note expiration
dates and renewal terms.
• Can you get into the back of your own website? Make sure you’re
NOT locked out.
Confirm your URL ownership and site access
link
Five Things: #4
Claim your “pins” and brand them.
Generic Google+ page vs. Enhanced page
• Posting
• Insights
• Reviews
• Analytics
• AdWords
• Hangouts
Metrics
Five Things: #5Enter your "business name reviews" on a search engine and listen with your eyes.
1) The real estate of a Google page, where do you show up?
2) Examine how your website looks on a desktop, a tablet and a smartphone
3) Do you own your own website URL? When does the registration expire? Can you
access the back end of your site?
4) Benefits of an impressive "Google My Business" Enhanced Google+ page
5) Enter your "business name reviews" on a search engine and listen with your eyes
5 Things Every Local Business Should Double Check Online
Questions?