Why Getting Your Online Marketing Right Matters
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Why Getting Your Online Marketing Right Matters

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Your professional image is critical on the web - were prospects are always a click away from goodbye. Research shows businesses are using online search more and more to find professional services.

Your professional image is critical on the web - were prospects are always a click away from goodbye. Research shows businesses are using online search more and more to find professional services.

Pronto Marketing provides online marketing for IT Consultants and Managed Service Providers

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    Why Getting Your Online Marketing Right Matters Why Getting Your Online Marketing Right Matters Presentation Transcript

    • Why Getting Your Online Marketing Right is More Important than Ever.
    • Search and Research Usage Up Search has move up to the #2 Internet daily activity with Researching a Product or Service at #3. Pew Internet and American Life Project – Trend Data
    • Search Leads Yellow Pages When consumers start to look for business services and products online search has, for the first time, supplanted Yellow Pages as the preferred method. • 31% use search engines as their primary source • 19% use Internet Yellow Pages (IYP) • 11% use local search sites 62% of the primary sources for local business information are online. TMP Directional Marketing & comScore Local Search Usage Study, Q2 2008
    • Search a Leading Research Source for Professional Services The Economist Intelligence Unit Report “Engaging Professional Service Firms” finds search engines lead as the primary research source after professional networks and contacts. 38% found search engines a useful source for researching the offerings and competencies of professional services firms. Engaging professional services firms © The Economist Intelligence Unit Limited 2008
    • Online Search Key in the Early Phases of Decision Making When a product or service has already been identified off-line search is the preferred way to find a business to purchase from. Online search is used earlier in the purchasing process, with 42% using it in the research phase –up 10% from 2007. TMP Directional Marketing & comScore Local Search Usage Study, Q2 2008
    • The Website is Key to Moving Past Consideration to Contacted • The vast majority of respondents consider 1-5 companies in their research process. • However, 51% only contact one company based on their research experience. The majority of searchers narrow their consideration sets of possible business sharply based on their experience with the search result websites. TMP Directional Marketing & comScore Local Search Study, Q1 2007
    • Web a Key in Shaping Opinion • Of businesses looking for professional services 41% indicated the company website as likely to influence their opinion – only second after personal contact with a firm. • 21% indicated that finding a company in search results influenced their opinion. • 39% indicated white papers and cases studies and 13% online webinars as important. Online was key both as a driver of opinion and as a delivery method for the broadest range of content sources. Engaging professional services firms © The Economist Intelligence Unit Limited 2008
    • Influence Factors on Reputation Search is the most widely used tool for finding a local business among consumers. • Of those surveyed, 82% said search engines (such as Google, Yahoo!, or MSN) were among the many tools they used when seeking a local business.”. • 39% indicated white papers and cases studies and 13% online webinars as important – both easily delivered via a company website. Nielsen Online Custom Survey and WebVisible, Inc., 2008
    • Business Lags Their Customer’s Preference for Search • While 82% of consumers used search engines to find local businesses only 26% of the same businesses are investing in search engine marketing. • 51% of local businesses feel their website is not very good and acquiring new customers. Nielsen Online Custom Survey and WebVisible, Inc., 2008
    • Consumers Adopt Local Search to Find Businesses Consumers have become adapt and dependent on local search. • General and Regional search terms dominate with 81% of searches. • Only 10% of searches start with a specific business name. Only 9% of small businesses are very satisfied with their online marketing efforts – yet 50% of consumers go to the Internet first to find them. Nielsen Online Custom Survey and WebVisible, Inc., 2008
    • Online Content and E-Mail Key in Nurturing Relationships • Email and Newsletters are the preferred method for ongoing communication. • Overall the online and digital content is the preferred media for communication Nielsen Online Custom Survey and WebVisible, Inc., 2008
    • Conclusions For this report we looked at data that reflects the broad trends in Internet usage, the trends of how consumers research for products and services they want to purchase from local business and specifically how individuals in businesses research and develop opinions on professional services firms. Key findings: • Year over year, in these and other reports, the trends continue to show that consumers, SMEs and enterprises use search as a primary Internet activity supplanting other methods such as off-line media and Yellow Pages. • Personal contact and networking remain, as always, at the top of the list, however a company’s website found via search and online content are right behind and significant in the research and decision making process. • Prospects actively in the market for products and services use online as a key filtering tool, eliminating most companies from consideration based on what they find online. • Across almost all size companies and sectors investment in online marketing lags usage as companies “stay the course” while their customers change their habits. • For most prospects a professional website, optimized for local search, with quality content is significant to get their attention and consideration.
    • About Pronto Marketing We focus 100% on helping IT service companies get their online marketing in gear. From concept to execution to maintenance we do it all for a low monthly payment. Contact Us: 1-800-4761828 sales@prontomarketing.com http://prontomarketing.com