How Search, Social and Mobile Have Changed How Buyers Buy

249 views

Published on

How Search, Social and Mobile Have Changed How Buyers Buy

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
249
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How Search, Social and Mobile Have Changed How Buyers Buy

  1. 1. How Search, Social and Mobile Have Changed How Buyers Buy And What Your Business Must Do about It www.losangeleswebstrategies.com
  2. 2. Who am I? What do I do? 2
  3. 3. 3 things from today’s presentation 3 www.losangeleswebstrategies.com
  4. 4. O N E How search, social and mobile are impacting buying 4
  5. 5. T W O The impact on your business 5 www.losangeleswebstrategies.com
  6. 6. THREE What you need to do 6 www.losangeleswebstrategies.com
  7. 7. 7 The competitive landscape has changed dramatically in the last 10 years.
  8. 8. And so has the way your customers find and shop for your products and services. 8
  9. 9. What’s driving this “dramatic” change? 9
  10. 10. Search Social Mobile There are three main drivers: 10
  11. 11. Search is local, easy and everywhere. 11 www.losangeleswebstrategies.com
  12. 12. 70% of consumers search reviews or ratings BEFORE purchasing. - Business Week, Oct. 2008 12 www.losangeleswebstrategies.com
  13. 13. 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 13
  14. 14. 14 43% of searches are local in nature. - Google www.losangeleswebstrategies.com
  15. 15. Search Social Mobile 15 www.losangeleswebstrategies.com
  16. 16. Social media use has grown by 712% since 2005. And not just among the kids … - Pew 16 www.losangeleswebstrategies.com
  17. 17. 66% of adult internet users use social media. - Pew 17 www.losangeleswebstrategies.com
  18. 18. Consumers are publishers. 18 www.losangeleswebstrategies.com
  19. 19. Search Social Mobile 19
  20. 20. Mobile is proving to be the biggest game- changer of them all. 20 www.losangeleswebstrategies.com
  21. 21. 87% of Americans have mobile phones and 73% say it’s their # 1 most-used technology device. - Pew 21 www.losangeleswebstrategies.com
  22. 22. Almost 66% of smartphone users admit to sleeping with their phones! - UK 22 www.losangeleswebstrategies.com
  23. 23. What does all of this mean ? 23 www.losangeleswebstrategies.com
  24. 24. It means every business must do four things: 24 www.losangeleswebstrategies.com
  25. 25. O N E 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. 25 www.losangeleswebstrategies.com
  26. 26. T W O 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 26 www.losangeleswebstrategies.com
  27. 27. 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 27 www.losangeleswebstrategies.com
  28. 28. F O U R Invest in proactive processes for monitoring, managing and improving your online reputation. 28
  29. 29. Now more than ever, you need to have a marketing plan that works, that’s relevant. 29 www.losangeleswebstrategies.com
  30. 30. O N E Compete for search engine traffic 30
  31. 31. 93% of online experiences begin with a search. -Search Engine Journal 31 www.losangeleswebstrategies.com
  32. 32. 77% of search users choose organic over paid listings. -Search Metrics 32 www.losangeleswebstrategies.com
  33. 33. Organic click-through generates 25% higher conversion rates than PPC. - Search Metrics 33 www.losangeleswebstrategies.com
  34. 34. 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 34
  35. 35. • Boost website traffic • Increase visibility among target audience • Build relationships and influence • Increase conversions (subscribers, members, etc.) • Increase sales (gain new customers!) 35 www.losangeleswebstrategies.com
  36. 36. • SEO is a waste of time • SEO is spam • SEO is simple • SEO is voodoo 36
  37. 37. 37 www.losangeleswebstrategies.com
  38. 38. 1. Create fresh, relevant content 2. Get links from other high value sites 3. Have an active social media presence
  39. 39. T W O Mobilize your marketing. 39
  40. 40. Mobile searches have QUADRUPLED in the last year according to Google. - Google 40 www.losangeleswebstrategies.com
  41. 41. 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% 41 www.losangeleswebstrategies.com
  42. 42. Optimize your website for mobile devices. 42
  43. 43. 6 in 10 prospects will leave your site if it’s NOT mobile friendly. - Google 43 www.losangeleswebstrategies.com
  44. 44. Mobile websiteStandard website Confusion Clarity 44
  45. 45. You should also consider SMS marketing. 45 www.losangeleswebstrategies.com
  46. 46. 97% of all SMS marketing texts are opened by recipients, and 95% are read within minutes of receipt. - Telecommunications Union (ITU) 46
  47. 47. 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 47
  48. 48. Geo-targeting: automatically send text- message coupons when people are shopping in the vicinity of your businesses
  49. 49. T H R E E Engage in the “social conversation”. 49 www.losangeleswebstrategies.com
  50. 50. Engage your audience. 85% of consumers expect businesses to interact with them via social channels. - Cone business in Social Media Study 50
  51. 51. People are talking… 51 www.losangeleswebstrategies.com
  52. 52. 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. 52 www.losangeleswebstrategies.com
  53. 53. Make educational videos and post them to YouTube. 50x- Forrester 53
  54. 54. Advertise on Facebook. Reach. Precision. Affordability. Control. 54
  55. 55. There are 155 million Facebook users in the U.S. and 955 million throughout the world … - Facebook 55 www.losangeleswebstrategies.com
  56. 56. … no matter who your target audience is, you can reach them on Facebook. Every demographic is represented. 56
  57. 57. Social media is social proof. Ads convert user activity into ads and display the ad to friends of the user...you MAGNIFY your Engagement. 57
  58. 58. F O U R Invest in your reputation. 58 www.losangeleswebstrategies.com
  59. 59. Reputation is now the foundation of effective marketing. 59 www.losangeleswebstrategies.com
  60. 60. 74% of U.S. consumers choose to do business based on online feedback. - Social Commerce Statistics, Bazaarvoice 60
  61. 61. trust recommendations from people they know. trust recommendations from unknown users. - Econsultancy, July 2009, Erik Qualman, Socialnomics) 70% 90% 61 www.losangeleswebstrategies.com
  62. 62. 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 … 62 www.losangeleswebstrategies.com
  63. 63. Customer reviews are now at the center of search 63
  64. 64. Customer reviews are now at the center of search Ouch! 64 www.losangeleswebstrategies.com
  65. 65. A difference of one “star” in average rating led to difference in revenues of 5 to 9 percent. - 2011 Harvard Business Review Study 65
  66. 66. Your goal: 5-Star Reputation 66 www.losangeleswebstrategies.com
  67. 67. 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! 67 www.losangeleswebstrategies.com
  68. 68. 1. Monitor 2. Manage 3. Promote 68
  69. 69. MONITOR • Google Alerts • Social Mention • TweetDeck 69
  70. 70. MANAGE • Claim your listings • Respond to complaints • Encourage positive reviews 70
  71. 71. PROMOTE • Press Releases • Social Media Promotions • Advertise 71 www.losangeleswebstrategies.com
  72. 72. 3 things from today’s presentation 72 www.losangeleswebstrategies.com
  73. 73. O N E How search, social and mobile are impacting buying 73
  74. 74. T W O The impact on your business 74
  75. 75. THREE What you need to do 75 www.losangeleswebstrategies.com
  76. 76. O N E Compete for search engine traffic T W O Mobilize your marketing. T H R E E Engage in the “social conversation”. F O U R Invest in your reputation. 76 www.losangeleswebstrategies.com
  77. 77. Let’s talk about the bigger picture for a second ... 77 www.losangeleswebstrategies.com
  78. 78. “Get it” “Don’t” 78
  79. 79. If you are committed to creating maximum growth at your business, but feel like you could be doing better... 79
  80. 80. I’d like to get to know you and your business better! 80 www.losangeleswebstrategies.com
  81. 81. Questions? 81 www.losangeleswebstrategies.com
  82. 82. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

×