How Search, Social and Mobile Have Changed How Buyers Buy

How Search, Social and Mobile
Have Changed How Buyers Buy
And What Your Business Must Do about It
www.losangeleswebstrategies.com

3 things from today’s presentation
3

O N E
How search, social and mobile are
impacting buying
4

T W O
The impact on your business
5

THREE
What you need to do
6

7
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.
8

What’s driving this “dramatic” change?
9

Search
Social
Mobile
There are three main drivers:
10

Search is local, easy and everywhere.
11

70% of consumers search reviews or ratings
BEFORE purchasing.
- Business Week, Oct. 2008
12

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
43% of
searches are
local in nature.
- Google

Search
Social
Mobile
15

Social media use has grown by 712% since
2005. And not just among the kids …
- Pew
16

66% of adult internet users use social
media.
- Pew
17

Consumers are publishers.
18

Mobile is proving to be the biggest game-
changer of them all.
20

87% of Americans have mobile phones and
73% say it’s their # 1 most-used technology
device.
- Pew
21

Almost 66% of smartphone users admit to
sleeping with their phones!
- UK
22

What does all of this mean
?
23

It means every business
must do four things:
24

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

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

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

F O U R
Invest in proactive processes for monitoring,
managing and improving your online
reputation.
28

Now more than ever, you need to have a
marketing plan that works, that’s relevant.
29

O N E
Compete for search engine traffic
30

93% of online experiences begin with a
search.
-Search Engine Journal
31

77% of search users choose organic over
paid listings.
-Search Metrics
32

Organic click-through generates 25% higher
conversion rates than PPC.
- Search Metrics
33

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

• Boost website traffic
• Increase visibility among target audience
• Build relationships and influence
• Increase conversions (subscribers,
members, etc.)
• Increase sales (gain new customers!)
35

• SEO is a waste of time
• SEO is spam
• SEO is simple
• SEO is voodoo
36

37

1. Create fresh, relevant content
2. Get links from other high value sites
3. Have an active social media presence

T W O
Mobilize your marketing.
39

Mobile searches have QUADRUPLED in the
last year according to Google.
- Google
40

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

Optimize your website for mobile devices.
42

6 in 10 prospects will leave your site if it’s
NOT mobile friendly.
- Google
43

Mobile websiteStandard website
Confusion Clarity
44

You should also consider SMS marketing.
45

97% of all SMS marketing texts are opened
by recipients, and 95% are read within
minutes of receipt.
- Telecommunications Union (ITU)
46

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

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”.
49

Engage your audience. 85% of consumers
expect businesses to interact with them via
social channels.
- Cone business in Social Media Study
50

People are talking…
51

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

Make educational
videos and post
them to YouTube.
50x- Forrester
53

Advertise on Facebook.
Reach. Precision. Affordability. Control.
54

There are 155 million Facebook users in the
U.S. and 955 million throughout the world …
- Facebook
55

… no matter who your target audience is,
you can reach them on Facebook. Every
demographic is represented.
56

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

F O U R
Invest in your reputation.
58

Reputation is now the foundation of effective
marketing.
59

74% of U.S. consumers choose to do
business based on online feedback.
- Social Commerce Statistics, Bazaarvoice
60

trust recommendations from
people they know.
trust recommendations from
unknown users.
- Econsultancy, July 2009, Erik Qualman, Socialnomics)
70%
90%
61

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

Customer reviews are now
at the center of search
63

Customer reviews are now
at the center of search
Ouch!
64

A difference of one “star” in average rating
led to difference in revenues of 5 to 9
percent.
- 2011 Harvard Business Review Study
65

Your goal:
5-Star Reputation
66

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

1. Monitor
2. Manage
3. Promote
68

MONITOR
• Google Alerts
• Social Mention
• TweetDeck
69

MANAGE
• Claim your listings
• Respond to complaints
• Encourage positive reviews
70

PROMOTE
• Press Releases
• Social Media Promotions
• Advertise
71

3 things from today’s presentation
72

O N E
How search, social and mobile are
impacting buying
73

T W O
The impact on your business
74

THREE
What you need to do
75

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

Let’s talk about the bigger picture for a
second ...
77

If you are committed to creating maximum
growth at your business, but feel like you
could be doing better...
79

I’d like to get to know you and your business
better!
80

Questions?
81

We’d love to help.
• Just get in touch!
(213) 607-9100

How Search, Social and Mobile Have Changed How Buyers Buy

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