72% of Consumers Turn to Digital When Ready to Buy 

You gotta be there!

The path to purchase is a varied one.  Consumers now do research using a variety of tools to make the decision to buy.  Being online has never been more important.

The data come from the LSA's latest
Local Media Tracking Study 2016
 which surveyed over 8,000 U.S. consumers. 

Company Websites, Search Engines and Ratings & Reviews Sites are the top methods folks ready to buy use.  Think about it.  Don't you do the same?  No?  Ask around and I think you will find that most of the folks you know do!

Let's look at an example.  I'm ready to hire a carpet cleaner.  Lots of rain, mud and four paws have finally motivated me!

First, I google carpet cleaners to see who services my area.  Like many folks I note those ads at the top, but generally go directly to the Organic Search Results area just below them.  I'm a small business and know that this may save another small business the cost of the ad.  Quirk maybe.  Next, I am looking at the Google Places results.  I look at each of them and click on a few that have websites.  I hope to learn more about them.  What the website looks like is important to me.  Somehow it reflects what kind of company they are.  Next I start looking for reviews and discounts (don't we all!).  

The search may take several days between distractions, work and play.  Ready to make my decision I return to the company that stands out overall.  And book!  It would be great to book an appointment online, but I know this is not very widespread.  Yet.

Without having an online presence of some sort, I will never consider a company.  I am not alone!  And the trend has no end in sight.  

On the importance of Mobile Ready

Revving up fast!

Did you know that the use of digital devices influence 56% of in-store sales?  Did you know that since 2013 this number has quadrupled?

Read full report here.

Wow.  Having a website that is completely functional across all digital devices is gaining importance at an amazing rate.  Folks are using the internet to do research and gain information prior to purchases.  

Have you considered that these same potential customers are using their devices while actually in the store?  Take today for example.  At the grocery store I could not find any tofu (go ahead laugh, it is good for you!) and asked a staff where it might be.  She had no clue!  So instead of departing without the fixings for supper, I pulled out my phone and searched for the item on the store website.  I found the exact aisle and location!

One can easily imagine throngs of shoppers wandering the aisles hunting for the best price possible.  Or even finding a better product available at the store down the street!

Don't miss this train to the future.  Make plans to update, convert or launch your company website as a responsive one that is accessible over tablets and phones. 

All aboard! 

Who cares what my restaurant website looks like on a mobile phone?

Your potential customers do.  And you should too.

The explosive growth of smartphone users has created a tremendous opportunity for local restaurants.  Specifically, local one location restaurants.  Consider that the Pew Research Center shows that for 2017 nearly 95% of Americans own a cellphone of some kind.  You may not even know many folks without some sort of phone.

So, what are all these smartphone users doing that you need to know?  Just this:  85% of mobile users searchng for food online complete a purchase.  Not hard to imagine really.

Now, the really important part....

95% of smartphone users conduct restaurant searches.  Of these 69% look up a location.  51% are looking for a phone number.  That is a lot of potential customers who will aNOT EVEN CONSIDER your restaurant because you will not appear in any of their mobile searches.  Goggle makes sure of that; they favor websites that are fully functional on mobile and tablets.

Take a look at this infographic for more insights. 

Do you know what makes your Customers happy?

Recent research from Accenture Strategy reveals what we probably already know.  But is worth repeating!

Consumers satisfaction top three drivers are:

• Good Value for the $$
• High-quality Customer Service
• Competitive Pricing

I would argue that the second item is the most important.

Our environment today makes it easier than ever to "take your business elsewhere".  Frustrations with getting lost in phone mazes when trying to make contact is my personal pet peeve.  It seems to me that the phone systems have been designed FIRST for the convenience/needs of the company and NOT the consumer.

Recently I went through seven - 7!! -- transfers before getting disconnected.  When I called back I finally reached my destination after 5 transfers and the Rep couldn't help me!  Is this any way to run a company?  No.

Frustrated, I opened an account with a competitor and the original company has lost my business forever.

It is still important to remember that our customers are our future.  Take care of them!

You can see the survey graphic here.

Coupons Are For Everybody!

Here in Florida we are no strangers to folks using coupons. In fact, folks who make purchase decisions based SOLELY on coupons are not an unfamiliar site; we see many of our Seniors very dedicated to coupon clipping.

But, wait!

A new study from Valassis, a company focused on intelligent media delivery, 2K16 Coupon Intelligence Report, reveals that it is not just the fixed-income dependant seniors clipping away.  "90% of affluent shoppers use coupons; and 76% of affluent shoppers only buy a product if they have a coupon compared to 72% of all consumers."

Take a look at the Report here.

Think Outside of the Box - Creative Marketing Thoughts

Take some time and think about your customers.  Who are they, what do they want?  Then give it a twist.  Take a look at this fabulous article by Fabian Hieronimus, a Principal at McKinsey & Company.

Why Every Business Website Should Have a Domain

Having a website is NOT enough!  It is time to move from your free website hosted on other domains. Follow this link to learn about some of the reasons why:

Article from B2C