• Where does your audience become aware of your business?
• What are their basic expectations?
• How can you educate your audience?
• What sources of information influences them to take an action?

How We search Locally

The average consumer uses up to 8 sources of information before making a purchase decision locally. So you need to create a strong web presence that influences consumers at every stage along their buying journey.

Using traditional marketing, we were limited to discover new businesses via radio, billboard, print directories, word of mouth, and TV.

The New Model:

Customers research based on a need and discover your business while searching, surfing, and socializing online. They then check your website, reviews of your business, and social pages. Then they contact you via phone and email, then set an appointment or buy offline.
After the purchase, they share their buying experience on review sites and social networks. Customers like us or follow us on social networks and subscribe to future offers.

5 Stages of the Customer Buying Cycle

Awareness: Customer identifies a need and thinks that your business can potentially fulfill it.

Consideration: The customer evaluates how your offers meet their needs and compare it to offers from other local businesses.

Decision: Once the customer determines which solution meets their criteria and risk level, the decision to make a purchase is made.

Purchase: The act of ordering and buying from your business.

Repurchase: If the purchase meets the customer’s expectations, this may lead to a repeat purchase and hopefully a lifetime customer.

 

Marketing Channels that Influence

• Content sites
• Online media
• Search engines
• Deal sites
• Review sites
• Social media
• Community Listservs (Yahoo and Google Groups)
• Offline media
• Comparing several business websites

 

Steps to Take

Once you understand your customer’s path, you greatly increase your chances of winning new customers by positioning your business across multi-marketing channels (touch points). The key is to optimize each touch point.

Step 1 Create awareness in the places your audience will more than likely go as they surf the web.
Step 2 Increase your local search position in Google, Yahoo, Bing.
Step 3 Stand out of the crowd when consumers research and evaluate your business.
Step 4 Impress your audience on your website and social networking profiles.
Step 5 Address their interests and concerns so they contact you and learn more.
Step 6 Give them a good buying and service experience (functionality), so they return.
Step 7 Engage them often so they share the good news with others.

 

Business Evaluation

Discovery Stage:

Find out how to get in front of your customers as they surf and socialize online. Influence & Consideration Stage:

1. Which competitors are they likely to consider?
2. What information do they require of a business?
3. How do I distinguish myself from my competitors?
4. Does my website address their pain points & expectations?
5. Is my staff prepared and trained to answer their questions and follow up?
6. Is there a post-purchase plan in place to continue to stay in front of your leads and customers?

 

Purchase Stage:

1. Is the website functional?
2. If purchasing or booking an appointment is required, does it actually work?
3. Is your website secured?

 

The Don’t’s

Customers aren’t looking for you if your business embodies these poor attributes:

• Negative reviews.
• Poor content on your website.
• Poor website functionality.
• Unable to make a purchase.
• Business information unavailable.
• Have a limited online presence.
• Bad follow-up system.
• Employees untrained on current promotions.