As a business, how likely is it that potential customers will come through your door?
The whole point of an online presence is to entice customers into your store, your leasing office or your showroom so you can convert them to paying customers rather than just browsers online.
Further, nothing is more frustrating as a customer than finding out that you have been given the wrong information about where a business is located. As a customer, how likely are you to give this company your business? Not very. In fact, according to Placeable, 73% of consumers stated that they lose trust in a brand when the online listing shows incorrect information.
1. Missing hours of operation information can be a dealbreakerThere are many things that people look for in listings, whether they are looking at that search engine on a PC or on a mobile device. The top piece of information that most people look for is the hours of operation, since their search is likely for a business that they frequent quite often.
In fact, in a study conducted by local data aggregator Localeze, hours of operation were noted as the most helpful feature in selecting a business during local search. 76% of respondent reporting that they expect this information when searching and 61% believe that it is a feature that helps them to select a business.
Even if people are new to a business, it doesn’t give people a good impression if the business hours are not listed and they don’t know that it’s only open from 11 a.m-6p.m. Tuesday-Saturday .Imagine that potential customer who is ready to spend their money in store, but shows up on Monday at 7 p.m. only to find it closed. That customer is likely going to do another search on a mobile phone to find a different store and spend their money there.
2. You can’t spell NAP data (and score a citation) without an A(ddress)While most people would assume that the number one reason people do a search online is for the address or location of a business, the address is actually behind hours of operation as the second most desired information. But, of course, the whole point of being in business is to make money doing what you love or selling what you love. And that happens by attracting foot traffic and increasing customer base.
It bears repeating that if a business address is incorrect on listing sites such as Google or Bing, then customers will not be crossing the threshold. A simple thing such as the wrong number on a street address, or even the wrong town, can mean that a customer cannot find you. The US Postal Service relies on a complex system of checks to verify and standardize addresses, and many of the search engines will default to the USPS for correct mailing addresses.
What this means for the average new business owner is that unless a business is in an established location, getting the correct address on their listing means that both the address from City Hall and the information on USPS must be consistent. If USPS doesn’t recognize that address, then a business owner must contact them to verify their new address and get that information updated on USPS’s online database.
3. Local searchers are mobile creaturesAccording to Localeze, mobile-phone-based searches drive in-store purchases with more than 75% of searches ending in a purchase—if a business has their listing details correct. Now if half of the people searching for a business listing on a local search engine, such as Google Local/Maps, can’t find the store’s business listing details, then the business is going to lose 100% of their business.
For ease of use for potential customers, some of those details need to be as readily available as possible in a mobile-friendly manner. This can be accomplished with a responsive website that supports cellphone and tablet-specific versions.
4. Updated, accurate websites still serve as a first impressionAt the same time, more than 60% of searches on PC platforms such as website portals, Internet Yellow Page directories and local sites have a similar chance of ending in a purchase. While mobile searches are becoming more of a standard in where a customer searches, a business owner should not discount the power of a fulsome, consistent and accurate listing that is reflective of the business website.
Any listing should be linked to the business’s website and feature the exact same information, but more of it. While a website should be enough to entice a customer to visit or buy, if those inconsistencies exist, then trust issues may arise in a business’s practices before a customer ever crosses their threshold.
5. Local searchers mix it up across multiple devices, situations and timesPeople who search for listings are doing it in many more ways than when the Internet first coalesced into existence about two decades ago. In that time, we went from working on desktops to laptops to PDAs to Blackberries to Apples to tablets—and in each iteration, the methods of search have changed.
However, that has slowed over the last five years or so as web developers realize that they need to be smarter. Rather than designing three different sites for three different platforms, they have created websites that are scalable to the search device. And that has been helped along by the proliferation of types of devices in use everyday.
According to Pew Research Center, In 2015, smartphone ownership in America was at 68%, with tablet and computer ownership at 45%. Statista says that almost half of American adults use their smartphones the most to search for local information online, the other half being split between computers (40%) and tablets (11%). According to Localeze, like the types of devices used, what we are searching for varies by the time of day and device. Entertainment is searched for during work hours on computers, restaurants during evening using phones and health/fitness evening using tablets.
The most important part of those mobile searches is accuracy. If someone cannot find your business in a local search or find inaccurate results whilst out and about, then your business has lost the chance for that browser to become a customer. So having those listings correct in all of the device formats is a must as we, and our technology, continue to evolve in the way we interact with local businesses.
6. Local search results are trusted sources of informationLast but certainly not least is the fact that local search results are considered the most trustworthy. In a study by Neustar, it was determined that these searches, such as “used games Raleigh”, are what people do the most since they put that trust in local business more than big box, big website stores.
Think about it, would you rather find a local store where you can get that latest purse in town right now? Or you can wait a week for delivery, which is four days past the event that you want it for! Local searches lend themselves to instant gratification and that interaction between browser and salesperson will convert that browser from someone who might get just the minimum to a loyal customer who feels like a million having spent a little more, but getting what they consider to be gold!
Those interactions are what lead people to local searches and the absolute necessity of getting your listings correct. Trust leads to loyalty, which leads to more business, which leads to happy customers and business owners.
And it all starts with that correct listing in that customer’s local search. Contact us at SocialJack to have your business properly listed across the web. www.socialjack.biz
Instagram has entered the territory of “must” rather than “nice-to-have” when it comes to social marketing for businesses. There are a few key reasons why every business should have an Instagram account, and why you’re going to be pretty left out if you don’t get on this social platform.
1. Skyrocket Your Engagement
The data shows that Instagram is the #1 platform for getting post engagement. That means that if you want to establish a relationship with your client base (which you do), then you’re going to need that post engagement that only Instagram can provide.
But let’s back it up for a second…
It’s an interesting time to be involved in social media marketing… Facebook is facing major allegations, and as a result—people are doing crazy things like starting movements to delete their Facebook accounts… (For my sake, and the sake of your distant relatives, please do not delete your facebook). As much as internet trolls might have you think that it’s the social media Armageddon, I assure you that life will go on.
It might be looking a little overcast in the internet landscape, but before we pack our bags —there’s still some hope. Facebook’s more charismatic and adopted little brother (Instagram) still has users entranced with its purity and boasts a pristine opportunity for brands who are ready to stir up the marketing pot.
Now, Instagram is the #1 platform for post engagement because its focus on visual content creates a very unique space for brands to interact with others—and if you’re a skeptic, the numbers don’t lie.
According to a study conducted by Forrester, Facebook and Twitter organic post engagement levels are currently less than 0.1%. In comparison, the millennial-centric Instagram boasts regular engagement at 4% for brands. (That’s 40x better btw).
2. Grow Your Following with Ease
80 percent of Instagram accounts already follow a business on Instagram, and 65% of top-performing posts feature products. The translation here is obvious, Instagrammers want to see branded content, and they want to connect with brands.
Add the engagement levels for brands (4%) that we just saw and we have the optimal landscape for growing your branded following on this platform.
3. Generate LeadsInstagram is a tool for lead generation.
We know that social media strongly influences purchase decisions, even if that is at the subconscious level of the consumer decision-making process.
It’s 2018, and our favorite lead generation tool (Facebook) is making algorithm changes that are making it harder for brands to get heard. With engagement rates already resting around the 0.1% mark, it just might be the ideal time to expand your reach to include some Instagram marketing.
With Instagram, 60% of users have first heard of a product or service through the platform, and over 120 million Instagram users visited a website, got directions, or called/emailed/direct messaged a business as a result of their engagement with the platform (sproutsocial). That means that 120 million Instagrammers have been lead to a business through the platform.
You can easily use Instagram to generate new business and sales with strategic content and links in your bio, as well as reach new targeted and engaged audiences through paid ad campaigns through the Facebook ad platform.
4. Stay On Top of “Instagram Reviews”
A little-known fact is that when an Instagram user posts something on Instagram and uses a location tag, this tag isn’t owned or regulated by the business that owns the physical location. All location tags on Instagram, or “Instagram Geotags”,” are tied to a separate public account that Instagram will store posts under.
For businesses, this is a blessing and a curse.
Best Case Scenario:
Say you own a local restaurant and you have numerous dedicated and consistent customers who love to post at your restaurant and have nothing but glowing words to accompany beautiful pictures of your space. When others look at your location on Instagram, this is what they see, and they are that much more likely to convert and become loyal customers as well.
Worst Case Scenario:
You own the same local restaurant, but one dissatisfied customer took it upon themselves to post a picture of your front door exclaiming their disgust with the service that they received. This post has lingered on the web and likely dissuaded other customers from posting to the location, and has resulted in the loss of unknown amounts of revenue through prospects who steered away from your business as a result.
Although you have no control over the things that users might be saying about your brand (much like standard reviews), you can still help mitigate some possible damages by having a branded Instagram account and monitoring the posts on your location. Much like negative reviews left on other review platforms, by responding to negative Instagram posts, you are much more likely to prevent harm to your reputation.
5. Don’t Get Left Behind
As of 2017, nearly 71% of businesses in the United States were already using Instagram. The release of Instagram business profiles and the ability to to run ads/analytics with ease have been large factors in driving the Instagram growth movement.
You may notice that this looks like an exponential growth graph, and that’s probably because it is. Fortunately for you, just because 71% of these businesses are using Instagram doesn’t mean that these businesses are using it to its full potential.
We can make a pretty good estimate as to where this usage rate is going to reside by the end of 2018, so don’t get left behind.
Don’t wait, get started on your Instagram strategy today to generate new leads, amplify your brand, and build new business!