After acquiring a new customer, what is your process to source where this customer came from? Do you have a form that asks, “How did you hear about us?” If so, does the form offer a list of possible sources including the Internet, word-of-mouth, billboard sign, etc..? Ideally, you’d want your brand-new customer to say, “I heard about you through multiple places. I saw your company mentioned on Facebook and I saw your ad on Google.” This statement reflects the definition of web presence optimization—when your company is found all over the Internet (not just your website). These days, the consumer buying process has dramatically changed the way businesses reach local consumers.
According to current research, a business should strive to achieve web presence optimization. Why? Consumers tend to use the Internet as part of their buying process. Within a study performed by GroupM Search and Compete, 93% of those surveyed said they depend on the Internet to search for products and services (eMarketer). What’s interesting is most of these participants didn’t have a specific brand to research online. Instead, they used general search terms for their online searches.
Consumers are also relying on the Internet to search for in-store locations before venturing out. In a different survey by e-tailing group and MyBuys, 72% of respondents said they look up product availability before making a trip to the actual store (eMarketer). See what else the respondents had to say:
You’ll notice the highest percentage accounted for the new consumer buying process—using online and offline resources to make a purchase. Additionally, shoppers are not just using their computers to search online; they similarly use their smartphones to look up key information as well. Therefore, a mobile-enabled website could simply benefit your company.
Not convinced yet about web presence optimization? Check out Todd Ebert’s video below and his slideshow presentation discussing how the Internet has transformed the consumer buying process and share your feedback!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.