I
attended a workshop yesterday that focused on digital brand and digital footprint. The presentation started out with some good
stats including:
- In 2010 consumers used 5 sources of information to make a buying decision, this increased to 10 in 2011, and estimated to increase to 15 in 2014
- 83% of buying decisions are made before entering a store
- 90% of consumers use online reviews to make buying decisions
- A user will leave a site in 8 seconds or less if they don’t find what they are looking for
Marketers
have been touting for years how important digital marketing is and this was one
more presentation to spread that message.
Here
are some of the take-aways:
- Make sure that all of your business’ local listings are claimed and accurate
- Be sure you have consistent branding among all your digital channels
- Get on board with Google +
- Make sure to have a mobile site and ditch the Flash
- Make sure digital ads direct to relevant information like coupons, event info, surveys etc. If you mention a product, make the landing page that product, no additional searching required.
- Get online reviews so when consumers are researching, they are finding content and make sure to respond to reviews (both positive and negative)
- Use bad reviews to train your staff or correct policy issues, never ignore them and try to take the resolution offline. For example, “I’d like to correct please give me a call at this number to discuss.”
- If you’re trying to market to Millennials, make sure you have a presence on Social Media, it’s a necessity!
