88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours, according to a Google Mobile Movement Study.
70% of all mobile searches result in action within 1 hour.
Businesses are missing 70% of local content on sites like Twitter and Pinterest because they don’t have location-based sentiment monitoring set up, according to a recent study by Venuelabs.
These are some pretty staggering statistics. You spend lots of time and money building a website and optimizing it for search engines (SEO). But are you optimizing your business for local searches on mobile devices?
Half of mobile users use a local search/map to find businesses.
Let’s start with defining a local search.
Example:
An iPhone user asks Siri to find them a nice local restaurant, while visiting St. Louis. Local searches will include a specific location, city, ZIP code, etc.
Local SEO has one goal: to get to the top of the search results. In this case businesses want to rank on top for local geographic terms related to products and/or services that their businesses provide. The typical consumer performing a mobile search probably won’t scroll through pages and pages of results. They want fast, easy answers; they will likely make their decision based on no more than the first page of results.
So, what do you do?
Here’s a few tips to get you started:
Yelp
Yelp is a community driven review site that enables users to create locations, give details about the businesses, review them, and even post multimedia content.
It’s a major asset; you can thank Apple for that, and here’s why:
When an iPhone or iPad user uses Siri to search for a local business, the results are powered by Yelp. So, if you’re not on Yelp, iPhone users aren’t going to find you in local searches (unless they use their mobile browser and navigate to Google).
But there’s more. Yelp results returned to Siri are based on Yelp reviews. So, the top results returned are going to be the business with the most positive reviews.
But use caution, Yelp reviews can be tricky. If someone creates an account just to write a review for you, it’ll likely never be activated. Yelp likes reviews from active users. Ask your clients if they use Yelp, if they say yes, then ask for a review. Also, you can, and should, thank reviewers and invite them back for another visit, even offer a discount! That person, who’s already a fan, will often post a follow-up review, or answer others’ questions about your business. On the flip side, if someone posts a legitimate complaint, don’t be afraid to publicly apologize – but be sincere. Remember, a scorned customer doesn’t want freebies; they want to be heard.
Google Plus Local Pages
Google Plus Local pages are indexed in more than Android mobile searches. They’re also indexed in three additional types of searches:
Google Plus Local Pages are similar to Facebook business pages, but they have better SEO. You don’t have to post to your Google Plus Local Page as you would on a Facebook business page, although it doesn’t hurt. The essential elements include a complete bio, contact information and some photos.
You’ll also want to ask for reviews. Just like Yelp, the more positive reviews you have, the higher you will rank in searches. And responses to reviews are important here, too.
Other Searches of Note
Not all users search using Siri or Android Google searches. Many people have a favorite app. You should try to have listings on these sites as well. Other sites to consider:
Mobile Websites
To make the most of these local searches, your website needs to be optimized for mobile viewing. Here’s why:
There are plenty of apps, widgets and resources that can help you optimize your website for mobile viewing.
Now’s the time! Go mobile!
If you have more questions, or want to know more, give us a call!
http://www.inman.com/next/3-key-strategies-to-optimize-business-for-local-search-on-mobile-devices/
http://visual.ly/solomo-stats-no-business-can-afford-ignore-infographic
“Reading furnishes the mind only with materials of knowledge; it is thinking that makes what we read ours.” -John Locke
Today we're starting a series of book reviews from our owner Sally Poole, and Poplar Bluff Office Manager Rose Anne Huck. We're reviewing books we've found helpful and want to share with you! We're hoping you find this information valuable and that it inspires you in your business. We'll posting one review a month, so keep checking back!
The E-Myth Revisited
Why Most Small Businesses Don't Work and What To Do About It.
By Michael Gerber
Review by Rose Anne Huck
I was fascinated by the title of this book and further interested by the premise. A business consultant has a conversation with a bakery owner who loves to bake but is burned out and wondering if she has made a big mistake starting this business. The author walks us through a conversation where different aspects of the business are examined. He makes recommendations using a systems approach to the business. There is also a directive to establish your business as it will be when you are fully achieved.
Our author also makes a compelling case for a franchise approach to business development where everyday tasks are dissected for their best practices then duplicated across the whole business.
An examination of the core values of the business owner and the mission of the business yield some exciting options for giving back to the community.
Cleverly, there are references to the author’s website, where business consulting services are a click away, sprinkled throughout the book.
One concept I found particularly interesting was the description of having a job versus owning a business. Gerber tells us there are three personality types necessary to build a business: The Entrepreneur, the Manager and the Technician. The Entrepreneur is the innovator, the person with vision who lives in the future and thrives on change. The Manager sees problems where the Entrepreneur sees opportunity. The Manager builds a house and lives in it forever. The Entrepreneur builds a house and is ready to start planning the next one. The Technician is the doer. As long as the Technician is working, he is happy, but only with one thing at a time. The Technician isn’t interested in ideas; he’s interested in “how to do it”. The Entrepreneur is always creating new and interesting things for the Technician to do.
All three of these profiles are part of each of us. If they were equally balanced, we’d be described as incredibly competent. But that balance is rare. Usually these points of view battle it out in our minds.
Businesses go through three stages of development: Infancy, Adolescence and Maturity. In Infancy, the Technician is in charge getting the work done, reveling in the freedom of owning a business. When you are successful and new customers come and the orders grow, eventually, you must move to the next stage of development where you must hire help. When that happens, often the owner is frantically trying to keep up with orders and business management. They may delegate by abdication meaning they neglect to give proper instruction and establish standards. Quality can suffer and so does the business.
This is the point where many businesses fail. What must happen is that the owner must build the business so that they can create jobs for others, not so much for themselves. If what you want to do is actually work, by all means get a job. Don’t start a business.
To move to Maturity, a business must be more than the person who owns it. It must operate well regardless of whether the owner is there. Quality must remain high. The loyalty of customers must depend not on one person but on the quality of services and products. And the owner must be free to dream, to wonder, to envision a bigger future for the company.
All in all, this book is a really good examination of some business principles and concepts which have helped me see the big picture in new ways. Some of the descriptions hit me between the eyes as errors in my own understanding of the “how” of business growth and management.
Find out more about the book here: http://www.michaelegerbercompanies.com/resources/products/the-e-myth-revisited/
Yesterday we started a list of guidelines to help you improve your marketing efforts, today we're sharing the rest of the list! You can view Part 1 here.
Follow Up
Once the schedule is established and responsibilities have been assigned, make sure all is going according to schedule. Check to see what your customer response is to each advertising effort. If you don’t already have a way to register response to advertising, set something up. Better yet, set up more than one way to track response. Ideas: include discounts for mentioning the ad; at the time of purchase ask your customers how/why they chose your place of business, mail special offers and track response.
Evaluate Customer Response and Effectiveness
Develop a tangible method to determine the effectiveness of your advertising efforts. Develop a short questionnaire for customers or include a response vehicle on your website. Use the results to tailor future advertising efforts. Advertising must be responsive to your customers and prospective customers needs. It must be ever changing and speak clearly to do its job.
Bonus Tips:
Copywriting
Clearly state who you are and what it is that you have that customers will want, especially in terms of its benefit to them. Point out why your product or service is preferable to others. Don’t make promises you can’t fulfill. Remember, there is usually someone else offering your product or service. Give your customer reasons to come to you and keep coming back.
One common mistake in copywriting is that companies tell their story first. The first thing your customer wants to know is how you can answer their need. What product or service do you offer that will help them accomplish their goals?
Design
Buy the finest quality you can afford. Quality speaks best for quality. When you see poor quality workmanship, you don’t expect much from the company, and you certainly don’t expect to pay much for it. Good design should make it clear to your prospective customer that you are the best place to come for the products and services they need. If your customer can’t find your contact information or if your ad needs further explanation, it is a lousy ad.
Think of your customer first and you will develop great advertising to promote your company.
For more great marketing tips like us on Facebook!
Marketing can greatly enhance your business and help improve your company’s profitability – as long as you plan carefully.
Today we're sharing with you part one of a list of guidelines you can follow to make your marketing dollars work harder for you. Check in tomorrow for part 2! (more…)
As you attempt to build your customer base, you want to reach out as far as you can, but keep in mind that you need to impact local customers, too. Often, people are looking for services in their own area, so you want your business to show up in local searches. Make sure you're on google maps and list yourself in as many online directories as you possibly can. Your competitors may already be there. You want to be certain that your customers can find you easily. Take the time now to guarantee that can happen by listing yourself in online directories, and promoting yourself locally.
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When the Internet became a household tool a lot of things changed. When landlines and desktops turned into cell phones and tablets, even more things changed. It’s hard to measure exactly how much our lives have changed through technology, but our personal lives aren’t the only thing that changed – so did the customer.
Customers today are very different from what they used to be and that means the way businesses market to and connect with customers must evolve to keep up.
Let’s look at four characteristics of new customers and how you can adapt your strategies to suit them.
Customers know more than you do.
Customers today have access to virtually all the information they need before you know if they are even interested. They’re armed with greater information and influence than ever before. They use technology to make their decisions and influence the buying patterns of others making them feel empowered and knowledgeable. They may know as much or more about your product and your competitor’s product than you do. Be ready for them.
Customers are social.
“If you make your customer happy they will tell someone; if you make them unhappy they will tell 10 people.”
This adage describes the practice of word-of-mouth. Online platforms have transformed word-of-mouth into what is called “user generated content” or UGC. When customers post online about their experiences, questions, praise or condemnation of products, services and general behavior in the marketplace, it’s like word-of-mouth on steroids. Be a positive social information generator.
Customers make their experiences and opinions about businesses and their products/services known to millions. They are blogging and posting about it on Facebook and Twitter. And not only are they telling their own experiences, they are reading everyone else’s. Referrals and recommendation are coming from anyone but you (unless you have testimonials – which we’ll talk about later.) Which leads us to…
Customers tell you what they want.
Customers today tell you how to interact with them, and when and why they will or will not do business with you. This is directly connected to the previous point. They are posting on blogs and social networks telling not only what they think, but they are telling you what they want. Listen carefully.
Customers judge books by their cover.
Customers are influenced by who they believe that you are before they consider your products and services. Customers care about what your brand stands for as much as they care about what you offer. Consumers have the power to shape what you stand for if you don’t do it for them. Share your “why?”
How to adapt:
Stay on top of your game, adapt to the customers wants and needs and the avenues by which the obtain information and your business will grow hand in hand with your customers.
Today we’re talking about budgets, specifically marketing budgets. Not many people get excited when talking about numbers and money, but it’s a very important aspect of business. Successful businesses have budgets that include marketing.
Let’s keep this simple. Look at what you spent on marketing last year and set aside a dollar figure for the amount you’re going to spend this year. Look critically at what worked last year and stop any advertising that didn’t work. Check your budget numbers monthly and stick to your plan. Having a budget will help you spend you’re advertising dollars wisely and prevent impulse buys. Take a good look at your marketing numbers this week and fine tune them to do even better!
For a more in depth take on creating a solid marketing budget, check out this article written by Dave Lavinsky for Forbes magazine.
http://www.forbes.com/sites/davelavinsky/2013/06/07/three-steps-to-a-solid-marketing-budget/
via Roger Brooks International
Today we're sharing a post from one of our favorite marketing experts, Roger Brooks. Enjoy!
Some things never change. The old adage, “you tell them once, tell them twice, and then again” still remains true today.
Sitting in his London den in 1885, Thomas Smith wrote a guide entitled “Successful Advertising”, which is still used by advertising experts today. While perhaps a slight exaggeration, it really is true that repetition gets results. Creativity is very important, but nothing is as important as repetition if you hope to get your message to stick.
Repetition gets results:
The moral of the story:
When you advertise, carefully pick your medium, then stay put repeating your message over and over and over until it sticks in the minds of your potential customers. This creates “top of mind awareness” and ultimate success. Repetition gets results.
View the original post at: http://www.rogerbrooksinternational.com/2012/02/01/repetition-gets-results/
This week's series has been about shaping your marketing to fit the holiday season. We've talked about updating your website, involving your employees, discovering Pinterest and keeping true to the spirit of the season. Today we've got our last tip plus a bonus!
Tip #5:
Keep people informed.
This is more of a service than a gift, but it's just as important. Keep the public informed about special holiday hours, last dates to order, and your return policies on gifts that are purchased.
You’ll want to make sure people know, for example, that you’re closed on December 22, or that your delivery times are delayed. Make sure this information is readily available: on your website, on your social media accounts, and in any advertisements you place this time of year.
Bonus tip:
A great tool that can be incorporated in many ways including all thetips we’ve provided this week is to offer discounts or coupons on current or future products and services to draw customers in. They can be offered digitally or hard copy. Coupons also provide an excellent way of tracking your traffic. For example, you run a coupon in the Sunday newspaper and have your employees keep the coupons in the register as people bring them in to use them. This gives you an easy way to measure the effectiveness and reach of your ad. Tracking is important in evaluating your overall marketing plan.
Good luck on your holiday marketing ventures and if you have questions feel free to contact us or comment below!
