Fingers do the walking? Local businesses need to look at this!

When you want to purchase something do you initially run to a store and ask a sales person for help? Do you rip through papers and magazines to review advertisements? Perhaps you still pull out the phone directory such as the yellow pages? You might remember this line from the old days, "let your fingers do the walking". In the past people did use phone books and the line above was referring to your fingers walking (flipping) through the pages that had everything listed in alphabetical order. Nowadays, people "Google it" online. If you are a local business are you "it" on Google?

"Google it" has become a verb, an action we take right away to get answers or help. We find articles, blogs, websites and an enormous amount of content and editorial facts or opinions on just about any product or service out there.

I wrote in a previous blog that according to a study by BIA/Kelsey, 97% of local consumers use online media before they shop locally. What this suggests is that a person who will shop at a local store will most likely go online first. They are looking for a website, reviews, product information, history, coupons, price comparisons, etc. They are looking to see if you have a presence online. Are you going to show up as a possible result? You need to come up as "it" when people "Google it".

Here are a few more stats that help to show how important a solid web presence is and that you should have the website set up correctly by a professional.

90% of online commercial searches result in offline bricks-and-mortar purchases. (comScore).

82% of local searchers follow up offline via an in-store visit, phone call or purchase. (TMP Worldwide/comScore).

80% of budgets are spent within 50 miles of the home. (Direct Marketing Association).


But here is the stat that I believe is the most important... 61% of local searches result in purchases. (TMP/comScore).

Yes, 61% is the lowest percentage compared to all the numbers above but it is the most important stat. It is essentially talking about the sales conversion rate. Of all the people doing the local searches, 61% of them will make a purchase. That is huge and you need to make sure you are doing the right things to show up in front of those consumers who "Google it". This also shows how serious the consumer is when shopping locally and that they are going online first. If they are taking the time to run a search on Google for something they can get locally, you have good shot at making the sale or closing a deal... if they find you as a search result online of course.

If you do not have a website Uson Consulting can provide a Website Presentation (no cost or obligation) that will show you how an effective online presence is easy to run and maintain. If you have an existing internet presence we offer a Free Website Analysis, a Basic SEO package or Marketing Collateral to drive more traffic to your website. Call today to start increasing your share of local consumers.
551-265-8762 or email freddy@usonconsulting.com

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