An online presence starts with a website, but what good is a destination if nobody arrives? A few years ago, all a business had to do to get found online was get a website and do some SEO. Those days are long gone.
Your business needs to be found everywhere people are searching (Google, Facebook, Yelp, etc.). Once found, you need to inspire trust. The type that encourages people to do business with you without ever speaking to you. You need to back your site up with digital marketing tools and services that get you clicks, calls, and customers.
The good news is, these are all things that WAY Nation Solutions can handle for you!
We understand businesses don’t get a website just to have one. They get a site because they need more customers and revenue. This is why we partnered with Google to dissect, learn, and understand what it takes for a small business to succeed online with a limited marketing budget.
What We Learned
Our first step was to understand the modern consumer’s buying behavior and how they search, select, and buy online.
In the past, we’d go to Google, enter a search, and get a list of the most “trusted” websites on the first page. Every business wanted to be on the first page of Google, and many would hire SEO companies that tried to get them there via keywords, back-links, articles, geo, etc.
Over the past 24 months, Google has changed all of this. Now when you search for a local business, the first page of Google produces the following results:
– 33% of front-page real estate is Google Ads.
– 45% is Google My Business listings, showcasing businesses that are highly rated on a map.
– 22% are aggregators or directories, like Yelp and Foursquare, who prioritize their results based on reviews.
Although Google still leads when it comes to searches, today, searches also start on Instagram, Facebook, Yelp, and other directories – even map applications like Waze, Apple, and Uber.
The decision buying process has completely changed and it no longer depends on websites. In fact, consumers decide who they want to buy from before even visiting a company’s website. The job of a website now is to close the customer
The Decision Buying Process Has Changed
A consumer doesn’t visit your website until they are likely more than 3/4 of the way through their Decision Making Journey and have already made their decision. The website is key for reinforcing their decision, but it’s not how the business was found.
How We Applied It
We’ve spent the last several months building services and capabilities in addition to your website to ensure you’re found and chosen over your competitors. Here are a few of the solutions you need to take advantage of.
Local Listings
According to a July 2020 report by DataReportal, 81% of internet users aged 16 to 64 searched online first for a product or service to buy. Since mid-2019, more internet searches are conducted on mobile devices than on desktop computers, and when it comes to mobile search results, “nearby” merchants are prioritized. In fact, 46% of Google searches are “Near Me” queries – 75% of those queries end up selecting a result without even scrolling the first page.
This is why listings on Google and other directories are so important for getting you found online. With our Local Listings Platform, you’ll get automatically listed on 40+ major search channels – everywhere people are searching online. All of your listings are synced with your current information (hours, pictures, offerings) and you can easily update all listings with a single click.
Reviews
Once you get found, consumers are going to compare you with your competitors. Few purchase decisions are made without first checking reviews. According to recent reports, 93% of consumers say that online reviews impact their purchasing decisions.
Most people trust online reviews as much as they trust recommendations from friends. Today, online reviews are the new “word of mouth” marketing. With the internet in everyone’s pocket, it’s easier than ever to research before making a purchase, and what do people go to first? Reviews.
As a business, you can’t just hope customers will leave reviews. That doesn’t work, which is why we built a Review Request Engine. It gives you a frictionless way to request a review from every customer you serve.
Social Media
There are 3.96 billion active social media users. That’s more than half of the world’s population. In addition, over 40% of internet users aged 16 to 44 use social media when looking for more information about a company or product.
Social media allows businesses of all sizes to reach existing and potential customers. That said, creating a steady flow of relevant, attention-getting content takes time and money – too much for a small business.
WAY Nation Solutions can manage your Social Media for you and share posts to Facebook, Twitter, Instagram, and other popular social media platforms.
Google Ads
WAY Nation Solutions is one of a select few agencies globally that Google has entrusted and selected as a Premier Partner. We knew it was important for businesses to spend some money on Google Ads, but doing so is complicated and time-consuming.
Let the experienced Google Ads team handle these ad campaigns for you and stop burning through money with limited or no results.
Reputation Management
When it comes to your online reputation, visibility is key. 71% of consumers say they’re more likely to use a business that has responded to their existing reviews. And 95% of unsatisfied customers will return to a company if it manages to solve an issue quickly and efficiently.
You can’t afford to miss anything online. One negative review that slips through the cracks can do a lot of damage. You also need to be responding to positive reviews and engaging with customers. We built Reputation Manager so you could see what people are saying about your business everywhere. We track 15+ platforms so it’s easy to keep your eyes on it all. Respond to everything from one place and keep building social trust.
At WAY Nation Solutions, our goal is to make your business SHINE ONLINE. This is what drives us to ensure we know what it takes to make you win online.
Ready to start using these solutions? Connect with us today at waynationsolutions.com
I hope you continue to stay safe. Always remember that we’re here to help you.