How The Majority of Us Search Online And Why It Matters To Your Business

According to Smart Insights, most of the time spent on mobile devices, 90% to be precise, is spent using an app (think Facebook, etc.), which is based on recent Google research. Even though the total number of digital hours people spend on mobile is higher than desktops, this is mainly because people use their apps for everything under the sun. But when it comes to actually “surfing the web,” people are only spending about 10% of their digital hours looking for answers on a handheld device. That’s not very impressive.

So, why is Google so bullish on mobile devices?

Here’s how their abundant enthusiasm is reckoned: For typical website inquiries in 2017, web searches most often begin on a mobile device of some kind. This often satisfies those looking for a quick answer. However, some web searchers needing deeper answers to more complex questions about products, issues, or problems either start or continue their research on a desktop platform.

This is a vital piece of information if you are trying to create a website strategy that meets the needs of today’s online clientele regardless of the type of business you operate.

Marketing folks like to call this behavior the customer journey. It is a significant subset of a popular practice that progressive companies embrace known as omnichannel marketing.

We won’t concern ourselves with omnichannel for now, however; let’s consider why your customers’ online behavior should influence your web design, strategy, and approach. Hopefully, a bit of background information will help you think about how your particular customers behave online, making this research more relevant to your business’ online marketing needs.

What are your web customers doing with online search?

The real story is not that people are using mobile devices for searches. We get that. What we may not be getting with the same sense of urgency is how the practice of using multiple devices are the biggest part of the customer journey. This is called multi-platform search, and it is the most common method by far for those that are likely to engage with your online presence.

So, where are all of the headlines talking about Multi-Platform Search? Sorry folks, it’s not very sexy to talk about mixing what some people like to think of as an old device (e.g. laptop) with the latest, hottest, biggest, flattest (add more adjectives here) smartphone the world has ever seen.

I recently logged on to the website of one of my B2B clients who has a national focus and viewed their analytics. Very telling. In the last three years, the number of mobile devices people used to find them went from less than 3% to about 15% today. Now contrast this with the national average of visits via mobile in the retail sector, which is upwards of 75%. You can see where the trend is heading, just like Google’s research suggests.

OK, I’m going to suggest you do something, that is, if you would like to work on and improve your customer journey to purchase. Login to your website’s analytics and get the total ratio of mobile vs. desktop visits for the last three years.

Once you have your ratio of mobile vs. desktop visitors to your website, we must ask: Does the proportion of people finding you online agree with how your site design, functions, and user experience play out? If you cannot honestly answer yes, you are in danger of becoming irrelevant on the web, regardless of how much money you spend on SEO and advertising. Customer convenience leads to satisfaction and is part of the outcome of a great user experience, and it may just be your best competitive advantage.

Please report these numbers to your head of marketing before you risk losing more of your relevance on the web. Then engage a competent web design and marketing company to help you interpret, create, and implement a plan of action if you don’t have these skills in-house.

Today, there are many strategies and tactics to yield results from the Internet. And your website may be only a part of a multi-platform approach that actually puts your presence in the format that people need. Not everyone has the same preferences, and casting everyone in the same mold is a grave mistake.

Regardless of what you find when your review your website’s browser statistics, the correct answer for your company is going to be decidedly your own. That’s because most industries have customers with diverse needs, values, habits, and experiences.

Better marketing uses the best science but still relates to people by being an art. Finding the right balance is critical to success and is often out of kilter today because digital marketers overuse disruption techniques that violate important marketing principles, such as, don’t annoy people!

A solid marketing plan positions your business both offline and online to

  • communicate your unique selling point
  • deliver awesome goods or services that reflect your value proposition
  • focus on the customer
  • do or create something good that people believe in

If you are in the majority of companies who need a website to reach your client, then today’s research says it should at least be mobile friendly. This is just the starting point to begin thinking about your customer journey. The more you know about your customers’ journey, the better you will understand what kind of marketing strategy will best serve your company’s goals in the years ahead.

How To Use Technology To Expand Your Small Business

Did you ever try to think how technology brings a change in our economy? Have you ever tried to notice and realized the existence of your business without the technology? You would have simplified a lot of things which were full of complexities with the help of technology. When you start thinking about the technology, you would realize that it enabled a small business to reach the top despite the tough competition.

You would have managed all tasks by assigning it manually without the internet, emails, mobile marketing, telecommunication channels and a lot more. Now, you can’t deny the importance of technology as businesses have experienced a huge growth in the last decade.

Time tracking software, employee scheduling system, time clocks, task management tools, CRM and a lot more options are there for managing all the tasks. It maintains the communication level within the teams and customers across the globe. It also assists in marketing a business and its products so that you can experience a success in a short span of time.

Let’s find out how to use technology to expand your small business:

Communication: Communication is very important when you have a product and providing a service because communication allows you to inform and encourage your prospective customers to avail your service and products. It is also important to respond to customer’s query without any delay. Emails, texts and social networking can keep small businesses connected to the customer base to improve the business solution.

Marketing: Technology has broadened the scope of advertisement so you can reach to new and existing customers through internet marketing. You can use search engines to the e-commerce websites, social networking sites to the email marketing for your brand promotion. When seeking a trusted platform to expedite the marketing process, it recommends choosing the right to the maximum accessibility.

Productivity: Many businesses have started working on a common software and files that can be accessed by the allocated teams & its members, clients and that can be extended to the head of the department. When you start working on a project, it will be beneficial for you to assign tasks on this software so that all the team members can work and allow the client to track the progress in real-time.

Also, Time Tracking Software allows having an idea about the work schedules, deadlines and total manpower required to finish a certain task. It will also be helpful to track the total time spent on a task and create the employee’s payroll.

How To Choose The Best Digital Marketing Agency For Your Business?

Often do we read news of fraud, scam and reports of some digital marketing agencies that add no value to their clients’ businesses. In a world where companies spend millions of dollars every year on digital marketing campaigns, the need to distinct good agencies from bad cannot be stressed enough.

Combining various internet marketing tactics with other forms of media and strategies, digital marketing has become one of the most effective methods of lead-generation, branding and procuring bigger customer-base. Broadly speaking, it can be subdivided into internet marketing, mobile marketing and offline marketing.

The importance of having a digital marketing agency for any type of business is obvious. It is the nature of any firm to focus its whole attention to the industry that it is in and subsequently to the primary objectives that form the company. This necessitates delegating other works like digital marketing to external agencies.

For example, a company that manufactures clothes will devote most of its workforce to manufacturing and selling clothes alone. The business of that company is clothes, not marketing or advertising; and even if it does its own marketing campaigns, there’s a better chance that a marketing agency, whose sole business is creating marketing campaigns, is going to do the job far better than the company’s marketing department.

And in a world where most consumers are now equipped with mobile phones, TV, internet and other electronic media, the need to digitize one’s marketing campaigns need not be mentioned. Because there’s a simple truth above all else: digital marketing works. It is cheaper than traditional strategies and visibly more effective.

So how does one find the right digital marketing agency to work with?

Choosing the right agency can be a daunting task especially because there are new companies springing up almost everyday. And because the variety of services offered by these companies is not the same. Let’s take a look at the various elements that will help you choose the best digital agency for your business:

Services Offered

The first thing you should always consider when looking for digital marketing agencies to work with is the nature and variety of services they offer. A good agency should offer as many services as possible under one roof. This will save you the trouble of finding another company for a specific service as you can easily delegate all your digital marketing needs to that company.

A full serviced agency typically offers:

– Web design and development

– Search engine optimization and marketing

– Mobile marketing

– Email marketing

– Social media marketing

– Online advertisement

– Online reputation management

Portfolio And Testimonials

A good digital marketing agency will always have a portfolio that consists of clients with visible levels of success. You can easily access this portfolio from their website. A portfolio page that lists a good number of clientele is more trustworthy than one that displays only a few.

Testimonials are another criterion to help in choosing a digital agency for your business. Good agencies will have feedback and testimonials from previous customers. The more testimonials, the better.

Online Presence And Reputation

It’s only natural for a company that deals in digital marketing to have a visible online presence. Does it have a Facebook page and if so, how many Likes does it have on the page? What is its Twitter following like? Social media presence and activity is a good measure of a company’s repute.

A quick Google search using the company’s name as the search term will reveal a great deal of information about the company, including reviews and feedback on review sites, if any. A search query that returns very little result may not be the best company to have your marketing work delegated to.

Support

Any good company should have excellent support. Try contacting the digital marketing agency that you’re currently researching on from their website or via their Live chat application, if they have one. How long does it take for them to respond? Call them up and talk to them. Find out how knowledgeable their support team is. This is a company that you’re going to give a lot of money to, it’s important to know before-hand if they are worth investing in and that if you ever run into problems, they are there for you.