Who are these self educating customers you may ask? It happens to be about 40% of us according to this, 2018 Salmat Consumer Marketing Report 1)Salmat Marketing Report 2018 Apparently 40% of us use Google to research the products or services we want to purchase.
We used to go to the shops and check out the product we wanted, or we phoned the service provider or retailer to get more information.
The way it works now
When we come across a good product or service one of the the first things we do is reach for our device of choice and look it up on the net. We may know the business’s name and in that case many of us will try to look them up online. While we’re looking around for this business we look for other similar products or services and check some reviews so we can see what others are saying about this business.
THEY’RE looking for you but can’t find you
If people know the name of your business they may try looking you up to see if they can connect with you on social media and ask you a few questions directly. Or they may want more in-depth information. At this stage if you don’t provide them with much information you risk sending your potential customers elsewhere to get answers. These online answers may come from one of your competitors.
40% of us Will Research a product or service online before we buy
The Salmat Marketing Report shows that 40% of us use Search Engines for pre-sale research so why aren’t businesses providing this pre-sale information online? It’s hard; is the short answer. Business owners are busy doing a gazillion things and the thought of producing content is to some, too time consuming or costly and others don’t see the value because what happens digitally is usually out-of-sight and out-of-mind.
What happens digitally is usually out-of-sight and out-of-mind
What happens online in this pre-sale stage of the buying process the consumer goes through is like a conversation; a digital conversation and if you are not providing some answers to these questions–online, you are simply not included in the conversation.
Consumers have 24/7 online access FROM THEIR DEVICES AND THEY USE it frequently
Business owners understand that consumers carry around a smart devices connected to the Internet for a reason. They look things up, all the time and prefer communicating this way. Given the option to make a phone call or send a message, most will now choose to send a message by their preferred means, text, email, social media etc.
taking action to Give them what they want
Setup a Facebook page, a simple website and get yourself listed on Google Maps. This will at least give you a presence on the Internet and if you know your customers well; publish answers to their pre-sale questions together with customer reviews and anything else that will help your potential customers decide to deal with you.
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