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Up to 88% Search Online Before They Buy . . .  Will They Find You or Your Competition First?
Up to 88% Search Online Before They Buy . . . Will They Find You or Your Competition First?

Up to 88% Search Online Before They Buy . . . Will They Find You or Your Competition First?

Westlake, Ohio 44145
April 06, 2017 09:30am | Updated: July 23, 2018 02:57pm
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his number goes up to an astounding 97% when they are looking for a new car. These facts are even more important when you consider your Next New Customer is making decisions on the limited few providers they are going to even talk to based only on the information they find online. This article will demonstrate the importance of being found online and how you can improve your chances of being found and more importantly selected.

Google and our friends at Luth Research recently completed a fascinating study following one car buyers journey from initial research to a final purchase. Her journey included over 900 digital touchpoints in a 3-month period. She looked into 14 different automotive brands online before choosing 2 brands to visit. That’s 12 different brands that will not only never see her business but will never even get an opportunity to talk to her because of the decisions she made based on what she found online.

The upside of digital marketing is when your Next New Customer contacts you, they are a much more educated consumer, much further down the sales funnel and more likely to buy. The downside is when they don’t contact you, you lose business.

There are 2 things to do to improve your chances of being found online and be selected as a potential provider.

First, there are Customers that know you and Next New Customers that don’t know you yet so we recommend one website for each. Your company website with your brand name in the web address or URL will help customers that know you find you online. A blog site with keywords in the web address or URL will help your Next New Customers that don’t know you yet, find you.

A blog site is the perfect platform to publish specific content your Next New Customer is searching for in their buying journey. Search Engine Optimization (SEO) is synonymous with getting found online. The single most important SEO tactic you can deploy today is publishing content. Search engines (and your Next New Customers) love new, fresh content. New content published on a regular basis is proven to help your search engine results rankings.

Second, once they find you they have to engage with you. Every business is different and so are the engagement tools. It is critical to not only for your Next New Customers to find you but they must also engage with your website as early in their purchasing journey as possible. Be sure to include engagement tools your Next New Customers will find valuable so they can easily reach out to you to ask a question, receive a sample or schedule a demonstration. Engagement tools such as contact forms, surveys and even contests can begin a conversation with your Next New Customer so you can nurture them down the sales funnel to the point of sale.

The days of growing our businesses by pushing our advertising message out to our Next New Customers is over. Our Next New Customers aren’t listening they are searching and in a BIG way. There are over 4.5 Billion searches done every day on search engines alone and it is still growing. That doesn’t include searches other channels such as Social Media, Review and Expert sites where they can also receive opinions and recommendations from others. Our Next New Customers have been empowered to discover information and providers on their own and they are never going to give that power up.

Create an effective online presence so your Next New Customers can not only find you but also engage with you so you can begin the conversation that will nurture them to the point of sale.

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Your next new customer has changed the way they buy . . . Have you changed the way you sell?