Bring your local business online #3: Find potential customers

TL;DR

Discover how to attract potential customers online using various digital channels.

Transcript

Hi. I'm Maile Ohye. This is the third video in our series to help local business owners reach customers online. Thus far, we've determined your business' unique value-add, defined conversion for your business, and set your goal to increase revenue. This video's focus is finding potential customers. How would potential customers find and select your... Read More

Key Insights

• Identifying customer journeys is crucial for understanding how potential customers find and select businesses online. This involves analyzing the pathways customers take from recognizing a need to converting into a client.
• Word of mouth remains a powerful tool, often initiating customer journeys. Recommendations from friends or family can prompt potential customers to research businesses further online.
• Review sites like Yelp, Urbanspoon, and TripAdvisor are essential for businesses as they allow customers to verify the quality of services through reviews, influencing their decision-making process.
• Creating a Google+ page enhances visibility in local search results, providing an easy way for potential customers to find businesses via Google searches and Maps.
• Professional networking sites like LinkedIn are valuable for businesses where credentials and connections are critical, allowing potential customers to assess qualifications and recommendations.
• Social media channels, such as Facebook, offer businesses the opportunity to engage with potential customers, share updates, and be part of their social network's recommendations.
• While having a website offers control over content and functionality, businesses can leverage other online channels that require less technical expertise and investment.
• The digital landscape offers multiple channels for businesses to establish an online presence, each with unique benefits and challenges, allowing businesses to tailor their approach based on their specific needs and customer behaviors.

Questions & Answers

Q: How can businesses identify customer journeys?

Businesses can identify customer journeys by talking to new customers to learn how they found and selected the business. This involves mapping out the steps a customer takes from recognizing a need to converting, such as searching online, checking reviews, or seeking recommendations from friends.

Q: Why are review sites important for businesses?

Review sites are important because they allow potential customers to verify the quality of a business through the experiences of others. Positive reviews can enhance a business's credibility and influence customer decisions, while negative reviews can deter potential clients.

Q: What role does Google+ play in local search visibility?

Google+ plays a significant role in local search visibility by allowing businesses to appear in local search results and on Google Maps. Creating a Google+ page helps businesses connect with potential customers searching for local services, providing essential information like business hours and contact details.

Q: How can LinkedIn benefit businesses focusing on credentials?

LinkedIn benefits businesses that focus on credentials by highlighting education, qualifications, and professional connections. It allows businesses to showcase their expertise and receive recommendations from satisfied clients, which can be crucial for attracting new customers who value verified qualifications.

Q: What advantages do social media channels offer businesses?

Social media channels offer businesses the advantage of engaging directly with potential customers, sharing updates, and being part of their social network's recommendations. Platforms like Facebook allow businesses to post content, accumulate likes, and appear in users' news feeds, increasing visibility and engagement.

Q: What are the benefits of having a business website?

Having a business website provides control over content, layout, and functionality, allowing businesses to tailor their online presence to their specific needs. Websites can offer expanded features like shopping carts for e-commerce, making them essential for businesses selling products online.

Q: What challenges come with maintaining a business website?

Maintaining a business website involves challenges such as the time and resources required for design, implementation, and security. Businesses must ensure their website is optimized for both desktop and mobile users and protected from potential security threats like hacking.

Q: How can businesses choose the right online channels?

Businesses can choose the right online channels by assessing their specific needs and understanding their customer behaviors. Factors to consider include the level of technical expertise required, the investment needed, and the potential reach and engagement offered by each platform, such as review sites, social media, or professional networks.

Summary & Key Takeaways

• This video focuses on helping local businesses find potential customers online by identifying common customer journeys. It emphasizes the importance of understanding how customers find and select businesses, using examples from Scott and Marni to illustrate the process.

• Review sites, search engines, and social media are highlighted as key channels for reaching potential customers. The video explains how businesses can create a presence on platforms like Yelp, Google+, and LinkedIn to enhance visibility and credibility.

• The video concludes by discussing the benefits and challenges of having a website versus using other online channels. It stresses the importance of choosing the right platforms based on business needs and customer preferences.