You probably do it, too. Before making a purchase or even before making reservations at an unfamiliar hotel or restaurant, you may head straight for your computer first.
If so, you’re among the 84 percent of consumers who check online for reviews prior to making a purchase. According to a November 2009 survey released by Brand Reputation, nearly 8 out of 10 consumers are now likely to check the Internet first before making a purchase.
It’s not an exaggeration. If you own or run a business, you should know: This trend is growing and is here to stay.
A significant number of consumers and businesses alike seek the opinions of their social networks before making buying decisions. This is because the social media sites contain messages that consumers are more inclined to trust.
What more should you know? And, what more should you do?
- First of all, put yourself in the consumer’s shoes. Where do you go these days to learn more about your buying decisions? Most likely, you go to an Internet search engine (such as Google) and key in a few key search words; and, within seconds, you most likely will be directed to any number of reviewing options. In fact, Google has a Google Social Search feature that will help you find relevant information about that restaurant or vendor you’re unsure about.
- Find out what is being said about you and learn all you can about the various social networking sites, such as Facebook, LinkedIn and Twitter.
- Get technical or surround yourself with others who understand how to keep up with online social searching. Learn all you can through Google Analytics, a free tool for analyzing Web traffic.
- Anticipate and prepare for how you will respond to what is being said about you. If it’s negative, how will you react and respond? For instance, Domino’s Pizza has come out with a new proactive advertising campaign based on what they learned through consumer feedback. See “The Pizza Turnaround Documentary,” which was inspired by, as they say, their ‘harshest critics’. Obviously not all small businesses can afford such a national advertising campaign as this one; but it’s important to let consumers know that you are paying attention to them and that you care what they think.
- Recognize and leverage the power and influence correlated with Internet brand searches. One recent marketing study, as reported by comScore in this Oct. 6, 2009, press release, found that “Social media-exposed consumers are far more likely to search for brand and product-related terms, and click on a brand’s paid search ad.”
Whether consumers are rumbling, grumbling or raving about you, you need to get involved in the conversation. In business, especially these days, it’s more personal than one might think.
Related reading:
The Power of Social Media: Use it to Work for You and Your Business
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