With the holiday season upon us, you’re hopefully already on the lookout for new ways to reach new customers and bring people into your store.
If you expect Facebook to play a role in your holiday marketing strategy, you can expect that a majority of the fans who see your message will be seeing it on a mobile device.
But people aren’t just checking Facebook on mobile. They’re also searching for the perfect gift, reading reviews, and even shopping right from their mobile device.
This week, there were a number of news items that offer valuable takeaways for preparing your marketing for the holidays and beyond.
Get caught up on all of the top stories from the week in this week’s marketing news roundup!
Facebook released new data this week, as part of its Q3 earnings, which showed that 33.78 percent of its 1.35 billion active users only access the site from a mobile device.
Facebook also revealed that its overall mobile user base has increased 29 percent in the last year with 1.12 billion mobile users worldwide.
Facebook now has 703 million users access the site from a mobile device on a daily basis.
Bottom Line: The growth of Facebook’s mobile audience presents a valuable opportunity for small businesses that want to stay connected with a local customer base.
One of the easiest ways to take advantage of this mobile growth is to simply stay consistent with your Facebook posting activity. Maintaining an active presence on Facebook allows you to stay top-of-mind with your existing audience and opens you up to new opportunities to attract new customers.
You also want to be sure that you’re making a positive impression when people find your business on Facebook from their mobile device. Pay attention to what your Page looks like on mobile, and make sure you’re filling out all of the relevant details people could be looking for like location, hours, and business type.
Mobile also impacts the way consumers interact with ads on Facebook, so make sure you’re keeping mobile in mind when paying to promote your content on Facebook.
2. Report: 3 in 4 consumers who find information in search results are more likely to visit local stores
A new report from Google provides details about how local search results impact consumer shopping habits.
One of the most noteworthy findings is that of consumers that find “helpful” local information in search results, 3 in 4 are more likely to visit stores.
When asked what information they find helpful, 75 percent said prices of items at a nearby store. 74 percent said information about whether or not an item is in stock at a local store.
Other information includes:
- Location of closest store with item in stock (66 percent)
- Details about local stores — including hours; phone number (59 percent)
- What else is available at the store that carries the items searched for (57 percent)
The survey also included data about how consumers use search while in-store on their mobile device. Of the 42 percent of consumers who perform in-store searches, 64 percent use search engines to find additional information and 46 percent use the store’s own site or app.
Bottom Line: Even if the majority of your business takes place offline, it’s still important for your business to have an active online presence and provide an easy for people to find you when searching online.
This starts with your website. While you may not offer an e-commerce side to your business, it’s still important to have relevant details about the products and services you offer. You also need to think about important information like location, hours, and directions to your business.
Beyond your website, consumers will look to other platforms like online listings, review sites, and social media.
Making it as easy as possible for people to find the information that’s important to them in all the places they are searching will improve your chances of getting found online and can help introduce you to your next great customer.
According to a new survey from PunchTab, 90 percent of consumers will do at least some of their holiday shopping online this year.
The survey, which includes responses from 1,000 consumers in the US, found that consumers are expected to spend “about the same” amount as they spent during the holiday season last year overall. 15 percent of people said they had already started their holiday shopping when surveyed in September. 64 percent said the majority of their purchases take place in November and December.
Other interesting findings include:
- 62 percent of respondents plan to shop online on Cyber Monday
- 56 percent of respondents plan to shop online and in stores on Black Friday
- 80 percent of respondents say coupons and discounts impact their purchase behavior
- Facebook, Pinterest, and YouTube were the top networks for consumers who plan to use social media to aid in their holiday shopping decisions
Bottom Line: Big shopping days like Black Friday (November 28), Small Business Saturday (November 29), and Cyber Monday (December 1) are just a few weeks away. If you haven’t already, now is the time to start preparing your marketing plans.
Even if you don’t sell products online, you need to make sure people looking for your products and services have an easy way to discover your business. You also need a promotional plan to reach holiday shoppers with the right message at the right time.
With a strong plan, you can make 2014 your most profitable holiday season yet. Visit our holiday marketing resource center and start putting your plans in place.
Google announced improvements to its Google My Business App this week, which will allow businesses with listings on Google to get alerts when people post reviews about their business. With the latest update, users will also have the ability to respond to reviews from within the app.
“Starting today, business owners can see reviews from across the web in the Google My Business Android app (iOS update soon). Business users have told us how much customers appreciate a response, so we are also making it possible to respond to Google reviews in the app, along with real-time alerts if you want to keep a pulse on your reputation online…”
Bottom Line: Google introduced Google My Business to help local businesses manage their presence across Google’s different platforms. With Google My Business, business owners can now update their information, add photos, see reviews, and share updates, all from one place.
With the latest update, Google is making it even easier to manage your business’s presence on Google and stay on top of what people are saying about your business online.
What top stories caught your eye this week? Let us know in the comments below.