Consumers seeking a local business, professional or other service provider search and choose differently depending on the product or service they need. That seems like common sense, but it’s often misunderstood. And that creates special opportunities for local business owners to be found first by customers searching online.
The basic secret to success is this: Deliver the right types of information (consumers seek multiple pieces) for your specific category, industry or vertical. In other words, today’s challenge goes beyond simply showing up in an online search. To win the business you need to deliver the right kind of information once the prospect has found you. And that’s where the differences come into play.
These findings come from new nationwide research just conducted by WebVisible and the Chicago-based market research firm Synovate eNation.
How to perfect your online pitch:
• Service providers who offer general, educational information – not just about their own company or services – will stand apart. In every category, people want a certain level of “education.” For attorneys, 52 percent of people want answers to common legal questions. For doctors, 46 percent want to know about treatments and procedures. For home improvement, 44 percent want resources to learn about warranties, tax credits or energy savings. For auto repair, 32 percent want information about maintenance services recommended at various stages.
• Income is not a predictor of who will prefer special offers and discounts. In just one category – health care – the preference for discounts increased as salaries decreased (16 percent of those earning $75,000-plus, compared with 37.5 percent of those earning less than $25,000).
• When searching for consumer services like auto repair and home improvement, nearly 70 percent of people said they need information about specific products, services and costs. When seeking auto repair, 58 percent said they want a discount offer, while 54 percent said they want a recommendation from someone they know.
• Online video appeals to all age groups. In fact, across all four categories, both the young (ages 18-24) and the older (ages 55-64) chose video – either a profile of the owner/professional or of an actual customer testimonial – at higher-than-average rates.
• Discounts are important in the categories of auto repair (58 percent of respondents named it as key) and home improvement (53 percent). •
Daniel Kehrer can be reached at
editor@bizbest.com
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