If you’re a small or medium sized business owner, it’s easy to be discouraged by online marketing. There are many times when you’ll hear about business tactics that just sound too good to be true and when you hear about marketing terms like “SEO” or “Inbound Marketing” it’s really easy to be overwhelmed with information. There are thousands of agencies pushing an array of services that seem to magically fit into a marketing strategy, but how do you figure out which company or service fits into your overall business strategy? Even large corporations struggle with these thoughts every day, but they have the benefit of assigning an employee or hiring a team to figure it out. If you are new to the online marketing game or just need a cheat sheet to help understand the ins and outs of online marketing, keep reading below.
Think With Google is a powerful, useful and free marketing resource library has shared a document late last year which sheds a light on online marketing in a clear and definable way. Though the document is focused mostly on mobile marketing and “micro-moments” it also has the best framework for understand online marketing.
“Four Key Moments” of a buyer’s journey online.
Start to Finish.
I-Want-to-Know Moments
A potential client or “buyer” has experienced a problem or discovered an opportunity. In this moment they are ready to know more about it.
In online marketing you need to build a website that has content focused on keywords and topics about problems or opportunities you can solve. Google suggests this is not about selling but educating.
I-Want-to-Know Moments
Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.
Curiosity can be triggered by anything and satisfied at any time.
66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.
I-Want-to-Do Moments
Your buyer wants to move forward with a solution or idea. They want to know how it’s done or how you can do it differently.
In online marketing this means you need to create website that has informative, premium content. We want to give your buyers multiple ways to engage and learn from you. These can be videos, eBooks, case studies etc.
I-Want-to-Do Moments
These may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key.
We seek instruction for just about everything.
Searches related to “how to” on YouTube are growing 70% year-over-year.
I-Want-to-Go Moments
Your buyer needs something now and is ready to find it with their phone.
In online marketing this means building a local presence on Google Maps and local directories. By having reviews and listing that are informative it will make your business compelling. We want your business to be easily found within seconds of a search.
I-Want-to-Go Moments
People are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.
Our digital lives connect us to our physical world.
“Near me” searches have grown 2X in the past year.
I-Want-to-Buy Moments
Your buyer wants to move forward with a solution or idea. They want to know how it’s done or how you can do it differently. After their previous research they are looking for a solution they understand.
In online marketing this means finding ways to stay engaged with your buyers. Planning out email campaigns, sales workflows and social media campaign can help keep your business front and center. Through those methods we want to address common sales questions and demonstrate we understand their situation.
I-Want-to-Buy Moments
These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.Mobile assists in purchases across channels.
82% of smart phone users consult their phone while in a store.
In the end online marketing is a tool to build trust with your buyers over their online journey. If you are there at every moment your chances of earning a new customer is 70% higher! Contact us today if you have any questions about how online marketing can fit into your business.