14 Dec A One-Platform Strategy Won’t Cut it in a Mobile-Obsessed Market
The entire customer lifecycle – the things you think of that happen in the real world – are also happening on mobile. Everything from seeing an ad to posting a comment about a brand to finding the nearest store to making a purchase. And it’s happening on the web properties and services of just a handful of companies: Google, Apple, Facebook, Bing and Yelp. What does this mean for multi-location brands? You need to be visible on all those services or you’re letting those mobile customers find a competitor – in every region.
Because between 40% and 50% of offline purchases are influenced by mobile, mobile visibility has a massive impact on brick-and-mortar businesses. Leveraging these networks intelligently is the key.
How have these mega companies grown so rapidly? They battle against each other daily to be the most relevant and useful to consumers. The better their recommendations, the more popular the service becomes. The more users they have, the more revenue they make through advertising and that’s been fueling their off-the-charts growth.
As a trusted partner of “the big five,” as well as Instagram, Waze, Snapchat, TripAdvisor and others, MomentFeed has exclusive insight into what works – and what doesn’t – for brands trying to influence customers on mobile.
Using six months of aggregate data from 50 different clients*, MomentFeed analyzed the state of the mobile customer experience for multi-location brands. The data was impressive, showing clearly what brands must do to make full use of mobile.
- Be Location-Focused: Local pages that represent each retail business have 5x-10x the consumer impact of brand pages and the brand’s website – combined.
- Be Everywhere: Each network has something important to offer.
- Be Accurate: It means much more than location coordinates.
Missed last week’s blog on the importance of location-specific information? 85% of consumer interactions are happening on location-specific pages, so don’t miss the details: check it out here.
In this second installment on consumer’s changing use of mobile, let’s look at why being on all the networks is crucial to your overall marketing strategy and bottom line.
Be Everywhere: Each Network Has Something Important To Offer
Facebook, Google, Apple, Yelp, and Bing are now the definitive intermediaries between consumers and the companies they buy from.
Additionally, 1 in every 5 mobile minutes online is spent on Facebook. Google is the go-to for all information and directions, and consumers depend on online reviews from sites like Yelp before they make any purchase.
Strategy: Each Network Has A Role To Play
Even though a few networks hold more power than others, there’s not a single place that is THE place to put all your focus. When you’re trying to be there when your customers need you in their moment of decision – no matter where they are – there are a couple key strategies to keep in mind.
1. Publish user-generated content
The various social networks provide you the opportunity to have your customers generate trusted content for you, further spreading the influence of your brand.
If you set up your strategy correctly, you can spur conversation and content (likes, reviews, pictures, check-ins, etc., from customers) to grow your social media presence and add value and trust to your individual locations. In fact, 88% of consumers trust online reviews as much as the recommendations of family members!
Strengthen your social media presence by using customer-generated content and responding directly to customer reviews, comments, questions, and requests. Content like this is 35% more memorable, 50% more trusted and 20% more influential than other types of media.**
Social media interaction has never been higher. You need to know what customers are saying and proactively respond to them everywhere because they’re engaging with your pages across multiple networks at every stage in their buying journey.
2. Claim every location on each primary network
Choosing to focus on just one network is leaving money on the table–build a strategy that includes them all:
- Facebook/Instagram/Messenger: Maintain active, location-specific posts and take advantage of user-generated content
- Google Maps: Google Places / Google My Business drives all Android phones
- Apple Maps: Apple Maps drives all iOS devices, including iPads and iPhones
- Yelp: Listen and proactively engage with customer reviews and comments
- Bing: Ensure that any searches made through Siri’s voice assistant are accurate by keeping your Bing information up-to-date
Today’s mobile consumers use their devices to make decisions that drive billions of dollars of business–make sure you’re being considered for that business by covering all your bases.
Network-Specific Case Studies
Our partnerships here at MomentFeed enabled us to examine the specific results clients see across several networks. Here’s how some of the most influential networks can benefit you:
Facebook is the single largest source of consumer pageviews in our research. And since consumers trust online reviews as much as the recommendations of family, it’s no wonder local pages get more views.
Online reviews show real feedback from other users, not direct communication from a corporate brand, which makes the review more relevant to the consumer. Facebook Local social media pages take it one step further by enabling consumers to see what their neighborhood is saying about a brand.
This is the info customers are looking for, and the data backs it up: 25x more impressions (when an ad or other digital media asset appears on a consumer’s screen) take place on location-based Facebook pages than on brand Facebook pages.
Facebook has even updated their search algorithm to ensure only pages active within the past 30 days appear in results. In order to be found on Facebook and to remain relevant to current and potential customers, you must maintain active, authentic, location-specific pages on Facebook.
As the go-to source for local business recommendations, it’s no surprise that 92% of consumers make a purchase after visiting Yelp. What that means is that impressions on Yelp are much more likely to lead directly to revenue. Yelp engagement converted at 19% compared to Google leads that converted at just 6%.
Even in the cases where Yelp provides only 1-2% of leads, that seemingly small percentage can represent tens of thousands of customers thanks to the high conversion rate of those visits.
That’s a lot of new revenue.
Having locations featured in Google, the giant among network giants, is not enough.
We profiled MomentFeed clients across three different industries (retail products, retail services and restaurants) to gain insight into conversion data. We then tallied over 3 million impressions over one month, revealing some interesting differences between Yelp and Google.
Which network gains leads? Which moves consumers to buy?
Check out the facts:
Unsurprisingly, the data shows that Google helps brands engage with far more people than Yelp, particularly in services and retail. On average, 91% of activities (measured as “clicks to call,” “clicks to order” and “clicks to navigate”) were coming from Google.
Obviously, both networks are important: Google provides volume and Yelp users are more likely to convert.
Remember: Mobile Influences 56% Of Offline Transactions, So Be Everywhere On Mobile
Ready for more ideas from real companies on how to make the most of mobile? Keep an eye out for next week’s blog post on the importance of accurate information—catchy, location-specific information on all the giant networks won’t matter if potential customers can’t find you!
*Based on the analysis of anonymized and aggregated engagement data from more than 50 clients from October 2016 through April 2017.
**Ipsos Millennial Social Influence Study, 2014