Today, mobile calls the shots for any enterprise, particularly for those who want to attract consumers to their brick-and-mortar locations. The rise of mobile consumption has led us to an era of moment-based marketing. People are turning to their phones during the “I-want-to-go,” “I-want-to-do” “I-want-to-know,” and “I-want-to-buy” moments, also known as micro-moments.
On Thursday, March 24, chief marketing officer, Tari Haro of SIM Partners, and chief marketing officer, Aaron Weiche of GetFiveStars shared how brands can be visible during micro-moments, and connect in the “next moments” through tactics such as managing and monitoring online ratings and reviews during the webinar, “How Reviews Turn Micro Moments into Big Business for Your Brand.”
Near Me Mobile Moments are the New Normal
Haro shared recent Google data which showed that 88 percent of all “near me” searches are coming from mobile devices, and those mobile searches are growing at a rate of 146% YOY. Google is also auto-completing “near me” for both branded and non-branded terms — confirming the need for location-specific information.
In order to be visible in these moments, and create a competitive advantage, it’s critical that brands harness the power of their location data. Brands that have hundreds, thousands, or tens of thousands locations, need to understand that location data management goes beyond listing management, and that a technology is needed in order to help drive foot traffic and conversions to physical locations.
Brands must utilize a location data management technology because activating location data is an ongoing process, which requires managing, distributing (to data amplifiers), and monitoring. Haro then gave examples of clients utilizing SIM Partners’ platform, Velocity, that drove “next moments” of conversion with compelling and relevant content. As an example, one client saw that on average, visitors took an action on location pages 90% of the time.
When it comes to a brand’s “next moment” content strategy, research shows that consumers want to see hours of operation, products and services that are offered, and they want to see ratings and reviews.
Reviews are a Long Term Strategy
Weiche discussed how 76 percent of consumers form an opinion by reading one to six reviews, and how consumer seek out reviews — they are looking for social proof from other consumers.
Weiche included a few key components when it comes to a review strategy:
- Leverage a platform – Have a monitoring platform in place to understand your reviews that are coming in, and that can be used to respond.
- People – Your employees are on your frontline and it is important for them to understand the importance of customer reviews, the impact of their customer interactions, and even how to ask for customer feedback.
- Plan/Process – You can’t afford to just let reviews happen on their own. You must have a strategy.
It’s critical to be clear where customers can leave feedback — such as on website or via email, to show that your brand cares, and values feedback. The more customers that you can get to leave feedback, the more beneficial it will be.
- Manage, distribute, and monitor your location data to drive visibility in “near me” micro-moments.
- Deliver content that drives “next” moments of conversion − hours of operation, scheduling widgets, lead forms, etc.
- Leverage reviews to provide social proof that converts searchers into customers.
The time is now to take advantage of customer reviews and harness the power of your location data. To learn more contact SIM Partners or GetFiveStars.