One of my prospects once told me “I’m not interested right now because I am moving to a new location”. When I asked him why he said “There is no traffic here, all the stores are closed”. I looked around the shopping center and even though it was on a major intersection, He was correct. The large anchor grocery store was gone and besides a smoke shop, an ethnic grocery store and a nail salon all the windows were dark.
Back in the 90’s and the early 00’s this type of thinking was prevalent, even reasonable. If the customers are not coming to you, you must go to the customers, end of story. Not so today. “Aren’t you worried about losing some of your current customers” I asked. “Of course” he said. I asked him to pull out his smart phone and google his business name.
If you’re like me you spend every millisecond behind the wheel dodging the crazy people who are texting, FB’ing or doing something we probably don’t want to know about on their phone. Chances are, no matter how pretty your sign is or how relevant your business is to them, they don’t see your business when they are driving by it. Even if they live a half mile down the street. Why? They don’t have to!
When a consumer needs an oil change, manicure or some Egg Fu Young they simply take that same phone (that is such a hazard to you while they are driving) out and they Google your business on the internet. Unless you are invisible. The only place he could find his business was in the Yellow Pages. “What if we could get more customers to come to this location” I asked.
According to the latest BIA/Kelsey study 97% of consumers in the U.S. research local businesses online. That’s a lot of foot traffic! A recent report published by DNR about Google says that 40% of all google searches are consumers looking for local products and services (the study is here , but it will cost you). They aren’t looking for an article about Justin Beiber or the latest cute cat video, they are looking to purchase a local product or service. On average there are around 2.9 million google searches in the Greater Phoenix area every day searching for local businesses, that breaks down to over 2,000 searches per minute! Is it reasonable to assume some of them are looking for your business? If you are not online they are finding your competition.
In less than an hour I was able to show this customer what his competition was doing to get more customers and come up with a marketing strategy to keep him in his current location and become profitable again. For less than the cost of a new set of tires we were able to create a website, optimized for mobile devices and using the latest in local SEO techniques, we were able to get our customer found. He is still there today.
If you would like to learn more about how we can help your business become more profitable, please give us a call or send an email. We would be happy to visit with you and discuss the latest marketing strategies to help you devise a plan to get the customers you deserve.