MARKETING
Many businesses fail to realize that they are already deeply entrenched in the digital realm. Despite their current infrastructure, processes, or personal beliefs about their business, they are operating heavily in the digital domain. This might sound like a bold statement, but let’s explore why it’s essential to reconsider how you perceive your business.
As a business owner, you might argue that your business is traditional, relying on word of mouth, or that your longstanding presence in the market guarantees visibility. You might point to your branded vans and stellar reviews as the foundation of your marketing success. While these elements may hold true for a niche audience or local retail operators benefiting from foot traffic, the reality is that most businesses are already functioning digitally, often without realizing it.
If you doubt this assertion, let’s conduct a simple exercise. If you have a website, you may already be using Google Analytics. If not, we strongly recommend setting it up. Follow these steps to gauge your online traffic:
In GA4, navigate to Reports > Acquisition > Traffic Acquisition. Examine your direct traffic, whether it’s in terms of users or sessions. Calculate the percentage of users who directly visit your website by dividing this number by the total.
If this percentage falls within the range of 5% to 10%, it underscores the point that even with two decades of experience, branded vehicles, and word-of-mouth marketing, only a small fraction of your traffic comes directly to your website. Direct traffic typically comprises those who know your website URL. While some might search for your business name on Google, this traffic is categorized as organic rather than direct. Advanced marketers may choose to split the search queries by branded vs. non-branded terms on the Google search console for a much more comprehensive analysis. The core message of this exercise is that many businesses are unaware of what’s truly driving new users to their doorstep. For the majority, the bulk of their traffic originates from organic (SEO) or paid sources (Google Ads, social media).
Returning to the idea that your business is already digital, it’s crucial to recognize and acknowledge the actual driving force behind it, without delusions about its popularity. This blog aims to shed light on the impact of consumer behavior.
The COVID-19 pandemic made it abundantly clear that businesses unable to facilitate online transactions essentially ceased to exist for customers. In regions like New Zealand, with extended lockdown periods, this was especially pronounced. In the post-COVID era, the need for digital presence is no longer up for debate. There has been a paradigm shift in consumer behavior, search patterns, analysis, evaluation, and decision-making.
While younger generations might take these digital connections for granted, consider the shift in behavior for those in their 40s to 60s. COVID permanently altered their online engagement.
Today, the entire decision-making process can unfold with just a few clicks, all from the comfort of one’s home. Whether it’s purchasing a new car or selecting a furniture moving company, every step can be completed online. As you read this, reflect on the customer cycle for your ideal clients:
-Initiate with a Google search (used by 95% of users).
-Search for specific terms, like “furniture moving company.”
–Some users may include a location in their search, such as “furniture moving company Auckland/NZ.”
-Click on several links, typically favoring the top three results, which are often sponsored ads (Google Ads) or top-ranking organic results (achieved through SEO).
–Form an immediate impression based on the landing page.
–Close tabs if they don’t find a quote calculator or easy access to obtaining a quote (various factors can lead to users bouncing off a website).
–Many users may choose to gather multiple quotes to compare value propositions and ultimately decide based on client testimonials and online reviews.
This decision-making process remains consistent, whether you’re an electrician, interior decorator, tradesperson, fashion retailer, car dealer or an e-commerce business.
It’s not about you; it’s about your customers and their psychology. Understanding consumer behavior and aligning your business with it isn’t a choice; it’s a necessity. Hence, your business is already deeply immersed in the digital world.
So, I ask you this: What percentage of your business did you think was dependent online? After reading this, what percentage of your business is truly online? The simple truth is, that if you have a website generating leads, your business is undeniably digital.
Don’t resist reality. Embracing it will enhance your connection with customers and future-proof your business. This blog’s purpose is to emphasize the critical role of digital marketing in your business.
Now ask yourself what percentage of your revenue is allocated to your digital marketing budget, the key contributor to the ongoing success of your business. Have you been passive or aggressive with your digital marketing? How conscious are you of your SEO & Google Ads strategy?
Are you maximizing digital marketing to future-proof your business? Do you believe your business is easily discoverable online?
If you’ve neglected your digital marketing needs, it’s high time to make a concerted effort and engage with our specialists to craft a long-term strategy.
Please feel free to share your thoughts and comments below.
