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by Amy Hoglund
Referrals, the go-to approach many small business owners rely on, exclusively, to earn business. If you aren’t looking to expand your business and bring in more revenue, referrals may be enough. But who doesn’t want to increase their sales and become more successful? I do know this; referrals alone will not take your business to the next level.
Consumers Are Doing Research Online
We live in the digital age. Gone are the days when someone would pull out a notepad and pen and write down a phone number and blindly call your business. Most people do their due diligence with online research prior to making a purchasing decision.
There are so many avenues people are accustomed to using in their research:
- They check online reviews- 88% of consumers trust online reviews as much as personal recommendations
- They scope out your website- 81% of shoppers research online before buying
- They view your social media profiles and activity – many go to see your work and see the personal side of the brand. Social media drives nearly one-fourth of all referral traffic!
If you have no online presence, why would anyone trust you? Once people get referred to your services, they go online to get more information about your business- if you think this isn’t happening you are losing out on a ton of business. Your services may be higher quality than your competition, but if you’re nowhere to be found, potential clients might think otherwise.
An Active Online Marketing Campaign Helps During The Down Time
You may be well aware of an “off-season” or down cycles within your business. Remodeling and contract work is generally more busy in the warm months. You depend on your profits from your busy season to keep you afloat during seasonal lulls. However, it’s difficult to endure this for long. A strong marketing strategy is important to increase revenue during this down time. Word-of-mouth referrals experience the same cycles. Get a one-up on your competition during this lull, when home owners are in planning mode.
Your Competition Is Online
There’s one main reason you to have to be online- your competition. “Bob The Builder” down the street is active improving his online marketing efforts. Referrals you were once receiving and relying on will continue to fall off as people are taking matters in their own hands (literally).
Mobile search has now bypassed desktop search. With more than 50% of people searching for products and services (60% for some of our partners) on a mobile device. Not having a mobile friendly website will be detrimental to your business and online presence.
It’s hard for a business to change their ways, especially if a strategy has worked in the past. However, if you want continued success you have to keep up with the times!
The Next Generation Is Online
Generation Y-ers are buying homes! They need your services. And when they do, they’re going to go online to find a provider. They may even use a mobile device – 91% of adults have their mobile phone within arm’s reach 24/7 (Neilson Study).
We run into a number of business owners who claim that a majority of their business is earned through word-of-mouth referrals. They believe they don’t need an online presence. That is awesome, we want you to continue to earn those referrals. But imagine how your referrals would skyrocket if you had an online presence that amplified them? Alternatively, imagine how your referral business is negatively affected if someone can’t find your phone number, or can’t do any research or see the quality of work before making a purchasing decision?
Interested in seeing what we can do for you? Get started here!