Before they spend a cent, more than four out of five consumers (81%) will go online to look at others’ recommendations for a product or service they are thinking about purchasing.

This startling fact, provided by the 2010 Cone Online Influence Trend Tracker, reveals that your online presence must provide information that consumers are looking for in order for you to survive and thrive – period. Not only are your potential customers and clients looking for you right now, they’re also looking at what others say about you. These results (or lack of) will play a major role for those considering spending money with you – or purchasing from your competition instead!

  • 61% research product/service information
  • 55% read user reviews
  • 41% search ratings websites

Traditional Marking Losing Influence
Consumers are becoming increasingly resistant to traditional marketing (Yellow Pages, newspapers, radio, etc.) and are now turning to their inner circle of friends and family for information on who to purchase goods and services from. Word-of-mouth is the first choice for a recommendation, followed closely by social media (Twitter, Linkedin, Facebook, etc.). Google Local Business Listings and the Yahoo equivalent are fantastic promotional tools from which your clients can learn about you – and what others have to say about you!

“Consumers have become extremely savvy about how brands are marketing to them,” explains Bill Fleishman, Cone’s president and head of Brand Marketing. “Partly due to an increased skepticism toward brand marketing, consumers have elongated the decision-making process to seek additional sources

Personal Recommendations Fall Short
Your customers and clients have become increasingly skeptical of traditional marketing methods and more that three-quarters (77%) say they are more likely to make a purchase when they can find additional online recommendations, vs. a single personal recommendation.

Cost Not The Main Factor
Consumers don’t use online research for high-ticket items alone.

  • 72% of Americans will use online research for movies and restaurant choices
  • 85% do online research for computer equipment
  • 82% will use the internet to research for a car purchase

“Online verification is now the deciding factor to drive consumers to that final purchase. Marketers who ignore this behavior shift will miss out on a golden opportunity to influence purchase decisions. Reaching influencers online is no longer a nice to do – it is a must do. (Bill Fleishman)”

Free online video training to put your business on Google’s map – the Google Local Business Listings! Click HERE for exclusive and personal access to this great three-part free video training series that shows you EXACTLY how to get your business listed with Google!

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