Google Small Business: How to Win Autumn's Mobile Moments

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How to Win Autumn's Mobile Moments

Thursday, October 22, 2015

Autumn has arrived. For some, that means settling back into football season. For others, it’s venturing to a local apple orchard on the weekend with friends. And for many, it’s making another attempt at winning the Halloween costume contest. But no matter what, people turn to their mobile devices whenever they want to make the most of their autumn. This time of year is full of potential for businesses to connect with customers in the I-want-to-know, I-want-to-go, I-want-to-do or I-want-to-buy moments when they are making decisions.

With that in mind, it's time to create the best mobile experience so your business can be there in the moments that matter most this season. Start with these three tips from real-life businesses that are turning autumn into a season of opportunity.

Be there

Lyman Orchards shows up when people search on mobile

Lyman Orchards is the twelfth-oldest family owned business in the United States. Deeded in 1741, this quaint and picturesque farm spans 1,100 acres in central Connecticut and will celebrate its 275th anniversary throughout 2016. Though its roots are in the 18th century, the company connects with potential visitors in a very 21st century way. Lyman Orchards uses Google My Business to easily provide driving directions, hours of operation, a phone number, and even photos to people using their mobile device to search for fun fall activities.

Nowadays, consumers are 38% more likely to visit and 29% more likely to consider purchasing from businesses with complete listings online¹. And because 4 in 5 consumers use search engines to find local information like store addresses, business hours, product availability and directions², small businesses need to make sure their information is available when their customers are looking for them–especially on their mobile phones.

Try updating your Google My Business listing with your seasonal information, hours, and some fall-friendly photos to make sure you're providing would-be visitors with all the information they need in the moment it matters.

Be useful

Blitsy engages customers with crafting how-to videos

Blitsy, the self-described “must-go source for crafters,” merges old school hobbies with modern day technology by helping crafters discover the latest designs and trends from their favorite brands. When they know their customers are gearing up for Halloween, Blitsy leverages YouTube to motivate crafters with how-to video content, including DIY Halloween Bats, Witch Broom Drink Stirrers, and Easy 3D Paper Pumpkins. With the season inspiring plenty of spontaneous I-want-to-learn moments, Blitsy connects with their mobile customers in creative ways with useful information.

What makes Blitsy's strategy so crafty? In our age of instant information, sharing knowledge and useful content can influence purchasing decisions. In fact, 1 in 4 shoppers (26%) say online videos are their go-to source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday purchases³. When it comes to providing the right information at the right time, videos can convey your company’s message and story more dynamically and provide a better experience to curious potential customers, many of whom are watching on-the-go. More than half of YouTube views now come from mobile devices.

So get the camera rolling this fall. Create videos to tell your company's story, share how-to clips, and capture the attention and imaginations of viewers, wherever they're watching.

Be quick Print Syndicate makes sure its site is built for swipes
For those who want to express themselves this autumn season but aren’t inclined to wear a costume, they can turn to Print Syndicate. Selling through its three brands—LookHuman.com, ActivateApparel.com, and MericaMade.com—Print Syndicate is a print-on-demand e-commerce company that designs socially and seasonally relevant apparel, phone cases, housewares and more. Their extensive Columbus, Ohio based team is constantly creating new designs in response to social media trends or upcoming holidays. Given that 30% of online shopping purchases now happen on mobile devices, Print Syndicate has ensured that all three of its brands have mobile-friendly sites showcasing their latest and most clever Halloween shirts. With a few simple swipes on their mobile sites, anyone can find, view and purchase a quirky Halloween t-shirt on-the-go from anywhere in the country.
Print Syndicate is making sure everyone is ready for Halloween, but it’s also looking ahead to the holidays: 1 in 4 people start holiday shopping before Halloween, and last year more than half of those who shopped online did so using smartphones or tablets. Print Syndicate knows that capturing those mobile I-want-to-buy moments is increasingly important for businesses to compete during the holiday season, so the company runs mobile ads through Google AdWords to reach shoppers searching for creative gifts on their devices.
Be there when fall’s early holiday shoppers head to the web, and make sure your website is mobile optimized and thumb-friendly to reach customers who are searching on the go. You can also update your website with a seasonal landing page to create an even stronger user experience.
Mobile is changing the way we live, and changing the types of information customers expect from businesses online. Make the most of that this fall: when mobile users head to the web, be there, be useful, and be quick. These three simple tips can help your business make the most of the season's best autumnal moments.
Posted by Claire Mudd, Head of Small Business Marketing
1. Ipsos MORI, Impact of Search Listings for Local Businesses, August 20142. Google/Ipsos MediaCT/Purchased, Understanding Consumers’ Local Search Behavior, May 20143. Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015

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