Here’s a highlight of some of the top local-business-related news of the week:
[Mobile News] Study Reveals 80% of Mobile Searches for Local Businesses Result in Purchase
News Source: Street Fight
A new report from Neustar Localeze and 15miles indicates that consumers are increasingly turning to mobile to find local businesses when they’re ready to make a purchase. The key metrics include:
- 79% of smartphone owners and 81% of tablet owners use their devices to search for information on local businesses.
- 80% of those mobile searches for local businesses result in a purchase, 75% occurring at a physical storefront.
- Only 50% of consumers are satisfied with the mobile search experience for local businesses.
- Survey participants noted that information around products & services tends to be lacking or hard to find on mobile. They also noted that accurate hours of operation are a key piece of information they look for when making a purchase decision.
Key Takeaway: It’s never been more crucial to make sure your business location, hours of operation, and products & services are easy for consumers to access on mobile. Did you know that SinglePlatform provides a mobile-optimized website that includes all of this content in one easy-to-read page? Find out more about how our service could benefit your business.
[Hiring News] Report: Businesses with More Women Perform Better
News Source: Mashable
The Anita Borg Institute for Women and Technology recently released a new paper entitled The Case for Investing in Women. This paper pulls together statistics from a variety disciplines to make the case that hiring more women contributes to an overall better working environment. A few key facts from the study:
- Fortune 500 companies with 3 or more female directors have a 66% higher return on investment and a 42% higher return on sales.
- International studies across a variety of industries found that teams with more women have greater psychological safety, group experimentation, and team confidence and efficiency.
- Teams with at least one female member have a higher collective IQ than teams of just men.
Key Takeaway: Many studies, this one included, have proven that more diversity leads to more creative teams, which in turn leads to better businesses. When considering new hires, make sure to look for not just a particular skill set, but also someone who can bring a unique perspective to your day-to-day operations.
[Social Media News] Research Helps Businesses Identify the Best Networks for Social Marketing
News Source: Social Media Examiner
This week, Social Media Examiner shared a compilation of social media research findings around trends in user and brand behaviors across networks. Their four key findings were:
- Users spend more time on visual networks like Facebook (6:33 hours per visitor per month), Tumblr (1:38 hours per visitor per month), and Pinterest (1:17 hours per visitor per month).
- While Google+ is not a high priority in terms of audience engagement for most marketers, the social network is becoming valuable as a SEO tool.
- Facebook’s News Feed algorithm changes in January are motivating marketers to mix up their content with photos, videos, links, questions, and offers in order to reach their followers.
- B2B marketers are finding the most success on LinkedIn.
Key Takeaway: These findings reinforce industry trends that have been percolating for awhile now. Visual marketing has become an essential piece of the overall marketing puzzle for businesses across the board, and taking advantage of less enticing social networks such as Google+ and LinkedIn is paying off for businesses as well. If you’ve been hesitant to take risks in your small business social marketing, now is the time to get out there and try new things!