A recent study by Hinge found the top 4 ways buyers “check out” sellers in today’s crowded marketplace. In the age of the internet, most no longer turn to referrals of references to get a better perspective on the capabilities, resources and expertise an organization has to offer.
So, what are the top methods?
(1) Website. According to the study, over 80% of buyers evaluate you through your website before turning to any other method.
(2) Online search. The next most common strategy is utilizing a search engine to look more deeply at your online presence.
(3) Friends and colleagues. Word of mouth is a powerful tool when you have advocates.
(4) Social Media. We’re often surprised by how many agencies aren’t utilizing social media tools to help build their brands. Social media plays an important role in establishing yourself as a thought leader and industry influencer.
The study suggests that “in most cases, a buyer can Google [you], check out your website, and explore conversation about your work on social media in less time than it would take to get in touch with a reference you’ve provided…. As buyers increasingly look online for solutions, it is more essential than ever that sellers address their online brand. Social and search are no longer optional.”
Have you been building your brand using strategies of the past? Does your marketing plan rely heavily on referrals? If you’re still considering whether or not to invest in quality website development or in committing to building a social media presence, there is no better time to take the leap than now.
“The key to success is often the ability to adapt.” – Anthony Brandt