tHOUGHTS ON LOCAL DIGITAL
More than one-third of US internet users said they first find out about small businesses when researching online, according to a survey. Walking into a local store, meanwhile, was the least likely path to discovery.
Isn't that an eye opener? I did notice that the survey did not include other media options like television or radio ads, so it is slightly skewed (it was done by Vistaprint - an online printer.) Still - this does reinforce the need for some sort of digital presence for a local business - even one that does not sell anything online. A business needs a website, a Facebook page, and probably a Google+ page at a bare minimum - just to get noticed by search engines - to help the 36.7% of customers that do online research.
My company, Dream Local Digital has been helping businesses for years with their digital marketing. I am working with them to help Nashville businesses get found - for as little as $299 a month. More information here. It's gone beyond the "trying" phase if you own a business - you need to be participating.
Some of my clients are concerned that the younger audience is abandoning Facebook for other platforms like Snapchat and Instagram. While those platforms are growing, Facebook still has significant reach with the 18-34 year old crowd. In a recent paper, Comscore provides the data (Cross Platform Study 2016) In fact - take a look at this chart:
Facebook is still reaching almost all people 18-34, who are spending significant amount of time - vs the other platforms. Taking a look at the 35+ demographics, we see a similar trend:
So if you are a business owner spending money and time on Facebook and Facebook ads to promote your business - rest assured - your money is being well spent to reach both young and older demographics. In fact, young people spend more time on Facebook than the 35+ audience- over 35 minutes a day. If you were looking for additional channels, I would focus on Instagram and Twitter, and for a more challenging marketing experience, Snapchat.