Local Business Roundup: What Influences Consumer Purchases

Ashley Taylor Anderson

Local business news - consumer buying behaviors

We know it’s impossible to keep up with all of the news in the local business space. That’s why we’ve cherry-picked the articles from this week that matter most for business owners like you.

[Sales] What’s the Biggest Influencer in Consumer Purchase Decisions?

Source: Small Business Trends

Word-of-mouth has always been one of the biggest influencers when it comes to consumer purchases. However, that word-of-mouth conversation is happening online more and more often via social media.  

Here are 6 ways to use social media to influence potential and current customer purchase decisions:

  1. Modify your social conversations.
  2. Enhance your Pinterest marketing strategy.
  3. Encourage reviews.
  4. Invite people to follow you.
  5. Connect to millennials.
  6. Respond in a timely fashion.

Why It Matters: Social media presents a unique opportunity for your business. Now, you have the ability to  contribute to the word-of-mouth recommendation process by sharing positive feedback from happy customers, responding to complaints in a public forum, and “overhearing” what others are saying about you by social networkers. Make sure your business is present and active on social media—otherwise, you might miss out on the opportunity to influence your customer base.

[Reputation Management] Google My Business App Lets Business Owners Respond to Customer Reviews in Real Time

Source: TechCrunch

It’s a challenge for business owners to keep up with monitoring their online reviews—let alone respond to negative comments or complaints. Google has taken some of this pain away with a new update to its Google My Business App.

Now, business owners will receive a new push notification every time someone reviews their business on Google. They also have the ability to respond to the reviewer right from the app, making it easier to field customer service issues in a timely fashion.

Why It Matters: You know by now that customer reviews can either make or break your online reputation. Receiving negative reviews happens to every business, no matter how great. It’s how you respond to reviews that impacts what prospective customers think of you. This update from Google makes it much easier to keep track of—and respond to—new reviews from customers who may be unhappy with their experience.

[Marketing] Consumers Exposed to Detailed Descriptions Are Less Likely to Purchase

Source: Entrepreneur

When writing descriptions of your services and products on your website or in-store menus, you may think that providing extra detail will drive more sales. Nope! According to a recent study by ClickTale, consumers who read additional detail and information about a product are less likely to purchase it compared to people who view only a product image and brief description.

Why does this happen? Most purchasing decisions are based on an emotional response. While larger purchases may involve more logical decision-making, small purchases appeal to intuition. Providing an excessive amount of detail when describing a service or product introduces logic into an otherwise intuitive process. This often causes the consumer to second-guess their impulse purchase, preventing them from going through with it.

Why It Matters: It’s important to walk a fine line when writing copy to describe your products and services online, in print, and in person. You want to provide enough information to get the customer interested, but not so much that they overthink their purchase. If you’re not sure what the right balance is for your particular business, enlist the help of some of your loyal customers to evaluate your current information. 

About the Author

Ashley Taylor Anderson

Ashley Taylor Anderson is a content developer and marketer who's spent her career knee-deep in the B2B technology space. In previous professional lives, she worked as a science textbook editor, media producer, and pastry chef.

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