Consumer behaviors vary based on the type of purchase they are making. For this reason, it is critical for small businesses to understand how consumers typically search for and find businesses in that industry. For instance, many may rely on ratings and reviews for selecting a place to eat but rely on referrals for selecting a roofer. The journey for any given purchase is unique and small businesses need to understand their customers.
Overall, digital media has transformed how consumers find these businesses. The path-to-purchase has shifted drastically in the last few years. Things like online reviews, mobile websites and apps are now regularly consulted prior to making purchases, both large and small.
Marketing dollars are generally hard to come by for small businesses, so making the most of investments is always a top priority. The better you understand your consumer base, the further those dollars can be stretched on the tactics that will actually work within your particular industry.
A recent Local Search Association (LSA) survey of over 8,000 US consumers, explored which marketing channels consumers are using to help make buying decisions. The report looks specifically at the variation between eight business categories. The study also highlights purchase details and buying profiles within the business category.
The categories featured include:
- Attorneys/Lawyers
- Dentists
- Plumbing Contractors
- Auto Dealer (New & Used)
- Real Estate
- Financial Services
- Computer Service & Repair
- Air Conditioning Service & Repair
Click here to download the report.
