Anthony Bourdain, the Internet, and Me

  • By Spencer Bradshaw
  • 08 Jun, 2017

Understanding the Buyer's Journey

In January, I got the grand idea that I’d travel to Ireland after spending my evening binge watching Anthony Bourdain’s Parts Unknown . I spent most of my night hurling comments across the room to a friend about how nice life must be for the ex-chef turned travel guide who has created a cult following from being undeniably relatable and brash.  I am normally not quite so impulsive, but within 30 minutes I had booked my flights, found an Airbnb in Dublin, and secured a rental car for my impromptu adventure.

While this wouldn’t be my first trip overseas, it would be the first time I handled all of the details and logistics of the trip. So once done, I started to think about a little travel agency that has sat at the corner of McCallie and Georgia avenue since I first came to Chattanooga as a student.  Even then, the pictures of cruise ships, smiling families in front of the Hoover Dam, and palm trees that wallpapered their store front were peeling, faded, and acted as artifacts from a period of time I knew almost nothing about. I actually spent many years believing it was abandoned before running into the owners via their other business years later.

The reality that I was experiencing was that life has quickly changed for us all in relatively short order. We are far more autonomous, educated (just ask Siri), and accessible year after year.

How we interact with social media, brands, and each other seems to evolve year after year. It’s possible that some of us speak to Alexa or Google Home before a human in the morning. We can experience new places and cultures through virtual reality. And pretty soon, we will have the option to give up our driver’s licenses to self-driving cars.

At Flypaper, we speak to a lot of business owners, and over and over again we hear the same things. Everyone seems to know they need to meet their customers where they are, but they often don’t have the time, resources, or know where to start. However, I believe any reluctantancy to pay real attention to it is far more foundational than not having sufficient time or money. 

We all know that people do business with other people. We all know that that the biggest deals are done over a meal or drink before the conference table. Flypaper and every other digital agency knows that your business is run off of word of mouth, and EVERY good, local business is run this way.  What you fear is not the technology. It is removing the handshake out of your business deals. Where does this stem from? From a miseducation and misunderstanding of how the technology available plays into customers buying decisions.

For example, when someone is planning on landscaping their yard or installing a pool in the backyard, one of the very first places they go is Google. It could be to find pictures for inspiration, it could be to research expected costs, or it could be… STOP. They closed their phone, put it in their pocket, or the red light just turned to green. Their 30-45 seconds online is what we call a moment of consideration.  

Later that day, they might speak about it to a coworker who gives them some recommendations. A few days pass and they are sitting in front of the TV with their computer on their lap and their phone next to them. They make it to your website, a competitor’s site, or they are flipping through reviews. This buying process may take days, weeks, or months as moments of consideration begin to build. You may even visit their home, quote the project, and feel that the job is yours to lose. After all, you guys are going to the baseball game this week.

Money falls through. Life happens. And the job is never guaranteed. What are you doing to be there when consideration turns into action? Was your website easy to find even though they couldn’t remember your name? Did they see that awesome pool with the waterfall you just completed on Facebook? Are you sticking with them while they read about the NBA playoffs or buy new shoes? Are you still there when they finally get the promotion?

Flypaper sees your website like Las Vegas. We ask ourselves what the most important thing to that city is. It’s not the gambling, the casinos, or the debauchery. It’s the airports and the roads that lead to it. Otherwise, it is a city in the desert. It’s not about building websites. It’s not about making sure you are on every social media platform. We want to develop pathways into you customer’s buying process holistically.  

The internet is not a hallway with your door at the end. It is an ecosystem with customers constantly moving from place to place. When booking my trip to Ireland, what was most important was that each company met me where I was the moment I needed them. Talk to someone at Flypaper today about your business.

Digital marketing can be complicated, we make it easy.  

By Spencer Bradshaw 08 Jun, 2017

In January, I got the grand idea that I’d travel to Ireland after spending my evening binge watching Anthony Bourdain’s Parts Unknown . I spent most of my night hurling comments across the room to a friend about how nice life must be for the ex-chef turned travel guide who has created a cult following from being undeniably relatable and brash.  I am normally not quite so impulsive, but within 30 minutes I had booked my flights, found an Airbnb in Dublin, and secured a rental car for my impromptu adventure.

While this wouldn’t be my first trip overseas, it would be the first time I handled all of the details and logistics of the trip. So once done, I started to think about a little travel agency that has sat at the corner of McCallie and Georgia avenue since I first came to Chattanooga as a student.  Even then, the pictures of cruise ships, smiling families in front of the Hoover Dam, and palm trees that wallpapered their store front were peeling, faded, and acted as artifacts from a period of time I knew almost nothing about. I actually spent many years believing it was abandoned before running into the owners via their other business years later.

The reality that I was experiencing was that life has quickly changed for us all in relatively short order. We are far more autonomous, educated (just ask Siri), and accessible year after year.

How we interact with social media, brands, and each other seems to evolve year after year. It’s possible that some of us speak to Alexa or Google Home before a human in the morning. We can experience new places and cultures through virtual reality. And pretty soon, we will have the option to give up our driver’s licenses to self-driving cars.

By Spencer Bradshaw 19 May, 2017
In 2010, Google announced page speed as a rank factor for websites. It may not have had a direct impact on SEO at the time, but consumers and Google alike want the web to be faster and more efficient - especially for mobile users. With smartphones sitting in our pockets that are millions of times more powerful than all of NASA's computing power in the 60s, we expect any and all information whenever we want it. Whether we are ordering a pizza, shopping for shoes, or looking  to buy a home  the need for speed is real. 

So if you are thinking about paying closer attention to your SEO, continue to address your keywords, title tags, etc. However, there might be a silent killer lurking in the shadows. Here are 10 big facts you need to know about page speed:

1) Users spend 70% more time, and have 60% more page views, on websites that load quickly.

2) 77% of websites take more than 10 seconds to load on mobile.

3) 40% of people abandon a website that takes more than 3 seconds to load.

4) As page time goes from 1s-5s probability of bounce increases by 90%. [ Source ]

5) 52% of online shoppers claim that quick page loads are important for their loyalty to a site. [ Source ]

6) When faced with a negative mobile shopping experience, 43% of consumers will go to a competitor’s site next. [ Source ]

7) Publishers whose mobile sites load in 5 seconds earn up to 2x more mobile ad revenue than those whose sites load in 19 seconds. 7 [ Source ]

8) Sites that loaded in less that five seconds on mobile saw 70% longer sessions and 25% higher viewability than those that loaded at the current common average of 19 seconds. [ Source ]

9) PageSpeed can have a direct impact on your Adwords campaigns and Quality Score.

“If it takes too long for your website to load when someone clicks on your ad, they’re more likely to give up and leave your website. This unwelcome behavior can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. That’s why you want to make sure your landing page load time is up to speed.” [ Source ]

10) According to Google, “speed equals revenue.” [ Source ]

Flypaper can help you identify if your website meets Google's requirements for page speed, and give it the tune up it needs. Reach out to your local Flypaper team for more information. 

READ MORE:  https://www.dudamobile.com/blog/10-incredible-stats-facts-need-know-pagespeed/








By Spencer Bradshaw 11 Apr, 2017
We work with over 500 businesses across the nation, and many of the questions we receive each day remain the same. There are prevailing concerns about whether or not customers are actually on social media and if there is a need for professionals like Flypaper to handle what sometimes seems like is just for pictures of dogs, trendy food, and selfies.

However, businesses across all industries have found ways to discover new business, build brands, and engage with their current customers on social media faster and more efficiently than ever before. Flypaper is the catalyst for you to accomplish the same, but in the words of  Reading Rainbow's  LeVar Burton, "You don't have to take our word for it." Here are 10 mind blowing social media stats that speak for themselves:


By Spencer Bradshaw 03 Apr, 2017
There seems to be a growing concern that reviews online are fake, not useful, and caught up in the clutter of all the information available to us online. Turns out, however, that online reviews are affecting a staggering amount of business each day and play a critical role in the buying process.

For instance, I recently purchased a mattress. Having never bought a new mattress before, I first went online to discover my options. Over the course of a couple weeks, I began to narrow my options down to three "bed-in-a-box" companies that had begun retargeting me through social media and elsewhere online (chances are you've seen at least one of these companies yourself named after a popular friendly ghost we all know about).

After speaking to a couple of people in our office I discovered that two of them had actually purchased from one of the companies I was considering. That evening, I immediately went online to compare reviews of each side by side. After pairing their recommendation with many other glowing reviews, one stood out amongst the rest. Two weeks later I was sleeping in my new bed.  

So what does this all mean? Understanding the buying process, and how the internet plays it's unique role in your industry is something Flypaper can help with. Although roughly 15 percent of reviews online do seem to be fake, consumer confidence online continues to rise. Here are some numbers for you to chew on:
  • Sixty-one percent of consumers read reviews before deciding whether or not to buy (Econsultancy).
  • Consumer reviews are trusted up to 12X more than manufacturer product descriptions (eMarketer).
  • After seeing how a brand responds to reviews, 71 percent of consumers change their opinions about the brand (Bazaarvoice).
  • Customers who view user-generated content show a 133 percent higher conversion rate (Bazaarvoice).
  • 79 percent of customer trust online reviews as much as personal reviews (BrightLocal).
Having a smart, genuine review system in place like the one Flypaper offers through our Reputation Management solution provides a considerable opportunity to increase both new and reoccurring business by building trust with your customers. If you're interested in learning more start the conversation with us today. 

READ MORE
http://marketingland.com/fake-online-reviews-killing-consumer-confidence-194239
By Spencer Bradshaw 22 Mar, 2017
It's true. There are 7 billion people in the world, and 5.4 billion of them own a cell phone - a startling number if you compare it to the 4.2 billion that own a toothbrush.  This is the very reason that Google has put a premium on mobile websites , and in 2015 news outlets coined it "Mobilgeddon". The move from desktop to mobile has even gone as far to have seen a steady decline in app downloads year to year. Causing businesses to focus on retention of their online visitors rather than just acquisition. So what does that mean for your website or your business?

There are a number of implication including Google's intentions to move from a desktop-first index to a mobile-first index that could dramatically affect how your customers find you online. Get yourself ready and you could pick yourself up in the rankings. Talk with someone at Flypaper today to if your site is ready. 

READ MORE
http://marketingland.com/report-pc-app-boom-207857
http://searchengineland.com/know-mobile-crawl-site-looks-like-270220
By Kiesha Doss 17 Mar, 2017
The foundation for an effective digital marketing plan is good SEO, and we believe that will never change. Keeping up with Google is still a full-time job and constantly has business owners stretched too thin. However, Google continues to give it's users more and more options. This has resulted in an increased need to know your options beyond SEO. 

At Flypaper, we stay up to date with all of the changes and make sure our customers are on the right path to succeed. We specialize in solutions that build multiple paths to your site and have one thing in mind -  your GROWTH. Call us to find out how we can help!

READ MORE
https://moz.com/blog/3-not-so-seo-friendly-trends
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