Do you know what all shopping malls have in common? They all want to increase sales.
So countless strategies are developed to increase customer flow: they promote events, paid media, partnerships, promotions, traditional advertising, etc.
But there's a trick that can be used to attract more consumers, one that every shopping mall has, but that most of them haven't realized yet: using the online reputation of the retailers themselves to rank better in online searches.
Keep reading to learn more.
At what exact moment are consumers most receptive to brand messages?
Você sabia que quase um terço de todas as buscas feitas em aparelhos móveis tem a ver com localização? O usuário deseja saber qual é o estabelecimento mais próximo dele.
When a consumer goes to the mall, they are usually looking for a specific product or service. Making sure they find a store in your mall during their online search is what will increase customer traffic to your shopping center.
Your challenge is to ensure your shopping mall is found at the moment of the search process—the exact moment when consumers are most receptive to brand messages.
What are micro-moments in the consumer buying journey?
Os micro-momentos ocorrem quando as pessoas fazem uma busca na internet para satisfazer uma vontade pontual de saber, de fazer, de ir ou de comprar algo. São instantes de real intenção de compra em que decisões são tomadas e preferências são moldadas em questão de minutos ou segundos.
Este é um conceito apresentado pelo Google, e você pode saber aqui.
The cell phone is by far the most used device in these micro-moments, because most of the time it is the device closest to the consumer at that instant when a new need arises.
Para você ter uma ideia, 94% dos usuários de smartphones procuram por informações em seus aparelhos enquanto estão em meio a tarefas, seja numa conversa entre amigos, respondendo emails ou mesmo cozinhando ー e são nessas pausas, para pesquisa online, que surge a sua oportunidade de ouro ー é nesse momento que seu shopping deve aparecer como a melhor solução para a busca dele.
Discover the 4 micro-moments defined by Google:
| Moment: I want to know | Satisfazendo a nossa curiosidade.Antes, tínhamos que esperar para procurar as informações, agora, podemos tê-las nas pontas dos dedos a qualquer momento. 65% dos usuários de smartphones os utilizam para aprender mais sobre algo que viram na tv. |
| Moment: I want to GO | Chegando aonde queremos.As sofisticadas ferramenta de localização disponíveis nos smartphones estão ajudando consumidores a encontrar o que querem e a levá-los aonde querem. As buscas por ‘próximo a mim’ cresceram 55% entre janeiro e junho de 2014 e 2015. |
| Moment: I want to DO | Fazendo o que queremos.Os consumidores não precisam mais esperar para descobrir como fazer alguma coisa. É possível procurar na hora que a necessidade aperta como consertar um carro ou criar um penteado para uma festa, ou fazer uma receita na cozinha. Pesquisas relacionadas a ‘como fazer’ no YouTube cresceram 72% entre janeiro e junho de 2015, nos Estados Unidos, segundo YT Analytics com base nos 270 vídeos de ‘how to do’ de maior watchtime. |
| Moment: I want to BUY | Decidindo sobre comprar em todas as etapas da jornada.Seja repor algo quebrado, comprar um novo produto ou simplesmente pegar informação de algo que pretende comprar, esses momentos então acontecendo com mais frequência. 79% dos consumidores brasileiros dizem que estão tomando decisões de compra mais rápido agora do há alguns anos, graças às pesquisas online. |
How to increase your shopping mall's sales by leveraging micro-moments
You can increase your chances with micro-moments by investing in local SEO.
Remember that more than a third of mobile searches are location-based? It makes perfect sense to improve your shopping mall's relevance to rank better in local searches.
Local SEO is a set of actions aimed at increasing the likelihood that your business will be found by a user performing a local search. It's a way to attract more local customers to your establishment—customers who are nearby, looking for what you have to offer.
In other words, investing in Local SEO means optimizing your online presence so that search engines (like Google My Business) position your establishment in the top results when a user performs a local search.
Confira este post SEO local: o que é e como aumentar as chances de sua empresa ser encontrada pelo consumidor local.
How can shopping malls effectively leverage local SEO?
1. NET Data (Name, Address, and Phone Number)
The biggest enemy of companies in local ranking is incompatible NET data.
Segundo pesquisa feita pela MOZ, dados NET fazem parte do SEO on-page (palavras-chave, autoridade do domínio, etc), que responde por 26% dos resultados de busca.
You need to ensure that all your merchants have all this data complete and up-to-date.
Ensure that retailers:
- Those who have websites should include the business address in the website footer. This should be in text format, not an image.
- Updated and properly completed NET data on all online profiles where the establishment is registered (Facebook, Google My Business, TripAdvisor, iFood, etc.).
- Please note that you should not include "Av Dantas Barreto near the Shell gas station" in the address. This is not a valid address. Only include the street/avenue name plus the number – "Av Dantas Barreto, 1587". Invalid addresses are the second most damaging factor in business ranking.
- The business name must be identical across all online profiles. It cannot be "Zé's Pet Shop" on Facebook and "Zé's Pet Shop" on Google My Business. This greatly hinders the business from achieving top search engine rankings.
2. Business Category
According to the same research done by MOZ, incorrect business category in GMN (plus invalid address) is in 2nd place on a list of negative factors that harm the ranking of local businesses.
It is essential that retailers mark the correct category for their business. Note: in Google's words, "business category describes what your business is, not what it offers.".
Many businesses miss opportunities because they're in the wrong category, so pay attention. Tip: Don't use categories solely as keywords or to describe some attribute of your business. Choose the one that best represents your main activity.
3. Establishment description text
Be as brief and objective as possible and talk about what your company offers, what differentiates it from the competition, its history, or other information useful to customers.
Atenção: a descrição não é lugar para informações sobre promoções, preços ou vendas.
Ideally, focus only on what makes the establishment unique. Also, reinforce to your tenants the importance of uploading high-quality, up-to-date images or videos of the products, services, and facilities of the business.
Here's an example of an effective description:
“Nossa lanchonete artesanal fica a poucos metros do centro da cidade e recebe um grande movimento de pessoas que encontram amigos para tomar um sorvete ou comer uma pizza. Fazemos entregas. Temos 35 sabores de sorvetes e sorbets caseiros servidos à mão durante todo o ano. Também servimos uma deliciosa pizza com massa fina e borda crocante todos os dias a partir de meio-dia. Estamos esperando você!”
4. Online reviews – a powerful attribute for increasing customer traffic, but one that is still ignored by most shopping malls
Online reviews have a significant impact on SEO and search results. Although all shopping malls have online reviews, few have realized this powerful tool for increasing sales.
Segundo dados da MOZ, reviews online influenciam 6.5% no ranque de uma busca local. E quando falamos no local pack do Google , a influência é ainda maior: impacta incríveis 15.5% nos resultados de busca.
Local pack is the results box that appears when you perform a local search. In it, Google shows 3 suggestions of establishments that best match the user's search, and offers a "see more" button that, when clicked, displays a list of all nearby places ranked according to their online reputation.
The purchasing process has changed, and it hasn't been a recent development. Today's consumer is much more informed and demanding.
Online reviews play a key role in purchasing decisions, since traditional advertising no longer works as it once did, and consumers place much more trust in the words of other customers than in those of the brand.
The shopping mall that manages to implement a review culture among its retailers will gain a significant advantage over its competitors, since most of them have not yet realized the potential of reviews to increase sales.
Quer saber mais sobre os benefícios da gestão de reviews online e como ela pode ajudar no crescimento do seu negócio? Assista este webinar: O que é a economia do feedback e como afeta a reputação do meu negócio
Did you enjoy the content? Share it on your favorite social network and spread the knowledge to your friends!