For years the experts have been assuring us that with the advent of mobile technology, it was just a matter of time until mobile use caught up with, and exceeded, desktop use. Well, they were right. In the U.S. in 2014, mobile use surpassed desktop use. That means more people access the internet from their mobile devices than from desktops or laptops.
What does that mean for business? Purchases made from a mobile device topped $114 billion last year. A large percentage of these were from small to mid-size businesses. Surveys say that 60 percent of small businesses that consider themselves “successful” attribute the fact they utilize mobile tools at the core of their marketing strategies as the key to their success.
What does that mean for you? It means you now have a map to the pot of gold that lies over the rainbow! It means that with the advent of powerful and cost-effective mobile marketing tools, you, as a small business owner, now have in your reach the means to reach your target audience more effectively than you have ever been able to before.
Let me share a couple of high priority ideas that will help you “knock it out of the park” in 2015.
#1 - Keep It Elementary, My Dear Watson
Desktop monitors are getting larger and larger every year. In fact, it isn’t unusual to see people using large-screen TVs for monitors. Like their desktop cousins, the screens on mobile devices are getting larger as well. But, even with the fact they are getting larger, there is still a real estate “crunch” with the space on a mobile device. Therefore, when marketing to mobile devices it is imperative to stay centred on presenting distinct and direct content. On your website, it might be acceptable to use tons of text, elaborate full-screen graphics, etc., but when marketing to mobile, keep in mind mobile users “hate” to pinch and zoom. And you will pay if you make them. If a visitor to your mobile site has to pinch and zoom to navigate your site, they will drop you like the proverbial hot potato and, jump ship and head right over to your competitor’s mobile optimized and mobile friendly site.
#2 - Just the Facts, Ma’am
Don’t try and give them the world, just give them what they want and need; where are you, when are you open, and what do you offer. Make sure you use big fonts and large thumb-size buttons that make navigating your site simpler. Always place your phone number and a “call now” button at the top of the page as that will help drive increased mobile traffic to your site and get you more walk-ins.
#3 - Where Are You?
Desktop users browse - typically because they are just curious, or bored. No so with mobile shoppers. Mobile users are usually, well, mobile. They are on the go. When mobile users look they are looking for something they want right now. It doesn’t matter whether they are hungry for one of your world famous hamburgers, or if they have an automobile that is broken down and they need a room for the night - they want it now.
The latest data indicates that ¾ of U.S. mobile users regularly use the location-based (Geo-fencing) services on their mobile devices. That means that if they do - so should you. Offer targeted local ads with specials Geo-fenced to their zip codes, their addresses, neighborhoods, or check-in points, and make sure you offer GPS maps to assist them in finding you.
#4 - It’s All About Them
In days (and years) gone by, marketing was generic, matter-of-fact, cold and impersonal. Those days are dead and gone. In today’s mobile marketing culture, marketing is all about being personal engagement; you must show an interest and a commitment to their shopping habits and interests. The days of just having a website full of information and a pretty picture or two are no longer.
Today, visitors to your site are looking for engagement. Have you noticed that when you are online, say on your favorite video viewing site, that you see personalized movie recommendations? If you drop in on Amazon you will see suggestions for products based on your viewing history. And while you are getting your daily Facebook fix, you will no doubt notice all the personalized ads in your news feed. Individualized attention isn’t just common, it is not just a luxury, it is an expectation.
#5 - The Good News is the Bad News is Wrong
Back “in the day,” marketing was difficult and it was expensive. The good news is that in today’s personalized mobile marketing world, the strategies are simpler and the cost is less, with a higher ROI. With the marketing tools available to businesses today, you can engage your customers on a much deeper level that you have ever been able to before, which results in both more business and increased customer retention.
The latest statistics state that more than 60% of online consumers have a higher view of companies if they experience a pleasant mobile experience. So whether you are a newbie, or a long-time veteran, as you set your marketing priorities for 2015, focusing on mobile marketing is a sure bet. As my dad used to say, “if you’re gonna play, play to win.”
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