Mobile Strategy for Small Businesses
It’s 2016 and if you have not started (or at least started thinking about) a mobile strategy for your small business, you are doing yourself a disservice. With 68 percent of U.S. adults owning a smartphone you want to make sure they are able to access your business and information easily and fast, in order to provide the best customer experience and service.
Did you know…
- 63% of actions resulting from mobile searches occur within 1 hour of the search, compared to 55% for purchases, according to BIA/Kelsey.
- More than half e-commerce website visitors are browsing using their mobile device.
- According to Juniper research, 56% of smartphone users would like to receive location-based offers on their phones when they are near a store.
These facts clearly highlight that businesses need to adapt to a mobile-first strategy approach in order to meet and hopefully surpass the needs and demands of their audience.
Understanding Mobile Marketing
From a technical perspective, mobile marketing is a tool which incorporates various practices that enable businesses to engage, and communicate with its target audience in a (24/7) interactive manner through any mobile device and network. It enables you to reach and engage your customers in a relevant way where ever they might be, especially on the go.
Mobile is one of the most effective channels of digital marketing to keep and win new customers. While many large corporations still find it hard to keep up with effective mobile strategies, the same idea for small business owners can be quite intimidating. It’s definitely not enough to just have a mobile website for your small business, you need more than that.
As a small business owner, you need to ensure that your website is optimized to be viewed on mobile devices of today, including iPhones, tablets, Androids, etc. If customers or prospects cannot access your website easily through their mobile device you’re at risk of losing business to your competitor.
Let’s explore 5 essential ways to a successful mobile strategy for small businesses.
1. Optimize for Mobile
If you want to be in the game, make use of mobile optimization features available on WordPress. Leverage a theme that offers ‘responsive design’ which means that it detects and refactors your website content to the type of device it’s being accessed by, essentially it automatically adjusts to the user’s screen size. This mobile-friendly experience enables features such as larger visuals, persistent menu icon, click to call, etc.
2. Be Mobile Search Engine Friendly
Your mobile strategy needs to focus on essential SEO strategies to ensure proper rankings as well as provide users with the best viewing experience. Make sure you publish viewable content for all devices. A major frustration for mobile users is being directed to a piece of content, such as a Flash video, that is not supported on mobile.
3. Focus on Your Local Users
As a matter of fact, your local consumers dominate the group of people that are searching through mobile phones to find a service or business ‘near by’ their location. So, it’s important to understand your target audience and their specific needs and leverage that in the development of your mobile strategy.
4. Update Religiously
As people are visiting your website and social media through a mobile device more frequently, you need to keep your content up to date and timely to keep user engagement.
5. Test at Intervals and Measure Results
Without testing and measuring results, your business is bound to lag behind. There is no way to ensure success if you do not test/measure the outcomes and know what is really working for you. Additionally, it will provide you with insight to make adjustments in a timely fashion so that you do not miss out on new business opportunities.
Tips to Creating a Mobile Strategy
Look at Your Marketing Objectives
You need to determine the goals and objectives of your business and incorporate them strategically in your mobile strategy. Who is your target audience? How do they consume information and on what channel(s)? Are you looking to drive promotional sales to attract new customers? Is NOT investing the time, resources, and energy on creating a mobile friendly experience worth it to your business?
Focus on Target Audience
Consider targeting different demographics in your campaign based on your ideal customer. Gen Y consumers are 4 times more inclined to look for a local product or service on a mobile device as compared to older generations. A customized content marketing strategy proposed to a niche group will perform better rather than general offerings. Targeting the younger generation is often a good strategy for mobile marketing.
As a matter of fact, 80 million millennials around the globe bring about $200 billion buying power. Hence, they are customers of every business and prefer using a mobile device rather than a desktop. If these millennials are unable to access your small business via mobile devices, you are potentially going to lose out on a major population of new business.
Select Tools That Fit Your Business and User Needs
It is essential to understand that mobile marketing tools are used according to the size of your business. As a small business owner, it will not make sense to spend big bucks on creating a lavish mobile marketing campaign if your audience doesn’t use this channel. Spend as much as you need to, and in accordance with your established marketing objectives.
In a Nutshell
Internet marketing and technology is ever-changing as new best practices and techniques are introduced. If you want to be a successful small business owner, you need to accept and adapt quickly to the new technology requirements and market environments, such as complying with mobile strategies for your business in order to increase efficacy and profitability.
What mobile strategy and marketing techniques has your small business recently experienced? Share your success stories with us or contact us today for a free, no-obligation audit.