Mobile Media Essentials For Your Small Business Marketing Effort
Keys to Mobile Marketing
Smart phones are the device of the future. Sales are skyrocketing as just about everyone is trying to slip a smart phone into their own pocket and more and more people are using their smart phones to shop and search online. If you are looking to make sure that your business is found and visited by mobile users you will have to make some adjustments in your marketing plan and also your Search Engine Optimization. The following sections will tell you how!
Ad networks, such as Google AdWords, give you the option of specifically targeting mobile searches. If you are going to target mobile users you will need to create ads that are formatted for the phone’s small screen, and uses text sparingly but is still able to convey the main message. Learning how to condense your entire marketing campaign and product onto a 4 inch screen can be a challenge but it is often the difference between a successful and unsuccessful ad.
Designing a Great Mobile Landing Page
That awesome landing page you designed for your desktop might look great on a 14 inch screen but almost certainly it will look terrible on a mobile phone! At the very least, it will most likely require users to scroll up and down, left and right and otherwise all over the place.
Creating a mobile landing page that utilizes vertical columns is a great way to ensure people view your website. You should also create landing pages for your marketing campaigns that emphasize the message you are trying to convey. Also, you should put the code for the mobile landing page on the regular site, just in case people end up on the wrong site by accident. By combining the code they will be redirected to the appropriate site.
Hold Their Attention
Okay, so you have the potential customer’s attention, now what? You need to start building up the credibility and conveying the information to either make a sale or continue to build up your brand image. That means making sure people actually stay on your website and digest the information you are presenting!
As we already pointed out, you will have to build mobile specific landing pages and websites. Now, when laying out content make sure you put text into vertical rows and minimize (if not eliminate) the need to click on links or search or key terms. Also, and this is very important, make sure your website is small and quick to download! Even with the best cell phone technology a website can take a long time to load.
Keeping the user’s attention is essential because search engines monitor visitor activity on you website. If users leave quickly your rankings will go down, and of course if they stay your rankings will go up!
Make Geographically Specific Sites
If your business has on-the-ground locations you should make mobile mini sites for each city or region. Then you can optimize each site with key words that are specific for your local city or service area. This will help ensure that you receive the most relevant traffic on your website. This is essential because a lot of the time a mobile user is searching for a local business when using their mobile device. You should also make sure that the phone number is clickable and can be directly dialed from the web browser. Finally, make sure there is an easy option to find a map to your business and also operating hours and other essential pieces of information.
The key to launching a topnotch mobile marketing campaign is understanding that mobile users act differently than their PC counterparts. When someone is searching on their desktop or laptop based computer they are often searching for general information, and sometimes not even searching specific topics. PC browsers are often “meandering” about, casually glancing at a wide range of information.
Mobile users are different. Most of the time they are looking for specific pieces of information, such as the operating hours for a local coffee shop or coupons for a local pizza store. In a sense mobile users are launching a “surgical strike,” they want to find a specific piece of information as quickly as possible so that they can get on with their life and back to the real world.
Monitor Your Progress
As with just about any marketing campaign, monitoring your progress and making adjustments as you go along is vital to ensure success. Figuring out what works and what does not may ultimately decide whether or not your business expands or fails. Luckily there are a ton of software programs that will help you keep track of all the activity on your site.
Further, you should test everything on your own mobile phone. Not only that, but you should put yourself into the shoes of a mobile user and use a smartphone in your daily life. See the types of things that work and don’t work. You should also check out competitors and see what they are doing. From here on out mobile phones will be a huge part of any big marketing campaign, so make sure your efforts are up to par!