It’s tough enough implementing an effective internet marketing campaign. Is it really necessary — or even practical — to add mobile marketing into the mix?
Mobile users not only use different devices; they have different needs, expectations, and behaviors. And considering that an estimated 25 percent of global internet traffic will come from mobile devices this year, your biz best get on board.
What are some practical ways to give mobile users what they need? (Part 4 in the blog series inspired by our new free eBook, 11 Internet Marketing Trends 2014.)
1) Give them fast, reliable answers.
Mobile users don’t have time to wait around. And even if they do, they’re not going to. If your website takes too long to load or your contact information is too hard to find, expect mobile users to move on.
Leave nothing to chance. Give mobile users exactly what they’re looking for on your website:
- Load-time of 3 seconds or less
- Responsive design that auto-adjusts to their mobile device for easy reading and navigation
- Location, hours, and contact information that’s easy to find and accurate
Even if you do everything right on your website, you’ll almost certainly lose leads if you neglect your local business listings.
Let’s say a search turns up your website, as well as your Yelp page. Consumers know Yelp. They know it’s fast. They know it’s easy. And they know they can count on customer reviews. That’s plenty of reason to click Yelp instead of your website. And that’s bad news if you aren’t keeping a watchful eye on things.
Regularly monitor your local business listings, including Yelp, Google Places, Facebook, LinkedIn, and Yahoo! Local:
- Is your contact information accurate?
- Have your store hours or location changed?
- Is the page promoting current deals, discounts, and offers?
- Have you responded to reviews and/or comments, both positive and negative?
Don’t have local business listings? Get listed, pronto.
3) Show them ads.
If mobile users want answers fast, a sure way to respond is with paid advertising. A recent Nielsen report shows growing trust in online ads — 48 percent of users trust ads that turn up in search results, and 45 percent trust mobile display ads specifically. Make the most of it with paid advertising that mobile users are guaranteed to see, nearly half of whom likely trust ads enough to entertain the idea of a click-through.
4) Send them (opt-in) texts and emails.
As a marketer, why not take advantage of two things mobile users love to do most — text and email? That said, nobody likes spam, so make sure your text and email lists are opt-in only. Note, you’ll have more success by following up with opt-in’s right away. Wait too long to send them a text or email, and they may forget who you are and/or that they gave you permission in the first place.
5) Build them an app.
Despite mobile users’ love affair with apps, only 7 percent of businesses have them. There’s no excuse for that, especially considering how easy and affordable they are for you to build. Your own app not only helps improve users’ interaction with your business, but also boosts the credibility of your brand.
If you'd like to learn more about mobile marketing in 2014 — and other internet marketing trends — download our free eBook today.