Even while on the move, people stay connected to the web. You’d be hard pressed to see anyone who isn’t driving or with other people not on their phone, tablet or laptop. We have built such strong relationships with our mobile devices that we sometimes feel naked without them.
When we don’t have our faces glued to our screens, our fingers itch to reach into the pocket and grab the phone. Here is one statistic that will blow your minds: Americans collectively check their phones over 8 billion times per day. 81% of people even check their phones while dining out at restaurants. In other words, there are a lot of hungry eyes out there trying to feast on information.
This is where mobile marketing comes into play. With so many individuals being accessible while on the move, your marketing should adapt to their mobile lifestyle.
Just under a third of the world population use or have access to a smartphone. In the United States, 94% of the population own a cellphone and 74% of those are smart phones. In Europe the numbers are similar. What this means is that digital marketing efforts can be tailored to target potential consumers almost anywhere.
Even before conducting business with a new company, or trying to find a good deal on a pair of jeans, consumers will look online—on their phones—to read reviews, look for coupons, etc.
If a business cultivates its online presence well, it will improve the reach and accessibility of the consumer. Consumers crave information: ratings, reviews, testimonials, social media interaction. It has the potential to reduce anxiety when conducting business, especially with new companies. The positive information we find about a business while we’re on the move will encourage us to spend money there; any negative user feedback may make us run for the hills.
Are You Mobile Friendly?
First and foremost, your website—if you have one—should always be a mobile friendly one. After all the information I disclosed previously, it only makes sense for you to start catering to mobile users.
When it comes to SEO, web pages that are mobile friendly ones are typically ranked higher. For example, Google a few years back changed their search algorithm to prioritize mobile sites. If any users use search engines on their phone or tablet, a page that is mobile friendly will always show up before any site that isn’t.
Vital Information Upfront
For brick-and-mortar stores, make sure that the most important information is easily accessible:
- Store hours;
- Website links;
- Phone number;
- Specials or sales you offer;
- Social media profile / reviews.
This is especially crucial if people haven’t had the chance to conduct business with you before. You’re new to them, so they need to be informed of where to find you and any means of contacting you or gathering additional info on your operations.
Similarly to brick-and-mortar establishments, businesses that operate exclusively online should offer that information as well. Perhaps you may want to leave out the “directions” or “store hours” but everything else is fair game.
It’s not a scavenger hunt, don’t make your customers work hard for the crucial information.
Join mobile directories on Google or Yelp to make this process simple for you and your customers.
Social Media Activity
Let’s face it, social media has become a big part of our lives. Kids, teens, adults, and even businesses use it in one way or another. Being active on social media as a business, can go a long way in forging a valuable connecting with potential consumers.
Social media is a valuable addition to your mobile marketing efforts. Social media platforms give the ability for both parties to stay connected to each other no matter where they find themselves.
As a business owner, you can communicate with your community anywhere you have phone reception and your customers can do the same with you. A bond can be built between a company and an individual, and create mutual trust that can last for a long time.
Maybe an App?
Now I won’t go too deep into because it’s very situational and it can be quite expensive: mobile application.
Not all businesses out there can utilize the functionality that a mobile app provides but it can offer variety benefits. The pros and cons really depend on the type of business you operate, so in the end you will need to figure this part out on your own.
The need to stay connected through mobile means will continue to increase; your marketing efforts need to reflect that.
Most of the tools associated with mobile marketing are all available to you in your pocket. Social media interaction, emails, videos, blogging and anything else done on the web can be done easily while on the move.
Mobile marketing benefits aren’t just for the consumer; it makes your life easier as well.