MARKETING
Go mobile orgo broke
B
eing “mobile friendly” is no longer an option if you want your business to survive in the long run. The figures related to the increase in usage of mobile and tablet devices tell the story. According to a 2013 report from Walker Sands, 28 percent of all web traffic comes from a mobile device and that number is increasing rapidly. Start small if you must, but you must get started. It’s often easier said than done. For small businesses integrating a mobile-focused approach from scratch, implementing strategies gradually is a smart way to make the transition. Here are some quick tips to easily make your marketing tactics more mobile-friendly: Search: Mobile users use voice search features like Siri with conversational language. Your content needs to adapt and also be written in a conversational style. You should also examine your analytics to see which terms and phrases your mobile visitors are using and incorporate that type of wording into your content. Email: Make your email easy for people to see and read. A narrow vertical layout is better for quick scrolling. Large buttons and links are easier to click. For faster load times, go easy on the images. Put some thought into the subject line and grab their
22 AB | July-August 2014
attention. Finally, make sure the “from” name is recognizable – something that doesn’t look like a spammer. Local: To hook the customers in your geographic area, optimize your mobile strategies for local search. In order to influence people who are ready to buy on-the-spot, you should invest in geo-aware tools and technologies to create locationspecific campaigns. For example, you should match the offer you make in your digital marketing campaigns to your target’s specific location and make it relevant. Web Design: Google’s research has shown that 67 percent of mobile users say they are more likely to buy from a mobile-friendly site. Make sure your web page has a responsive design and functions well no matter which device the visitor is using. If you can’t optimize your entire website for mobile right away, pick a few key pages and then monitor the analytics and feedback from the users who interact with those pages. Social: Ever heard of SoLoMo? That’s short for Social, Local and Mobile – the three traits that describe many consumers today. Social media is another important way to interact with your customers. Facebook is now offering geo-targeted advertising options to small businesses. Encourage your customers to “checkin” on social media when they are at your business and review your products online.
Video: Mobile users love video and they are more likely to pass it along to their friends and family. It can also spur countless new potential leads because its drives higher engagement. Plan your video carefully and make sure it fits in with your larger content strategy and your marketing goals. Make it educational and entertaining and have it link back to a landing page of high quality that is also optimized for mobile viewing. Will your business go mobile or go broke? The statistics paint a clear picture. If your business isn’t optimized for mobile consumer behavior, it’ll go broke.
Sheila Kloefkorn Marketing After founding KEO Marketing in Phoenix in 2000, Sheila Kloefkorn grew it into an award-winning multi-million dollar agency that helps companies drive leads and sales with digital marketing. Kloefkorn also recently became an ActionCOACH business owner.