Mobile Marketing Attracts New Customers
Web.com and Lab42 recently conducted a survey to determine the impact of mobile marketing on small businesses and their customers. What did they find? Among small businesses that utilized mobile marketing techniques for the first time in 2011, 84% reported an increase in new business, and 69% view mobile marketing as critical to growth over the next five years.
Mobile marketing, unlike standard marketing techniques, affords small-business owners the advantage of knowing precisely where their customers are located. This essentially means the advertisements are served based on a consumer’s proximity to your business, which in turn greatly enhances the effectiveness of a push to attract new traffic.
In fact, mentioning a location in mobile ads and search results can increase click-through rates by up to 200%.
Although the world has gone mobile, few small businesses have optimized their site for mobile search. It is estimated that less than 5% of small businesses offer mobile-friendly sites or dedicated mobile applications.
By taking the initiative and making your business mobile-friendly, you can gain a significant advantage over your direct competition. Here are two tips to help you get started.
Mobilize Your Website
According to the Mobile Marketing Association, a survey of 1,000 U.S. adults found that mobile’s influence over consumer shopping behaviors has increased every year since 2008. The study confirmed that a vast majority (87%) of respondents will reportedly use their mobile device to purchase between one quarter and one half of all gifts, essential services, and impulse buys.
If a customer cannot access your site using a mobile device, then you are obviously missing out on a big opportunity!
When potential customers are on the go, and getting dangerously close to the data cap on their mobile carrier plans, the last thing you want them to do is continuously reload and pinch and zoom to get the info they need.
As a business owner, it’s your job to make it easy for prospective customers to navigate your website. All the essential details about your business—especially your phone number and address—should be front and center, and easy to spot at a glance.
Invest in Social Media
Everybody has that one friend who always “checks in” on Facebook or Foursquare every time he or she visits a coffee shop, grocery store, or movie theater. Well, as a business owner, that is precisely the sort of behavior you want to encourage!
To begin, register your company on Foursquare and invite customers to connect with your business via Facebook, follow you on Twitter, and even share their experiences on Yelp. It may take some time and effort to build social media momentum and to keep it going, but in the end, it’s typically well-worth the hard work.