Mobile Marketing and Your Responsive Website
Ask your customers which social media network they use the most. Master that domain and do everything in your power to get a strong presence at that social media network. In the case of LinkedIn, it might involve setting up a business page, ramping up your personal profile, getting involved in certain LinkedIn groups. Then, measure and track your matrix and measure them on a weekly basis. Once you get started, then move on to a second social media network. Social is an intrinsic part of mobile marketing.
Why is Mobile Marketing Important?
Business owners should pay attention to mobile marketing because almost 50% of people that visit your website can be coming in from a mobile device and that number is only going to grow. It currently ranges from 15% to 50% and that percentage is only going to continue to grow.
Which social venue should a business owner concentrate on and why?
So, if your consumers are coming into your website using a mobile device, you need to be ready to meet them, connect with them and use it to build a bridge between your business and your customer. You as a business owner need to understand mobile marketing in order to compete.
What can be achieved with Mobile Marketing?
More and more people are walking around with their smart phone while they are in a store. They will scan a wine bottle, book cover, and all sorts of things to look up a product or service. It could be to check reviews, get directions or explore pricing. So, you want to use mobile in any way you possibly can. Provide all the resources as possible to consumers, so they will purchase your product in-store or online. When people buy products with a mobile device, the consumers’ total ticket price is usually higher. Mobile customers spend more than if the consumer were to purchase the items using a desktop device. So, for that reason, it is crucial to take advantage of mobile in order to increase revenue for your business.
How important is a mobile-friendly website?
The importance of being mobile-ready and offering the opportunity to provide a seamless transaction is huge. More importantly, this is an example of B-to-B mobile. A lot of people talk about mobile being B-to-C (business-to-consumer) because your driving foot traffic to a physical location, but mobile marketing is also exploding into the business-to-business world, which is a huge market that business owners should take advantage of. Being “mobile ready” is essential even if you are a B to B company.
Social Connection, Mobile Marketing and Mobile Websites
Email marketing can be thought of as a social media tool. 67% of all C-Level executives check their emails from their mobile devices. So right there, if you are a B to B company, you are talking about the social component of a mobile device. The more prevalent social tools such as LinkedIn, Facebook, Twitter and from a starting point, if you have a mobile website, one of the important things to do is enable your mobile website so that visitors can have the ability to connect with you on social networks. 100% of business owners should have a mobile website setup because your consumers are going to visit it. By the end of this year, it is expected that the current number of 50% of business owners who have a mobile website will explode to closer to 90 or 100%.
The Use of Social Media in a Business Environment
If you think about the purpose of LinkedIn, it is to gain information about potential employers before an interview. From your mobile device, you can visit executives’ LinkedIn profile while on the way to visit a potential client or executive. So many people are out there looking for jobs and trying to network and LinkedIn is an excellent way to do this. Mobile devices are a very useful way to take advantage of this in our busy world. Checking-in with Facebook or checking-in to FourSquare are more examples of the mobile marketing angle that, if you have any kind of business that involves people in physical locations, you can employ these techniques to increase your revenue. For example, restaurants are often offering their customers instant-discounts if that person checks-in while at the restaurant. That’s a great use of mobile marketing and social media as a way to grab customers.
Social is Mobile
Basically all mobile is, is a device to connect to LinkedIn, connect with Facebook, connect with Twitter. The only difference is that we are using a different device. We are still engaged with these social media platforms, but the difference is that in addition to connecting to social with our desktop, we are also using mobile devices to connect to social.
By the end of this year, every business should have a mobile website. A mobile website is NOT an app. Start with understanding your objectives. Many business owners do not need a mobile app unless they already have a large, existing customer base and you want to keep them engaged with your brand. Basically the starting point of mobile marketing is having a mobile website.
What is a mobile website?
The starting point for everything mobile, the fundamental foundational thing that you have to do is build a mobile website. A mobile website is just your desktop website but re-formatted so it fits on a mobile screen.
There are three ways to create a mobile website:
- You can create smaller web pages. This way when people visit your website, the code on your web page knows that the visitor is using a mobile device and they serve up the smart-phone version of your website.
- Responsive design is basically a way to use CSS. With responsive design, your website automatically adjusts so it is perfect for a smaller screen. But the challenge of this is that it requires a complete re-design of your existing website, so that is a really large barrier.
- The third way to create a mobile website is to get a mobile hosting account. This is a great method of setting up a mobile website because there are themes and tools that make it easy and fast. The software will automatically serve up mobile pages to people that are visiting your website on a mobile device. At the same time, the software will serve up your regular website pages to those visitors that are using a desktop device to view your pages.
The bottom line is—start with the fundemental necessity for business by creating a mobile website.
Marketing to Mobile Users:
- Mobile websites
- SMS – text messaging
- Mobile display ads – mobile banner ads
- Mobile paid search – Google ads after you have built your mobile website.
- Location based marketing – all the tools that allow people to check-in
- Apps are another big thing
- QR codes are important but a great way to advertise your company on a poster
These are the primary tools that help you to market to mobile consumers.
What do people need to know about marketing with SMS?
These are texts. Let’s say, for example, you have a restaurant and you have a poster that says “sign up by sending us this short code”. You could call it “special offers”. You deliver that to a 5 digit number and then it sends that consumer’s number to the restaurant. Then the restaurant knows that this person wants to occasionally receive special offers. Once every two weeks, send out SMS messages to these people that have opted-in to join your SMS list. People are comfortable with it and it is a great way to connect to consumers. It is important that you out-source this task to a SMS service provider. Investigate three, four, or five of them and do not ever do anything that looks sketchy because you can get burned by Verizon or AT&T.
Mobile Websites as a Tool to Capitalize on the Mobile Trend
There are really great opportunities for marketing with mobile paid search. You can create mobile display ads that are targeted on a house-by-house level based on your purchases that you have made at the grocery store. For example, mobile marketers know which house buys Pedigree dog food, which house buys Iams dog food, and which house buys no dog food. Companies collect that data, then they can go in and target those houses and provide that house a coupon to show appreciation for them being a loyal customer.
What is G-O Targeting?
The reverse side of the coin is that Iams can present an ad to the Pedigree buyer encouraging them to switch. Then houses that do not buy dog food, marketers can skip therefore not wasting money by advertising to that house. How is this done? The main thing on the mobile side of the equation is that we are now able to identify which mobile device is where using “G-O-targeting”. We know this mobile device is sitting at this place from 4pm to midnight and that way companies know the location where the person lives. Then, we can see that mobile device during the day time and that helps companies know where the person works. The information is not specific as an individual but rather it is specific to the device, therefore, your privacy is not violated.
Mobile Websites and Business
Mobile is in its infancy but is exploding. Business owners need to pay attention to this growing trend. It is not going away and the need for a mobile website is increasing. Mobile websites are necessary for a business to compete. There are incredible opportunities in mobile.
QR Codes to advertise your mobile website
The starting point is definitely the mobile website. The second step is QR codes. You can use them to advertise your company on fliers. Mobile paid search is a low-cost way to promote your mobile website. At the end of all of this, some companies will even go far enough to create an app which can be complex. It is easier to get started with mobile by simply creating a mobile website.
Go mobile…and don’t forget to go green.