For years, marketers were told that the number of global mobile device users would eventually surpass desktop. In 2014, that prediction came true and changed the face of marketing forever. 80% of Internet users own a smartphone.1 There isn’t a question of whether or not mobile marketing is valuable anymore — the data says it all. Mobile is now a crucial part of the purchase cycle. Is your business up to par? If you aren’t able to connect with your mobile audience, which we now know is the majority of your online audience, you’ll miss out; especially if your competitors excel at it. It’s time you checked in on your mobile marketing campaign to see if it’s really reaching users the way it should be. Assess the needs of your business with the following questions and take advantage of our mobile marketing tips.

mobile website

FACT: 91% of small business websites are not optimized for mobile.2
  • We’ve already described why having a mobile-friendly site is important to any business, but how do you even know if your site is optimized to begin with? You can use several free tools available around the web to analyze your site just by crawling it. This feedback is quick and direct, but also very technical. If that’s not thorough enough, run through a checklist to see how your site matches up.
  • Think about your experience as a mobile website user. What are some features that make you want to leave a site or abandon a transaction? Consider the do’s as well as the don’ts.
  • When in doubt, choose a responsive site. A responsive design automatically adjusts the page to the size and type of device. In other words, a singular page can be used for mobile, tablet and desktop. Responsive design templates are available on the most popular content management platforms and are becoming the norm for most small businesses because of their versatility.
  • Some experts recommend a dedicated mobile site, as something tailored specifically for mobile use can lead to a better customer experience. However, if not executed properly, it could become a much bigger investment (time and money) than it needs to be. It can also be an issue for SEO depending on your strategies (i.e. duplicate content).
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FACT: 61% of customers have a higher opinion of brands when they are offered a good mobile experience.3
  • Optimize your current marketing efforts for mobile. Great examples of mobile opportunity are the click-to-call and app extensions in pay-per-click advertising. Enabling features like these allows for a much more seamless customer experience. With a single click, your customer can call your store or download your map. Some display vendors have tools for cross-device experiences. Remove any excess steps between your customer and the conversion.
  • Emails are a common way to communicate with many customers in one fell swoop. Are your emails optimized for the mobile experience? While not all email-marketing tools are paid, the amount of time you spend sending mobile unfriendly emails is a waste. Time is money. If an email won’t load properly or is challenging to comprehend via mobile, the user will delete it and the message will be lost. Use your time wisely and find out the best ways to communicate with your mobile customers via email.
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