As of 2015, more people are accessing the Internet from mobile devices than from computer systems. This means that businesses need to scale their marketing platforms to include smaller resolutions and the technology. Otherwise, companies can lose out to sales and leads to competitors who have a strong mobile marketing strategy.
Mobile marketing goes beyond simply developing a responsive website, though. Although it’s important to have good web hosting and a mobile-friendly layout, more can be done to engage users on smartphones and tablets.
Below are ways that every business should consider to increase sales both on a website and in the real world. After all, not every sale is conducted online.
Creating Mobile-Friendly Content
The most important thing to consider is how content appears on a mobile device. If the site doesn’t appeal to those with smaller displays, they will simply go elsewhere for their shopping needs. Here are a few things that need analyzing:
- Website Layout
Just because a site is responsive doesn’t mean that it looks good on mobile technology. Test the layout of the website on these smaller devices to make sure it appears as it should.
- Avoid a Wall of Text
When creating content, keep the blocks of text smaller. Paragraphs that may appear perfect on a desktop computer may actually seem overwhelming on mobile devices.
- Image Use and Optimization
Larger images or stuffing too many graphics into one page can reduce the speed of the website. Even the best web hosting services can’t help when a visitor’s browser simply cannot render all of the material in an orderly manner.
- Headline Length
Many experts state that a shorter and more succinct headline for content is ideal. Shorter headers allow it to fit better on a smaller screen.
- Buttons and Links
Providing larger buttons and links helps visitors by giving them something easy to tap with their fingers. While pinch-to-zoom technology is useful, a more obvious button is quicker and often easier for those using smartphones.
When trying to develop a strategy for the layout of the website, Google Analytics can be helpful in determining the display resolutions of most visitors. This can be found by going to Audience, Browser & OS and then clicking Screen Resolution for the “Primary Dimension.”
Connecting with Google My Business
One of the best ways to get a business on the map is by using Google My Business. Because so many people are using search engines to find local products and services, this is the first step to putting the company at the top of the list.
From a mobile device, consumers can see when the business is open, its location, reviews from patrons and have immediate access to the phone number and website. Google My Business also provides the geo-location which easily connects to Google Maps giving interested shoppers directions.
Keeping the information updated in Google My Business also provides verification for the consumer. In a digital world rife with fake news, questionable business practices and email scams, many people are leery when it comes to trusting an online resource. Google My Business helps solidify some of the trust and may help strengthen an online reputation.
Text Message, or SMS, Marketing
Nearly half of people using smartphones prefer texting to actual voice communication. This is what prompts many experts to center around text message marketing. Because most people will carry their smartphones with them at all times, an advertisement can be delivered regardless of where the recipient is standing.
Some people are a bit shy when it comes to this form of advertising, though. That’s because it is far more regulated than many other types of marketing. Although there are more regulations governing over SMS messages, it’s not a difficult process to get into.
Text messages deliver an interactive platform that can offer a personal touch. Instead of a simple banner or ad placed on a site, it has greater potential to connect to the recipient. Messages are sent immediately and most platforms are trackable allowing a user to see who opens the message and what links are “clicked.”
Developing a Mobile App
A common method of mobile marketing is creating an app that accompanies the business. There are many benefits that come from developing a mobile app. Some of these include:
- Generating more revenue through sales for eCommerce.
- Sharing important information with consumers instantly.
- Providing a platform for digital coupons and discounts.
- Creating an additional revenue stream by selling a useful app.
- Enhances online brand reputation.
Businesses develop apps for a myriad of purposes. These can range anywhere from simple content distribution platforms to more robust tools. A lot of developers will create these with in-app purchases, which has potential for a serious amount of income depending on function.
Encourage Sharing on Social Media
Social media is one of the most accessed areas of the Internet. With nearly three billion regular and active visitors world wide, it’s a platform that every business should be using. As most social engagement comes from mobile devices, it only makes sense to utilize sites like Facebook and Twitter to engage an audience.
Here are steps to enhance exposure on these social platforms:
1. Don’t be afraid of hashtags: Understanding how hashtags work across various platforms can show content to far more people by joining the topic, especially if it’s trending.
2. Use images: Studies find that using images in social media posts increases how often it is shared on mobile devices.
3. Place a Call to Action at the end of content: Putting a call to action, such as “click here to share this post,” increases interaction from website visitors.
When marketing to mobile devices, it all starts with a good web hosting platform for the website. After that, it’s up to the business owner to build strategies and engage visitors of all kinds. Put together a plan of action for the business, and connect to those millions of smartphone and tablet users who don’t even own a computer system.