The smartphone changed how consumers make buying decisions. With just a few taps, you can find a contractor, schedule an appointment, or make a purchase and have it shipped to your house. Mobile commerce is so quick and easy that eMarketer said that more than 77 percent of all U.S. online shoppers use a smartphone or tablet to buy products. This figure presents a big opportunity for small businesses that can use this sales and marketing channel to their advantage. Many have already realized the potential: Nearly three-quarters of the businesses surveyed in a recent poll stated that they are increasing their mobile marketing budgets this year. Here’s how you can become a mobile marketing master.
Many businesses have websites that look great on desktop PCs and laptops but are difficult to use on mobile devices. Traditional websites tend to look very small on mobile devices or don’t render properly because of compatibility challenges between web and mobile technology formats. Also remember that many smartphone users are looking to take specific actions quickly, but information like a store’s location may be hard to find because general business information and other content is usually displayed more prominently.
To address the needs of smartphone users, mobile websites are designed for smartphone and tablet environments. You can customize your mobile site to highlight the information most important to consumers who may be searching for you while they’re on the move.
For example, a restaurant may promote its new menu on its traditional website. But a mobile user already out and about may be more interested in the restaurant’s address, hours, or a telephone number to place an order or reserve a table.
Examples:
If you instinctively check your mobile device every time you receive a new text message, you’re not alone. About 90 percent of all text messages are read within three minutes of delivery, according to research by mobileSQUARED.3
This makes text messaging—also known as Short Message Service (SMS)—an effective way to reach consumers. In addition to traditional text, adding video links to your SMS messages can help make an impression with consumers. A number of services can provide you with the technology to create and manage your SMS campaigns.
When writing promotional text messages, keep them short, to the point, and interesting. When tracking results, determine which messages get the highest response. Are texts sent in the morning more effective than ones sent later in the day? Consider testing differently worded versions of your offers to see how they compare.
Mobile apps let you provide more content, capabilities, and customization than mobile sites. Because the apps are installed on mobile devices, they typically run faster than mobile websites and may even work without an Internet connection. They also tend to perform better because they are built for specific operating systems.
Businesses often create mobile apps because they have an area that requires too much bandwidth to work effectively as part of a mobile site, or they want to highlight their industry expertise by offering additional information. Some mobile apps let users “bookmark” information such as health tips or data for current projects, while also providing more resources such as interactive maps.
Many pre-made apps are available that you can buy off the shelf and customize to your business. This is typically cheaper than building an app from scratch.
By ZenBusiness Team
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