How to Build an Effective Mobile Strategy
When marketing a small business, it's best to cover several bases, including social media, paid search, review sites and, most prominently, mobile. Mobile marketing strategies are ramping up due to the increased consumer use of mobile devices. It's estimated that more than half of consumer time spent online is on mobile devices. It simply isn't good enough to just have a website for your small business these days; you need a site that's optimized for mobile use or even a mobile app.
Most consumers have some sort of mobile device, and desktop usage is declining due to the technological advances made in the mobile industry. As a small business, how do you build an effective mobile strategy? Consider the following tips:
1. Think bigger than apps. With over 25 percent of all smartphone mobile applications made never getting downloaded, it's easier to understand that building an app can't be your whole mobile strategy. If you really want to build an app, go for it. There are plenty of companies out there ready to build the best custom application for your business. Once you grasp how people use their phones for commerce, you have a much better chance of making your mobile strategy work effectively for you.
For example, when consumers look for information about your business, they're most likely to look up your website in their browser or go to a review site or app like Yelp. This means that you need to optimize your site for mobile use so that images and information aren't lost in translation, while also claiming your business on all review sites and filling in all relevant information.
2. Integrate your mobile strategy with social, cloud and the internet. Your mobile strategy should combine elements from your social strategy, your cloud system and the internet. In short, your mobile strategy could go beyond consumer use and become a part of your business plan as a whole. Many retailers are turning to tablets as point-of-sale terminals. And because engagement is such a huge measure of your overall social success, mobile devices are making it easier than ever to constantly stay connected to your followers.