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Mobile Marketing for a Mobile World

According to the PEW Research Center, nearly 2 out of 3 Americans own a smartphone. If your business is not using mobile marketing, you are missing a major opportunity. The number of mobile connections now exceeds the world’s population. However, there is more to mobile phone use than sending text messages or making calls. With enough creativity and a willingness to learn, your organization can take advantage of the opportunity mobile marketing presents.

Here are 5 tips for successful mobile marketing:

1. Prepare your website. Most smartphone owners use their devices to access the Internet. Phone screens are significantly smaller than those of desktop computers. This presents a challenge as websites that are not optimized for mobile may not be able to be viewed as intended. In turn, frustrated visitors will likely leave your website for a more mobile-friendly one. It is not just users that have taken notice of this. As of April 2015, Google ranks websites based on how mobile-friendly they are. To meet these requirements and your users’ needs, you should design a website that is responsive to the different screen sizes that it will be viewed on.

2. Search vocally and locally. Search engine optimization (SEO) is based on a set of guidelines, called an algorithm, which determines how search engines rank websites. These requirements factor in mobile device use, which is why your SEO strategy should too. Searches done on mobile devices typically happen while users are out looking for a place to shop or eat. Updating your business’ local SEO can help you to reach these visitors, half of whom will visit your location within a day of their search. When selecting keywords for SEO, be mindful of voice search programs like Siri by using natural language that mobile searchers would use.

3. Text them, if they grant you permission. Text messaging can be a great way to spread the news about upcoming events, promotions, and other information related to your business. Much like email marketing, have customers sign up for this service with the choice to opt-out if they want to. Also, respect your customers’ privacy by only texting during regular business hours and no more than once a week.

4. Let them call you. A smartphone is still a phone at its very core. When potential customers are ready to do business with you, they need to be able to contact you easily. Including your contact information on your social media and website is important, but mobile allows you to take it one step further with a click-to-call button. This feature allows users to tap on the button, which will then bring up the phone dialer on their device to call you without having to leave the app they’re using. Your prospects will enjoy the convenience of this feature. In fact, 70% of mobile searchers have contacted a business using click-to-call.

5. Be more social. Certain social media platforms like Instagram are entirely mobile, which makes using them equally rewarding and challenging. If your target audience is younger, it may be worthwhile to invest in these combinations of social media and mobile marketing as they are popular with young adults ages 18-34.

As smartphone use is growing, so is the opportunity to use mobile marketing. By adopting the right strategies, you can overcome the challenges associated with mobile marketing and reap the rewards.

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