The Mobile Marketing Strategies You Don’t Want to Ignore
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Is your small business making the most of the mobile revolution? It’s the one that’s making it easier than ever for consumers to shop, compare and buy with just a few swipes of a finger. If not, there’s still time to get in on the action. The following tips will show you how:
Make Texts Part of Your Strategy
According to Nielson research, a stunning 97% of text messages get opened. Direct mail and email can’t come close to delivering this kind of response! Create a text club for your small business that allows you to push out special offers and updates to customers. The beauty of this is you’ll know in an instant what’s working or what adjustments are needed to turn these customers into buyers.
Optimize Your Mobile Site
Your mobile site is only as good as your customer’s ability to use it. So put your consumer hat on and take a good look at your business’s smart phone presence. Are the fonts big enough to read? Do the links respond when you touch them? Does it all make sense – and lead to a call to action? If not, go back to the drawing board and make the necessary adjustments.
Integrate Your Virtual and Actual Storefronts
Nothing is more frustrating to a customer than inconsistencies, for instance, when your mobile site says you’re open until 10 p.m. and the sign on the door says, “Sorry, We’re Closed,” at 9 p.m. Make sure your hours, prices and sale information correspond so that the impact to consumers is seamless.
Drive Them Right to Your Doorstep
Does your mobile site include a map and an address that’s current and easy to find with a GPS device? Test it out by navigating to work from a remote location. Does your GPS guide you to your business, or does it only get close? If not, add specific identifiers to your site, such as “across from Walgreens.” Remember, many of those coming to your store may be first-timers who need clear, concise directions.
Sell the Steak, Not the Sizzle
Mobile users are on the go, so don’t waste their time with pop-ups or redirects. While a few visitors may be interested in taking your pop-up survey, most want precise details on your products, your menu or your cancellation policy. Once they have what they need, they may respond to some of the other bells and whistles. Just don’t put them up front where they’ll get in the way.
Evolve With the Medium
Has your mobile site kept up with your business needs? Does it do what you want, or is it just window dressing? Make a point of auditing your site at least twice a year to make sure it’s doing everything you want for your business and your customers. Not only will it keep you current, these periodic updates will make maintaining your mobile site easy.
The mobile market is only getting bigger. By incorporating mobile strategies like these into your overall marketing mix, you can continue to reap the benefits of a mobile revolution.