According to a report by Strategy Analytics, the number of mobile phone users in the world crossed 1 billion in 2012. Almost half of the adults in the United States use a smart phone to connect to the internet. The number of mobile phone users is increasing at a rate that shows no sign of slowing down. It leaves marketers with no choice but to bolster efforts to reach out to consumers using the device they prefer to use. For a small business, mobile marketing is quite a challenge. There are smart phones available in different sizes and not all smart phones use the same operating system. Every mobile operating system has its own unique features and so it becomes quite a challenge for a small business to develop websites that are compatible with every smart phone.
Below are a few tips that a small business may follow to develop a sound mobile marketing strategy:
Evaluate your position
The world of mobile marketing is fast and aggressive. If you feel you cannot create a great experience for your users, it is better not to start with mobile marketing at all, feels Mark Strecker, President and CEO of mobile advertising firm Amobee. So before you go into any further consideration of your mobile marketing strategy, step back and ask yourself “Are you ready?” You must be absolutely clear about your objectives and goals before you start your mobile marketing campaign.
Launch a mobile friendly website
It is better to start your mobile marketing campaign by building your mobile friendly corporate website. The behavior of mobile surfers is quite different from that of desktop or laptop users. A mobile surfer will never spend much time in finding information. If he cannot find information within a minute or two, he will leave the site and may never come back. So mobile websites should have important information and they must be highlighted. You can use a different font color or a larger font size to highlight important information.
You also need to keep up with the changing mobile technology and update your website from time to time. You should also limit the amount of data entry on mobile sites for hurried users. A sign-up form works perfectly well. It is also important to make pages load very fast on a mobile website, otherwise it might not match the needs of on-the-go visitors.
Create a mobile app
There are smart phone users who prefer apps over mobile websites. According to Gartner, mobile app stores will see an annual download of 102 billion in 2013. You can also create a mobile app that provides unique content, e-newsletters, sells products and drives traffic to your business website. App advertising can also be a good option to evaluate.
Mobile Search Advertising Programs
These are just like your PPC programs just that it’s on a mobile phone. Google lets you bid on what you are ready to pay, either per click or per call. There are a lot of mobile search options for you to explore including locally targeted ads and click to call ads. Mobile Search Advertising Programs work well for local retailers since 30 to 35 percent people search on their mobile or smart phone to find things locally.
Use mobile social media
Social media should occupy an important position in your mobile marketing strategy. More than two-thirds of Facebook users use smart phones to check their account and one in six people exclusively use smart phones for accessing their Facebook account. Keep your Facebook page, LinkedIn page and Twitter pages updated and most importantly make them mobile friendly.
Aaron Jones is the Senior Content Marketer for iMarket2Mobile, a real estate mobile marketing app. Aaron has years of experience in marketing and enjoys writing about marketing strategies and evolving marketing trends. He enjoys interacting with people and providing tips for their mobile marketing campaigns.