When it comes to creating a comprehensive mobile marketing strategy, there are a lot of balls to keep in the air. Mobile marketing is designed to catch the attention of consumers who are looking for your business from a mobile device, whether they’re out looking for a nearby solution to their problem or they’re doing research on their tablet at home.
There are tactics you can employ to ensure that your business is getting noticed. Let’s chat about five of the most important mobile marketing strategies to help your local business get noticed by new customers.
1. Step Up Your SEO for Mobile
You know that SEO is an important factor in getting noticed online on any kind of device “ mobile or desktop. But there are specific steps you should be taking within your SEO strategy to ensure that your site performs well on mobile devices.
Having a fast-loading site is a performance factor for the major search engines. But did you know that your desktop and mobile sites can have different load times?
If you have a slow-loading site for mobile, it’s time to take a look at what’s holding things up and eliminate those elements from your site.
In addition to load speed, it’s important to have a mobile-friendly site to improve both user experience and SEO performance. Google has introduced mobile-first indexing, meaning that a website’s mobile presence will be used to determine where it shows on the search engine results page. If your mobile experience is sub-par, it could be hurting how you show up across all devices.
2. Create Mobile-Friendly Search Ads
Getting ahead in organic search results is important, but if you want to win on mobile, you must create paid search ads as well. Think about the way search results display on a mobile device. Paid search is always at the top of the page, no matter what kind of device a consumer uses to search.
But on mobile, where consumers see a small and narrow screen, they have to scroll much further down the page to see the first organic result. If your paid ad catches their eye and makes an offer that solves their problem, they might click on you before they scroll down to the organic results.
Common principles apply for putting together any great PPC campaign, whether it’s mobile- or desktop-focused. Start by setting clear goals, engage in smart keyword research so that you’re running ads for the most effective terms and phrases, and track results to make sure you’re getting the results you want. (Hint: A marketing partner can help you with all these things “ nice and easy!)
3. Get on Local Listings
Appearing in the right local listings is a huge part of winning at the mobile marketing game. Local listings are online directories that provide consumers with a listing of contact information for relevant businesses in their area.
Some of these listings sites are ones you’re already familiar with “ think Google My Business, Yelp, and Facebook. Other local listings sites are more niche and are either specific to your area or your field or industry.
Appearing in local listings is critical for mobile search. Many users head to their map app first, rather than their internet browser, when looking for a nearby on-the-go solution. If your business is not listed on Google My Business, you won’t appear in Google Maps results.
Similarly, Yelp drives mobile users to download their app, rather than search on the internet. If you’re not on their app, you’re not getting found by Yelpers.
4. Produce Video Content for Mobile
When consumers are on their phones, it’s difficult for them to read lengthy pieces of content. Long blog posts with tiny type are hard to scroll through on a phone. Websites with lots of written content can be similarly difficult to navigate on mobile.
Video is a much easier medium to consume on a phone or tablet. While scrolling through a lengthy article takes focus, watching a quick mobile video and following along with the captions is simple, whether your audience is at home on the couch or in the middle of their morning commute.
And the numbers bear that out. Cisco projects that by 2022, video will account for 82% of all IP traffic online. That means more people are watching more video online each year.
You should be using video all across your mobile marketing strategy. Incorporate video into your website by creating a welcome video that introduces consumers to your business and value proposition. Include explainer videos on pages for your products and services.
Don’t stop at your website, either. Add video to your social media channels, and start experimenting with live video. Then, create video ads that pop on YouTube by harnessing strong storytelling techniques and great visuals.
5. Build a Geofence
Have you heard about geofencing? It’s a marketing tactic built specifically to target mobile consumers. You can establish a virtual perimeter anywhere you’d like, and then send offers and messages to any consumer who enters that perimeter with their mobile device.
This is a great way for small businesses to capture the attention of consumers with high purchase intent. Geofences allow you to reach out to consumers who are already out and about in shopping areas. They’re looking for a solution to their problem, and if your business fits the bill, a notification from your brand could be the thing that leads them to you.
Let’s say you own a hair salon. Establish a geofence around your business, greeting passersby with a link to your appointment-booking platform. Or perhaps you’ve opened up a local burger joint, but you’re down the street from a big, national fast-casual chain. Why not establish a geofence around the chain restaurant, letting consumers know that there’s a local alternative just down the street?
When it comes to mobile marketing, there are a lot of tactics and strategies to master. But with today’s consumers turning to mobile devices more and more frequently, it’s critical that you optimize your business’s online presence for mobile devices.
If you’d like help getting your mobile marketing efforts off the ground, reach out so that we can help you put together a strategy that works for you.
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