How Your Business Can Benefit from Mobile Marketing
Almost every aspect of people’s lives revolves around their mobile devices. And it’s not just with teenagers and young adults. Even people in their 40s and 50s are using mobile devices to plan events and stay in touch with friends and family.
According to Facebook, nearly half of their 900 million monthly users access the service via some kind of mobile device. And when you look at the high level of commitment that Facebook and Google are putting behind mobile right now, it makes a serious statement to the world of mobile marketing. Their senior executives are making mobile a priority – and so should your small business.
The Problem with Viewing Big Sites on a Small Screen
Smartphone devices will pull up your website and show the basics of it just fine. But it won’t show flash or some types of videos uploaded before about mid-2011. And making matters worse, the screen is so small that the user now has to pinch and zoom to get a better view.
In an episode of Coffee Talk with James Martell, founder of www.theschoolofinternetmarketing.com, guest Don Campbell, founder of Expand2Web related, “I was at a conference recently where a speaker named it Pinch and Zoom Hell, because you’ve got this website and you have to zoom in on everything.”
He continued, “And even if you can read what is on the screen, then you can’t even press the button because it’s so small. That’s a problem if you don’t have a mobile experience for your visitor. Your website might show up but it’s not really geared toward what they want.”
Mobile Web Users Have Different Goals
Mobile visitors are different than ones sitting behind a desktop PC. They’re more goal-oriented. It’s important to realize that mobile internet users have different goals with using the internet. They spend less time on websites. They view fewer pages. So once they do find what they’re looking for online, it’s important to have all information ready on a mobile site to help them find you and use your business.
If someone is looking for you on a mobile device, it’s because they have a purpose in mind whether it’s to call you, find the address of your physical location, or make an online sale. They aren’t trying to read your blog post. They’re in their car or on the street. More importantly, they are trying to connect with you.
Defining Mobile-Enabled Websites
People have so many things in their mind when they hear the word mobile. Depending on what devices they use, they might think about features such as SMS, text messaging, iPhone apps, Android apps, and QR codes. In reality, your mobile-enabled website provides the basic foundation for all of those things without requiring you to take any extra steps.
According to Don Campbell, “I like to think of it from the basics because 85% of small business owners don’t have any kind of a mobile website or presence, so I like to remind people – let’s start at the beginning and make sure we cover those bases first. Then you can look at some of the fancier things that are coming out.”
15% of websites today are powered by WordPress, a free online content management system. But how do you know if you’re mobile ready? And if you’re not, what do you need to do to get ready? Don Campbell offers these suggestions.
- Flash and YouTube videos embedded more than about 18 months ago won’t show up on an iPad or iPhone. So if you create a website that has these features then it is possible that your site isn’t visible on certain types of mobile devices.
- Detect where visitors are coming from, and then adjust your website to accommodate that. The good news is, there are solutions out there and they really aren’t that expensive. It might mean redoing your website now, but think of all the benefits you’ll reap later when a wider range of viewers can see your webpages.
- Different mobile devices will show your website in different ways. However, viewing your site on different mobile devices will let you know what areas need adjusted. You don’t unless you see for yourself. Look at it on an iPhone, an iPad, an Android smartphone, and even the Kindle Fire or other Android-based tablets.
If you don’t have these devices on hand, find someone who does and look at your site. You might be surprised at how it appears to others. Better yet, if you can afford it buy a few of these devices for your business so that you can see how the site looks any time you like. And if all else fails, check out the display counter at your local electronics store and pull your website up on the various phones on display there.
Freelance author Melissa Cameron lives with her husband Dave and their two children in Austin, Texas. She writes on a wide range of topics, but is especially interested in fitness, including yoga and eating healthy. She exercises on a daily basis and tries to get the whole family involved – even the dog! When she isn’t writing, Melissa loves knitting, spending time with her family, and watching movies.
- License: Creative Commons image source