Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Greg Hickman

Think Mobility

By Greg Hickman

About Greg

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
 

The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Making Social Sell

Jeff Molander
Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
Nov 14, 2014

This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Direct Mail for the Modern Marketer

Summer Gould
What Can Variable Data Do for Your Direct Mail?
Nov 13, 2014

A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their...



Reinventing Direct

Gary Hennerberg
How to Neutralize the Risk of Backfire
Nov 12, 2014

The mid-term elections are over, where widely divergent points-of-view are on display. The political campaign season (which one could argue...



Marketing Sustainably

Chet Dalzell
The 'Sustainability' of Giving Back: How Marketers Look After Their Own
Nov 10, 2014

Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Overwhelmed by the Complexity of Mobile Marketing? Start Here

 
When talking to small business owners, I hear a lot of reasons as to why they haven’t added mobile to their marketing mix …

“I don’t have time to manage one more thing … ”

“I’m not sure where to start … ”

“I feel like my competition has already done that … ”

“I can’t keep up with how fast the technology is advancing … ”

“I can’t afford to use mobile for my small business … ”

These excuses illustrate why it's important to educate folks on the benefits and use cases of mobile and to demystify how it all works in order to eliminate the fear and uncertainty that prevent businesses from moving forward with mobile.

As those businesses begin to understand that mobile is just a piece of the puzzle they become less confused and you hear more of …

“OK, well. There are so many options. So how can it work for MY business?”

Well, I can tell you that if you’re asking yourself that question, you’re already two steps ahead of most business owners.

And you know what? It’s OK to be confused. The truth is, it's overwhelming.

Mobile websites, responsive design, SMS marketing, MMS marketing, mobile optimized email, QR Codes, location-based services, augmented reality, smarpthone apps, tablets, NFC, the mobile wallet, mobile commerce …

Holy smokes!

Warning: If you try to jump into all of these areas at once, you will most definitely fail.

If you break down your mobile strategy into smaller parts, integrating one aspect at a time, it will become less overwhelming and you’ll be in a position for a successful mobile program without disrupting the rest of your business.

Remember … mobile is just one part of your marketing strategy. Take it one step at a time:

1. Start by planning how it will play a part into your existing initiatives.
Mobile is the most dependent marketing channel to-date. You can’t view it as a solo initiative.

Plan accordingly and make sure it will play nice with your other channels, meaning there is one voice and one message. Chasing the "latest shiny object" thinking it will save your business will get you nowhere fast.

2. Focus on what works and what will delivers results to your business.
You’ll most likely start with your mobile site.

The most important thing to work on is making sure your mobile website is friendly. You’ve probably heard people say that having a mobile-friendly website will give you a competitive advantage.

To some degree, this is true—if your competitors are slow to execute. But, to be honest, a mobile-friendly website is now a cost of doing business.

As a small business owner you’re foolish if you don’t have a mobile friendly site. Let’s say you own a restaurant … A recent Google study stated that 88 percent of total search volume for the keyword “restaurant” comes from mobile devices. Do you own a bar? About 97 percent of search volume for the keyword “bar” is coming from mobile devices.

In fact, “restaurants near me” receives 10,000 searches a month from desktops. Guess what? It’s four times more on mobile devices.

This is the reason that you see restaurants and bars listed in the top of search results in Google from your mobile device but not from your desktop.

Small business owners seem slow to adopt mobile. Surprisingly, a restaurant study stated that 95 percent of independent restaurants do not have a mobile website, and only about half of chain restaurants have some sort of mobile site.

This means a lot of unhappy mobile searchers and no repeat visits.

3. You see, mobile searchers have a different intent than those on a desktop.
They are looking for different things. When it comes to local locations like a restaurant or bar they most often look for your location, hours, directions and how to contact you.

4. What’s the cost of not offering these folks a mobile friendly version?
That’s easy … a whole lot of sales.

The same Google study found that 94 percent of U.S.-based smartphone users look for local information on their phones and 90 percent take action as a result, such as making a purchase or contacting the business.

90 percent take action …

Read that again.

Basically, if your site is not mobile friendly when a prospective customer is looking for you, the odds of you losing a sale are close to 100 percent. 

5.
Speaking of being more “findable” …  If you list your business in the various directories AND location-based services, such as Google Places, Foursquare, Yelp, Facebook, etc., you’ll put yourself in a better position to be found. It’s like adding your listing to the Yellow Pages.

6. OK. So you built a mobile-friendly website. Now what?

Your mobile website is what many would consider a “pull” channel. This means that it doesn’t offer you the level of outreach that other channels do, but allows you to be right there when your customer needs you.

So next time, we’re going to dive into the second aspect of your mobile strategy to put in place. It’s actually the most overlooked part of mobile, in my opinion.

Seeing as how you are going to start mobilizing your website right now, you have time to prepare for the second part of your small business mobile strategy … mobile-friendly email.

Companies Mentioned:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: