If you only read one thing from me this year, this would be it: One of the biggest mistakes I see from businesses large and small is trying to do too much in mobile.
When they just get started they think they need to attack all aspects of mobile at once. Their mobile website, SMS, LBS, apps, search, mobile rich media … The list goes on.
If you look at some of the most successful brands doing mobile, EVEN the small businesses they focus on two … maybe three platforms within the mobile space and focus on that until they can’t focus anymore.
That’s what I call “going deep.”
As a small business owner you can’t be everywhere … It’s actually not even in your best interest.
You need to spend the time on what generates results for your business. Basically, the things that put money in your pocket.
So, when you’re getting started in mobile … heck, if you’re already executing mobile programs, I’d suggest you scale back and focus on two to three efforts until you’ve really mastered them.
It will allow for you to focus your efforts, your time and your money into things that you’re giving a chance to grow.
Giving 10 percent to 10 different mobile channels won’t deliver the results you’re looking for.
As a small business owner, you should go deep with your mobile website and SMS first. If you’re adding a third, I’d recommend email.
Between those three channels, you can create systems that turn prospects into customers and turn those customers into repeat customers.
Why waste time in the beginning spreading yourself too thin?
To be successful with mobile your best bet is to go deep.