5 Quick Ways to Get Up to Speed with Your Mobile Customers

The share of Americans that own smartphones is now at 77%, according to Pew Research Center. We now rely on our mobiles for almost everything, from doing work on the go, to getting directions and using apps such as online banking. In fact Google has announced that mobile search has surpassed desktop search, as we use our smartphones to research products online and make more informed purchase decisions.

It’s estimated that 78% of on the go searches turn into offline purchases. This means it’s especially important for businesses who have a local audience or a physical location such as a store, to invest in mobile marketing.

What is mobile marketing?

Mobile marketing primarily focuses on reaching smartphone and tablet users through a range of strategies, including mobile SEO, mobile apps, and proximity and SMS marketing.

Taking on a more mobile-centric approach to your marketing will help you better target local customers along their more dynamic buying journeys. Many of your potential customers will have their phone on them constantly. By strengthening your mobile presence online you can attract customers searching for information and ready to make a decision in your area.

We’ve put together 5 ways that you can implement mobile marketing to better reach your local mobile customers:

1# Make your website mobile-friendly

A mobile-optimized website will ensure that the display and format adjusts to the user’s screen size, whether a tablet or a smartphone. This isn’t the same for desktop websites viewed on mobile devices — they will be more difficult to use and will take longer to load.

Here’s how our mobile-optimized site looks like on a smartphone:

Making your site mobile-friendly will offer your potential customers the best experience with your brand online, whatever device they’re on. Improving your user experience and brand identity will help you to improve conversions from a growing mobile audience.

Since 2015 Google has been giving preference to mobile-optimized websites and hiding non-optimized sites in mobile search. This means that if you want to rank highly in the search results and increase your visibility, going mobile-friendly will help you stay competitive and appealing to mobile users.

Key mobile-friendly elements

The ways that people search and buy on a mobile device is quite different than a desktop. The customer journey is much more fragmented, where users will want to find information quickly and in an easily digestible format.

  • Use larger, easy-to-read text with shorter sentences
  • Break up content with headings and lists
  • Make use of touch-friendly buttons and page elements
  • Set out a mobile-orientated site navigation
  • Ensure that your site has a faster download speed

You can check whether your website is mobile-friendly with Google’s Mobile-Friendly Test here.

2# Optimize for local search

Mobile search results are tailored for the local user’s search intent. As part of Google’s attempt to fully personalize its search experience, you’re more likely to see its “snack packs” on a mobile device. The snack packs appear above the organic listings and display a map and 3 location listings, along with the option to see more:

It’s been found that local searches lead to more purchases than non-local searches, so getting into the snack packs for your key search terms could drastically improve your visibility and sales.

To improve your chances of getting into the snack packs, you’ll need to standardize your name, address, and phone number (NAP) across all platforms online. This will be your website and social media accounts, as well as on any directories and review sites, partner sites and your Google My Business profile. Getting positive reviews on sites such as Google, Yelp, and TripAdvisor, could also help you get into the snack packs.

3# Targeted ads for local customers

82% of smartphone users say they consult their phones on purchases they’re about to make in a store. To catch people as they are in the area and ready to make a decision, Google advises that you’ll need to ‘Be there’, ‘Be useful’ and ‘Be quick’. To do this you’ll need to research what your audience is searching for on their mobile devices and make sure that your content is relevant to their needs. Your mobile experience should also allow them to make their decision quickly and smoothly.

Targeted mobile ads can help you to attract people in this stage of the customer journey. Geofencing, geotargeting, and beaconing are 3 ways to target local potential customers:

  • Geofencing: lets you set up a boundary within a geographic space. If someone is connected to the internet and enters or leaves your boundary, you can show them ads and offers.
  • Geotargeting: you can target your ads to certain areas, such as a local radius or a city, but also narrow down your audience based on additional information. You may want to limit your ads to show to people based on their age, gender, or whether they are on their mobile device.
  • Beaconing: beaconing works via bluetooth so is optimal for small ranges within a store setting. When people are within the range you can alert them and offer them more information about a certain product, service or offer.

4# Get social

Social media sites allow for a simple way to reach and target local audiences without needing their contact details. Using a social listening tool, you can find out what your local mobile users are interested in and saying online. You can then create engaging content for the social channels that they are using to keep your brand at the forefront of their minds.

Remember that as well as being there and being useful, creating a brilliant mobile experience is also about being quick. Ensure that you’re proactively monitoring your own social media accounts, so that you can quickly respond to any inquiries or mentions and comments.

5# Implement mobile offers

Mobile offers can help you persuade people on the edge of making a purchase decision to buy from you instead of your competitors. They can also inspire brand loyalty and come in many forms. For instance, you could create an offer which could be downloaded like a printed coupon onto their device. This could either be printed off or shown at the counter. You can also use social media to promote a mobile-only competition or offer, and use targeted Facebook ads to attract more people.

Just like email marketing, SMS marketing can allow you to send special offers to people who opt into receiving your messages.

If you’d like to know more about engaging your mobile customers, you can chat with a member of the BA Marketing team. We specialize in a range of digital marketing services to help local Knoxville businesses get seen and grow online. Please visit our website at www.ba.marketing or call +1 855 422 6224 for more information.

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