If you think that having a general online presence for your business is all it takes to reach your audience, you might be missing out on a valuable marketing opportunity. An increasing number of consumers are performing searches on mobile devices rather than from desktops, which changes the way that online information is viewed and searched.
According to Forbes, many experts are predicting that this trend will lead to an increase in mobile marketing in 2015.
“We’ve already seen the massive ripple effects mobile has had on the digital marketing industry. I believe we’re going to see this accelerate in 2015 and beyond,” Dan Shure, owner of Evolving SEO, told Forbes. “We’re going to see further advancements in how Google indexes apps in search. And we’ll see it become harder and harder to track and measure important data across users and devices.”
Are you ready to take your marketing mobile? Here’s some advice from the experts on how to do exactly that.
Shape strategy with analytics
If you want to improve your mobile marketing, the first thing to do is to look at analytics for your business to determine how users are finding your content. Businesses that find a large portion of their audience is accessing their website or social media via smart phones or tablets may want to consider catering their market towards those platforms.
Entrepreneur recommends using Google Analytics to find the numbers you need to make an educated marketing decision. Under the Audience page you’ll be able to follow tabs to find out how many people are viewing your company’s website from a desktop computer, smart phone or tablet.
If your business has a Yelp account – whether you created it or not – you can find information on how your audience is viewing the page by logging into the account and going to the Activity dashboard. There you’ll find a statistic revealing how many of the page visitors were on a mobile device, Entrepreneur reported.
Customize your mobile marketing
For those who discover that mobile devices play a large role in online traffic, it’s important to make sure that your website is mobile friendly. View the site on a smart phone and tablet and make sure that your content appears in an appealing and clear format.
Then figure out how to drive more business to your website from mobile users by determining what keywords mobile users are searching. Make sure that those phrases are used in your online content, but don’t overuse the terms.
Many businesses believe that the key to mobile marketing is app creation. This may or may not be true. Users are only going to download and keep your app if it’s something that they find useful or entertaining. So if your app is just going to have information about your company, stick with a mobile-friendly website. But if you have an idea for an app that will allow users to create an account with your business and be entertained or aided by it, proceed with development might be a good strategy.
The bottom line for mobile marketing is to understand your audience. Once you know how users are interacting with your company, you’ll be able to tailor your marketing content to reach consumers more effectively.
Know a brand or a company that has taken their marketing mobile and won big time? Let us know in comments below!