For businesses looking to get their message out to new and existing local customers, it’s more important than ever to be on mobile. Now more than ever before, consumers are searching for local businesses using their phones, and data suggests that mobile interactions with local businesses are extremely likely to lead to a purchase – often within just a few hours.
Mobile marketing can put your business front and centre for nearby consumers who are actively seeking products or services such as yours. But while there are some easy solutions for getting your business in front of mobile consumers, these four mistakes can reduce your chances of getting found on mobile platforms or of converting potential customers who may find you using their phones.
Mistake #1: Not optimizing your content for mobile.
The problem: If you don’t yet have a mobile-friendly website, what are you waiting for? In order to deliver a better experience to users, search engines such as Google now place a priority on mobile optimization, ranking websites that offer a mobile experience higher than ones that don’t. But while many marketers focus their mobile optimization efforts on technical factors such as text and image sizes that look good on small screens or buttons and menus that are easy to use on smartphones, many businesses don’t think about how to optimize the content itself for mobile.
The fix: Put yourself in your customers’ mindset when they are searching for local business information from their phones and make sure the information they are likely to be looking for is easy to find on your website. This includes things such as prices, your location and business hours. If you target search ads by device, make sure your landing pages are well optimized and deliver on the promise you make in your ads.
Mistake #2: Missing your target.
The problem: While platforms such as search engines and Facebook offer businesses sophisticated tools to connect with just the right customer, the wrong targeting can cause you to waste time and money. If you go too broad, you’re paying for impressions by people who may not be interested in your product or service or located close enough to become customers, while too niche means your ads aren’t reaching enough qualified potential customers.
The fix: Negative search terms – which rule out showing your ad to searchers who are less likely to be interested in your business based on words they use in their queries – are one way to help zero in on the right consumer. But because of the multitude of factors available to help you select an audience for your ads, you may also want to get help from search engine marketing and Facebook experts who not only can help you plan your campaigns but also help you use the data to understand the most effective targeting for future efforts.
Mistake #3: Not using analytics to improve your campaigns.
The problem: One of the top advantages digital marketing offers over other media is the rich data that results, letting you know how successful your efforts are. But many businesses don’t take the time to understand the resulting analytics and miss out on the opportunity to correct elements of their campaign that aren’t working or build upon ones that are.
The fix: Analytics are a rich source of information that allow local businesses to gain valuable insights about how effectively mobile marketing efforts are reaching and resonating with consumers. Whether you are on Facebook, Google, or tracking performance with Yellow Pages Analytics, it’s important to take the time to understand the numbers and the story they tell about your mobile marketing performance. An expert can help walk you through your reports and identify data-backed opportunities to better connect with new customers.
Mistake #4: Thinking you need an app.
The problem: “There’s an app for that” has become a hugely popular refrain. But many businesses buy into the app hype without first thinking about whether an app makes sense for their particular business. Apps require forethought, as consumers have to download them in advance (and may be reluctant to do so if no Wifi is available), and as each mobile platform (iOS, Android) have different specifications, you’ll need to create a separate version of your app to be compatible with each. What’s more, data shows that the average consumer spends 80 percent of their time on mobile using just five apps – so it’s entirely possible you could build an app that rarely or never gets used.
The fix: Before you go ahead and create your app, think about whether you actually need one. If your app doesn’t serve a unique and specific function within your business model, you might be better off investing in a single mobile site that is accessible to all users, no matter what type of smartphone they have.
Done correctly, mobile marketing is a powerful way to get your message in front of qualified nearby prospects. Yellow Pages experts can help get you set up with a mobile website and help prevent money-wasting mistakes that can reduce the effectiveness of your mobile marketing efforts.