As more and more businesses latch on to mobile-focused marketing strategies, there will inevitably be teething problems. It’s a brand new world for many - especially older companies who built their original model in a world that didn’t even require a website, let alone a mobile-optimized one.
Feeding into their anxieties is the white-noise of ‘good advice’ that hisses around the internet. The professional tipsters and consultants promise great things, but their advice is often contradictory and can make you wonder whether it’s worth getting involved with mobile campaigns at all.
Well, it is worth it – provided you don’t make the same common errors made by countless mobile marketing novices. So, instead of another list of things you really-definitely-must-do, let’s take a look at the pitfalls to avoid when embarking on your first mobile campaign:
Apps are great – but only if they’re great apps. One of the most common mistakes made by small to medium sized businesses is ploughing half their marketing budget into an ineffectual app that nobody wants. Remember, asking customers to download an app is a much bigger expectation than asking them to visit your site. Sure, big brands like Starbucks and Pizza Hut have really useful apps – but unless you have the financial heft to compete, it’s unlikely that your small-time developer is going to match them. Good apps are hard to come by, and there are more things that can go wrong (like annoying Android users by offering an iOS-only product). Plus, people tend to use apps once and then forget them. Unless you’ve got big money to play with, skip the app and optimize your site for mobile instead. Which brings us to mistake no. 2…
Mobile Unfriendly Websites
Optimizing your website for mobile is of critical importance. But it’s not just about making the on-site user experience a good one – it’s about making sure mobile users can find your site in the first place. Small business frequently make the mistake of approaching their search strategy from the same angle, regardless of which device is under consideration. The keywords that show up on a desktop browser are completely different to those that appear on mobile. Why? Because mobile users are more likely to have a particular location in mind, whereas desktop users search for broader categories. Let’s say you’re on a city street looking for a restaurant. You’re far likelier to search for “pizza restaurant near me” than if you are at home. Be sure to create your mobile campaign around typical mobile search terms.
Blocking Mobile Customers
Surprisingly, some firms make the mistake of blocking mobile traffic just because they don’t have a mobile optimized site. Sure, having a mobile friendly website will prevent you losing the interest of many visitors, but that doesn’t mean you should throw the baby out with the bathwater. Something is better than nothing, and not all mobile users are turned off by desktop sites on a small screen. Never block traffic to your site – you could be missing out on sales.