Small businesses have the most to gain from local mobile marketing. As it becomes harder to compete for consumer attention, the mobile frontier offers greater opportunity; but it can also be intimidating for local business owners more familiar with traditional marketing tactics. However, the mobile tipping point is upon us, and a delay of better tactics due to unfamiliarity is an excuse, not an option. If you’re a local business owner, mobile marketing is the best way to stay competitive.
Here are a few effective local mobile marketing tactics that you can implement today:
The Mobile Experience
Optimization: this is a word you’re probably very familiar with by now. We optimize retail space, employee productivity, and even websites — but have you optimized your customers’ mobile experiences?
The reason you should care about this is because mobile use exceeds regular desktop activity—your customers are on their phones more than they are on a computer. Is your website mobile responsive? In other words, does it reconfigure to make sense on a tiny smartphone screen? Users who struggle to navigate a bad mobile website are more likely to give up on their purposes, whether they’re looking for information or trying to make a purchase.
Your customers’ journeys will often begin on mobile devices; be there to capture that experience and optimize it every step of the way.
The mobile experience means that users are generally going to be on their phones when they reach out to a business, but that’s also true in reverse—the communications you send to your customers will also likely be received on mobile devices. Email and SMS messaging are two very popular mobile communication channels. To be effective, these communications must be interpreted for mobile.
For example, open-and-read rates of text messages are about 90 percent, so it’s worthwhile targeting customers through SMS. To craft an effective SMS message, try to keep the message as short as possible, provide a value to your customers (discount, special offer), and make the follow up action (usually a link) accessible and easy to follow.
Similarly, emails on mobile should have some structural variances that enable mobile users to read and take action. For example, use a larger font and a single column layout. Keep the content brief and make sure the call-to-action is clear and actionable.
Another thing people do almost exclusively on mobile these days is use social media. Part of your mobile marketing campaign should involve getting in front of your customers in the mobile spaces they frequent most. For many, this means implementing mobile tactics that make sense on social media.
Some tactical examples include regularly posting short, relevant content with attention-grabbing topics. You should also encourage customers to share their pictures, reviews, and ideas within your brand’s social community. Engagement is invaluable. Use your page metrics to adjust settings, improve content ideas, and reach more potential customers. Local pages enjoy 5 times more reach than their larger corporate competitors, as well as 8 times more engagement from each fan reached. This is largely due to a shift in consumer behavior, which favors smaller businesses and local production.
Small businesses can use each of these local mobile tactics to their advantages and succeed in a competitive market.