Consumers largely live a mobile life, so as a local business be sure to keep up! The average consumer spends 127 minutes per day on their mobile device, and 50% of all local searches are performed on mobile devices. Although consumers have been mobile for quite a while, small local businesses lag behind.
Around one year ago, 93% of small business websites were not mobile compatible and would not render successfully on mobile devices or smartphones. This was in spite of the fact that 46% of consumers will not return to a mobile site that is not working properly. Businesses have began to augment their mobile presence across all possible customer interactions, and below, we’ll discuss the 5 most important ways of doing so.
1) Optimizing Your Local Business Website for Mobile
Mobile sites directly drive purchases. Just as consumers won’t return to a site that is not optimized for mobile, consumers will return to your site if it provides them with a pleasurable mobile experience.
If your site is not optimized for mobile, consumers will look elsewhere. Much of the time, consumers on their phones are on-the-go, so they may be ready to make a purchase. If your website is not optimized for mobile, they won’t switch to a computer to view your site – they’ll find a competitor’s mobile site and purchase from them instead.
A website is a consumer-facing extension of your brand. A poorly made website reflects poorly upon your business. Consumers want to feel like their needs are being met, so a site not optimized for mobile viewing may give the impression that a business does not care about their mobile consumers.
2) Managing Your Mobile Presence for Local Businesses
Online directories like Google+, Facebook and Yelp are teeming with consumers ready to buy your products. These three directories in particular are the kings of local search, so ensuring that your business is indexed by all three is crucial. 88% of consumers who search for a local business on a mobile device will visit within 24 hours, and much of the time, the consumer will be using an online directory. Creating listings on these three directories – and as many others as you can– allows you to reach millions of mobile customers.
3) Mobile Advertising for Local Businesses
In-app banner advertisements allow you to gain exposure where it matters while also casting a wide net. For instance, placing an ad on an internet radio app such as Pandora can alert consumers within a certain radius about your business and what you offer. Mobile advertisements get 3 times as many clicks as desktop ads, and mobile coupons get 10 times the redemption rate of traditional coupons.
4) Optimizing Local Business Email Marketing for Mobile
Email marketing is one of the most effective digital marketing tools, and 66% of people under 30 mostly use smartphones or cell phones to access email. With this in mind, be sure to make your emails readable on mobile devices – especially if your business caters to a younger demographic.
5) SMS Marketing for Local Businesses
SMS allows you to quickly send messages, and it allows consumers to quickly read and respond to them. It’s also unlikely that an SMS message will be filtered out as spam. In short, SMS is quick, direct, cheap and reliable – everything you look for in a mobile marketing channel.
Mobile is becoming increasingly important, so getting a plan of action set for your business is an excellent idea. There are a number of avenues to choose from, and when used in tandem, they can pack a powerful punch with a tremendous return on investment.