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March 10, 2016
Marketing  |  3 min read

Mobile Marketing: 4 Mobile Fails to Avoid

by Megan Totka 

According to the Small Business Mobile Survey, 84 percent of businesses see a boost in sales as a result of mobile marketing—and the world is only going to get more and more mobile. Your small business can’t afford to fall behind in its mobile marketing efforts.  Here are four mobile marketing fails to avoid:

Not optimizing for mobile search

Lots of companies think a search is just that – a search.  It’s more though; when people search on a mobile device, it’s different than a search on a PC at home.  This is the area where small businesses fall short.  Either they don’t optimize for mobile search, or if they do have mobile-friendly sites they do not follow up to see how the business ranks in Google searches. There are ways to optimize your site based on the location of the searchers – the closer they are in proximity, they higher your business will rank in their search results.  Make your marketing efforts pay off by place your business address on the main page of your website and make your phone number a clickable link so visitors can easily call you.

Not announcing mobile readiness

Lots of businesses do a great job when it comes to driving traffic to their desktop site through a multitude of strategies. When you initially mobilize your site, make the launch a big deal to your customers.  This is not an “If you built it-they will come” situation.  Outreaching to your existing customer base is essential to inform them and get the ball rolling. People need that extra nudge in order to find your mobile content and not announcing your mobile readiness is a mistake you don’t want to make.

Building too complex mobile apps

A mobile app is a trending must-have for businesses. But before you launch an app think about what will make it catch fire.  Apps that are functional, useful or amusing are likely to keep your customers’ interest and often prove successful. On the contrary, apps with poor design, novelty apps or store locators are notoriously unsuccessful. As you build a successful app, remember that you’ll need to make it compatible with the different devices your customers may use.

Locking out mobile customers

Some businesses block mobile traffic if they don’t have a mobile-optimized version of their site in place. Sending away customers intentionally is a huge mistake.  Many sites still don’t have optimized mobile versions available so visitors have grown accustomed to browsing desktop sites on their mobile devices.  Access to your website, even if it is not mobile ready, is still much better than blocking customers and turning them over to your competitors. Mobile marketing is new and a little intimidating but packed with enormous potential for small businesses. When utilized carefully, mobile marketing can yield a big bang for your buck. 

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

 


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