Mobile devices have transformed the way businesses deal with clients. Today, the sudden boom in this platform has propelled businesses of all sizes to capitalize on services and applications for devices such as smartphones and tablets.
Before anything else, some clarifications about mobile marketing strategies must be established. Most people associate marketing campaigns via mobile platforms with social media. It can be confusing for some, because social media services can be accessed via mobile devices. The truth is that mobile marketing strategies should not be limited and tied to social media marketing. There are a lot of other areas and components of mobile marketing that do not involve social media. A mobile device is not just a social media tool.
That being said, below are some solid strategies that can help you integrate a mobile strategy into your company’s radar.
The most basic task towards an effective mobile marketing initiative involves formatting your website for easy viewing on Internet-enabled mobile devices. When doing so, you can redirect mobile visitors to a subdomain like m.yourcompany.com, which contains a “lighter” version of your website’s content. You can also opt to apply the emerging principle of Responsive Web Design (RWD), where websites are crafted with fluid, proportion-based grids and flexible images to adapt to the dissimilar viewing environments in browsers and devices. Simply put, your website should magically adjust itself whether you’re viewing it on a Mac with a 27-inch LED display or on the 3.5-inch screen of an iPhone.
In mobile marketing, location is king. Let’s assume you run a Vietnamese restaurant in the north side of Detroit. If someone with a GPS-enabled smartphone goes downtown and starts looking for an Asian restaurant, their device would show what’s nearby, including your Vietnamese restaurant. Location-based services do not only help map and locate establishments; they also help small businesses “claim” their spot both in terms of physical venue and online space.
Quick Response codes
Another approach to mobile marketing is QR (Quick Response) codes, which carry special bar codes that smartphones or tablets can read through using QR code readers or apps. You can offer promos and deals, provide information about your goods or products, or even give out your business or personal information through these codes. Compressing your message through these quadrilateral codes can yield great results, especially now that they’re popping up everywhere.
Transact on your phone
Maybe it’s not just your customers that are constantly mobile; maybe it’s you who moves around a lot. Allow yourself to carry out transactions like accepting payments, and receiving fax invoices using your mobile phone. If you run a small business such as a contracting or towing company, you can make use of apps from merchants like GoPayment, Square, or Here and their corresponding credit card swipers or dongles, which can be attached to your smartphone. RingCentral Mobile, meanwhile, offers an app which allows existing subscribers to activate their business phone systems on their iPhone, BlackBerry, or Android device.
Creating an app
Although it can be very challenging, promoting your company through a dedicated app can give your mobile marketing campaign an added “kick.” Want customers to purchase your vegan cheese? Create an app that provides 30-minute cheese-based recipes. Want to improve sales in your flower delivery business? Create an app that allows your client to select, arrange, and purchase flowers right on their phones. If there are no apps that fit the nature of your business, find an app that will promote your services instead. Tying that app into other campaigns like social media or QR codes can give customers instant access to your content.
From the perspective of mobile marketers, an effective mobile marketing campaign is worth more than the sum of its parts. Small business owners need not focus on social media alone when marketing goods, products, or services because there are other effective strategies that can make customers feel your presence.