Five Future Mobile Strategies for Small Businesses
With so much web traffic being generated from hand-held devices, it’s essential for a business to have a mobile site that’s functional and user-friendly—and maybe looks nice, too. But it can be difficult even for the big brands to design effective mobile sites, so how can small businesses be expected to?
Some small-business owners may not see the value of having a mobile site. Some may not have much of an online presence at all. But the numbers are clear: According to a survey of five hundred small-business owners in the United States last year, 84 percent saw an increase in new business due to mobile marketing efforts.
So maybe these owners of small businesses just don’t know where to start. Here’s how they should be thinking about their mobile strategies for the future.
1. Think locally.
Mobile device users often perform local searches, so when they are looking for a restaurant, clothing boutique, or auto shop, they are more likely to value results returned for places near their current location. This means a mobile website and app’s text should be optimized with the business’s ZIP code, neighborhood, and city.
Small businesses also should check to be sure their address and information are correct on popular geographical searches such as Google Maps, Foursquare, and Yelp.
2. Think visually.
No one likes to visit a mobile website and see a massive amount of text. If a small business’s mobile site is aesthetically off-putting, users will simply move on to another site.
Video is becoming the norm in the mobile world due to faster data connection speeds, higher quality display, and its ready availability. Video content can be made relevant for any business, so mobile site owners should aim to produce simple videos customized to common searches in their industries. Display the content on the homepage to attract people immediately.
3. Think 24/7.
Many users have their mobile devices on them at all times, and their smartphones or tablets are employed throughout the day for all their needs—whether it’s deciding on a place to get a drink or finding a new hairdresser. Small businesses should take this constant connectivity into consideration.
The mobile website and app should be accessible at any time of day from any location, and social media sites should be updated frequently.
4. Think socially.
The number of people who use mobile devices to access social media accounts is growing, so small businesses should be sure the content they’re publishing on Facebook, Twitter, and other sites is mobile-friendly.
On the business page implement Facebook apps that are easy to view and scroll. When running a contest or campaign through social media profiles, make sure they support mobile navigation from a number of devices. For an extra boost, try running sponsored stories or promoted tweets to engage with a larger audience.
5. Think promotionally.
The whole point of a small business creating a mobile website is to facilitate the generation of sales. This trend will only continue as users get more comfortable with making purchases on mobile devices, and businesses make it even easier for them to do so.
Small businesses—particularly retail stores—should consider adding a mobile shop to their websites and apps to increase the likelihood of sales to remote customers. Even if that isn't feasible for some businesses, anyone can take advantage of mobile coupons, digital punch cards, or push notifications through various platforms to attract more users.
Small businesses should develop the mobile strategies that help them capture the largest user base. Staying competitive today means having a successful online presence and being as mobile-friendly as possible.
