The year 2013 has seen a real surge in mobile technology in areas like SEO trends. As a matter of fact, mobile technology is overtaking everyone’s expectations, and that is a pattern that is definitely going to continue. As consumers integrate phones and tablets ever more into their internet use, it becomes all the more important to cater to those needs.
A great example of this happened just last night. Sitting at a venue waiting for the beginning of a concert, there were screens advertising other shows happening in the coming months. Someone behind me expressed interest in a concert happening a couple of weeks from now. I could hear them behind me, using their smartphone to access a local ticket seller.
Unfortunately, they couldn’t get the site to work properly. “Why don’t they have an app?” he muttered, as he tried to get through the captcha that was creating a compatibility issue with his device. He would have had a much easier time had he known that another ticket retailer had a mo bile website and mobile app to make it easier to make purchases on the go. I had used it to for the very show I was waiting to begin.
If you are reading this, I have to assume you have a mobile site already. That is great, but it means nothing if people don’t know about its existence or have a positive experience using it. Marketing that mobile site is a crucial element to the whole process. Otherwise, like my fellow live music lover last night, your target audience won’t be bringing in the profits that they should be.
Don’t panic. Marketing a mobile site is similar in most ways to marketing any other. You are just targeting a slightly different user base. Here are seven great ways to market your mobile website.
- Use a Good Platform For The Site. Not all mobile services are created equal, and when you are using a bad platform for your mobile site you are asking for trouble. You want a service that is customizable, upgradable, easy to use and has all of the tools and features that you need. Luckily, there are a lot of good ones out there to choose from. One example is Mobi Manage, which actually breaks things down into specialty categories like auto, retail, associations, real estate and more. They also offer marketing packages, so you can control your campaign and aim it at a mobile audience from your dashboard. For something more basic and cheaper (though less feature heavy) you can try MobiSiteGalore.
- Use SMS. Have you seen those little notices on business sites offering people the chance to get special offers through text messages? This is a fantastic approach, and an affordable way to market directly to the mobile crowd. You can either put it somewhere on your site itself as a subscription service, or offer it as a selection when someone makes a purchase or creates an account. But you have to give people an incentive to accept this marketing form, such as special offers by text only.
- Make An App. Having a mobile website is a great idea. But many smartphone and tablet users would prefer to have an app where they can directly engage with you, your content, and your products. You may find this a better goal for your particular brand, as consumers love making in-app purchases, or being able to quickly navigate a site in such a simple way.
- Launch a Mobile Ad Campaign. Unlike traditional ad campaigns, these are made specifically for mobile users and screens. Often attached to ads or mobile site pages, it is a cost efficient way to improving your visibility on the mobile market. You can buy a cost-per-click program that is similar to others you might use for online advertising. But it is usually better to buy a bundled package of 1,000 clicks.
- Enhance Your Bidding. Mobile users don’t do that much searching. It makes up a tiny sliver of the amount of time they are going to spend on the web through their smartphones. You have to make the most out of every second, which means using enhanced bidding features to narrow down data. One of the best articles I have seen written on this topic was by Jeremy Hull on Clickz.
- Make Your Mobile Site User Friendly. It isn’t enough to have an adaptive or secondary mobile site that offers the same content. Users want something that is easy to navigate, offers them the features they need from a mobile perspective, and is less content heavy. Remember to only include the most crucial elements of a website on the mobile version. Offer plenty of easily accessible links to other related pages. Streamline the process of making purchases as much as possible.
- Use Your Mobile Site. One of the most important parts of marketing is making sure what you market is high quality. Use your mobile site yourself, and often. Be honest about how good it is, what features it has, what can be added and taken away. Use other mobile sites to see how they have handled certain parts of their design.
It is important to have a mobile website these days. Just make sure people know it is there, and that their experience using it is a positive one. If you manage those two things, you will be in good shape.
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