Mobile Marketing – Do This One Thing

Are You Ready For the Mobile Revolution?

If you do only one thing this year to embrace mobile marketing, let it be this: Make your website mobile friendly. If you don’t, you will be driving your users straight to your competition.

If you are wondering why I say this, look around you. What do you see? People on their smartphones and tablets. In fact, mobile-optimized sites turn visitors into customers.

When you understand that 37% of internet usage in the US is on a mobile device, you start to get an idea of how many people you are potentially alienating by not offering a mobile-friendly experience.

Mobile MarketingToward the end of last year, Google sponsored a study of 1,088 adult, US smartphone users. The findings were very telling. Over 60% of the people surveyed said they “will quickly” move to a different website, probably your competitor’s, if they cannot find what they are looking for while browsing on their phone.

Even more significant, 67% of the users said they are “more likely to buy from a mobile-friendly site”. If your site is not mobile-friendly, guess where they are going to go? Yep. Your competition. That is called throwing away business.

Here is Your Opportunity

You don’t have to be THAT site. You know, the one that loses its prospects to the competition. Remember, a problem is nothing more than an opportunity in need of a solution. You can be that solution.

Consider this: Nearly 75% of users prefer a mobile-friendly site
yet over 95% of users say they have encountered sites that are not optimized for mobile devices. Simply stated, there are a lot of potential customers that are not getting the experience they want.

By 2014, which, by the way is next year, more people are predicted to be accessing the internet on mobile devices than on desktop. Therefore, it is virtually impossible to overestimate the importance of having a mobile-friendly, responsive website. Users will keep clicking from site to site until they find what they are looking for.

You can have the best content, the best product offering, the best pricing, but if your customers cannot navigate your site or cannot read the tiny print, they will leave. 61% of them anyway. Of those lost opportunities, 79% will go on to find what they want on another site.

The Problem

Consumers are using mobile devices to access the internet. Websites are not mobile friendly, resulting in lost sales…and it is not only sales that are being hurt. Reputations are being damaged also.

Users judge your business on the information available to them and their experience with you. If a non-mobile website is the only interaction they have, you can be assured that your brand will be less valuable in their eyes. The reasoning: If you do not bother to maintain your online presence, what other aspects of your business are you neglecting?

In fact, look at some of the statistics from the Google study:

  • 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
  • 36% said they felt like they’ve wasted their time by visiting those sites
  • 52% of users said that a bad mobile experience made them less likely to engage with a company
  • 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business

Big problem, bigger opportunity…for YOU.

The Solution

The answer is easy. Build a mobile-responsive website. According to Google, when users visited a mobile-friendly site, 74% of them say they’re more likely to return to that site in the future. Now that is some good news! Even better, 67% of people say they are more likely to make a purchase.

When re-vamping your website to make it mobile-friendly, keep a couple key points in mind:

Make it Responsive:

Responsive design is Google’s “recommended configuration.” Enough said. When THE search giant gives you a recommendation, its a good bet you should follow it.

What is “Responsive Design”? According to Wikipedia, responsive design is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices, from desktop computer monitors to mobile phones.

Mobile Marketing

Ditch the Flash:

I feel like I should have to even tell you this, but given the incredibly large number of sites I see every day still using Flash, I guess I must. Flash: Don’t Do It.

Big Buttons:

When it comes to mobile, size matters. Its one thing to be all thumbs, its quite another to try to press the tiny little buttons on a website. Sheer frustration alone will cause your visitors to scurry.

Plenty of Whitespace:

Again, this goes back to the thumb thing. People need room to maneuver.

Decent Font Size:

Make it easy for your potential customers to actually read what you have to offer. What do pinching, zooming and squinting all have in common (other than a patent war)? They make it hard to enjoy the mobile experience.

The Bottom Line

The Mobile Revolution is in full swing. You can join or your can be left behind. Either way, there are customers waiting to be wowed. Why not be the hero?

Is your site mobile-friendly? Would you like more information on how to make it so? Let me know in the comments. I will be happy to help you!

Kimberly Reynolds
Kimberly Reynolds is a social media and mobile marketing consultant that transforms ordinary websites into powerful marketing machines.  A serial entrepreneur since she was 12, selling books door-to-door, she now trains small business owners on how to leverage social media and the mobile web to attain financial freedom.  If you are interested in how to use social media to outshine your competition, visit her website for a free social media analysis and social media training. Also, visit her on Google.
Kimberly Reynolds

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