It’s Official: Google Says More Searches Now On Mobile than On Desktop
Ok, so we know more people are surfing on their mobile device. But now its official, Google now confirms what we online marketing professionals have known for years. Mobile search queries have overtaken desktop and laptop searches. This is pretty indicative with overall users as well. Mobile growth has been skyrocketing over the last couple years and despite other digital platforms stellar growth, they just can’t keep pace with mobile marketing.
According to statistics, more Google searches take place on mobile devices than on computers; or at least it does in 10 countries, including the US and Japan.
How Does This Affect Your Business?
These statistics are crucial to your business marketing decisions, as it means you need to prepare, get a plan and start marketing to all of your mobile users. Even the most forward thinking companies have been scrambling to stay on top of computer/laptop platforms for marketing their business. There are still quite a number of businesses behind the curve, with some just now getting a digital presence and others avoiding it entirely.
Not that these digital platforms are lost causes but their position in front of the curve has certainly been relinquished to mobile marketing. Mobile platforms are now the newest frontier for technology and marketing focus and a number of value added functions are now available.
You only have to consider engagement availability to really consider the value of mobile marketing.
Your desktop is restricted to your? Answer: Desk.
Your laptop is restricted to your? Answer Lap? Well, at least it is restricted to somewhere that you are basically seated.
Your mobile device is restricted to? Answer: YOU! It goes everywhere you do! Think about it. You have it around your house. You use it at work. The most connected of you probably even use it in the bathroom! People are always on their mobile device.
So how can businesses best utilize this platform? Here are 10 tips to get you ready with a plan.
1. Get Ready
Before you invest in mobile marketing, you need to assess your readiness. There is no sense in driving buyers to your product if you aren’t ready to receive them. You need to create an interesting experience for them. Plan out and prepare yourself or your company for business, then and only then, focus it on mobile platforms.
2. Make Your Website Mobile Friendly
If your website isn’t optimized for the mobile crowd they will leave. There are essentially two correct ways to be visible on a mobile device. A website should either be responsive for mobile devices or you’ll want to create an app that is specific to your mobile audience.
You need to make sure your mobile site or app can do the following:
- Load quickly
- Have a sign up form to allow for text message
3. Go Responsive with All Web Pages
The days of mobile web pages are gone! You know what I mean, those http://m.example.com websites for mobile browsers actually slowed the system down and generally had reduced functionality. Responsive websites automatically form themselves based on the width of the browser, making them optimal for a thin mobile phone screen. Although a little more complex, redesigning your entire web real estate so that it is responsive (adjusts to any device) is certainly worth investing in.
This allows for you to build marketing value on all devices; making it display correctly on any screen and any device. Most modern website platforms should allow for responsive design, and a lot of them do it automatically. For instance, a number of WordPress themes are designed for responsive displays. If you are going to use pre-made themes, my preference is certainly Elegant Themes. They have a number of great themes, including the extremely popular DIVI theme, which are all designed to be mobile-first and are fluid across all digital platforms.
Responsive design is an essential element for any web design and saves marketers time as they can cater to both web and mobile users. If you are outsourcing your web design or curious whether your current website fits the “responsive” requirements, here is a link to Google Webmaster Tools to check your site’s mobile-friendliness.
4. Target All Users During High Seasons
There are a tremendous number of devices currently on the market, and you want to take advantage of these during the holidays; marketing through apps on the Google Play store or in the iOS. This helps you reach new device owners as well as current customers.
One way to market to these users might be to create and offer a free app using the new device.
So now you’re thinking, “That could be expensive.”
Well that’s not necessarily true. At one time, making an app was expensive, but now there are hundreds of ways to create free apps. You can use existing apps and modify them so they are unique and something that works for your business, or you can even use pre-existing platforms that teach you how to make apps quickly and easily.
5. Keep It Simple
Use simple apps that are easy to build and which have a noticeable call to action. The most functional apps are very straightforward and easy to use. This makes them inexpensive to build and fast to load and use.
6. Use Mobile Friendly Calls To Action
Mobile marketers want to engage users and make it simple to purchase. So use a call to action like, “Tap to Explore,” or “Download Now”
7. Use Mobile Texts Carefully
When marketing with mobile texts do so carefully. You want to offer something worthy of interruption in personal lives. Shoppers respond best when the message is a limited quantity one. For instance, Buy Now! Only 10 left. Or a Limited Time advertisement also works well.
Use frequency in text messages also very carefully. You could start by sending something out twice a month or so. Then you’ll want to monitor your click-through rates and especially to unsubscribe rates.
You could even offer a sign up category for a weekly or daily deals that mobile users could sign up for.
8. Use Social Media
Mobile users are every bit as friendly as PC users. They are active on social media, maybe even more so. In fact, statistics show that more than two-thirds of Facebook users access the platform from a mobile device. Boost mobile marketing efforts with social media participation.
9. Optimize for Mobile on Its Own
Mobile is not an extension of desktop. It’s a whole other game, so your mobile campaigns need to be optimized for mobile from the bottom up. Mobile campaigns need to be designed for mobile. It’s more than just delivering ads to the mobile device, it’s the ability to share pictures, scan QR codes, use augmented reality and track a business location.
10. Test, Test and Test
To be successful in the mobile market you’ll want to test your campaigns. You need to pay attention to the analytics and make sure your content works for your mobile visitors.
You want your mobile users to have an excellent experience, especially because they are on the go. Test the different versions, campaigns and methods of mobile advertising. Make sure you also pay attention to speed, and your analytics, which will keep your bounce rates to a minimum.
Don’t hesitate to reach out to us with some questions about Mobile Marketing or any other changing trends facing the digital world! We can help you get set up with a new app in no time!
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