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3 Most Important Mobile Marketing Channels

Mobile Marketing3 Most Important Mobile Marketing Channels

by Aaron Aders


3 Most Important Mobile Marketing Channels. Whether you have a mobile app or a mobile website, these channels can help your target audience find your mobile presence.


Estimates from eMarketer indicate that the population of mobile social network users will reach 79 million by 2015, which would result in mobile adoption rates that crush other technological adoption rates of the past. As with any new tech platform, organizations need to understand how to participate in and be found via mobile channels. Whether you have a mobile application or a mobile webpage, here are the top three channels that can help your target audience find your mobile presence:


Mobile Organic Search


A recent study by Google found that a smartphone was the most common starting point for online activities. It’s crucial to show up at the top of organic search on mobile devices, because 65 percent of the study participants started with a mobile device when searching for information, as well as shopping, online.


The best way to optimize your website for a mobile device is to create what is known as a responsive website. A responsive website will auto-detect the visitor’s device prior to serving up the website content. Upon detection, CSS will then tailor the website content to the specific device. Responsive websites will reduce clutter and avoid duplicate content issues that may arise from duplicating website content on a mobile subdomain such as m.yourdomain.com. 3 Most Important Mobile Marketing Channels


Marketers can also monitor performance using the mobile search data segment in Google Webmaster Tools. Use this tool to monitor the results of your mobile search optimization.


Mobile Content Marketing


The goal of content marketing is to create target-market-oriented content that informs, entertains, provides value, and inspires sharing. It’s important to consider context when creating content for different devices. The same Google study mentioned earlier found that smartphone use is primarily motivated by communication and entertainment activities. By contrast, PCs are the most common starting point for more complex activities like planning a trip or managing finances. 3 Most Important Mobile Marketing Channels


It’s important to serve the needs of your target market within this large mobile user group with content crafted with a mobile context in mind. For example, launching complex content such as a research paper or interactive survey wouldn’t be valuable in a mobile context. Focus on content ideas that support communication, fact references, or entertainment. Be sure to always post mobile-friendly content using HTML and CSS rather than Flash or JavaScript.


The Google Keyword Tool also allows for mobile device segmentation, which can provide keyword research insights for targeting mobile users. Combine the most popular mobile search trends with top-performing activities in mobile such as social networking, informational search, and shopping online. This kind of focus will start you down the path to content built for success on mobile devices. 3 Most Important Mobile Marketing Channels


Mobile App Stores


According to Nielsen, mobile users are spending 10% more time on mobile applications than the mobile Web. There are tremendous opportunities in mobile application development for organizations that want to extend marketing reach through this highly interactive channel. However, deep reach in this channel requires great app content and a solid strategy to make sure your app is found on platforms such as the Apple App Store. 3 Most Important Mobile Marketing Channels


A new start-up promises to add some Ooomf to your mobile app marketing strategy by using a platform that mixes mobile app developers with users to enhance and promote their mobile applications. Founder Mikael Cho recognizes that building a great app is a challenge, but getting people to care about it is even more difficult. Ooomf will employ a promotional strategy that offers a curated list of mobile apps. The company also hopes to develop relationships with mobile journalists and mobile influencers to help them discover apps on the Ooomf website. 3 Most Important Mobile Marketing Channels

Master of Your Domain (Name): 8 Ways to Tune Up Your Company Website

As the president of Author Marketing Experts Inc., Penny Sansevieri has a way with words, especially when it comes to web design. “Our website was so bad,” recalls Sansevieri, “it looked like a dog had designed it after a tequila bender.”

But all that’s changed since Sansevieri overhauled the San Diego-based marketing and publicity firm’s online brand more than a year ago. Today, visitors to www.amarketingexpert.com can find compelling content, and a vastly-improved user interface.

Sansevieri joins a growing number of small business owners who are recognizing the power of a well-crafted website. In fact, according to a September 2011 survey of small business owners by ORC International, an Infogroup company, when asked to rank the importance of marketing techniques in an effort to grow one’s business, 32.6 percent of respondents ranked “company website” as the “most important” strategy while a mere 9.1 percent similarly listed Facebook.

“A company’s website is one of the main building blocks of a small business’s marketing plan,” says Lourdes Balepogi, president of Miami agency Chispa Marketing.

Fortunately, it’s easier than you think to create a website that promotes your products, draws traffic, and ultimately drives revenue. The best part: Small business owners need no longer invest thousands of dollars in marketing agency fees and high-tech bells and whistles to attract eyeballs. Rather, by following the eight simple steps below, you can ensure your website doesn’t go to the dogs, intoxicated or otherwise.

Make it action-packed. According to Sansevieri, adding brief and straight-forward video clips to AME’s website that explain the firm’s services helped “change our conversion rates drastically.” Long gone are the site’s meandering “tire kickers.” Instead, Sansevieri says video clips draw “a lot of traffic” from “really serious buyers”—a change that’s helped AME boost its online conversion rates to nearly two percent.

Plan ahead. Before you start tearing down your existing website for a new-and-improved version, take the time to figure out what you wish to accomplish. Warns Balepogi, “Small business owners often spend money on a [web design] vendor that makes them all these great promises when they really don’t have any idea what they’re signing up for.”

Go mobile. As of December 2010, 302.9 million Americans reported that they own a mobile device, according to the wireless telecommunications trade group CTIA. Yet many small business websites aren’t optimized for mobile devices. That’s a huge mistake, says Kevin Zicherman, president of Brick&Mobile, a Toronto-based mobile web provider. “Most small business websites are built in Flash which doesn’t work on an iPhone. So if I’m a customer visiting a website and it’s a Flash site, it’s literally a blank screen,” warns Zicherman. A firm specializing in mobile web optimization such as Brick&Mobile, however, can ensure a website is built for a small screen, features the right search words for a high search engine ranking, and delivers the best end-user experience possible.

Cross-promote for maximum impact. Many small businesses lay claim to a website, a Twitter feed, and a Facebook profile. The trick, however, is “you’ve got to integrate them,” says Sansevieri. “You really want to use your website as a hub and link your Twitter account, Facebook page and blog together so that it’s all part of the same family.” Balepogi agrees. “Social media is an effective way to communicate and can easily be integrated into your website,” she says.

Add a personal touch. Whether it’s complementing your website with a blog, or putting yourself front and center in every online video, a personal touch is critical to winning over website visitors. Says Sansevieri, who stars in AME’s own videos, “A blog really personalizes your website. In a world where we’re being inundated with so much stuff, we still really want to feel connected with the people we’re doing business with.”

Showcase your customers. Rather than post customer testimonials that always “seem very fake,” Jonathan Kay, Ambassador of Buzz at Grasshopper, “thought it would be awesome if we took a page and just highlighted our customers for who they are.” Today, many of the Needham, Mass.-based virtual phone system provider’s clients are profiled on the site’s ‘Happy Customers’ page—a feature that he says has boosted the site’s conversion rate.

Update often. From new product launches to emerging market trends, it’s easy for a website to fall behind the times. That’s all the more reason to update your online presence on a regular basis. “I have someone on my team make sure that every time our firm is mentioned in the news, it’s put up on our website immediately,” says Sansevieri.

Know your audience. Video might spell success for AME’s bookish customers but, in the case of Grasshopper, Kay says, “we found that while some people spent more time on the page, the bounce[-off] rate was pretty high.” So today the 20-second videos are gone, replaced by a few clean—and motionless—illustrations.