Smartphones have changed the game in marketing. It’s not about billboards, TV ads, or radio spots; it’s about being right in front of your audience when they are looking for you, wherever they are. For this reason, it’s important to be careful about how you present yourself and your company online. Mobile marketing done right can assist any small or local business to get customers in the door and build their brand value.

Text Marketing

Texting has gone pro. SMS is often though of as a platform for casual conversation, but with careful research, it can also be a great way to keep in touch with customers and even provide customer service. To avoid becoming a nuisance, text marketing should only be directed to those who know what to expect and sign up for text alerts. Rewards and upcoming events are commonly successful.

Mobile Apps

Since the Google update called “Hummingbird” businesses are scrambling to make their regular websites mobile friendly. Moreover, an iPhone or Android app that handles essential website functions can serve customers even better. While building apps is not a trivial expense, the investment in their brand is driving many businesses – even small and local businesses – to take the leap into the app store.

If you are considering building an app for your business, bear in mind that many people don’t spare much space or resources on their smartphones for apps they don’t use. An app must be function-focused: it is not an ad, it is not a business card; it is a way to place orders; to contact customer service; to change account settings; to book appointments and so on. Remember there are millions of apps out there. Your customers need a reason to download and use yours.

Create Snappy Content

Computers have both the space and clarity of downloading longer content, complete with pictures, videos, and a plethora of ads. However, when you are thinking mobile, you need to think speed. Content should load quickly on mobile, not be cluttered, and give the user a direct line of sight to the purpose they visited the page. If a user can’t be bothered to wade through your ads and links to see the article of interest, you’ve ventured into rough mobile marketing territory.