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Consumer Focused Mobile Marketing Drives Profits

Consumer Focused Mobile Marketing Drives Profits

Jürgen Strauss, Innovabiz

By: Jürgen Strauss

A recently released survey by Web.com on small business mobile usage revealed that 84% of small
businesses that use mobile marketing have seen an increase in business. But before you jump blindly
into mobile marketing, you need to craft a strategy that will most effectively leverage your resources to
increase profits.

To know how to effectively reach your target consumers, you need to understand their wants and
needs. If you have regular customers, you can ask them what they would like to see on your mobile
website, if they are interested in mobile offers and what they feel your business is lacking in terms of
marketing.

Another good way to analyze your mobile marketing needs is to see how browsers of your full website
navigate your site. You can use free tools such as Google Analytics to see which links are most often
clicked on or try a low cost ($9/month) service such as CrazyEgg.com. CrazyEgg creates a heatmap of
your site that will show you what parts of your site people hover on and click on, even if they are not
links.

Even if you only sign up for an analytics service for one month, this should give you an idea of what
people are looking at on your full site – this should give you some ideas of what to include on your
mobile website. If you offer discounts or disclose pricing on your website and see heavy activity there,
this can be an indication that mobile coupons and offers would be greeted eagerly.

By looking at what areas of your full site generate the most action, you can refine your mobile marketing
strategy to be most efficient. For instance, restaurant websites may see a lot of action on their online
menu or delivery/takeout options. Dry cleaners may see more action on their price list areas. Based on
the analysis, you can design your mobile website interface to get the consumer quickly to their area of
interest.

Equally as important, you can eliminate from your mobile marketing program, the portions of your
full website that aren’t seeing any action. This will streamline your marketing approach. As well as
considering your standard website browsing activity, think about what people ask when they are in
your establishment and what they want to know when they call. Your mobile web presence should be
designed to provide all of the information people seek via all of your communication channels. Here’s
what you are likely to find:

  • Callers may ask your days/hours of operation
  • Callers may ask about special events
  • Callers may ask about discounts or promotions
  • Callers may ask about your inventory/menu/services
  • Callers may ask for directions or landmarks to find your establishment

Once you’ve accumulated all of the input, you can devise a mobile marketing strategy that will meet
all these needs using an easy-to-navigate format that will get them the information they need with the
least clicks and least hassle possible.

When you meet the needs of potential customers by giving them a positive mobile web experience, you
greatly increase the odds of them transacting with you. And if you don’t meet those needs, the results
will be less in your favor. If your mobile website doesn’t load correctly or rapidly, 33% of mobile web
users will immediately click off of your website and look to your competition and 57% of people will not
recommend your business due to an unfavorable web experience.

So by all means, establish a mobile marketing plan for your small business, but be sure to do your pre-
work rather than jumping in blindly – remember the customer is what matters!

Image Source: The Marketing Tank

Jürgen Strauss

Dr. Jürgen Strauss is a transformational marketing strategist, podcaster, speaker, the chief innovator and founder of Innovabiz who partner with innovative, exceptional business coaches and consultants to enable you to acquire more leads and more business by reaching your ideal target prospects with your message, so that you will achieve growth and be able to make a difference to more ideal clients. You can find Jürgen on LinkedIn, as well as on Innovabiz' Twitter, Facebook, The InnovaBuzz Podcast, The Tales of Marketing Transformation Show and his personal Photography website.

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