Why You Need a Mobile Website
According to a 2008 finding by web services company 1&1 Internet, Inc. “Two thirds of small business owners use mobile media in their personal lives. Only 1 in 5 companies believe a mobile-friendly website could boost sales revenue.” For savvy business owners this means opportunity to reach more users, if you have the right approach and the creative vision to explore the potential.
At the present time, that only “a third of the companies surveyed currently have a mobile marketing plan in place, a number that rises to 45% among larger companies (1000+ employees). Of the companies that don’t currently have a mobile strategy, 62% plan to within the next 12 months.”
If you are interested in cashing in on this recent trend and increasing your mobile presence like the larger companies are doing with documented success, then consider the following:
1. Review Your Website
Not all graphics translate into a user friendly look on a mobile device.
- Make sure features work properly and are easy to find.
- Streamline your content for the mobile viewer.
- Give your viewers a reason to check in on a mobile device:
- daily/weekly specials
- “tip” of the day
- “quote of the week”
- new product updates
2. Test Drive the Competition and Be Better
- See what catches your attention and what doesn’t when using a variety of websites on a mobile device.
- Hire a consultant if possible to target your audience properly.
- Keep content fresh and creative.
- Make your message relevant to your users; know your market.
- Create a mobile website that works synergistically with a variety of devices.
- Track your users and adjust your strategy as needed.
3. The Land Rover Case Study
Knowing their target market intimately, providing content that is catchy, relevant and is also congruent with a wide variety of mobile devices are just a few reasons why MobileMarketer.com took notice of Land Rover’s (LR) mobile website success rate of 50% engagement. Here are a few other tips from the case study which you can check out at:
- Make the message substantive; LR used their eco-minded practices to engage consumers.
- Make the options interesting; LR used a globe you could spin and then click on locations for more information about the company’s presence in a certain country.
- Make it simple to use and worth the time; LR’s graphics and message are both simple and engaging.
- Remember your goal is to generate leads so be sure follow information is clear: LR has clear links at the bottom of their pages.
- Once you capture the interest keep the momentum; LR invites visitors to enter their email address to stay informed of product information.
Prepare Wisely For the Mobile Media Movement
Just as in many aspects of business today, the expansion of social media and mobile devices are creating interesting and profitable ways to engage potential customers while at the same time building brand loyalty for clients and consumers already aware of your product. While you may not have resources as large as Land Rover to devote to your mobile website, you can learn from their success and apply the knowledge to your own situation.
As consumers continue to be strong drivers of the use of marketing on mobile devices, it is now more important than ever to spend the time tailoring your message to fit the current mindset and interests of today’s intelligent consumer. Developing a mobile website is a powerful way to increase brand recognition and secure your place among the competition as the medium continues to evolve in the coming years.
