When was the last time you left your house without a phone? I’m willing to bet it’s been a while. Most of us keep our mobile devices within reach at all times, even when we’re sleeping. From a marketing standpoint, that’s good news – or it would be if you were making the most of mobile marketing.
The truth is that only 70% of small businesses are using mobile marketing to promote their products and services. Only some of those are doing it effectively. Here’s what you need to know about how mobile marketing can help your small business in 2021.
Grab Your Share Of Voice Search
When you search for something using a mobile device, do you stop and type out your query, or do you start with “Okay, Google” or “Siri” and then ask a question out loud? Increasingly, people are doing the latter. In fact, 50% of all searches were voice searches in 2020 and estimates are that 55 million American households will have at least one voice assistant by 2022.
You can get your share of voice searches by optimizing your website for long-tail keywords and answering common questions on your website. Using questions in your titles and headings will increase the chances that your content will earn a high rank on Google.
Embrace Mobile Responsiveness
While we’re on the topic of mobile friendliness, is your website mobile responsive? Mobile responsive designs adjust automatically to fit the device being used. In other words, a user who accesses your website on their laptop should get the same information if they visit using a smartphone or tablet.
Web design matters to mobile users. Research shows that 94% of users’ first impressions of a website are based on design. If a mobile user accesses your site and sees tiny text and buttons that aren’t readable or usable, they’re going to navigate away.
A lot of small businesses’ mobile marketing efforts are lagging on mobile responsiveness. You can take a big leap ahead of your competitors by choosing a design template that’s both mobile-friendly and responsive. Anything you can do to improve the experience of mobile users is going to help you reduce your bounce rate and get more visitors to your website.
Increase Your Social Media Following With Captions
Social media marketing is necessary for every small business. It’s important to remember that most people access social media sites such as Facebook and Instagram on their mobile devices. That means that it’s a worthwhile use of your time to ensure that your content is created with mobile users in mind.
You can increase engagement by adding captions to the videos on your website and social media. The biggest benefit of captioning your videos is that a mobile user can watch them in a public place without disturbing others. Captions are a great tool that make it easy for people to watch and understand your videos – wherever they are.
Increase Engagement With Your Brand With Text Messaging
If you’re not using SMS messaging, more popularly known as text messaging, to engage with your customers, then you’re missing out in your mobile marketing efforts. It’s that simple. While marketing emails have an open rate of about 20%, the open rate for text messages is consistently at 98% or higher. That means that if you allow people to opt in for text messages from you, it’s a virtual certainty that they will read what you send them.
Text messaging is an ideal way to keep customers aware of your brand and what’s happening with you. You can let them know about new products, text coupon codes or sale information, and even solicit their feedback in the form of online reviews or polls. Best of all, text messaging is very affordable and even businesses with a small marketing budget can use it.
Increase Sales And Conversions With Mobile Facebook Advertising
You already know that a lot of people access social media on their mobile devices. You can use that to your advantage by creating social media ads that cater to mobile users, making it easy for them to click through to your site or call your business.
One of the best methods you can use to engage with local customers is to choose the “Call Now” call-to-action button on Facebook. With this button, mobile users can call you with a single tap. It’s an ideal conversion booster for service companies because it allows people to contact you to ask questions or make an appointment without having to navigate away from your content.
Accepting mobile payments can give your sales a boost because it empowers mobile users to make secure purchases from anywhere. Mobile wallets may be used for online purchases and in brick and mortar stores. They can also be used for in-app purchases if your business has a branded app.
While a lot of the talk around mobile payments focuses on security benefits for consumers, accepting them benefits you, too. The reason? A security breach, if it happens, won’t compromise your customers’ information because a hacker would get only a useless, one-time code instead of a customer’s credit card number and other information. That means that your reputation won’t take the same hit that it would if someone stole data they could use.
What you should take away from this is that embracing mobile technology and finding ways to connect with mobile users can do a lot for your business in 2021. It’s a great way to increase your following on social media, teach people about your brand, and boost your profits.
Talk to us here at Outsourced Marketing if you need guidance on how to implement mobile marketing for your small business. Ian knows marketing, and mobile marketing is part of his toolkit. Give us a call today!
Ian Cantle is the President and Marketing Strategist at Outsourced Marketing. His 20+ years in marketing and communications in a variety of industries have provided him with a unique perspective on what works and what doesn't in marketing. Ian founded Outsourced Marketing to fill a gap in the marketplace between businesses and sound marketing strategies and marketing systems. His goal is to take the mystery out of marketing and show business owners how a systematic approach to their marketing can provide exceptional results while easing the burden on them.
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Frequently Asked Questions
What benefits does marketing delegation offer?
Marketing delegation offers the following benefits: frees up your time to focus on core business activities, leverages specialized expertise, enables consistent marketing execution, provides data-driven insights, and scales marketing efforts efficiently.
Can small firms effectively utilize external marketing?
Yes, small firms can effectively utilize external marketing. Leveraging digital platforms, targeted advertising, and strategic partnerships can help small businesses reach new customers and grow their market share despite limited resources.
What benchmarks measure marketing service success?
The key benchmarks that measure marketing service success include: lead generation, website traffic, conversion rates, customer engagement, brand awareness, and return on investment (ROI).
Are specialized agencies effective for marketing tasks?
Specialized marketing agencies can be effective by providing expertise, efficiency, and a systematic approach tailored to the client's needs. They can deliver better results compared to in-house marketing teams for specific tasks.
How do firms evaluate marketing vendors?
Firms evaluate marketing vendors based on factors such as expertise, track record, cost-effectiveness, alignment with business goals, and ability to deliver measurable results. The evaluation process often includes reviewing case studies, references, and proposals to assess the vendor's capabilities.
What strategies guide marketing task delegation?
Effective marketing task delegation requires clearly defining roles, establishing workflows, and implementing performance tracking. Leveraging team strengths, setting deadlines, and regular communication ensure efficient and accountable marketing efforts.
Can marketing agencies boost brand exposure?
Yes, marketing agencies can help boost brand exposure through strategic marketing campaigns, digital advertising, search engine optimization, social media management, and other integrated marketing solutions tailored to the client's needs and goals.
How do external teams streamline marketing?
External teams streamline marketing by providing specialized expertise, scalable resources, and a systematic approach to implementing integrated marketing strategies, freeing internal teams to focus on core business operations.
What impacts do marketing agencies have?
Marketing agencies play a crucial role in helping businesses reach their target audience, build brand awareness, and drive sales. By leveraging their expertise in strategy, content creation, and digital channels, agencies can significantly impact a company's growth and success.
How does external marketing support growth?
External marketing supports growth by increasing brand visibility, generating leads, and driving sales. It allows businesses to reach new audiences, build relationships, and position themselves as industry leaders.
Are marketing agencies cost-effective for startups?
Marketing agencies can provide cost-effective solutions for startups by offering specialized expertise, scalable services, and better ROI compared to hiring an in-house marketing team. The shared resources and strategic approach can maximize a startup's limited marketing budget.
What criteria define quality marketing partners?
Quality marketing partners demonstrate proven expertise, deliver measurable results, offer transparent communication, provide strategic guidance, and seamlessly integrate with your business objectives to drive sustainable growth.
How do external marketers integrate seamlessly?
External marketers integrate seamlessly by collaborating closely with internal teams, aligning strategies, and leveraging data-driven insights to deliver a cohesive and effective marketing approach that drives business objectives.
What challenges do external marketers face?
External marketers face challenges such as limited access to internal data, difficulty aligning with company priorities, and coordinating across multiple stakeholders and channels. They need to adapt their strategies to each client's unique needs and requirements.
How tailored are external marketing solutions?
External marketing solutions can be highly tailored to individual business needs, leveraging data-driven insights to develop customized strategies. The degree of customization depends on the provider's capabilities and the client's specific requirements.
Is flexibility a perk of marketing vendors?
Yes, flexibility is a key advantage of working with marketing vendors. They can adapt their services to your changing needs and goals, allowing your business to remain agile in the dynamic marketing landscape.
What scope do marketing agencies offer?
Marketing agencies offer a wide scope of services, including strategy development, digital marketing, branding, advertising, content creation, social media management, analytics, and more to help businesses achieve their marketing goals.
Do agencies offer scalable marketing solutions?
Yes, many marketing agencies offer scalable solutions that can adapt to the changing needs and growth of a business. They provide a range of services that can be tailored to fit the client's specific requirements.
Can external marketing services drive innovation?
Yes, external marketing services can drive innovation by providing fresh perspectives, industry expertise, and access to the latest tools and technologies that can help businesses stay ahead of the curve.
How does vendor expertise enhance marketing?
Vendor expertise enhances marketing by providing specialized knowledge, tools, and strategies that can optimize marketing efforts and drive better results. Experienced vendors offer a depth of expertise that may not exist in-house, enabling more effective and efficient marketing campaigns.
What risks come with marketing outsourcing?
Potential risks with marketing outsourcing include loss of control over marketing strategy, difficulty integrating outsourced work with internal processes, quality concerns, and potential security/confidentiality issues if sensitive data is involved.
How do external marketers handle analytics?
External marketers analyze client data, track campaign performance, and provide detailed reports to measure the effectiveness of marketing strategies and identify areas for improvement.
What industries benefit most from marketing agencies?
The industries that benefit most from marketing agencies are those that require expertise in digital marketing, search engine optimization, social media management, content creation, and campaign optimization to reach their target audience effectively and drive measurable results.
How quickly can marketing services adapt?
Marketing services can adapt quickly to changing market conditions, emerging technologies, and evolving customer preferences. By leveraging data-driven insights and agile methodologies, marketing experts can pivot strategies and tactics in real-time to drive optimal results for their clients.
Are outsourced marketers adept at rebranding?
Outsourced marketers can be highly effective at rebranding, leveraging their expertise in market research, brand strategy, and creative execution to refresh a company's image and messaging in a way that resonates with target audiences.
Can marketing agencies assure confidentiality?
Marketing agencies understand the importance of confidentiality and take measures to protect sensitive client information. They maintain strict policies and procedures to ensure the privacy and security of client data.
What contract terms protect marketing partnerships?
Marketing partnership contracts typically include terms to protect intellectual property rights, data privacy, revenue sharing, exclusivity, and termination clauses to govern the relationship between the parties.
How transparent are external marketing operations?
External marketing operations should strive to be highly transparent, disclosing key details about strategies, tactics, and performance metrics to foster trust and accountability with clients. Transparency enables collaborative optimization of marketing efforts.
Do third-party marketers provide full reporting?
Third-party marketers typically provide comprehensive reporting on marketing campaigns, including metrics such as impressions, clicks, conversions, and return on investment to demonstrate the effectiveness of their strategies.
How does one transition to outsourced marketing?
Transitioning to outsourced marketing involves evaluating your in-house marketing capabilities, identifying areas that could benefit from external expertise, and collaborating with a reputable marketing agency to develop and implement a comprehensive, strategic marketing plan tailored to your business needs.
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