business messaging blog
Four ways your mobile marketing strategy needs to change
Scott Navratil

In 2013, Google launched its new search algorithm, Hummingbird. Now more than ever, Google’s search engine is able to accurately give you the results you’re looking for. In addition to basic changes to the search engine processes, Google also acquired some innovative technologies from other business startups. One technology they obtained from Behavio is of special interest to mobile marketers. Behavio’s technology essentially turns smartphones into a kind of sensor that picks up on clues according to your surroundings.  Essentially, Google searches performed on smartphones will product results specific to your surroundings.

This new technology has some exciting implications for mobile marketers. The bottom line is that businesses need to keep their mobile customers in mind more than ever when thinking about their online content and how it’s displayed. Here are four tips to accomplish that.

Users should be the center of SEO strategy

It’s common sense that your customers should be the center of everything you do as a business. This is especially true of search engine optimization. Keyword research is still crucial for SEO but today, many customers can also conduct voice searches which by nature are more casual. Pay close attention to how your customers are searching for your business online. How do they phrase their search queries? Make sure the answers to their questions are the first things they see when they find your business’s website. SEO is no longer just about where you rank in search results; it’s about answering your customers’ questions.

Improve your mobile site

Before there were smartphones, you could be sure that all mobile traffic was originating from computers and laptops. Now that is no longer the case. Consider that in recent years, desktop and laptop web traffic has increased by 12% while mobile web traffic has increased by 125%. If your website isn’t optimized for mobile devices, you’re missing out on a lot of potential customers. It’s also important to keep in mind that mobile customers are very different from desktop and laptop customers. More likely, your mobile customers are on the go and looking for quick results. Your mobile site needs to have a simple, intuitive interface. Make sure it’s designed around getting customers the info they’re looking for fast. Load times should be down to about a second.

Use marketing videos

Experts predict that by 2016, video will account for 70% of all data traffic. Mobile apps like Vine have made it easy to create very short (six seconds) videos that not only entertain but also advertise. One thing is for sure, in the coming years video is going to play a much bigger role in mobile marketing. It’s best to get started now.

Know what your customers want

A key difference between mobile customers and PC customers is that mobile customers are typically interested in making a purchase much faster. While those shopping from the comfort of home might be content to browse around, mobile customers are out and about. When they decide to buy something, they buy it, typically within the hour. It’s more important than ever to make your contact information readily available to these customers. When they find you online, you want them to be able to find your brick and mortar location soon after.

Source: Fast Company

Chantel Fullilove

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