June 14, 2011

In my annual prediction article for OPEN Forum, I predicted that mobile would finally land firmly on the radar of the small business marketer. We’re at the halfway point and all signs point to that coming true.

Funny thing is though, as small businesses rush to jump on the trend, they are approaching it in much the same way they did when the crush of social media’s hype finally won them over: by looking at the tools, technology and tactics as some sort of new marketing frontier.

In my view, there’s really no such thing as social media marketing or it’s newly minted cousin, mobile marketing; it’s all just marketing in a world that’s turned increasingly social and mobile.

The very first question you need to ask yourself as you analyze this new beast is this: How can I use any of the new tools and mediums to build deeper and more efficient relationships with the customers I already have?

If you can answer that question then using any new tool to generate new business will be a snap.

The most personal medium

As you draw up your mobile plans, you must remember that mobile devices are different. This device is in your customer’s pocket, at arms length at all times, and even on the bedside table as they sleep. This is a trust-building or eroding device like no other.

The key question

As you scan the conversation about mobile, always use your current customer as a guide. People get tripped up with things like SMS as some new form of lead-spamming evilness. And it can be that, but when you view it as a way, for example, to equip your current membership customers with the latest update of information, it might just turn into a power tool for you.

The things to consider now

I believe there are some core areas regarding mobile that need your initial attention; cover these and you can start to branch out.

1. Get your mobile website up to standard

Use tools such as WPTouch WordPress plugins. And start to explore mobile landing page builders and campaign builders such as BuildmyMobi from Network Solutions.

2. Take another good, hard look at local search directories

Get your Google Places, Bing Local and Yahoo Local pages rocking with content that makes it easy for mobile searchers (brimming with buying intent) to find the facts—store hours, brands, directions, coupons and specials.

3. Look into local paid search and display ads

Look into services such as those offered by Google Boost, AdWords Extensions and Where.com as a way to connect directly with mobile shoppers looking for something right now.

4. Look into text messaging or SMS

Text messaging as a tool can create another potential contact and communication option (you don’t ever have to spam anyone so don’t discount this option just because you’ve been spammed). Use things like short codes to make it easier for people to request information or sign up for your newsletter. Think of ways to use text as a special status tool for your insider’s club or referral champions. Create a way to move merchandise to your best customers in flash sales. Check out tools such as Mobile Storm, CallFire and EZTexting.

Again, if it you can find ways to use the new breed of mobile tools to make life better and more convenient for your current customers, you’ll never go wrong.

Image credit:  Ed Yourdon via Flickr

Related Topics

• Marketing

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Join the conversation ( 12 )

• Gary Steven Robinson 9 months ago

  

  Hey! great post and some really good advice! I have been looking into text and sms to gain contacts and marketing. Anyway, thanks for the post. gary@http://www.logoglo.com

• Nohea Mktg Group 9 months ago

  

  Back you 100%. It's important to remember that this is an adaptation--not an addition or substitution--for current marketing strategies. This is where the market is going and people aren't realizing it quite yet. But this is the time period where businesses who stay blind to this shift are going to get left behind by the business owners who are making smart moves now.http://noheamarketinggroup.com/

• Annie Sisk 11 months ago

  

  It may all be "just marketing" but mobile definitely presents specific new challenges that smart marketers/owners should not ignore. I appreciate the references to the WP plugins - that's a great resource.

• John Jantsch 11 months ago

  

  Hey Gairy - I think the key is to think customers and not necessarily reaching hoards of mobile prospects, that's where people get tripped up with now technologies and approaches - if you can find ways to use it that your customers appreciate you'll be ahead of the game.

• Gairy Callam 11 months ago

  

  Mobile is one of the best ways for small businesses to keep in touch with their customers. It should be a part of the marketing mix. There is no other medium as pervasive. To ignore mobile is risky. Social Media is great and it works if you can work it. Likewise Mobile is great if you can work it. It's simply a mater of what you want to achieve with your marketing.

• John Jantsch 11 months ago

  

  Hey Eileen - Whatever WordPress plugin you use it's a great advancement - WPTouch also allows lots of personalized and even complete custom CSS if you want.

• John Jantsch 11 months ago

  

  Hey Kim - the title to this post is meant in part to wake people up that this isn't some new form of marketing - obviously the tools have unique qualities as I point out in the article, but what you're trying to do with them is fundamental and there's nothing to be intimidated by. In fact, this is simply integration to accomplish already stated goals.

• Kim Dushinski 11 months ago

  

  As the author of The Mobile Marketing Handbook, I have to say that you are partially right - there is no such thing as mobile marketing. Marketing is marketing and the technology doesn't change that.However, the reality is that customers are using mobile devices to interact with your business and this brings up new challenges and opportunities. There are new tools to use and strategies that must consider the consumer who is mobile. Mobile marketing must be integrated into every businesses marketing mix simply because consumers have integrated mobile devices into their daily lives so completely.

• Kelly Marsh 11 months ago

  

  Agreed, "Mobile Marketing" is the new buzz word, but it really is just marketing. Marketing firms are using this to charge for new fees and services, when it is actually as simple to implement as setting up a facebook fan page.

• Eileen Lonergan 11 months ago

  

  I like to use the http://www.expand2web.com/blog/smallbiz-theme/ for WordPress because it allows you to customize a mobile layout of your homepage. As others mentioned, this is good for some clients, not others, so you can turn it on/off as appropriate.

• ANN MARIE VAN DEN HURK 11 months ago

  

  Like with social media, mobile is another channel to reach and interact with customers. It should fit into a business's goals and objectives; it may not be right for every business. Chasing the shiny new objects can get one blinded.

• Drewry News Network 11 months ago

  

  Kinda figured that one. When it comes to having the internet web access on a cell phone, anyone should be able to pull up a website, blog, or forum, in being able to view it's contents. There are some companies that market mobile versions of websites and blogs, but some folk do not see the HTML, javascript, or CSS difference in integrating a mobile version of their site onto a web server and using it to market products and services to cell phone users.http://www.DrewryMedia.comhttp://www.DrewryNewsNetwork.com