Mobile marketing may not be the first thing you think of when you contemplate the of necessities for your startup. Due to limited funds and resources, your startup must take unique approaches when investing in your product, marketing, branding, and customer service. But as a startup business owner, you have to be extremely creative, crafty, and forward-thinking to set yourself apart from the competition in your marketplace. This is why mobile marketing is such an instrumental tool for startup businesses. It gives your startup a distinctive edge with audiences; it can be cost effective and not as time consuming as you might think.
So how should your startup approach mobile marketing? Let's look at a few marketing methods as well as a few mobile marketing tools that your startup can utilize easily.
A Mobile Friendly Website
If a potential customer visits your site and sees that it has not been optimized for their mobile device, they may leave and never return. Nowadays, more Internet users access the Internet from their phones than their desktops; reportedly, by mid-2015, users spent 2.8 hours on their phones and just 2.4 hours on desktops. This is the most elementary tool in mobile marketing and one that most startups adhere to already.
Responsive design means that your startup’s website can easily adjust its contents and page layouts depending on the device and the size of the screen. According to a recent Pew report, 90% of US adults own a mobile phone, 32% own an e-reader, and 42% own a tablet, so the key to mobile success for brands is to adopt a multi-device approach, especially as purchasing on mobile continues to grow exponentially.
Prioritize Sales and Deals
Keep in mind that when users access your site on mobile that there is a very limited window of opportunity as well as limited screen space. You need to place the information they’ll be looking for front and center to make it easier for them to make a purchase. Any deals or special offers you have going on should have prime placement on your mobile site so it's easy to find and easily clickable.
When constructing a keyword strategy for mobile, you must remember to include the local area alongside your keywords. This is because, many times, mobile customers are typically searching locally. Also, remember to keep your keyword phrases small and concise, utilizing no more than three. Semantic searching, which seeks to improve a search request by better understanding a user’s intent, has vastly improved due to the way we use mobile for search inquiries.
Thanks to apps like Siri and other hands-free assistant apps, keyword searches are changing to match more how we actually speak. Instead of typing “Internet cafes in New York”, we can audibly ask the question “Where is the nearest Internet cafe?” This will no doubt affect the use of SEO keywords on mobile. Thus your mobile keyword choices should be tailored to reflect this.
All content that gets offered should have a mobile friendly version to go with it. When you utilize mobile friendly e-newsletters you expand your channels of communication on mobile and by doing so, expand your influence. Platforms such as Mailchimp offer mobile friendly e-newsletter distribution.
SMS/ MMS Marketing
SMS marketing is easy to implement, and everyone from an iPhone/Andriod user to a non-smartphone user can send or receive SMS messages. Sending notifications through SMS is a great way to keep users up-to-date with attractive deals and discounts. For an example of this, the Argentine startup, Hoypido.com (I order today), offers a different daily lunch menu, Monday through Friday. By signing up with them on their site, you'll receive a regular SMS informing you of the day's menu. The strategy is simple and not overbearing: If something sounds yummy, the customer clicks the link to the Hoypido site in the SMS and is transferred directly to the main menu to finalize the purchase.
Now you may be under the impression that this marketing strategy only caters to retail companies, but don’t dismiss it that quickly. Any business can utilize SMS marketing. Develop a plan to send messages announcing new developments in your business. Perhaps once a month you can send these updates to interested parties or avid users.
Good customer service is a huge asset to any business and the way to maintaining that is by understanding the avenues customers are using to reach out, specifically mobile. The majority of customer service inquiries are made through Twitter on mobile these days. By tweeting at a company, customers can receive a much faster response rate because of the immediacy of the platform. Startups need to be aware of this and respond to customers in kind on mobile to keep up a satisfactory response rate. Nowadays, customers expect a response within the hour and the confines of a normal 9-5 workday schedule no longer apply. Putting your customer support team on mobile is the way to keep up with these demands.
Though startups may have limited resources, time, and funds to spare for promotion and marketing purposes, mobile marketing ensures that what your startup offers is a unique, hands-on service.