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Small businesses can succeed at local mobile marketing


By Steve Lewis
Published: January 17th, 2012

Mobile marketing is not just for big brands anymore, says Geoff Simon, the founder of Simon Search Marketing, a search marketing company based in Woodland Hills, CA. “If you’re new to local mobile marketing, take steps now to make your business more discoverable,” he advises.

And if you’re not ready to invest in getting your own app yet, Simon says you should consider implementing these easy mobile marketing ideas:

  • Make your website mobile-compatible: As an easy entry point, get your website optimized for mobile phones, Simon suggests. “It’s now easy to make your website small screen-friendly,” he says. “If you’re using WordPress, there are several free and premium plugins available.”
  • Join mobile directories: Getting listed in a few mobile directories easily puts your business “on the mobile map,” Simon says. “The new Google Places offers one such opportunity,” he notes.
  • Create a mobile website: “Someday soon, every business will need two versions of their website — one for computer users, the other for the mobile/wireless crowd,” Simon predicts. “Services such as Mofuse and Mofuse Premium and mobiSiteGalore offer mobile site design services.”
  • Build traffic with location-based app marketing: Many local retailers, restaurants, charities and nightclubs tie-in with apps like FourSquare and Yelp to attract mobile customers, notes Simon.
  • Start mobile advertising: Local mobile advertising on Google is a low-cost way to reach more customers, says Simon. “Bid only on what you’re willing to pay, either paying per click (PPC) or per phone call from a prospect,” he suggests. “You can even target multiple mobile devices, ranging from high-end smart phones to standard cell phones.”
  • Connect via text message short codes or QR codes: “Most exciting are Quick Response (QR) codes — i.e., the new bar codes,” says Simon. “QR codes can be read by mobile phones. We increasingly see QR Codes in magazine ads; on web pages, billboards, and lawn signs; and even on T-shirts.” Once a mobile user scans your QR code, he explains, it’s easy to connect in real-time, sending the users coupons, announcements of events, RSS feed updates, and more.

To better meet the mobile crowd’s needs, Simon adds, pay keen attention to your mobile web analytics. “Google Analytics and similar programs can track mobile web traffic on a basic level,” he notes. “For finer metrics plus actionable detail for site optimization, use a more advanced SEO platform like Ginzametrics, which complements and integrates nicely with GA, Omniture or CoreMetrics. With Ginzametrics, you’ll discover the exact search terms that ‘hidden’ mobile visitors are using to land on your site. This analytics program also shows details of referred traffic from the top three search engines in 35 global markets. The Ginza dashboard even recommends an array of improvements you should make, to better optimize your web and mobile pages for more traffic.”

Source: Technorati

Posted under: IP Marketing eNews

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