The point where most small businesses fail big time is that many companies trying to get online think that search is just – search. Well, there is more; search on mobile devices is very different from a search on PC.
Failing to Optimize for Mobile Search
Either websites are not mobile optimized, or if they are, they don’t follow up with Google to find out how the business ranks in Google searches. There are ways to optimize your business by location so that the closer the users are to your business, the more your business pops up in their search results. After optimizing your site for mobile devices, include your mobile number as a clickable link so that users can easily call you.
Not Announcing Mobile Readiness
Lots of small businesses do a fabulous job of driving traffic to their PC sites via multiple strategies. But they don’t apply the same effort in informing their users of the arrival of the mobile version of the site. Reach to your existing users and inform them of the new developments and get the ball rolling. Users need that extra nudge to find your mobile content hence; failing to inform them of your mobile-readiness is a serious mistake you want to avoid.
Blocking Mobile Customers
Some businesses intentionally block mobile traffic if they do not have a mobile-optimized version of their site. This is a huge mistake. To be honest, most businesses don’t have their websites optimized for mobile, so users have become accustomed to browsing PC websites on their mobiles anyway. Access to your business website, even if it is not mobile-friendly, is still much better compared to blocking your visitors, and turning them to your competitors.
Mobile marketing is a little new, and can be a bit intimidating, but it comes with the enormous potential to small business. The best part is that mobile optimization is largely a one-time implementation and you don’t necessarily need internal dedicated developers.
Obtrusive Mobile Advertising
One of the most significant and valuable features of the latest Apple’s mobile OS (iOS 9) is the options that allow iPhone mobile users to block mobile ads. Within a day of release, the apps download shot to the roof, signaling the users’ displeasure towards the intrusive mobile adverts. The point is, when designing your business mobile app; think of an advertisement strategy that is less annoying and less intrusive.
Building Too Complex Mobile Apps
Mobile apps are continually becoming a must-have component for businesses. But before launching your app, think of strategies that can help make it go viral. Apps that are useful, functional or amusing are much more likely to captivate your customers’ interest and spell the much needed success. On the other hand, novelty apps, store locators or apps with poor design are notorious failures. To build a successful app, focus on the very basics; make it simple, user friendly and compatible with different mobile devices. One of the biggest examples of failed business apps is the Google Wave; it was meant to be a group mailing app, but was too complex for users, and nobody knew exactly what it does.
Alan Tam from Swrve recently wrote the article Mobile Marketing is Like Email Marketing, Except It’s Not. It’s Different and would highly recommend that you read it.
Making a good research or hiring a company that can offer technical services and support towards mobile optimization and marketing in order to help you avoid such fails.