Social Media Marketing- Be Found
I had ten minutes and thought I’d drop by and get something quickly on my way to my office – where is that shop? No problem, I’ll look them up on my smart phone and get the address. So, I do and the website pops right up.
Just one problem: I can’t read through the whole site, especially with such small text. I can’t even see the menu to go to a ‘contact us’ kind of button. Their site is not mobile optimized. How does a traditional website fair in your social media marketing?
Social Media Marketing: Being In Reach Means Being Mobile
The next two staggering statistics we should all keep in mind for our businesses is that 90% of people start via a search online and by 2013 more people will use mobile devices, their smart phone or tablet, over a PC.
I now believe the 90% about shopping starting on a search engine- sure, a search engine is the yellow pages nowadays. My six year old (who may never know what a yellow page book looks like) knows that we go to a search engine to look up her latest question – what is a hurricane, how do dolphins breathe and who sells the toy she wants to buy. My mother does the same thing, though she searches for airplane tickets to come see her granddaughter, winter clothes and so on.
This time the statistic that more people will get online on a mobile device over a PC is the one I question. After all, I understood this to be true already and certainly in the rest of the world. Here in the states it seems like everyone has a smart phone, and although I know that’s not completely true, I do find people prioritizing a smart phone or tablet in their lives. With tablet prices now being as low as three to four hundred dollars, unless you buy Asian tablets that cost less than a hundred dollars, tablets are taking over the Best Buy computer section. The shrinking PC offerings alone represent what the market is purchasing and the mobile device sections far exceed the PC.
It isn’t uncommon for clients to look at me with confusion and surprise on their faces. When they start to think about all the pieces of online and social media marketing and how those are orchestrated well together. There are so many pieces between a website, social media sites, a mobile site, your email list, your search ranking…
Yes, there are many pieces to your modern social media marketing, and including a mobile site for shoppers on the go needs to be one of the things you do for your business. So many people head out the door and then get hungry or need to look in a different store – and once they are out, they are looking on mobile devices.
What Should Your Mobile Social Media Marketing Target?
Making your mobile version of your website should be simple, if you are going to make it easy for clients and customers to find you and get the information they need from you. A mobile site should be, first and foremost, like a business card. It should offer limiting information because on the go less is more. Your logo is primary; this is how you are recognized. Next to it make sure to talk about what your business is and what you offer. Make sure that your clickable phone number is on the first page and easy to see. Your address should come next, which can also be clickable to a map, making it easy for your client or customer.
The next important information is a button allowing your viewer to see your full site. A viewer on the go who has a tablet or some time may want to look deeper in. While you want to include a few menu buttons on your mobile site about your offerings, though not as many as you would on your website, you want to give your mobile viewer access to what you are best known for or what you specialize in. This is why menu buttons on a mobile site are generally at the bottom of the page, not at the top the way they would be on a traditional web site. This is also where you want to place your social media icons.
A mobile site allows your social media marketing to keep you friendly, familiar and easy to connect with or find. If you want a great example of a good mobile feel and look, look to Google. A search on Google for a local shop or restaurant makes finding what you want easy to find, to see and to click through to.
Modern marketing is social. Today’s consumer is accustomed to feeling close and connected with family and friends through their social media circles. They are used to being able to look anything up and find out about almost anything. In a world where so many things can be reached through our fingertips, you need to make sure that your social media marketing is available to your clients and customers fingertips too.