Did you know that if someone loses their mobile phone, they typically notice that it’s missing within 30 mins; however, if you lose your purse or wallet it will usually take you 24 hrs to find out that it’s gone? Think about that for a moment – it means that we keep a closer eye on communication devices than we do on our money. Wow!
By the way – I can’t remember where I first heard that information but it blew my mind and so I remembered it. It’s a genuine fact, I promise!
Mobile is everywhere!
Okay, so we’re addicted to our mobile devices but what does that mean for YOUR business?
Well, according to Knotice, 41% of marketing emails were opened on a mobile device in the second half of 2012, and a recent study from Blue Hornet found that 80% of email recipients delete mobile email that doesn’t look good and 30% unsubscribe from the email list. Both of those numbers are up significantly from 2012 data.
Our own Constant Contact UK mobile usage survey conducted in March 2013 found that although 66% of small business owners report using a mobile device in their business operations, 70% DON’T use mobile business solutions – so you have a great chance to jump ahead!
The long and short of it is that you will do better in your business if you embrace mobile AND that you can leap ahead of the competition by doing it right now.
What will happen in the future?
It’s going to get worse too (or better, depending on whether your business is mobile-ready or not). The number of people with smart phones is on the rise (currently at 60% of the UK population), and they are using their smart phones to do more searches, find more local businesses, read more emails, and access more apps every day.
In simple terms, if your emails aren’t easy to read on mobile devices, they will just get deleted; if your website doesn’t work on a mobile device, they will use a different site to find out what they need; and, if you are not using mobile-friendly technology, your ideal customers will be passing you by…
You have to ask yourself if you can afford to have this happen to your business? How many of your ideal customers are you willing to ignore?
Eek! What should I do about it??
Don’t panic! You should be worried about this issue, but you CAN easily do something about it.
Also, remember that your competitors are mostly in the same position as you, so you have a great opportunity to get ahead of the game by taking action now. If you do it right, the impact on your business could be almost immediate.
The answer is to act now!
My top tips for you:
1. Think Mobile!
As you go through your day-to-day work life, look for opportunities to ‘go mobile’ in your business. For example, are your emails mobile-friendly? Check out your competitors or similar businesses to see what they are doing well (or badly), and if you can learn anything from them.
2. Best Practices Are More Important Than Ever.
Using a mobile device highlights poor marketing practices. For example, small text gets really annoying on a smart phone; lengthy emails get skipped over and deleted; images are more likely to be clicked on; buttons must be bigger and easier to click with a finger; and, links need to have clear space around them. Just pay attention and do the stuff that you know you should be doing in general.
3. Learn From Yourself.
For the next 3 days, mentally monitor how you use your mobile phone or tablet. Are you doing social media? When you read an email, what makes it easy to read or act on? How do images look to you? What makes them catch your eye? Make a couple of notes at the end of each day so you won’t forget, and over time you can build these things into your own mobile marketing.
4. Embrace Technology (Not Fads!).
You don’t have to latch on to every new app that appears , and in fact, I suggest you DON’T do that. Instead, come up with ideas that utilise mobile technology. For example, how about getting customers to take relevant pictures on their mobiles and send them to you in order to enter a competition; look at mobile/social networks where you can join in a conversation using a hashtag (e.g. Instagram); consider encouraging your customers to check-in at your office/location on Facebook, etc.
5. Do one thing at a time.
As long as you’re taking action it’s okay, and you’re actually more likely to get the things done that you need to do if you go one step at a time with this. So once you’ve got your list of what you want to do to maximise mobile for your business, put them in order of priority and go one at a time to keep it manageable. This will also allow you to see what things are working for you as you, so you can tweak your plans if necessary.
These 5 tips will have you on a winning streak to mobile marvellousness, so just get going and mop up those opportunities that are just waiting for you!