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We work with more than 100 small businesses at Blue Corona, and over the years the percentage of those clients’ mobile organic traffic has been on the up and up. On average, we see upwards of 20% of these company’s organic traffic coming from mobile device users. Yours is probably somewhere around there, too. Here’s how to check.
Despite the increase in mobile web users, an astonishing number of companies fail to take mobile into consideration when it comes to their marketing strategies. This is a huge mistake!
In our latest webinar, Blue Corona’s Account Director Alex Perini detailed the top mobile marketing mistakes companies make that cost them business. In case you missed it, we’ll recap them in this post. You can also download a recording of the full webinar here.
Mobile Marketing Mistake #1: Not Having a Mobile-Friendly Website
As of April 21, 2015, Google now considers mobile usability as a ranking factor for mobile search results. This means that if you have a mobile-friendly website, it can help your rankings, and if you don’t, it can hurt your rankings.
Not sure if your site is mobile-friendly? Check out this tool. If Google determines your site is NOT mobile-friendly, it will give you the reasons why and also show you how the Google bot sees your site.
Take a look at the site for a second. You’d have to pinch and zoom just to read the text; there’s no big click-to-call button for people who need immediate service (they’re on the go after all!); and the buttons are too small to properly navigate with our big fat thumbs.
On the flip side, this is what OUR website looks like if you visit it from a mobile device:
The text is readable without zooming, there’s a big ol’ click-to-call button at the top, and those three skinny bars at the top—when click—will result in a drop down menu that’s large enough to navigate with ease (no matter how fat your thumbs may be!).
Don’t think you need a mobile-friendly website? Download this free case study to see how two separate websites lost 50% or more of their mobile organic traffic in the wake of Google’s mobile algorithm update (which marketers now refer to as “Mobilegeddon”).
Mobile Marketing Mistake #2: Not Targeting Mobile Devices with Your Pay Per Click Ads
When people perform Google searches on their laptops or desktop computers, they are presented with nearly a dozen search results—paid, local, organic, etc.
When people perform that search on their phones, they typically only see one result prior to scrolling: the #1 paid spot:
If you’ve got pay per click ads running but your ads aren’t set to show on mobile devices, that’s a huge opportunity you’re missing out on!
The mobile bid adjustment feature within Google AdWords an advertiser to down bid on mobile devices by 100%, preventing ads from showing on mobile devices, or increase bids on mobile devices by up to 300%.
If an advertiser decides to bid on mobile devices, then we recommend creating mobile-preferred ads for each ad group. Select the “Mobile” checkbox next to the device preference setting when creating the ad.
If an ad group contains both standard ads and mobile-preferred ads, then the mobile-preferred ads will be selected to show on mobile devices. Mobile-preferred ads ensure your ads look great on a small screen. Make sure to tailor the copy of your mobile-preferred ads to the preferences of mobile users.
Mobile Marketing Mistake #3: Forgetting About Mobile When It Comes to Social Media
People aren’t just using their phones for search engine queries—they’re also using them to check their social media accounts.
You know what really sucks? Clicking a link to an interesting article only to be taken to a page that I can’t read on my phone.
This goes back to mobile marketing mistake #1—not having a mobile-friendly website. Sharing your content and having other people share your content on social media is a great way to expand your reach online, so don’t blow it with a page not optimized for mobile. This is especially true if you’re paying for clicks.
The other social network companies have started to take advantage of—and rightfully so—is Instagram. But what these companies often forget to do is use appropriate hashtags.
For example, say I’m looking to remodel my kitchen and I want a little inspiration. I’m already on Instagram because I enjoy seeing pictures of my friends’ Starbucks cups, so I do a quick search for “kitchen remodel.” There are other 30,000 posts for me to look at for inspiration! If I were a kitchen remodeler, I know I’d want in on that action!
Mobile Marketing Mistake #4: Not Optimizing Your Email Newsletters for Mobile
I check my email on my phone all the time. To make sure your company’s email newsletters look great on mobile devices, you need:
- A responsive email design template
- Clickable, above the fold calls to action
- Short and concise content
- Subject lines that will get someone to open in <30 characters
Here’s an example of a good vs. not so good mobile email:
Want to learn more? Download a recording of the full webinar and all of our other previous webinars here.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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