Quick: When you woke up this morning, where was your mobile phone? If you’re like most, you’d measure that distance in inches, not feet.
Mobile has become a driving force. Consumers don’t create a lot of separation between themselves and their smarthphones. The mobile revolution is here.
Mobile has become a constant in our lives. As a medium, it reaches us during all phases of life. In some cases, it drowns out other media:
- Nearly 6 out of 10 people have used a mobile device while driving.
- 3 out of 10 go mobile during dinner, during school functions, or in a movie theater.
- 19% report mobile usage while in church.
- 9% have reported they’ve used a mobile device during sex.
Mobile has created a medium that’s more engaging than prime time.
Did you know that the mobile phone in your pocket has more computing power than all of NASA in 1969? As marketers, we’ve never had more power to reach and influence people. Mobile drives strong local action. Consumers love using their device to discover what’s nearby, and then make a decision and take action.
Mobile has surpassed desktop in total search. In fact, mobile users take action. Almost every mobile owner has searched for something online, and 94 % have searched for something local. When they find something, they act fast: 90% take action within 24 hours; 70% call businesses after searching, and 66% have visited stores in person after doing mobile search.
Mobile is driving the quality and quantity of leads for today’s small- to medium-sized businesses (SMBs). According to BIA Kelsey, 61% of SMBs rate inbound telephone calls as excellent leads. The abundance of inbound calls will only grow over time.
The presence of devices is growing, mobile advertising impressions are growing, and the connection consumers have with the mobile world is growing.
We now live in a world where mobile is always on, always with us, and we’re always connected. The power to influence consumers has never been more apparent. It has created more pathways to local brands and their products and services. It has created a much savvier shopper.
This all spells opportunity for local businesses that have entrusted us to help them grow. The fact is, we haven’t been doing a very good job. In fact, we are failing. A startling 85% of SMBs have no mobile-optimised experience.
All the advertising in the world — print, digital, mobile, and others — can be only so effective without a mobile experience. Consumers crave information, and they’re going mobile to get it. If your clients use advertising to convert reach into paying customers, they’re missing the boat without a mobile presence.
The market to help our SMBs develop mobile experiences is vast. How does your digital services team work to help solve this problem?
Here are four ways to identify great leads:
- Old site = no mobile. If your client’s site looks old, it probably is. With the proper re-design or re-build, you can make any site look like a Fortune 500 site. You only get one chance to make a great first impression.
Responsive design ensures that the site will optimize to any screen size. That includes mobile. As pages and information get updated, your customers benefit by only making one set of changes.
Don’t let your customers’ site look like a postage stamp on their smartphone.
- Mobile companion. It is possible to build for mobile only. At the very least, your customers should think about the functionality important to the mobile user.
It’s important to remember, mobile has huge search reach. When a mobile user comes to your site, make it easy. It doesn’t have to be a duplication of your desktop site.
The biggest thing is simplicity. Make it easy to find directions, a single-tap “call me” link, read reviews or what others think, make reservations, and read about specials or promotions.
- Social integration from the homepage. Search engines are recognising and rewarding so-called social signals. Enormous online conversations take place on Facebook, Twitter, and LinkedIn, to name a few.
Integrating with social is a great way to continue the conversation with loyal customers, as well as infrequent customers. Be sure your customers’ sites make it easy to integrate with social. Links on the home page are a great way to start.
- Telephone number must be on the homepage. This one is very important and often overlooked. BIA Kelsey predicts that inbound leads from calling will continue to surge.
Obviously smartphones are capable of make outbound telephone calls. Local brands must harness this unique strength. Your SMBs tie campaign success to the quality of inbound calls.
You will enhance customer ROI by driving conversion quality right through their front door.
There is huge opportunity. But if it’s not enough to motivate your agency sales teams, consider this. An alarming 57% would not recommend a site with a poor mobile experience. This is the best way to kill any chance of growing with word-of-mouth. And a whopping 40% have turned to a competitor’s site after a poor mobile experience.
The mobile revolution is here. Akin to consumers not finding a telephone number or having their number disconnected, our advertisers cannot thrive without mobile.
Tomorrow morning when you roll out of bed, think of your SMBs. Consumers are tied into mobile wherever they are. Just the simple tap of a button and they’re connecting. That’s powerful reach. It’s a game of inches.