Mobile Site Marketing: Small Screen, Big Impact

Mobile Site Marketing: Small Screen, Big Impact

Believe it or not, mobile web design is only about four years old; in those four years, mobile has evolved dramatically and become a critical component of the marketing mix.

Mobile is not just for big brands, it is also important for small businesses to create a strategy for how their website functions in the mobile space.

As a small-business marketing agency, we want to see our clients benefit from the same tools and technologies of their larger competitors. Below we have outlined our top three tips on how to make your small business mobile site convey your message accurately and effectively.

1. Define Your Business Objectives

Unlike your website, there is limited space when you move to a mobile device so it is very important to define a couple of top priorities to convey to smart phone users.

Example: Cartridge World
Primary business objective: Saving money on ink and toner cartridges

The leading message conveyed on the Cartridge World website and mobile site is the same: Save Money on Ink and Toner Cartridges. On the corporate website there is more real estate to convey that message and offer interaction points to allow the visitor to experience the savings for themselves.

On the mobile site, you don’t see the complex navigation and other callouts, but the primary business objective is perfectly conveyed. Visitors are not bombarded with too many messages, they are offered one message: Save 30-40% on Ink and Toner Cartridges; and offered two large touch-targets: Find a Store, Calculate Savings. It can’t get much more efficient than that: where you can buy, how much you’ll save.

2. Create a Simple and Unique Mobile Canvas

Don’t make things too complex on mobile unshackle yourself from your web design past. When working with mobile design you are facing two major barriers: screen size and slower network speeds. Mobile design calls for a simplified approach to design, layout, and navigation.

Example: Acumen
Primary business objective: To change the way the world tackles poverty


With less screen real estate at your disposal, you need to choose the placement of elements wisely. A single-column structure with collapsible navigation tends to work best. The single column allows the site to easily scale between different device resolutions and portrait vs. landscape mode. The collapsible navigation takes the single-column design a step further and allows your visitors to access the content they are most interested in.

Acumen uses simple yet strong visual elements to convey their message. The name, tagline and image are the only elements on the mobile landing page. The menu opens to a simplified version of the website’s navigation scheme. This design keeps the file size and load times down. They did a wonderful job of simplifying the message.

3. Provide a Lighting-fast, Exceptional User Experience

Users expect a faster experience on mobile than on a desktop. Mobile offers so many more capabilities to create that immediate, custom-tailored user experiences, such as multi-touch and location detection.

Example: Yahoo!
Primary business objective: connect people to their passions, their communities, and the world’s knowledge

Via their mobile site, Yahoo does a great job at connecting their visitors to their passions, communities and world news. The single column, three-tab collapsible navigation allows Yahoo to deliver a large amount of information quickly in a digestible format.

They have mastered the one-thumb navigation scheme their users can get to the information they want to read in about eight seconds and with a maximum of three taps and a swipe.

The Yahoo business model is based upon membership, but wisely they postpone signup and let people actually jump in and start using their service.

Cloud Surfing: A New Way to Think About Risk, Innovation, Scale, and Success

Northern Virginia is known as “Innovation Central” due to its mix of technology, business, universities, research, and green initiatives. Innovation surrounds you … do you know about and use the Cloud? The Cloud is not a new concept but so many business, especially small businesses, are not taking advantage of the full value of the Cloud.

With Cloud services, small businesses in Northern Virginia can reap the benefits of not having to deploy physical infrastructure like file and e-mail servers, storage and backup solutions, and brick-and-mortar software and application purchases. The primary benefit to businesses of any size is the “anytime, anywhere” ability for business collaboration among owners, employees, partners, and customers.

I just finished the book, Cloud Surfing by Tom Koulopoulos. It presents a very concise explanation of how the hyperconnectivity of the Cloud will influence how people work, play, learn, innovate and socialize now and in the future. I believe it is an invaluable resource for all businesses, I am recommending it to all of my clients.

In the book, Koulopoulos addresses

  • How to optimize your company’s use of the Cloud
  • How the Cloud will affect how people live, work, learn, create, and play
  • How to exploit the opportunities in the Cloud, today and in the future

Koulopoulos defines the Cloud as the first megatrend of the twenty-first century, one that will shape the way we will address virtually every challenge we face for at least the next 100 years. It is where we will all live, work, and play in the coming decades. It’s where your kids are when they dive into online play. It’s where you meet and make friends in social networks. It’s where companies go to find the next big idea. It’s where political campaigns are won and lost. It is the social and economic network that will soon connect and define more of the world than any other political, social, or economic organization.

If you are uncertain as to how to integrate Cloud services in your business operations, Cloud Surfing will explain how to access the full value of the Cloud.

Conveyance has presented to Northern Virginia small businesses, a robust presentation on the Top Cloud Services for Small Business, we have it posted in LinkedIn.

Happy Birthday Twitter!

Today, March 21, 2013, Twitter turns 7! I’ve been flying with them for more than six years.

To celebrate its birthday, Twitter has posted a short video showcasing the Company’s history … from co-founder Jack Dorsey’s first tweet, to its status as one of the world’s largest social networks. In seven years, Twitter has gained more than 200 million users worldwide and 400 million tweets per day! This is certainly worth celebrating.

This fun video not only highlights the Company’s history over the past seven years, it also reminds us of some of the most significant world events over the past seven years. From real time Tweets in 2008 of the “Miracle on the Hudson”, to the first text from outer space by Mike Massimino, to the 2012 Summer Olympics. Twitter is certainly our global town square!

Pivot: Consumers Trust Friends for Brand Recommendations; Three Things NOT To Do on LinkedIn; Paper Isn’t Dead: Print Catalogs Trump Social Networks

Conveying this week’s most interesting marketing tactics, trends and techniques & our top three picks: Consumers Trust Friends for Brand Recommendations; What Not to do on Your LinkedIn Profile; & Print Catalogs Trump Social Networks in Both Online and In-store Purchasing.

Report: 70% of Consumers Trust Brand Recommendations From Friends

A recent Forrester Research report based on responses from 58,000 individuals, reveals that seventy percent of consumers trust brand recommendations from friends, but only 10 percent trust advertising. Social Media avenues such as Facebook Sponsored Stories, which are based on friend recommendations on behalf of a brand, are more effective than standard banner ads. Mashable’s Todd Wasserman dissects this recent Forrester Research Report and adds his own insights. Read More

Three Things NOT To Do on LinkedIn

You have only a few seconds to grab someone’s attention and get across a clear message. That’s true whether you’re selling a product or service, or if you’re selling yourself in the job market. That’s why you want your LinkedIn profile to be a help, not a hindrance. Steve Woodruff visually and verbally demonstrates the good, bad and ugly of a LinkedIn profile. Read More

Online Reviews Influence Shoppers Most, but Print Catalogs Trump Social Networks

Well, I guess paper really isn’t dead …according to a survey from Baynote and the e-tailing group, paper catalogs trump social media in both online and in-store purchasing. While online reviews still influence shoppers the most, the report revealed that social networking sites exert less influence over purchases. For the full low down 22% for catalogs, 15% for Facebook and a Twitter/Pinterest tie at 12%, you have to read on. Read More

Pivot: You-Based Business; Using Twitter in Your Job Search; Facebook Marketplace Ads Getting a Makeover

Conveying this week’s most interesting marketing tactics, trends and techniques … our top three picks: How to Develop a You-Based Business; How to Use Twitter when Searching for a New Job; What’s New about Facebook Marketplace Ads?

Creating a You-Based Business

Have you ever wanted to go into business for yourself? This article by Steve Woodruff, the world’s only Clarity Therapist, presents a model of self evaluation … a backward, inward, and forward look at your strengths to determine what it is you really want to do and are great at doing. Small business owners and entrepreneurs, please don’t pass this article by. Read More

How to Effectively Use Twitter as a Job Search Resource

In the age of social media, we have countless outlets for job searching. Platforms such as LinkedIn are the first to come to mind, but can candidates use Twitter to find jobs as well? Mashable summarized the first live #NPRTwitterChat between the HR teams at Twitter and NPR. Their collaboration was aimed at helping job seekers use social media as a job search tool. Great insight is being shared in this article! Read More

Facebook Is Testing a New Format for Marketplace Ads

Facebook Marketplace ads, which appear along the right-hand column of Facebook’s homepage, are getting a makeover. Will this new design improve the performance of Marketplace ads which currently have lower click-through rates than News Feed ads? You’ll have to read what Sprout Social social media pro, Jennifer Beese has to say about it. Read More

Blueprint to Creating Landing Pages that Boost Conversion

If you are launching a product or service, or spending money on PPC or ad campaigns, don’t waste money and lose potential customers with a lackluster, generic landing page.

Getting prospects and customers to take another action after they click on an ad or a link is the main objective. Post-click marketing to turn clicks into conversions takes careful planning and an understanding of what your target audience needs to take that all-important next step.

There is an art to creating landing experiences that boost conversions.

Regardless of whether you’re a rookie or veteran marketer, we’ve assembled the following blueprint, using a PPC landing page we designed for a client, to help you avoid some of the common pitfalls we see all too often.

The Building Blocks of the Perfect PPC or Ad Landing Page

  • Match Your Landing Page Headline with Your Ad Headline and KeywordsThere are two reasons for this one is very obvious and the other may not even be know to the rookie marketer. The obvious reason is to remind the visitor why they are there. The less obvious reason is to enhance your Google AdWord Quality Score. Having a high quality score will both decrease your cost-per-click and reduce oval acquisition costs.
  • Create a Single Call-to-ActionThe most common mistakes we see are dropping your customer or prospect onto the home page of your website or asking them to do too much on your ad landing page. To reduce bounce, you need to focus on driving a single action. The old KISS adage certainly applies here!
  • Simply State the Benefits of Your Product or Service – explain to the reader why they should choose your product or service concisely no more than 100 words please!
  • Strategically Place Your Form to Capture Leads – There is a science behind the way your eyes moves across a page place an imaginary z atop your page. Place your logo in upper left, phone number in upper right, benefits in the center left, and call to action “Submit” in mid-to-lower right. Be sure to keep the form simple to promote conversion.
  • Build Credibility for Your Product or Service – a great way to support a customer or prospects decision to take the next step, is by building credibility for your product or service. Bryan Eisenberg, the guru of conversion rates, suggests placing trust icons next to your submit button. Customer testimonials, awards, as well as trust icons help make people click.

The Three Means of Persuasion

What Aristotle and Joshua Bell can teach us about persuasion

I found this on YouTube … by way of Guy Kawasaki, just loved it. Aristotle’s theory of Rhetoric: Logos, Ethos, Pathos are still the foundation of persuasive communication, without all three elements in place, your will miss your mark.

This video puts in such a fun and interesting perspective … it certainly met all three means of persuasion.

  • Relevance of the Message – the idea made complete sense to me and I am the target audience of business marketing communication
  • Trustworthiness – the source is credible and authoritative. The motivation behind the message is not self-serving but educational.
  • Emotional Connection – the use of a story invites the audience in, the timing was appropriate too as I was looking to blog on a topic regarding business communication.

If your target audience isn’t listening, you need to speak their language in a relevant, trustworthy and authoritative way … when they are ready to hear it. Remember Logos, Ethos and Pathos, it’s been working for centuries!

Marketing Mix … with Some Additional Ps

Remember when the 4 Ps was all you had to know to be a successful marketer: Product, Place, Price and Promotion? Well … the world has gotten a lot smaller and reaching people has gotten a lot easier. This adds some additional Ps to the mix.

The new Ps … People, Process and Positioning

When I talk about people, I am referencing both your customers and employees. Now that the world is smaller and geographic boundaries have been removed, your customers have so many options – this makes customer retention quite challenging. The way to retain customers is through relationship building. Relationship building is the job of your employees.

I read an analogy on relationship building; and think it is worthy of sharing: Compare how you behave driving in rush-hour traffic with how you drive down your own street past your neighbors. When you know you will see people again, or if you want to see them again, you treat them better. Share this with your employees and stress that they are the frontline when it comes to meeting customer expectations and building brand loyalty.

The original Ps hinge upon the Processes that you put in place. Once upon a time (actually not that long ago) packaged goods companies that relied on box stores to sell their good had no direct relationship with customers – think back to when the Apple stores did not exist. Now companies like Apple use their own brick and mortar, online, and social mediums to build direct relationships with customers. All these mediums take proper management, monitoring, and maintenance to be sure that customer expectations are met and brand loyalty is established.

The final of the “7” Ps refers to the overall experience of using the product or service. In other words, does the positioning of the product match the physical experience? The people you hire, the products you ship or service you provide, the price you charge, the promotions you choose, and the processes you put in place all contribute to the customer experience … and your overall success.

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