Posted By Industrial Web Solutions Marketing Team on February 1, 2011

For those of you who are reviewing your Google Analytics, (and I hope that is all of you), you may have noticed an increase in Visitors from mobile device users of iPhone, Android, BlackBerry and iPad, among others. The November 2010 comScore US Mobile Subscriber Market Share report indicated that more than 35% of mobile customers used their mobile web browser and almost 70% sent text messages. All in all, more than 234 million Americans are using mobile devices and the numbers clearly indicate a rising trend.

Heidi Cohen stated in her recent Clickz article, “With on-the-go mobile devices, how we consume content has changed. As a result, we now multitask, snack, and time-shift to get information.” Professionals, in particular, are attracted to the convenience and flexibility handheld mobile devices afford. So now is the time to start developing your mobile marketing strategy and get it into your mix.

Visibility: Mobile marketing shares some of the challenges of your online marketing in general. Of primary importance is online visibility, or more accurately stated, getting found by your target audience groups as they are searching. A little market research may be needed to determine mobile search behavior and language. Characterize the searches if you can. Uncovered the language being used to search by examining the types of landing pages they arrive on and the search path they follow once at your site.

Text Messaging: 70% of mobile users send text messages. Text messaging is an easy way to communicate with your audience and to encourage them to communicate with the members of their sourcing team. You can send them information on new product updates, important industry news, links to information posted on your social media sites, or cost saving offers. Use your research to plan which offers or information to send, to whom you should send them, and when to send them.

Custom Apps: You have to determine if your business can benefit from a custom app that encourages your target audience groups to do business with you. Real estate, travel and financial institutions have had great success with custom apps that they provide their targeted audiences for free. The determination really has to do with the way in which customers initiate a business relationship with you and what that relationship delivers to them.

Mobile Ads: Triggered by keywords, which sometimes include location keywords for local search, mobile advertising “offers strong response rates and branding opportunities” (Cohen). Mobile advertising is a great way to attract new customers as well as keep your brand in the consciousness of existing customers.

Custom Landing Pages: The mobile experience needs to be customized for your intended visitors. Develop custom landing pages that provide visitors with a pleasurable, rewarding experience. In order to properly serve their function and fulfill your goals, your custom landing pages must include the following: the search language used by your targeted audience groups to search on their mobile devices for what you offer; exactly what your visitors expect to find when they arrive; information that is easy to interact with on their mobile device; and clear calls to action that guide them seamless through the process of initiating a business relationship with you. Custom landing pages are very important and allow you to target your message and track your results more closely.

Categories: brand management, business development, content targeting, industrial marketing, internet advertising, mobile marketing, mobile web marketing, online marketing, search engine marketing, Technology
Tags: custom landing pages, industrial marketing, industrial web solutions, Industrial Web Talk, internet marketing, mobile ads, mobile devices, mobile marketing, mobile phones, online marketing