In the dynamic world of mobile marketing, small businesses must stay ahead of the curve to effectively engage their audience. Drawing insights from CEOs and Chief Technology Officers, we’ve compiled twelve expert strategies ranging from embracing SMS and mobile apps to transitioning to AI-Driven mobile solutions. Discover how to optimize your reach and captivate customers on their most personal devices.
Embrace SMS and Mobile Apps
I’ve discovered that small businesses can greatly enhance their reach through thoughtful mobile marketing strategies. Diving into SMS marketing can really change the game, allowing for a more personalized touch by sending out special offers or news directly to the customer’s phone. Creating a mobile app also sets the stage for deeper engagement, making it easier for customers to shop or access services.
Then there’s mobile advertising. Placing ads where your potential customers are already scrolling, like on social media or other websites they frequent, can grab their attention effectively. For businesses with a physical presence, location-based marketing can act as a beacon, attracting nearby customers with enticing offers just when they’re in the vicinity.
Harnessing the power of QR codes can also offer an instant link to online content or promotions, creating an interactive moment for the customer. And don’t underestimate push notifications from your app—they’re brilliant for keeping your business on your customers’ radar, promoting offers that encourage them to act fast.
From what I’ve seen at Omniconvert, these strategies, when used together smartly and with a personal touch, have the potential to dramatically enhance customer engagement and loyalty.
Valentin Radu, CEO, Founder, Blogger, Speaker, and Podcaster, Omniconvert
Target with Geofencing Technology
Small businesses can leverage location-based marketing using geofencing or beacon technology to target customers who are in close proximity to their physical store or location.
Geofencing involves setting up virtual boundaries around a specific geographic area, such as a neighborhood or shopping center. When customers enter or exit these boundaries, businesses can send targeted notifications or offers directly to their mobile devices. This allows for highly personalized and timely communication, enticing customers to visit the store or take advantage of a special promotion.
Similarly, beacon technology utilizes small devices placed within the physical store or location to transmit signals to nearby smartphones. These signals can trigger notifications or provide relevant information to customers who have opted in to receive such messages. For example, a retail store can use beacons to send personalized recommendations or exclusive discounts to customers as they browse the store, enhancing their shopping experience and encouraging purchases.
Rubens Basso, Chief Technology Officer, FieldRoutes
Optimize for Mobile Web and Apps
In my experience, the key is focusing on three core elements: optimizing for mobile web, embracing in-app ads, and leveraging location-based tactics.
First, ensure your website is mobile-friendly. Over 60% of searches now happen on smartphones, so a site that’s slow or difficult to navigate on mobile means lost opportunities. Use responsive design, compress images, and simplify navigation.
Second, get smart with in-app advertising. Geo-targeted mobile ads allow for granular targeting and hyper-localization. With a modest budget, app ads can drive awareness and foot traffic. Focus on ad spend during peak hours for your business.
Finally, don’t neglect location-based mobile marketing. Push notifications to nearby users, geo-targeted social media ads, and real-world activations can all help drive visits and sales. For retailers, location-based tactics should be central to any mobile strategy.
For example, a local pizza shop could run a targeted app-install campaign along with Foursquare promotions to drive visits from nearby users. They can also build an SMS VIP club to reward loyal customers. With some creativity, the impact of mobile can be huge, even on a modest budget.
The key is testing and optimizing over time. Start small, measure results, and double down on what works. Used strategically, mobile presents an unparalleled opportunity for small businesses to punch above their weight.
Mac Steer, Owner and Director, Simify
Leverage Local SEO and Social Media
Small businesses have a golden opportunity with mobile marketing to punch well above their weight. It’s all about leveraging the one tool most of your customers never leave home without: their smartphones. Here’s the kicker—it’s not just about reaching more customers; it’s about reaching them in smarter, more personalized ways.
First off, optimize everything for mobile. Your website, your emails, your checkout process—make sure they’re all smooth as silk on a mobile device. People have little patience for a site that’s clunky on their phones.
Then, get local with your SEO. Most mobile searches have local intent. So, if you’re a café in Austin, you want to be the first name that pops up when someone searches for ‘best coffee near me.’ Utilize local keywords, register with Google My Business, and encourage satisfied customers to leave positive reviews.
SMS marketing can also be a game-changer. It has staggering open rates compared to email. Send out flash sales, exclusive deals, or just updates on what’s new with your business. Keep it short, sweet, and add real value, so your messages are welcomed, not dreaded.
Don’t overlook the power of social media platforms, especially those that are highly visual and popular on mobile, like Instagram and TikTok. Showcase your products, share behind-the-scenes glimpses of your business, or create content that resonates with your local community. It’s about building a relationship, not just broadcasting ads.
Lastly, consider mobile ads, especially through platforms like Facebook and Google. You can target very specifically, ensuring your ad dollars are spent reaching the people most likely to be interested in what you offer.
The beauty of mobile marketing for small businesses is its ability to level the playing field. It’s not about having the biggest budget anymore; it’s about being smart, nimble, and genuinely connecting with your customers where they are—on their phones.
Kellen Casebeer, Founder, The Deal Lab
Create Mobile-Friendly Interfaces
As the Chief Revenue Officer of GoSite, I’ve spearheaded initiatives focusing on connecting America’s blue-collar entrepreneurs with the digital tools necessary to thrive in today’s economy. Much of my work involves mobilizing small businesses through intuitive software designed for the non-tech-savvy. This background gives me a unique perspective on leveraging mobile marketing to level the playing field for small businesses.
One key insight from my experience is the importance of creating a mobile-friendly interface for your business, whether through a dedicated app or a responsive website. Our data showed that approximately 89 percent of smartphone users prefer engaging with businesses through apps, because of their convenience and ease of use. By simplifying the buying process on mobile, small businesses can significantly enhance customer engagement and sales. An example of this in action is when we developed a simplified, app-based booking system for Mindbody/Booker, leading to increased bookings from mobile users who appreciated the streamlined experience.
Another strategy involves the use of SMS marketing and geofencing technologies. These tools allow businesses to send targeted messages and promotions to customers based on their location or previous interactions. For instance, implementing geofencing for a client in the auto service industry enabled us to send timely offers to potential customers when they entered a geo-targeted area, resulting in a marked increase in service uptake. SMS notifications, with their high open rates, proved invaluable for appointment reminders and promotions, directly contributing to reduced no-shows and increased sales.
In sum, the key to successful mobile marketing for small businesses lies in understanding and implementing technology that enhances the customer experience. By prioritizing mobility, whether through app development, responsive design, SMS marketing, or geofencing, businesses can effectively reach and engage their target audience in the increasingly competitive digital landscape.
Rex Liu, Chief Revenue Officer, GoSite
Incorporate Augmented Reality Experiences
Small businesses can significantly benefit from incorporating augmented reality (AR) into their mobile marketing strategies. AR provides an immersive experience that can elevate customer engagement and interaction with a brand.
By developing AR applications or features, businesses can offer virtual try-ons, interactive advertisements, or even gamified experiences that enhance the consumer’s connection with the product or service. This innovative approach not only captures the attention of potential customers but also provides them with a unique and memorable brand experience.
Furthermore, AR can aid in driving sales by allowing customers to visualize products in their own space or on themselves before making a purchase decision. For small businesses, investing in AR technology could mean differentiating themselves from competitors and offering value that exceeds traditional marketing methods.
Alex Taylor, Head of Marketing and SEO Specialists, CrownTV
Utilize Google My Business and SMS
Getting found by potential customers on mobile has completely changed my small service business. My Google My Business profile makes me discoverable in local searches. I run Facebook and Instagram ads focused on mobile users nearby.
My website is optimized for speed and mobile use. And I use SMS messaging to send appointment reminders and exclusive deals. Meeting customers on their devices has expanded my client base within budget.
David Wilfong, Founder and CEO, DavidWilfong
Tailor Content for Mobile Users
Mobile marketing offers a direct line to consumers like never before. It’s personal, immediate, and has a broad reach. Small businesses should leverage this by ensuring their content is mobile-friendly—that’s a non-negotiable in today’s digital landscape.
The key? Tailor content to mobile use. Think bite-sized, engaging, and easy to interact with on a small screen. Quick loading times are crucial, as is a straightforward call to action.
Local targeting is mobile marketing’s superpower. Use geotargeting to send special offers to customers near your location. This makes promotions highly relevant and more likely to convert.
SMS campaigns are gold for small businesses. They boast high open rates and can drive immediate action. Keep messages concise, though, and always provide value. No one likes spam.
Don’t overlook the power of mobile apps. For a small business, a simple app can dramatically increase customer loyalty and retention. It’s about creating a seamless experience that keeps your brand at their fingertips.
And let’s not forget about the importance of social media in mobile marketing. It’s where your customers are scrolling. Engage with them there. Use targeted ads, influencer partnerships, and engaging content to increase visibility and drive traffic.
In summary, mobile marketing needs to be a harmonious blend of accessibility, locality, and personalized engagement. Get this mix right, and small businesses will not just reach more customers; they’ll create lasting connections.
Casey Jones, Founder and Head of Marketing, CJ&CO
Engage with Quick Multimedia Messaging
Mobile marketing, especially in the multimedia format, needs to be quick. Unfortunately, people’s attention span does not last beyond a couple of minutes now, if even that. So, clear, concise video messaging is the way to go.
Also, having a “real” feel to your videos will make them more shareable than the cookie-cutter advertisement style. Get creative, but stay modern with video messaging.
Manasvini Krishna, Founder, Boss as a Service
Drive Action with SMS Campaigns
Small businesses can make a big splash with mobile marketing by embracing SMS and push-notification campaigns. Why? Because pretty much everyone has their phone glued to their hand these days. By sending personalized, timely offers or updates directly to their phones, you’re not just another email in an overcrowded inbox.
You’re a ping that gets attention. For example, imagine sending a flash-sale notification or an exclusive discount code via SMS. It feels personal and urgent, encouraging immediate action.
Plus, it’s cost-effective and easy to measure, so you can quickly see what’s resonating with your audience and adjust on the fly. It’s like whispering a secret offer in your customer’s ear, amidst the noise of the internet—a surefire way to get noticed and drive engagement.
Bhavik Sarkhedi, Growth Head and CMO, Content Whale
Capitalize on High SMS Open Rates
Small businesses can effectively use mobile marketing to reach more customers by leveraging the significantly higher open rates of SMS compared to email. On average, SMS messages boast an open rate of about 98%, starkly contrasting with email’s average open rate, which hovers around 20%. This disparity highlights the potential for SMS marketing to ensure that promotional messages and updates are seen by a vast majority of the target audience almost immediately after they are sent.
By utilizing SMS marketing, small businesses can send timely promotions, updates about new products or services, and personalized offers directly to their customers’ mobile phones. In my experience, this direct line of communication is not only more likely to be seen but also acted upon, given the immediacy and personal nature of text messaging.
Blake Smith, Marketing Manager, ClockOn
Transition to AI-Driven Mobile Solutions
As the founder of MBC Group, I’ve spearheaded the transition to AI-driven marketing solutions, emphasizing the power of mobile marketing for small businesses. With substantial experience in deploying innovative strategies like AiDen, our AI chatbot, I’ve observed the potential mobile marketing holds in bridging the gap between small businesses and their customers. Mobile marketing, when done right, can significantly amplify a small business’s reach and engagement with minimal effort.
One effective tactic we implemented is creating a mobile-responsive design for all digital platforms. This means ensuring websites, emails, and all online content are easily navigable on mobile devices. For instance, when optimizing our clients’ websites, we prioritize mobile responsiveness. Given that over 50% of global web traffic comes from mobile devices, a seamless mobile experience can drastically improve engagement rates. We saw an increase in customer interaction by simply making call-to-action buttons more prominent and ensuring web pages load efficiently on mobile networks.
Another successful strategy is leveraging SMS marketing to reach customers directly on their mobile devices. We’ve found SMS campaigns yield high open rates, particularly when messages are personalized and time-sensitive. By integrating AiDen, we automated personalized promotions based on user behavior and preferences, leading to higher conversion rates.
It’s critical to make messages relevant and concise, focusing on delivering value directly to the consumer’s handset. Incorporating these mobile-focused strategies, from responsive design to targeted SMS campaigns, can effectively enhance a small business’s visibility and customer engagement.
Matthew Montez, Founder, The MBC Group
Brett Farmiloe is the founder of Featured, a Q&A platform that connects brands with expert insights.
Mobile marketing stock image by Socialframe Stock/Shutterstock
