Mobile Search: How New Customers Find You
From the moment we wake up in the morning to the moment our heads hit the pillow, we are posting, “Liking,” purchasing, and searching from our mobile devices.
Take for example the following statistic:
75 percent of Americans bring their phones to the bathroom. (Source: Digiday, 2013).
And there you have it.
We are hopelessly attached to our phones. So much so, that we can’t even make a disconnected trip to the loo without FOMO (Fear of Missing Out.) Mobile is the preferred method for search and a way of life. Small business owners need to take notice.
What does this mean for your small business?
People are searching for new businesses every day on their phones. The question is whether or not your business will be one that they find and interact with.
Enhancing your visibility through mobile searches will help new customers find you.
As a small business owner, these incredible little mobile computers open doors, your business doors actually, to a large pool of hyper-connected potential new prospects just waiting to find and connect with you. Make it easy for them to become your customer.
Here are some things to think about:
The way consumers search for a great place to eat or shop has fundamentally changed over the past few years. Foot traffic and word of mouth used to be enough to fill your business, but today you need to be listed across the internet on search engines and review sites.
In a new Single Platform survey, 49 percent of local businesses admitted having never updated their online listings, whether that’s on a search engine, review site, or mobile app. But, with more and more consumers relying on listings to find new businesses, it’s crucial that you keep your information updated so that you’re not missing new opportunities. If your business is visible through mobile searches, new customers will find you!
Make it easy
According to Google and Nielsen, 73 percent of mobile searches trigger additional action and conversion while 55 percent of purchase-related conversions occur within one hour of an initial mobile search. Think of this as a “mobile conversion window.” If people can find what they’re looking for (your business of course!) through mobile searches and have a positive mobile experience with no hiccups, chances are they will convert. Take full advantage of this by ensuring there are no barriers and that your website is mobile-friendly.
Everyone’s doing it!
Ok, this is one of those things we usually don’t encourage. Just because everyone else is doing it doesn’t mean you should, right? Wrong! This time you should do it. Jump on the mobile bandwagon. There is good reason for it.
Our new survey data shows that the mobile train has officially left the station. Two-thirds of small businesses are on board, proving that mobile marketing is no longer the sole domain of major brands like Subway, Google, and Target. More than 70 percent of small businesses are using mobile for social media marketing and email marketing.
The bottom line
There’s no denying the new mobile reality and it’s not going away, especially when you consider some analysts are predicting that mobile searches will surpass desktop searches this year. With more people researching your business on mobile — through search, social media, and even in the inbox — you have more opportunities to bring people into your place of business if you’re providing a positive mobile experience.
Start making your business visible through mobile searches by simply updating your online listings. Next, you can make the change to mobile-friendly emails so that your emails look great no matter what device they’re read on.
Learn more about the transition to mobile in our “Making the Case for Mobile” webinar on July 23, 2013.
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