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Does Your Business' Mobile Web Presence Measure Up?
It was a little over three years ago when Apple announced the iPad, dubbed a “Magical & Revolutionary Device” but that had many consumers questioning its usage and longevity. However, the iPad is now in its fourth generation, it has spawned a “mini” version, and the market now includes tablets from other manufactures running Android and even Microsoft operating systems, so it seems tablets are here to stay. In fact, research from Pew Internet indicates that of American adults, 26% own an e-reader and 31% own a tablet. Tablets have become so widely used that some zoos are now using iPads to stimulate and entertain orangutans.
So what does the widespread popularity of tablets and other mobile devices mean for your small business’ online marketing? Now that many U.S. consumers are purchasing mobile devices like tablets and smartphones and 84% more Web traffic is coming from those mobile devices compared to a year ago, it only makes sense for you to consider how your Web presence translates to the mobile space. To help you out, here are a few simple steps you can take to see how your business measures up on tablets and smartphones, and some tips for making sure you can optimize your business for the mobile Web.
Step 1) Grab a smartphone or tablet. Chances are you have one within reach. If not, you can use an online tool to show you how consumers may be experiencing your Web presence on mobile devices.
Step 2) Open a mobile browser or search engine app and search for your business type. Don’t search explicitly for your business name, but instead imagine how a consumer would search for products and services like yours. When you run the search, note how and where your business shows up in the mobile search results. You can also try searching for your business type in a mobile map app, such as Google Maps or Apple Maps.
Step 3) Search for your business by name in a mobile search engine. This gives you a better understanding of how your business name ranks on the mobile SERP, and it also helps you identify how consumers see your business when they search via mobile devices. Additional ranking results you should note include your business blog, social media profiles, and local listings. Plus, pay attention to any ratings, reviews, and mentions of your business that all impact your online reputation.
Step 4) Visit your website from a mobile browser. There’s no better way to understand where you should start optimizing your website for mobile than to actually see how your current website looks on a smartphone or tablet. Browse around your site to see how your visitors might interact with it and pay attention to things that would annoy you if you were a consumer. For example, do you have a mobile-friendly site that displays properly in a mobile browser? Is your phone number available in text on your site so that a mobile browser can detect the phone number and allow the user to click to call directly?
If your website, social pages, and directory listings rank highly in mobile search engine results, you have a glowing online reputation, and your website looks and functions exactly how you want it to, then great! You are above the curve. If not – don’t worry; you aren’t alone – here are some tips you should consider to optimize your Web presence for mobile devices.
Claim and Optimize Your Business on Local Listings
If you conducted mobile searches via Google, you may have noticed that the first results on the mobile SERP are map listings. By claiming and optimizing your Google+ Local page, you can help increase your chances of showing up when local consumers search for your products and services while on the go via mobile search engines and mobile map apps.
Make Your Website Mobile-Friendly and Responsive
Two of the most common reasons small businesses don’t have mobile websites are time and money. However, there are a few things you can do to make your website more mobile-friendly that don’t involve a giant team and a small fortune.
Don’t hide your contact information.
When you visited your website on a mobile device, how easily and quickly did you find your contact information, such as your phone number and email address? If it took a little while, or you did not find it at all, consider moving this critical contact information to a prominent area of your website, like the top right of your page.
Ditch heavy graphics that slow down your website.
How long did it take for your site to load on your mobile device? Using many heavy design elements, like large images and Flash animation, can often increase the load time of your site on desktop browsers, so you can expect a long load time on a mobile device.
Design for clear and quick fingertip navigation.
You should lay out the content on your website so that anyone, young or old, can navigate to specific information. Also, keep in mind that mobile visitors use a fingertip to navigate through your website. Make your content easy to find by simplifying and clarifying the menus and options on your website. Avoid creating menus with lots of links that are difficult to click on mobile devices, and make sure the content on your Web pages is concise and easy to read.
Cultivate a Positive Online Reputation
Over 57% of tablet owners use the mobile Web to do research before making a purchase decision. So it’s important to make sure that they find positive information about your small business when they search online. As Google owns the majority of mobile searches, positive Google+ Local reviews are more important now more than ever. So in order to build the best online reputation, ask happy customers to leave you positive reviews, and have a plan to monitor your Web presence.
Is Your Website Ready for Mobile? See how ReachEdge™ gives you a mobile website and makes other upgrades that fix the most common website problems.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” – Sam Walton
As a business owner, you know that attracting prospects and turning them into customers is the lifeblood of any company. But have you ever thought about why someone would choose a competitor over you? If you’ve ever lost a prospect to a competitor (it happens to the best of them), there are several likely culprits. Check out five reasons you’re losing business to your competitors and what you can do to win back the hearts of your prospects.
1. Poor Search Rankings
Do you know which search terms your prospects use to find local businesses like yours on popular search engines like Google, Bing, and Yahoo? Are you landing on the first page of these search engines after a prospect types in a search term? If you don’t know which search terms to use for your industry in order to be found online, or if your competitors rank higher on a search engine page than you, you’re probably losing business to your competition.
That’s because most consumers don’t look at search results past a search engine’s first page. And, according to BIA Kelsey and ConStat, 97% of consumers use online media to shop locally. The best strategy to high search engine rankings uses both organic search engine optimization (SEO) and Pay-Per-Click campaigns. So make sure you have an online strategy in place so you can be found in search engine results before prospects find your competitors.
2. Poor Online Reputation
Do you know what people are saying about you and your business online? Do you know how your reputation compares to your competitors? Managing your online reputation is critical in today’s connected world. That’s because prospects will often check online review sites and your social media pages as part of their research during the buying process.
In fact, 90% of respondents in a 2013 survey said online reviews influenced their buying decisions. No matter how good your products or services are, if past customers have left negative online reviews or posted negative comments on your social media pages, you’re most likely losing business to your competitors.
The good news is that there are proactive strategies you can use to address poor online reviews and negative comments on social media. And, you can work to build a positive reputation online to help provide a more balanced view of your company. There are also services that can save you time by monitoring your online reputation for you.
3. Website Quality/Features
Your website is your calling card to the world. It’s often the first place prospects visit to learn more about you and your business. But if your website has poor design, lacks crucial information like an easy-to-find phone number, or is difficult to navigate, your prospects will simply leave your site to check out competitor websites.
There are many features you can add to your website to help make it more appealing and helpful to your prospects – features that can help convert a prospect into a customer. The time and money you invest to ensure your website is the best it can be will pay off by attracting and keeping your visitors on your site, which in turn can lead to new business.
4. Slow Response Times
When prospects contact multiple companies via an online contact form or leave messages after business hours, you want to be the first business to follow up. That’s because up to half of all sales goes to the company who contacts the prospect back first. Your prospect is a warm lead because they have already reached out to you either online or over the phone.
So don’t waste this opportunity to win new business simply due to a slow response time. By being the first one to follow up with your prospects, you’re demonstrating that you’re proactive and professional. It’s your opportunity to establish rapport, answer their questions, and perhaps even set an appointment or schedule a visit.
5. Customer Service
A brand loyalty survey by ClickFox noted that 56% of respondents said their “first purchase or first customer service interaction with a brand” is the deciding factor in determining long-term brand loyalty. Quality customer service is essential at both the prospect stage as well as the customer stage.
Think about yourself as the customer of other businesses and the interactions you’ve had. How were you treated? If you called a company, did the person speaking sound professional and courteous? If you visited a business, were you greeted warmly and given the attention you needed? If you contacted a company by email, did you receive a prompt and articulate response?
These are just a few examples where excellent customer service comes into play in the earliest stages of the sales cycle. If you’re providing poor customer service to your prospects, they’re more likely to take their business to your competitors.
So take the time to do an honest assessment of how prospects are being treated once they contact you. If you can win a prospect’s heart early on, you have a better chance of converting them into a customer later on.
Be Sure to Check Out: 5 Website Ideas to Outperform Your Competitors
Surprising, right? Generating leads online — whether via SEO, social media or other advertising — has never been more popular with local businesses. But without timely follow-up, these lead generation activities won’t generate the new customers (and revenue) businesses like you ultimately want.
Sources: ReachLocal Marketing team (content). 1. InsideSales.com 2. LeadResponseManagement.org
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