79% of Canadians have a smart phone. Here are 6 simple ideas to conduct mobile marketing and reach out to your mobile audience.

Mobile SEO

  1. Mobile Site

You can’t move on to the next step without setting up a mobile site. You create an online presence by having a site, and you ensure that even a customer with a mobile is able to easily access it. A mobile site can’t consume a lot of data, needs to load quick, fit on the mobile screen and allow for touch-screen interaction.

The best mobile sites are responsive, giving it the best optimization for the mobile screen.

  1. Mobile SEO

Search engine optimization is critical if you want your retail mobile site to be found. SEO works differently on the mobile because search engines give mobile sites higher SEO priority and the keywords your audience users utilize on the mobile are different. Why are they different?

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Source: https://think.storage.googleapis.com/docs/mobile-search-moments-canada.pdf

The public often uses mobiles for searches when they are on the move and require an item. Additionally, the different keyboard environments of mobile results in shorter search queries.

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  • Keywords: There will be a slight difference between the keywords being used by your desktop audience and mobile audience. Ensure that you leverage Keyword Planner to find these keywords and insert them in your site content.

  • URL: Separate your URL for the desktop and mobile site. For example, yoursite.com and m.yoursite.com. This will give search engines a better chance of identifying your site as mobile optimized.

  • Optimize titles, meta description and tags: Don’t copy paste the same lines from your desktop pages. Because you are working with less space and different keywords, you should optimize your titles, meta description and tags accordingly.

37% of mobile searches often results in conversions, and retail conversions ranks at the top.

Source: https://www.thinkwithgoogle.com/articles/canadian-mobile-moments-series-canadians-search-on-their-phones-with-purpose.html

  1. Text Messages

Don’t underestimate the power of text messages to reach out and convert your audience. A simple text message can inform the reader of the discount sale at the store. The key, however, is to word the message right. A text message does not have a subject, instead the customer sees the first 4-5 words of the message. It is critical that you capture her attention within those lines. You can do so by addressing the reader by name, or directly mentioning the offer – for example – “Win a free GAP dress”

  1. Social Media

Often, the mobile phone is used for accessing social media. 46% of mobile phone users have a social media app. You need to have an active social media presence to ensure that you reach out to social media mobile users. Ensure your retail store is active on Facebook, Twitter, Instagram and Pinterest. From these social media platforms, you can create awareness of the various retail products you offer.

  1. Online Store and App

These two go hand in hand and will require a revolutionizing step from your end – taking your retail store online. It is a massive step, but your brand and its products become accessible on both the physical and digital medium.

mobile advertising

However, this is not an easy step.

  • Online Inventory System: You need to create an online inventory system that updates when products are bought.

  • Online Store: Your online website will have to be converted into an online store.

  • App: An app will have to be created so that your audience can shop on it.

  • Logistics: A logistics solution, either by setting up your own team or outsourcing to a logistics partner, needs to be decided.

Setting up an online store is a mammoth effort, but you can bring your store to the digital world of your audience in a single step.

  1. Criss crossing physical and digital

Considering that you run a physical retail store, there are various ways to get your digital audience to enter the store.

  • Buy Online and Physical Store Collection: While online buying is convenient, waiting for the delivery is inconvenient. You can offer buyers to walk into the store to collect the product.

  • QR Codes: Many customers may want further information on the product such as dimensions, wash care details and customer reviews. By attaching a QR code to the labels, you open the door for your customers to access all the details they need to know about the product.

  • Digital Check-ins: Using apps such as Facebook and FourSquare, you can offer customers discounts to users who check-in. An effective way to leverage their social circles to market your brand.

  • Mobile SEO: Customers who are on their phone in your retail store are not lost. They are searching for product reviews and products alternatives. Through effective SEO, if your products are able to appear at the top of their search results, you will have a better chance of selling a product in the store.

No doubt reaching out to customers is much more difficult compared to 20 years ago. However, if you can see these technological advancements as a power boost to your marketing power, you can tap into it. The smartphone has changed the way your customers buy so mobile marketing needs to major part of your strategy.