TMM Angels were approached by a small business owner interested in Mobile Advertising:
I own two clothing stores, one in Portland and another in Seattle. Recently, I launched a website to engage my customers with fashion news, coupons and new arrivals. Now that I see results coming from my Social Media initiatives I want to reach customers who don’t know about my store yet. I’ve heard mobile location-based advertising can be very effective for physical stores like mine. However, I don’t understand how this connects to Social Media and how each would benefit my business. Can you help?
The popularity of smart-phones, iPads and other web-enabled mobile devices has made mobile advertising one of the fastest growing channels in online marketing. Now a days, Social Media sites like Foursquare have been developing location-based mobile apps that allow businesses to advertise their store location, deals and promotions to customers that are around the corner from them. That being said, you should definitely look into mobile social media sites and apps that fit your business. Another mobile location-based advertising platform that you should consider is Google Adwords. You can create location-based paid search campaigns targeting mobile devices. In the Google Mobile text ads you can include your website address, physical address and a clickable phone number. Before considering mobile paid search campaigns, make sure your website pages are easy to navigate in mobile devices.
I would agree with Sabrina. Here are my top recommendations for mobile advertising and social media campaigns:
1) MAKE SURE YOUR WEBSITE IS ACCESSIBLE VIA MOBILE DEVICES. So no flash or fancy navigation. If those items are essential for your website be sure to build a version of the website dedicated to mobile traffic. There’s nothing more frustrating than being out and about, trying to access a website and having it not work.
2) USE Foursquare and other check-in applications. You can help incite check-ins by offering special discounts to those who use Foursquare and other check-in platforms like Yelp and Gowalla. As Sabrina mentioned you can even target Foursquare users who are CLOSE to your store and possibly even shopping with your competitor down the street.
3) Make it easy for your current fans and customers to tweet about you, post your stuff on Facebook and find you on Foursquare. Make your website ‘sharable’ and be sure to update your store’s social media properties regularly.
Your potential new customers may not know your store, but they are searching online for products similar to the ones you carry. To beat out the competition, your store needs to rank high in local search results. This feat is best achieved by using Sabrina and Jill’s mobile advertising and social media recommendations along with some old-fashioned SEO. The first step towards ruling local search is to make sure your website is optimized for keywords related to the products you sell, including location identifying keywords and your brand name. Emphasize Portland and Seattle in your website’s content, page titles and meta descriptions so that the search engines clearly understand where your stores are located as well as what products you sell. Also be sure to include the physical address of your locations in your website’s footer and in other sections of your site. Next, set up local business listings in Google and Bing (they’re FREE!) and other local business directories. Combine this with mobile advertising and you will be on your way to owning the local results for your stores’ products! Follow Jill’s advice about making your website sharable and don’t forget to prominently feature links to your social media profiles to encourage new visitors to learn more about your stores via your social communications. Best of luck!
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