google go mobile listIt's no secret that, in our society, mobile devices are more pervasive than computers. Five times as many people have cell phones compared to PCs, states an Impiger Mobile report. Wow!

If you haven't spent much time designing your mobile marketing strategy, no worries. This post will help you get ramped up. Here are four simple steps to get your company website on the screens of those 271 million mobile subscribers.

1. Get Comfortable With Your Own Mobile Device

In order to understand how to properly create a mobile website, visit some on your own cell phone. See how websites translate onto the smaller screen, practice conducting searches on Google, and even try a voice search to get a little fancy! Familiarize yourself with the workings of the mobile web so you can best understand how to represent your company to the same magnitude on a screen that is 1/8 of the size of your computer's.

2. Set Up Your Mobile Website

Next, you need to make your website mobile-friendly. This adjustment, as you have learned from our first point in this post, will allow people who are visiting your website on a mobile device to easily view it. To achieve this, you have two main options.

You can create an entirely different version of your website targeted for mobile viewers, and set up a mobile redirect. (Most likely, your web hosting service will be able to build a browser redirect feature into your website.) Through this feature, a line of code is placed on your website’s homepage to determine the size of a visitor's browser screen. Based on each screen's size, the visitor is either directed to the mobile site, or they stay put.

Besides the redirect option, you can also use mobile CSS to make your website mobile-friendly. The CSS basically allows you to change the way your website is organized and displayed just on mobile devices.

Before you proceed with either of these options, you should weed out some of the less important information that is on your actual website and tailor it toward mobile viewers. Mobile visitors are typically looking for key information when they visit your website, so reduce the information included on your web pages to provide them with just information that will be most useful. For example, make contact information prominently visible, and make the navigation less robust and more focused.

3. Create a QR Code Promotion

QR codes are increasingly present in modern consumer behavior, so marketers should consider incorporating them into a point-of-purchase poster, a business card, a direct mail piece or a brochure. There is a range of QR code generators that you can use to create your own QR code. When building your QR code, make sure that the URL is designed for a mobile browser, or else that would defeat the purpose! So what can you promote using a QR code?

Jamie Turner and Jeanne Hopkins, the authors of Go Mobile, used QR codes to provide clues for a nationwide scavenger hunt for four iPads. They promoted these 'clues' in different marketing channels, including emails, webinars and regular landing pages, thus capturing leads that they could build relationships with.

mobile ads4. Create a Mobile Display Ad

A mobile display ad can be a great way for your business to acquire new customers. Not surprisingly, US mobile ad spending is expected to skyrocket by 2015. One of the most popular types of mobile advertising is related to geotargeting and the ability to offer your products or services when they are most convenient to the customer. As Jumptap suggests in this presentation, zip code or regional targeting provides scale for companies looking to invest in mobile ads.

Utilize the array of mobile display searches, including iAd (Apple), Millennial Media (Independent), and AdMob (Google) to bring on new customers. Apple icons, for instance, present a great branding opportunity for people who use iPhones, iPads, and iPod Touches.

Now that you’re on your way to championing your mobile website, check out our Ultimate Cheat Sheet for Mastering Mobile Marketing to ensure all your efforts pay off!

Guest blogger Nici Perreault contributed to this post.


Originally published Jan 13, 2012 4:00:00 PM, updated October 20 2016


Mobile Marketing