As we begin our descent to the end of 2016, it’s vital for small businesses to look ahead to 2017 and beyond. Creative marketing can set your business apart from the pack, so it’s wise to stay updated on new approaches and trends.
The amount of consumers accessing the web via mobile devices now outweighs desktop users. These days, it’s not enough to just be “mobile friendly.” Here are four ways your small business should be utilizing mobile marketing in the upcoming year.
Mobile Marketing Trends for 2017
One of the most important factors is that your business is visible via mobile search. Confirm that your website is responsive, meaning it automatically adjusts to the device being viewed on. This will help your rank with Google and ensure you don’t lose customers over poor functionality.
Your next course of action involves identifying key mobile word searches for your industry. What questions are potential customers typing into their mobile searches that your product or service can fulfill?
Once you identify the search questions, you can determine how to deliver the content-based solution.
Consumers are more comfortable than ever using mobile payment options. Make sure your business is set up to accept mobile pay for your goods and services. “Buy” buttons already exist on various platforms, including Facebook, Twitter and YouTube. Imagine you’re in the market for a new coffeemaker. You’ve done some online research and think you’ve landed on a pretty great Cuisinart, but you’re not totally convinced.
Later, while scrolling Facebook … what do you notice? A Cuisinart ad directly on your Facebook news feed! Not only is it an ad, it’s an ad showcasing the very model you were just researching. Directly on that ad, there’s a “Buy” button that will quickly and conveniently have you well on your way to coffee heaven.
Instead of sending you to another site for payment, you’re able to purchase directly from your news feed effortlessly. Because consumers don’t have to go through multiple steps to make a purchase and the potential for distractions or hesitation is decreased, sales increase. As awareness goes up and retailers begin using these buttons more often, this tool could really take flight in 2017.
A recent Gallup poll  indicates that 72 percent of Americans check their phones at least once an hour. The overwhelming majority of that time, up to 90 percent, is using apps. If your business doesn’t currently have a mobile app, now is the time!
Apps increase engagement, provides your business with customer data and increases the ways in which you are able to connect with your audience. Mobile app development can be done inexpensively and stands to benefit even the smallest companies by growing awareness of your brand.
We all know how big social platforms are , but mobile-only social apps continue to rise in popularity. Periscope, Snapchat, Instagram and others should be part of your mobile marketing strategy. Make sure you’re always monitoring your social channels (either live or via social listening tools) and tailoring your message accordingly.
Don’t post the same content at the same time across all platforms. This leads to message fatigue and is the quickest way to lose subscribers. Connect with your followers by posting in-the-moment pictures and video that reflects your brand philosophy, experiences and attitude.
Marketing trends will come and go, but to capitalize on growth, you must stay current. Mobile will continue to expand in pervasiveness, so be sure your business is well supported.
Mobile Phone  Photo via Shutterstock