Posts in Marketing

Why You May As Well Say You Reached Eleventy Billion People

Over at Collective Bias, a “publisher of high quality user generated content that drives sales for brands and retailers”, there’s a case study about one of their campaigns.

The case study shares some very impressive numbers:

Looking at the image below, it looks like the campaign ticked all the ROI boxes:

  • 405% increase in marketing equivalency ROI (Return on Investment)
  • 3.2 million potential blog page views
  • 40.2 million impressions
Retail Collective Bias
Collective Bias retail case study for Walgreen’s mobile app

If you were writing out these numbers fully, that’d be a heck of a lot of zeroes! Here’s the thing, though – do these metrics actually mean anything? Eh… not really.

Hit and Hope Marketing is Not the Same as Marketing a Hit

While there’s no doubt that numbers in the millions aren’t something to be sneezed at, let’s take a look at each metric and break it down a little bit further.

1. 405% marketing equivalency ROI

This sounds great on paper, because it mentions the fabled ROI term. Social media has long been criticized for its value when it comes to lead generation for businesses, versus simply being a relationship builder.

There have certainly been enough real case studies to show social can result in ROI (and Sam Fiorella and I share several in our Influence Marketing book), but for many detractors of social’s business value, the ROI question has always been their core weapon.

So when you see a 405% return on investment, that’s huge. Or is it? Not when it’s wrapped in “marketing equivalency” wording.

A 405% return on investment is huge - except when it's marketing equivalency being measuredClick To Tweet

Instead of being an actual sales metric, marketing equivalency is simply a relative number that equates to whether this form of marketing would generate results that would cost more or less through other forms of marketing.

When Collective Bias says this campaign resulted in marketing equivalency of 405%, what they’re actually saying is they’d hope/expect 4x the results of traditional marketing for the same cost. Of course, that’s not the same as actually getting that return.

2. 3.2 million potential blog views

Blogger outreach is a hugely effective marketing tactic when it comes to social, and helping brands grow both awareness and measurable returns. However, there’s a big difference between “potential blog views” and “actual blog views”.

Potential can mean all sorts of metrics and “maybes”:

  • a blogger has 10,000 subscribers, so the post may be seen by 10,000 people (the truth of the matter will be much less)
  • a blogger has a million Twitter followers, so the post may be seen by a million people (again, not very likely)
  • a blogger is syndicated across networks like Social Media Today and Business2Community and will be seen by that network’s audience (um… you can see where I’m going here)

So, yes, there’s the potential for 3.2 million blog views. But, heck, anyone can use that – there are 3 billion Internet users in the world, so this blog post you’re reading now could have 3 billion potential views. Potentially.

3. 40.2 million impressions

Much like the potential blog post metric highlighted above, 40.2 million impressions sounds impressive – after all, that’s 40.2 million potential customers, which I don’t think any brand would turn its nose up at.

Except then you see that word “potential” again – because that’s all impressions are, “potentials”.

Here’s why impressions as a metric suck (although they still don’t suck as much as reach). Impression metrics don’t care if you see the ad or not – if you, the target for that ad, are on the same “page” as the ad, that’s an impression, whether you see the ad or not.

Here’s an example. Let’s say you’re on Facebook, and you’re looking at your feed to catch up on how your friends and connections are doing. All these little ads that are in the sidebar (the marketplace ads) count as impressions, whether you look at them or not.

Better still, if you’re on your smartphone, and you’re reading an update from someone on your main screen, and just below the fold of that screen is an ad, it’s classed as an impression if it’s part of your feed “depth” (whether you scroll your screen down to see the ad or not).

See the problem with impressions? There’s no guarantee that anyone will see your ad, but if it falls within the measurement part of a page view, you (the client) are going to be charged for it.

How much do you think 40.2 million impressions cost, and how many of these impressions do you actually think were seen? More importantly, how many of these impressions led to real ROI?

You Need to Quantify Success, Not Quantity-fy It

Yes, I know – quantity-fy isn’t a real word. But maybe it should be – because there are far too many “case studies” and success stories that use quantities rather than quantifying the data.

On the Collective Bias page that shares the Walgreens case study, there are zero links to share data that validates the numbers on display. The same goes for all of their case studies, including this one for their “ColectivaLatina influencers” campaign on behalf of client El Yucateco.

Hispanic Collective Bias
El Yucateco case study metrics

While the numbers may seem impressive, again they fall flat without reference points.

These reference points could help explain why, of a potential 8.3 million blog page views, there were only 35,355 engagements (which could be reads, shares, comments, skims,  etc.), especially when there were 56.4 million impressions.

We’re in 2015. Social media purists and protagonists (and I count myself in the latter, for sure) argue that there’s never been a better time to be a marketer, or advertiser, or brand, because now we can actually measure the metrics of a campaign down to the most granular level.

And it’s true. We don’t need to rely on correlative data that suggests extra foot traffic to a retail store came from the radio ad that ran that day, versus the print ad that ran that same day, versus the flyer that went out that same day.

Now, we can see what percentage of our audience clicked, took an action, redeemed, returned, referred, complained, advocated and much more. We can filter and provide as much or as little data as we want (or our clients and/or finance departments want).

If we’re going to ignore that, and share case studies that use potential and equivalency as the ROI, we may as well say our campaigns reached eleventy billion people since it has the same ring of authority to it.

This blog post could have 3 billion potential views. Potentially.Click To Tweet

Just don’t forget to use the word “potential”…

Why We Shouldn’t Confuse Real Time Marketing with Data Driven Marketing

When I was a teen, back in the 80’s – yes, I’m old – there was this bakery just off my local high street.

It was a family-owned bakery, and had a mix of fancies, pastries, bread and sweets (candy, in North America). While the goods being sold were a great mix, and kept the bakery successful, it was what the owner did to keep it that way that interested me (and probably instilled the first concept of marketing to my subconscious).

If there was a sports match on, he’d make small cakes in both team colours. Nothing new there. Except when a team took the lead, he’d quickly put little sad faces on the cakes of the losing team, and sell those at a discount to cheer the losers up.

It didn’t hurt that the bakery was two doors down from a pub, and he’d send his help into the bar to sell the new cakes, with the challenge to make the other team wear the sad faces.

When the game finished, he’d invariably give the remaining cakes away to the losers, and he’d have baked a bigger cake in the shape of the winning team’s mascot for them to eat for free when leaving the bar (for afternoon games).

This is just one example of some of the cool things he’d do on the fly. Royal weddings? Check. Huge charity events like Live Aid? Check.

For every major event, as well as local sporting ones, he and his bakers would be on the ball, making something essentially on the fly to take advantage of the occasion. Sound familiar?

Real-Time Marketing or Old School Initiative?

In February 2013, the lights went out at the Super Bowl. Oreo Cookie famously took advantage of it with a quick creative that they posted on Twitter.

Twitter   Oreo  Power out  No problem. ...

As you can see from the image, it received almost 16,000 retweets, and was favourited 6,400 times. It received praise from various publications, and was used by many social media consultants as the dawn of real-time marketing.

Except, it wasn’t really real-time.

While there’s no doubt it was a masterful stroke of quick thinking and marketing on the day, it was more than just that. The Oreo team and their social media agency had been strategizing for the previous 18 months on how to effectively use the medium, in order to celebrate the brand’s 100th birthday.

Cue the power outage, cue the result of being ready to act and the ensuing praise.

Yet as deserving as Oreo and their team was of the praise, it wasn’t the start of real-time marketing, despite the best efforts of those consultants trying to capitalize on the new darling phrase and charge clients more for the benefit.

Real-Time Marketing, Before Social Media

The funny thing with social media is it often makes marketers – or at least, digital marketers – forget there was ever a time before 2006, when the words “social media” and “marketing” were beginning to be used together more.

Yet for those purporting real-time marketing as the latest new child in the social media-led school of business firsts, they might want to look a little bit further back.

Over at the evergage blog, Rob Carpenter shares his thoughts on where real-time marketing first became more visible, based on search terms and traffic spikes on Google Trends.

Real time marketing web search

The blue line relates to “real time marketing” while the red line relates to “web personalization”, or the ability to personalize your business website based on traffic, demographic, cultural offers, seasonal specials and more.

As digital marketing via e-commerce and landing pages was growing (personalization), so was the need to be able to quickly put together offers that would initiate your desired call to action (CTA). This speed to create was the same as today’s real-time marketing, except today we have better tools to do it with.

As the blue line shows, there was a huge initial spike back in 2005, then a steady rise since 2007 (as social media filtered its way to the mass market).

Real-Time or Data Driven Marketing?

You only need to look at the clamour by brands to offer the coolest celebration of the Royal birth of Prince William and Duchess Kate’s baby to see how big the “business of real-time marketing” has become.

Yet the problem with real-time marketing – or at least, the version brands are trying to emulate but often failing at – is it’s too fast for its own good, and is simply trying to take advantage of a major news story without thinking through how that brand fits.

The beauty of the original Oreo tweet at the Super Bowl is it had been planned meticulously. Perhaps not the tweet itself, but certainly the message, the way it appeals to Oreo aficionados, and the execution.

Because it was based on data the brand knew about its audience.

And this is where the real value of real-time marketing comes into play, and has been used for as long as the first business owner thought on their feet on ways to beat their competition, and bring customers to their store versus a competitor’s.

It’s exactly the point David Meerman Scott makes in his book, Real-Time Marketing and PR, published in 2010. In both the book and on his blog, Scott shares examples of the best types of real-time marketing that don’t hype themselves by using the phrase.

Just look at how the airlines adapt to ensure there are rarely empty flights, and how they can change pricing on the fly to sell unsold seats. Or look at the way Amazon has redefined the customer experience to ensure every visit is optimized to offer products and services that truly interest the visitor.

This isn’t the result of some buzzword – instead, it’s taking years of data and research about customers, their buying patterns, their purchase life cycles, and their value to a brand, and utilizing it into offers and timely promotions that make sense.

It’s like my hometown baker with his winning cakes, regardless of the victor on the sports field that day.

There’s no doubt that real-time marketing, when done well, can provide a mix of viral buzz and sales success. But let’s not be mistaken that it’s a new tactic, nor is it the saviour of marketing today.

The saviour of marketing today, much like the saviour of any business strategy, is and will remain simple – know your customer, understand what makes them tick, use the data you have on top of the data you’re continuously gathering, and integrate all of that into something called “marketing strategy”.

You might be surprised at the results, real-time or otherwise.

image: evergage

Is Your Marketing the PITS?

When I took my marketing degree back in 2001, part of the course was learning about the Four P’s of Marketing – Product, Price, Place and Promotion.

These terms have been the mainstay of marketing since the 1950′s, when Neil H. Borden published an article called The Concept of the Marketing Mix , although the actual phrase The Four P’s was coined by E. Jerome McCarthy in 1960.

Marketers have used the Four P’s to plan marketing campaigns, measure and gauge how well something will be received. Without using at least one of the Four P’s, you can pretty much guarantee that any marketing initiative will go tits up.

Yet as much as the Four P’s are still relevant when it comes to any kind of marketing (or advertising), one of the ways I like to create marketing plans is by something I call the PITS.

Persuasion

No matter how great a product or service you have, it won’t mean anything unless you can get people to buy it. Same goes for ideas – unless you get folks to buy into your ideas, they’ll fizzle out.

Not only that, but unless you have a physical product to show then you’re going to have a harder time getting that all-important buy-in (and this can be from an internal point of view as well). That’s where Persuasion comes in.

The best marketers know how to persuade people that their ideas are worth listening to. This isn’t just down to charisma and a nice suit, though – the best persuasion comes from solid information. Here’s just some that you can/should provide.

  • The unique selling point (USP) of the product or service (you better have one, otherwise just let your competitors continue winning).
  • What it means for the end user (ease of use, reliability, the “want factor”, loyalty).
  • Manageable logistics (what do I need to do and how will I have to do it).
  • Timescales and expectations (gestation period, launch period, return on investment period – and make this information realistic).

Having information that answers the questions you will be asked goes a long way to persuading your audience, whoever they may be. It’s not always money that nixes new campaigns.

Intent

Customers can usually be broken down into two camps – Consider and Intent. Those in the Consider camp will often look at a product or an advert and think, “That looks nice”, but never actually do anything else. Those in the Intent camp, however, are the ones that are more likely to move to the buying stage.

The trick is to make Considers into Intents.

Customer influence and advocacy

How you do this depends on your business and audience, but each method you use should be one that tips the balance from Consider to Intent.

  • A strong call-to-action. This can be replying to a text SMS message for more information or signing up for a newsletter.
  • Time-urgent details. Make a close-off date for an offer and stick to it. No-one’s fooled by “this weekend only” anymore.
  • The nature of desire. Sex sells. It doesn’t need to be physical sex – turn your customer’s mind on and make them desire you.
  • Relevance of the offer. If your product isn’t relevant to the audience, it doesn’t matter if you have the world’s greatest marketer in your employ – the product won’t ship, or your efforts will backfire. Just ask Shutterfly about that.

Every single thing we do, either in life or business, is a consideration. Even automatic reflexes happen because at one stage we had to consider whether we needed to react or protect from an action. Intent, though, happens because of the after-effects of consideration.

Show your customer there’s an after-effect worth having and the intent to discover it will be there.

Traction

If you look at some of the most successful products or services, it’s for one simple reason – traction.

The ability to take something new and ingrain it into the hearts and minds of customers and competitors alike is where real success lies. Traction in your customers relates to sales; traction in your competitors relates to being ahead of the game.

So how do you build traction?

  • Don’t always reinvent the wheel. It takes time, research and money to build from scratch. Can you take an existing product and add something that’s sorely missing?
  • Support networks. Regular readers of this blog know how much I love the Livefyre comment system. Yet it’s not the cool features that keep me coming back to Livefyre whenever I revert to native WordPress, or try other systems – it’s the stellar customer support that Livefyre gives to every single one of its users. Too many companies only offer that support to tiered accounts; treat every customer as important and you’ll see the traction build.
  • Open your gates. One of the most successful video games of all time is Half-Life. Released in 1998, it’s a first-person shooter with a great storyline too. But what set Half-Life apart is the level builder that developers Valve released, allowing gamers to build their own levels and share across the web, leading to a thriving product years after the first shipment. Adaptability is key to any success.
  • A solid engine room. The iPod isn’t the success it is because of design or geek love – it’s because of iTunes. No matter what system you have, iTunes just works – allowing it to change with you as your product preference changes too. It’s the iTunes engine room that makes the front-end so sexy.

Gaining traction is one of the Holy Grail’s of any business. How to get it should be one of your priorities in the planning stage.

Sketchability

When I was a kid growing up in the U.K., one of my favourite TV shows was by a guy called Tony Hart. Hart was an artist who took the scholastic approach to art and turned it on its head, allowing anyone to use any product and sketch something cool.

The great thing about Hart’s art was its ability to be changed on the fly and made into something completely different. It’s this sketchability – the ability to sketch an idea and then have the option to erase/amend and sketch a new approach – that turns a good marketing plan into a much better one.

Give everyone a pencil. Too many marketing plans silo themselves from other company inputs. But real insight can come from many places.

  • Customer service could offer great insights on frustration factors;
  • Distribution on realistic budgets and scale;
  • IT on network stability and how your site will handle extra traffic; and so on.

Simply put, give everyone a pencil and see what pictures get drawn.

I’m a huge fan of the Four P’s of Marketing. I know they work; I’ve used them for years. But I also know you need to adapt and have more than just the existing to compete in any market.

The PITS is one of these adaptations. How about you – how are you adapting?

image: loopoboy 2.0

Six Simple Ways to Measure Owned, Earned and Paid Social Media ROI

There’s a popular misconception that it’s difficult to use targeted metrics to measure your social media ROI. Not true.

Nor is social media only good for measuring an increase in brand awareness, although that’s definitely a measurement gauge.

The fact is, social media can offer some of the best metrics for measuring your ROI. All you need to do is set your success guides—what you want to achieve and how long you want to spend achieving it—then measure your results against that.

Here are six simple metrics for the main networks  to measure your social media ROI – financial and brand – across earned, owned and paid media.

Blogger Outreach

A key component of many (if not most) social media campaigns, blogger outreach programs can offer some of the best mileage and results of any marketing tactic. Measuring your success isn’t too difficult, either. All you have to do is determine the answers to the following questions:

  • How many bloggers wrote about you?
  • How many comments did these posts receive?
  • How many social shares did the post get?
  • What was your traffic pre- and post-outreach?
  • How much product did you have to provide for bloggers versus how many sales you received?

Twitter

One of the stalwarts for any product launch, service or business, Twitter not only offers instant eyeballs but great returns as well. Again, measuring your impact is relatively simple:

  • What was your retweet value (cost of manpower/resources versus follower who takes action)?
  • How often was your hashtag used?
  • How many times was your vanity URL used?
  • How many new (genuine) followers did you get while your promotion was on?
  • If you used something like Sponsored Tweets, what was the cost versus the click-through and conversion?

Facebook

Although it has its critics (including me), Facebook offers some great built-in tools as well as demographic options to help gauge a campaign:

  • How many new worthwhile fans did you make versus how many you targeted?
  • How many times was your promotion message liked/acted on?
  • If you built a Facebook application, how many times was it installed or shared?
  • Were you successful in reaching your target demographic? (Facebook Insights can help you here)?
  • How much did you spend on a Facebook ad, and how did click-throughs and new sales/customers compare?

Google+

While brand pages are still being judged on their effectiveness on Google+, and in-line Google Ads are complementing Google+ content, there are ways to measure your current activity there:

  • Has your profile on search, and resulting traffic to your site, been raised because of your use of Google+?
  • How many Circles have you been added to?
  • How many Plus Ones are your comments and discussions receiving?
  • How active is your community?
  • How many Ripples are your discussions creating?
  • How many attendees are taking part in your Hangouts?

YouTube and Other Video Sites

More than just a fun place to see kids hurt themselves on bikes, YouTube is a key tool in any marketing campaign now—just ask the companies that used it to such effect during this year’s Super Bowl.

[youtube]https://www.youtube.com/watch?v=9g9wXBkdWEg[/youtube]

Here are the questions you should be asking:

  • How many views did you get?
  • How many Likes/Upvotes and Favorites did you receive?
  • How many downloads did you get (on video sites that allow downloads)?
  • How many embeds has your video seen elsewhere on the Web?
  • How many subscribers did your channel attract?
  • If your video had a call to action with a vanity URL, how many times did people click through?
  • How many social shares did you get across networks your target demographic use?

Mobile

As marketing evolves, the different ways to reach an audience combine to create new outlets. Mobile marketing is the perfect complement to social marketing, and measurement can easily be achieved:

  • Did you use a push SMS system to drive traffic to a mobile-friendly site? If so, how many views did that account for?
  • Did you use QR codes, and if so, how many times were they used?
  • How many downloads did your mobile app receive?
  • How many check-ins were used on Gowalla and Foursquare?
  • What was the most popular operating system? (This can tell you a lot about your audience’s demographic and buying options.)

These six metrics offer just some of the immediate ways you can measure how successfully your social media goals were met. There are more still, including monitoring tools and more defined analytics. Which ones you use will  depend on the goals you’ve set and how you define success.

No matter how you collect the information you need, it all comes down to comparing man hours and financial outlay to your return to see how successful you were.

It’s important to remember that a lot of marketing can come down to luck and circumstance as much as brilliant strategy—timing and a welcoming audience are key.

But the one thing you can control is measurement, and with social media and mobile marketing, measuring the metrics has never been easier.

So what’s the excuse?

THIS Is How You Do Brand Storytelling

One of the current buzz terms being bandied about by businesses today is that of “brand storytelling” – how brands can use storytelling to share their core values, win more customers, and outstrip the competition.

Never mind the fact that brand storytelling is as old as the first advertisement (not that that’s ever stopped social media hijacking old and proclaiming it as new), everyone’s talking about making the business human through stories.

The problem is, too many brands use storytelling poorly – the McDonald’s “Writer” ad being one such example where you were left questioning what the brand values were (a  key part in successful brand storytelling).

Get brand storytelling right, however, and you connect not just the dots between customer and brand, but the audience overall. Which is why the “Moments of Warmth” ad from Duracell Canada is so successful.

Why Moments of Warmth Works

This winter has been one of the harshest, coldest winters in recent memory for a lot of people, and the term “Polar Vortex” became mainstream.

Recognizing this, Duracell Canada played to everyone’s weariness of winter, and – for a moment – brought a little warmth into peoples’ lives. The trick, though, was that moment wasn’t just meant to be for the duration of their stay in the bus stop.

Instead, by playing out a bigger message – “we all need each other” – it says even when things are at their toughest, we can make it through if we stick together.

By promoting human connection as the glue that makes everything tick – versus individual actions – Duracell Canada not only shares their corporate values, but also how they see world around them, and our ability to work together to make a difference.

Best of all, it’s not even a hard sell on behalf of Duracell Canada – instead, it focuses on the people (customers) and how Duracell can help (by being there when you need them). It’s a softer sell, but still effective – I know which batteries I’ll be stocking up on next visit to the hardware store.

Kudos.

5 Ways Business Owners Can Optimize Their Ads for Mobile

Seventy-two percent of small-business owners planned to increase or maintain their mobile ad spend, with 65 percent of these increasing their spending by up to 30 percent, according to a study by Borrell Associates of 1,300 small-business owners.

Add to that the fact that Google and Facebook are shifting more of their revenues to mobile, and it’s clear that mobile marketing, advertising and purchasing is more than just a trend—it’s a key factor in how consumers prefer to do business in today’s marketplace.

So how can your business maintain relevance and competitiveness within this new paradigm?

1. Create A Native Mobile Ad

One of the newest buzzwords currently doing the rounds in social media is “native advertising.” This form of advertising complements the website it’s running on, or the content it’s displayed beside, by being relevant to both the topic and audience.

Instead of the usual Google Ads that may or may not be related to the content on a page, a native ad by a phone accessory retailer, for example, will appear on a blog that has mobile phone reviews, which  encourages a warmer lead and better click-through opportunities.

A recent report highlights the increased engagement enjoyed by mobile native ads:

Celtra Mobile Native Ad Formats Performance in Q2 Aug2013

By finding and partnering with relevant blogs and news sites in your niche, you can create relatively low-cost ads and target a more receptive audience.

2. Use A Mobile Display Advertising Partner

If native mobile advertising doesn’t appeal to you, the immediate alternative is to partner with a mobile display advertising partner. (These include solutions like JumptapmMedia and Mojiva.) The benefit of these partnerships is that you can create an inventory of products for a fairly low cost; the hosting is taken care of by the partner.

These types of advertising partners can help ensure your ad reaches a wider audience than traditional forms of digital advertising by placing your ad across their communities. Additionally, features like contextual ads work much like native advertising and ensure only the audience that would benefit from your product or service sees your ad, offering a higher chance of click-through and activity.

3. Build A Foursquare Ad

Geolocation mobile app Foursquare allows users to “check in” at a physical location. This could be a restaurant, bar, gym or car dealership. By checking into the business, a customer has the option to share their location and buying preferences with their online connections on Twitter and Facebook.

This type of additional revenue from potential customers has resulted in many businesses joining Foursquare yet using it ineffectively. Companies reward “Mayors”—people who have checked in the most—as opposed to rewarding the wider customer base, and increasing loyalty in return.

A solution to this is Foursquare Ads. Instead of relying on your customers’ check-ins,Foursquare Ads are more akin to review sites like Yelp, and helps personalize local searches for consumers looking for the types of products and services your business provides.

Foursquare ads

Similar to Google’s PPC (Pay Per Click) model, Foursquare Ads only charge you when a potential customer takes an action. The difference is that it only counts when that person visits your store, thereby driving more foot traffic to your storefront.

Additionally the ads will appear for nearby users who have either visited a similar location to yours, or are searching for related services (pizza restaurants for fast-food diners, for example).

4. Take Advantage Of QR Codes

One of the most misunderstood and maligned forms of mobile advertising is the QR (Quick Response) code. Similar to the barcode on a grocery item that’s scanned at a supermarket checkout, QR codes are simple and effective ways to drive mobile advertising—if used correctly.

The biggest fault many businesses make with QR codes is not optimizing the experience when you scan the code with your phone, either by a built-in feature of third-party app.

Instead of optimizing for the mobile user, businesses are directing people to standard websites or poorly designed landing pages, where it’s almost impossible to take the desired action, such as making a purchase or signing up for offers.

To truly take advantage of QR codes, consider the following tactics:

  • Use real-time marketing with your ad. When customers scan the code, offer an immediate discount or, if in a restaurant, a free drink or appetizer when they present the code.
  • Drive the clicks to a simple yet optimized microsite. Have your offer of the week coupled with a simple “Text me when new offers go live” call-to-action to encourage sign up and use of the QR code.
  • Complement the experience. Recommend your favorite apps to enhance the user experience (a spa business could recommend the Spa Week app, for example). Provide a coupon or bonus discount for that week only.

There are several ways to take advantage of all the real-time and loyalty-building solutions QR codes offer. You just need to keep the mobile experience in mind at all times.

5. Think Local With Your Keywords

Perhaps one of the simplest and most cost-effective ways to benefit from mobile advertising is to “not advertise” at all and use local mobile searches as your form of organic advertising instead.

As smartphone users increasingly use GPS and apps like Google Maps, along with search terms to find local services and businesses, being optimized for these types of searches can benefit your physical foot traffic exponentially.

To give you an idea of how important local mobile search is to your business, consider these statistics:

With these kinds of numbers, it’s clear that simple SEO isn’t enough for your business—now you need to optimize for local mobile search, too. To take advantage of this shift in research patterns, your business needs to ensure your main website is optimized for these potential customers.

  • If your site is not already mobile-friendly, consider revamping its design now. Ideally switch to a responsive design that automatically resizes the screen and provides the optimal user experience for your visitor.

Responsive web design

  • If you have an e-commerce section, adjust keywords and alt-tags on images to target local searches (“buy the best seafood in New Albany, New Jersey” versus “New Albany seafood,” for example.) Also, ensure that smartphone users can make purchases easily.
  • Optimize your images by resizing them and using them as lead first impressions for mobile visitors, with relevant alt-tags, to ensure your mobile site loads quickly, avoiding possible penalties by Google for slow-loading sites.

These are just some of the ways you can currently make use of mobile advertising for your business.

Budget, resources and implementation will determine which ones work best for your company—but even adopting just one is better than no mobile ad strategy at all.