It’s no secret that mobile device usage is skyrocketing. Just check out these stats.
And it’s not just consumers using their mobile devices. A recent Constant Contact survey shows that 66 percent of small business owners are also using mobile technology for their businesses.
But what does all this mobile usage mean when it comes to marketing for small businesses and nonprofits? In this edition of Ask An Expert, we chat with Jim Garretson, Product Manager of Mobile Products, to find out.
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Why can small businesses and nonprofits no longer ignore mobile?
Mobile devices — smartphones and tablets — are incredibly powerful tools for connecting people. Sure, they make phone calls, at least some of them do, but they’re also incredibly personal always-on, always-connected computers. For many small businesses and nonprofits, the power of community and personal connections are central to what they do, and that makes mobile devices in particular a great way to make a more personal, contextual connection with present and future customers.
What does all this mobile usage mean for email marketing?
50 percent of adults in the U.S. use email on their cell phone. This means email can reach a lot of people, wherever they are, no matter what they’re doing. That’s an amazing ability for marketers to have and it means email is more relevant than ever. But, it also means that crafting emails to work well and look great on mobile devices is ALSO more important than ever before. Every organization that reaches people via email should be providing a great mobile experience.
What are some simple things small businesses and nonprofits can do today to become more mobile-friendly?
There are a few important things to do — the first is to make sure your emails look great on mobile devices. Use a short, to-the-point subject line, make sure to have large fonts and buttons, use just one column to maximize readability, and most importantly, be concise with your content. If you follow these tips, your contacts will have a great experience reading your emails on their mobile devices.
Aside from email, you can maximize your reach on mobile devices through social networks like Facebook — which are really popular on smartphones — and by making sure you have an up-to-date listing on popular mobile search directories like Yelp, Google Places, and Foursquare.
What would you say to reassure small businesses and nonprofits that they haven’t “missed the boat” on mobile?
Mobile has become important very quickly, but it doesn’t replace the hard work you’ve already done on your websites, Facebook Pages, and emails! Mobile is just another channel for your present and future customers to find you and engage with you, so consider it as another avenue to deliver your messages. If you’re not thinking about mobile, now’s definitely the time to start. Don’t think of it as another technology to worry about, but as a new and REALLY exciting way to make more timely, more local, and more personal connections with people.
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