LOCAL BUSINESS SUCCESS CENTER

Tips, trends and marketing advice to help you grow your business.

With so much buzz about the importance of making your business visible on mobile, you may be tempted to put all of your marketing eggs into the mobile basket. While there are definite advantages to mobile marketing, there are also a number of pitfalls that can hinder the success of your campaigns. Here are 4 basic mobile marketing mistakes to avoid:

1. Running a Mobile Campaign Without a Mobile-Friendly Website

If your campaign links back to your company website, you’re bound to lose out on conversions if your site isn’t optimized for mobile. Get your mobile site in shape before investing in related marketing.

2. Repurposing Existing Creative for Mobile Campaigns

Mobile ad units have a different set of design needs than other digital or print creatives. You may be tempted to modify existing marketing collateral to save costs on mobile campaigns—but it will cost you in the long run if a poorly-executed concept leads to diminished returns.

3. Failing to Provide Unique, Valuable Content

Is your mobile marketing campaign built around a special offer, discount, or piece of content not available elsewhere? If not, your audience may not be motivated to connect with you. Be creative: Consider how you can use the mobile channel to your best advantage. A high-value offering will contribute to high-value results.

4. Not Tying Discounts to In-Person Visits

Getting someone to visit your establishment is a big step, but it doesn’t guarantee that they’ll ultimately make a purchase. Encouraging onsite conversions with offers tied to check-ins on location-based apps or QR codes placed exclusively in your store can help you make sales and also generate social activity around your business—a definite win-win.

The Bottom Line

If you’re going to invest in mobile marketing, be sure to optimize your content and offers to make the most of the medium.

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