One important part to add to your business' digital marketing strategy is mobile marketing. "Mobile marketing" is quite a buzz word these days, so you may have heard about it before (for those that haven't, mobile marketing is any marketing that leverages mobile devices, such as a smart phone or a tablet, as an additional means of communication with your target audience).
All in all, only a small proportion of photographers have started looking into mobile marketing for their business. Opportunities are immense and it's not that complicated. Plus, it doesn't have to cost an arm and a leg, yet it greatly helps to set you apart.
Why is mobile marketing so important? Consider these stats:
- The Mobile Marketing Association says that there are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. That's right, more people are connecting through their cell phones than using toothbrushes!
- According to Morgan Stanley, 91% of all smart phone users have their phone within arm's reach 24/7.
- What's more (no shame here, it's a factoid): three-fourths of the participants of an 11Mark study admitted to using their smartphones in the bathroom. That number reaches 91% for the Generation Y, confirming Morgan Stanley's survey.
From those stats alone, it's easy to see that a lot of us are missing out on a huge audience if we are not leveraging mobile marketing tools. Imagine the business you could create if even a tiny fraction of those smartphone owners found you using a mobile device.
Now that you understand the importance of mobile marketing, it's also worth keeping in mind that a client searching for you on a mobile device behaves very differently than one that found you on a traditional website. How so?
Here's some surprising behavior of users that find you on a mobile search:
- Mobile Marketer says that 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. Meanwhile, mobile coupons get 10 times the redemption rate of traditional coupons.
- According to Search Engine Land, 9 out of 10 mobile searches lead to action, over half leading to purchase.
- Google points out that 61% of local searches on a mobile phone result in a phone call.
- There are more than 2.7 billion internet users on the planet, including close to 1+ billion Facebook.
These statistics show the trend that mobile searchers often make quicker decisions than potential clients using a traditional web search. By establishing a mobile presence, you'll be able to have users find your photography business and convert them to clients faster than you could just by being found on non-mobile web searches.
So, how can you get started? It's not nearly as difficult as you might think.
A great place to begin your mobile marketing efforts is by building a site with an adaptive design. Adaptive design allows the display of your site to automatically fit any screen a potential client might view your site on. So, whether your site is being viewed on a desktop computer, a smart phone or a tablet a visitor will see information optimized for their current viewing screen.
Not only does this prevent a visitor from getting frustrated by having to re-size your site to fit their mobile screen (less scrolling and tapping around means a better customer experience), it also makes managing your website much easier as you won't have to worry about updating a separate mobile site in parallel.
Social from your mobile
When you consider the level of social media interaction occurring via mobile devices, it becomes blatant evidence that interacting socially with clients and prospects who are on their mobile devices is part of the way of doing business (and you might even be responding to them on the go from your phone). Facebook recently announced that close to 44% of their users access through a mobile device. These users are also twice as active on Facebook as non-mobile visitors.
These active users are the folks you'll really want to connect with, as they're more likely to share the content you've posted to social media outlets. However, if a blog post that you've shared does not adapt its display for mobile; you might miss out on some great opportunities for gaining web traffic. After all, if it can't be easily read by a user on a mobile device, it won't be shared.
Mobile compatible comments
It's also important to make sure that the comments feature on your blog will also work with a mobile device. This will allow you to consistently connect with mobile visitors to your site and respond to any of their questions or concerns.
Offers or contests
Along with using an adaptive design, another quick way to get involved with mobile marketing is by offering an exclusive offer or contest designed specifically for mobile devices. There are many companies that can help you set-up a contest that potential clients can enter via text message. It can be as simple as having a mobile user text you a keyword that enters them in the contest or gives them a special discount.
Perhaps the best part of a contest like this is it offers the opportunity for potential clients to share their contact information with you when entering, giving you a database to focus your future marketing efforts on! Just remember to keep the entry process as simple as possible so you'll receive a good amount of submissions.
Customer Service on the go
Another potential benefit of getting involved with mobile marketing can be the ability to provide better customer service to your clients by using mobile devices. For instance, say that you've been shooting on location and would like the ability to take orders while on location. There are many apps out there that will not only allow you to take and process the order using your own smart phone or tablet, but also generate an invoice that will go directly to your customers' mobile device. Some of these apps will even connect with your own book keeping software, making it easier on you to keep up with your sales.
Galleries & apps
Last but not least, many photographers also have created mobile apps for their business to share their work via smartphone or tablet. You can tell your clients to download the app and share it with their friends looking for a photographer, creating your own mobile referral network! There are many app providers out there, but if you're a PPA member check out your member benefit with StickyAlbums for a custom built app for your business.
Mobile marketing is truly the next frontier, so don't delay. Get started on your own mobile marketing plan today.
Already have a mobile marketing plan in place? We'd love to hear about it! Share your comments with us below or on theLoop.
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This is post one of two of the Mobile Marketing for Photographers series. Use the link below to read the other post in the series.
Mobile Marketing for Photographers: Email Optimization