Posted on March 21, 2014
Filed Under (Marketing, Mobile, Web Design) by jennifer

mobile-vs-standard-websiteJust because your website can be viewed on a mobile device (smartphone, tablet) doesn’t make it mobile-friendly. To find out how to ensure your mobile customers have a positive experience, follow these 12 suggestions from mobile experts and Web design and development pros.

1. Be responsive (i.e., use responsive design).

2. Think with your thumb (or index finger).

3. Keep the design simple.

4. Keep content short and to the point.

5. Remember, an icon is worth a thousand (or, okay, a dozen) words.

6. Make it fast — by serving images that are optimized for mobile.

7. Don’t go overboard with Java.

8. Make it easy to find your phone number, location, and contact info.

9. Consider video, but add it wisely.

10. Make sure forms are designed for mobile.

11. Consider geolocation (directions to the nearest store, in-store availability of merchandise).

12. Test to ensure your content can be properly viewed on different devices, platforms, and operating systems.

To see full explanations of each mobile web design tip, go to my article, 12 Tips for Creating a Mobile-Friendly Website.”

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Posted on March 7, 2014
Filed Under (Marketing) by jennifer

integrated_marketing_diagramToday small businesses have more choices than ever regarding how and where to market or promote their products and services. In addition to traditional methods, such as print advertising and direct marketing, which can be expensive, you have email marketing, web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing.

To make sure they reach as many potential (and existing) customers as possible, small business owners and managers must use multiple methods and outlets. The problem is crafting one message that can easily (and inexpensively) be used or adapted on different media or sites — because as many marketers have learned the hard way, what works on Facebook doesn’t necessarily work on Twitter. And what works for traditional email marketing doesn’t necessarily translate to mobile.

So how can small businesses increase their chances of their integrated — or multichannel — marketing campaigns being successful, that is, getting viewed by their intended target(s) and driving traffic to their website, Facebook page, or store? I asked dozens of marketing pros to find out. Their top seven integrated marketing tips appear below.

Step 1: Have a clear understanding of who your target audience is.

Step 2: Pick your channels. Figure out where your target audience is and then direct your efforts at those channels.

Step 3: Have a consistent look. Your branding (logo, tagline, colors, fonts) should be the same no matter which media you choose.

Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.

Step 5: Ensure that your messaging is integrated. Make sure your copy (tagline, calls to action, descriptions) are the same or sufficiently similar across channels.

Step 6: Make sure the people who are helping you market your products and services are working in sync (i.e., regularly communicating with each other).

Step 7: Don’t forget to track your campaigns — and coupons. If you don’t track your campaigns, how do you know which ones are working?

To read full explanations of each tip, read my article “7 Ways to Create a Successful Integrated Marketing Campaign.”

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