Leveraging Mobile To Grow Your Brand

There's no denying that the world has transitioned to a largely mobile dominant society. People constantly turn to the smartphone in their pocket for dozens of different tasks. The introduction of the smartphone has combined the functionality of the telephone, calculator, GPS, digital camera, scanner, notebook, voice recorder, MP3, and computer all in the palm of your hand.

With so much of the populations time being spent on mobile devices, it's no wonder that brands who capitalize on this opportunity are being rewarded graciously. Every time people pull out there phone to make a search on Google or check their Facebook or Instagram feed, you have a chance to connect with them.

Smartphones play such a large role in peoples daily lives that some even report experiencing "phone separation anxiety" when they can't access their phones for extended periods of time. With the immense rise in mobile usage, leveraging mobile website design as well as targeted mobile advertising can help you rise above your competition. This doesn't mean that you need to scrap your existing desktop advertising, however it does require you to adapt your efforts.

The average consumer now has many options when it comes to most services and products. They also have an arsenal of information they use to make decisions during the entire buying process. Its imperative to reach your customers throughout the entire journey, from phone, to computer, to purchase.

Having a website that looks great and performs well on devices of all sizes is a must. A responsive website is one that adapts to the size of screen its being viewed on. The advantage of having a responsive site is that you can ensure no matter which device or screen size is looking at your site, you know you are giving them the best user experience possible.

Another advantage of having a mobile optimized site is that potential customers are able to contact your right then and there. A great mobile website makes it easy for people to:

1. Call Your Business via a CALL NOW button or clickable phone #
   
2. Email You Directly via a form fill where you capture all important information points
3. Get Directions via a GET DIRECTIONS button or clickable Google Maps link

Once you have a responsive website that performs perfectly on all devices, the next step is to drive as much relevant traffic as you can to the site. Every business in todays marketplace that takes a targeted approach to mobile advertising can reach people at the right time, in the right place. With so many touch points, it creates countless opportunities to interact with potential customers when they are in need of information during the entire buyers journey.

Google calls every one of these opportunities a "micro moment". The most notable micro moments are:

• "I-want-to-know moments" - When someone is researching but not yet in purchase mode
  
• "I-want-to-go moments" - When someone is looking for a local business or is considering buying a product from a store near them
  
• "I-want-to-do moments" - When someone needs help completing a task or wants directions for trying something new
• "I-want-to-buy moments" When someone is ready to make a purchase and may need help deciding what to buy or where to buy

These concepts can be applied to all types of mobile advertising mediums such as Facebook ads, Google ads, Bing ads, LinkedIn ads, and much more. When creating mobile advertising campaigns, its imperative to keep the users intent in mind. Users have different desires based on the platform they are on and your mobile campaigns need to cater to them.

For example, on Google people are actively searching for products and services, so you need to target the right keywords to show in the right places at the best moments. Whereas on Facebook, users aren't searching for good and services. Rather, they are entertaining themselves by browsing their news feeds, so your mobile ads need to demand attention and make them take action.

At the end of the day, all mobile ads and websites should have a main goal that they are trying to accomplish, whether that be an online sale, a phone call, a form fill, or a get directions button click. Mobile advertising is a great way to capture users attention while rising out of obscurity. Once you capture their attention, use your website to send the user through a journey ending with an opportunity for them to convert.