Three Mobile Advertising Mistakes That Could Maim Your Business
Are you an entrepreneur with an awesome website that promotes your business? If so, great! That's half the battle. Maybe it's only 20 percent of the battle. In other words, watch out: What you don't know about the “other” form of media advertisement – mobile advertising – could hurt you.
Wooing your Internet audience with a bang-up website is still a proven way attract potential customers and make conversions. Now that more than half the population is sporting a smartphone, however, it's time for entrepreneurs to step up their advertising game. In short: You can't get by with just a website anymore. You also need a mobile-optimized site to keep the smartphone-toting customers rolling in.
A mobile site is basically a pared down version of a regular site. Your goal remains the same: to entice and please potential customers. Optimizing for mobile sounds easy, and for the most part, it is. But before you go all smartphone on everyone, make sure you avoid these three mobile advertising mistakes:
Using Too Many Pictures
Online websites with glorious graphics and attention-grabbing animations are well and good, and some advertisers swear by them. But a mobile site cannot – and should not – sport heavy graphics. Why? The load time is simply too long. It's true that 4G allows smart phones to grab images and video faster than ever before, but the system isn't perfect. What happens when 4G reception is low? Your earnest customer gets bored waiting for your site to load and switches over to Facebook, email, or – heaven forbid – a competitor's optimized mobile site.
Save the stunning visuals for your online website, and limit the graphic content on your mobile site. Your impatient, on-the-go customers will thank you.
Getting Too Gabby
Chances are you've got a lot to say about your product, and you'd love the chance to chat your customers' ears off about the benefits of your services. Your mobile site is not the place to do this.
A palm-sized smartphone can hold only so much literature, and unless you've got bionic eyesight, it's a pain to page through paragraph after paragraph of tiny print on a miniature screen. With your mobile site, your best bet is to take a “Just the facts, ma'am” approach. Not only could you turn off impatient customers with too much wordiness, you could inadvertently bury your business's most important information (read: contact number) beneath all the other rhetoric.
Save long advertising spiels and lengthy customer testimonials for your website, and let your mobile site act as a concise, to-the-point mascot for all your business offers.
Ignoring Responsive Web Design
A bottle of wine pours nicely into any liquid receptacle. It doesn't matter whether you pour it into a champagne flute, a coffee mug, or a watering can; the wine accommodates its receptacle and still tastes just as good.
So it is with responsive design. Consider your online content to be the wine, and different digital venues – laptop, smart phone, tablet – to be your receptacles. By applying the principles of responsive design to your site data, you give your body of digital work “permission” to accommodate itself to whatever venue you pour it into. Visual layouts, for example, adjust proportionally to a viewer's screen thanks to fluid grid technology. A style sheet language called media queries allows content to adapt to whatever type of screen resolution a potential customer happens to be using.
It's a jungle out there when it comes to online advertising. In order to be a contender, you've got to keep your finger on the pulse of changing technology. Right now, that technology is the smartphone. If technology isn't your “thing,” this idea can be intimidating. Relax, take a deep breath, and tell yourself you can do this. You can! And you have to, if you don't want to lose the majority of your mobile-loving customers.