Kristen Gramigna is Chief Marketing Officer for BluePay, a firm that offers mobile credit card processing services. She brings more than 15 years of experience in the bankcard industry in direct sales, sales management, and marketing to the company and also serves on its Board of Directors.

”Awesome” Mobile Phones. Image Credit: barnoid

Although having mobile clients may seem like something in the future for your company, for many it is already a reality. As smartphones, tablets, and other mobile devices have become more prevalent, this phenomenon has become more widespread. As such, you need to prepare your business for mobile clients to stay ahead of the competition. If you’re already implementing mobile strategies, you’re off to a great start. If you haven’t adopted mobile technology yet, it’s never too late to start.

Why is mobile technology beneficial?

• Reaches a new audience. Mobile sites and apps allow you to tap into a whole new group of potential clients. Mobile users may never stumble across your website or physical location, but they may find your app and browse the products or services your company offers. You never know what the possibilities are for this potential audience until you explore them.
• People are already using mobile devices. Millions of people own and are comfortable using mobile devices. That’s why this audience can easily become a customer of yours. Reaching people when they are in a familiar environment using a comfortable technology makes them more apt to purchase your product or service.
• Maximizes the potential for local business. One of the most powerful applications for mobile technology is local use. Not all companies need this application, but it is critical for retail businesses with brick and mortar locations. When people are shopping with family and friends, they can use their mobile devices for any number of shopping-related tasks from comparing prices to booking services. You want to get that sale when people are out and about.

How can I prepare my business for mobile?

Consider the following tips and ideas to get your business ready for mobile technology.

• Create a mobile-friendly website. Many business owners do not understand that website code is not necessarily mobile-friendly. Content that looks great on a desktop or laptop may not be so great on a smartphone or tablet. Instead of simply shrinking existing content to fit a smaller screen, create a new layout with a streamlined interface. Consider the functions that mobile users need and put them front and center on your mobile site.
• Develop your own company mobile app. Many people who never search the Internet for a company website may be happy to use the company’s app. Creating an app for your company is inexpensive and straightforward, but be careful not to take on too much at once. Keep it simple in the beginning and build from there as time and resources allow.
• Launch mobile-specific content. Give people an incentive to use your mobile app. For example, offer discounts or promotions that are available only on the app.
• Integrate mobile into all marketing campaigns. If you invest in mobile technology, you need to put in additional effort and dollars to make it successful. Give mobile a prominent place in your campaigns and make information easy to find. Allocate advertising money for your app and be sure to include a clear call to action on the homepage.

Once you have a mobile app up and running, take the following steps to ensure that it is well marketed.

• Give it ample exposure. An app should take a central role in your marketing and communication strategies. Whenever you give exposure to your company’s website or social media channels, make sure that the app is getting the same exposure.
• Keep users informed of the app’s functions and benefits. Users should know what the app is, what functions it offers, and how it benefits them. Consider putting together a Frequently Asked Questions tab to streamline customer support, and keep it current. For example, if you add a mobile payment feature, address it in the FAQ accordingly.

Keep it updated. One of the quickest ways to lose mobile clients is not updating a website, social media network account, or app. When users see that no new content has been added in the past month, let alone the past year, they are not likely to stick around very long. Keep up with all software updates and provide new content on a regular basis.