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Why Mobile Is Mandatory for Small Business Marketing (and What to Do About It)

Small Business Marketing on Mobile: Woman checking smartphone outside of store

This likely isn’t a surprise to long-time readers of the Groupon Merchant Blog, but a new report from comScore notes that mobile phone use continues to grow. In fact, it’s now the leading digital platform—with more than 50% growth since 2013. That means that consumers’ activity on mobile now surpasses digital time spent on tablets and desktops.

What does this mean for small business marketing among entrepreneurs and small-to-medium-sized businesses? Well, everything, really. Nearly 60% of all text and voice searches are done on mobile phones now. That means it’s essentially a mandatory small business marketing tactic today. Your customers need to find your business on their phone screens and see your products and service offerings in a mobile-optimized version. Plus, it looks unprofessional to show a desktop version of your website on a mobile screen.

How to get set up on mobile

To make things easy for small businesses looking to make their marketing mobile, Google offers a great tool to help web developers and business owners get their desktop website set up for mobile searches. If you’re not sure how well your site is optimized for mobile, try this test to see whether Google recognizes your site as mobile friendly.

All of this is important because Google reports that 94% of people on smartphones in the U.S. use their mobile devices to search for local businesses. That’s one of the advantages of having a mobile presence for your business; it makes it easy for your customers to find you and order something. For example, if your business is a pizzeria, your customers can voice search your business name on their phone, get the phone number, call and place their order, and pick up the pizza shortly afterward. This can all be done right from their phone while waiting at a stop light on the way to pick up.

How to get your business listed on Google

Once your site is mobile optimized, it’s time to do the work to make your business searchable by customers on Google.

To create your listing on Google search, visit Google My Business and follow these steps:

  1. Click “Get on Google” and enter your business details (name, address, website, phone number, and more).
  2. Click “Add Your Business” and verify the listing to ensure its authenticity.
  3. Once added, you can start adding pictures, ask customers to write a positive review, and more.

Showcasing your mobile presence with a Google listing has several benefits for your small business marketing. It puts your business listing front and center for Google search results and Google map locations, it gives people a virtual hello for your location, and it allows you to put your best pictures on the listing to establish your brand with mobile viewers.

Make sure you’re on Google Maps

Adding your business listing to Google Maps is easy. However, Google only currently allows businesses to be registered in the town or city where they are physically located.

Your business might already be listed, especially if you’ve been established and doing business for a few years. In that case, you simply need to claim and verify your business listings. If not, check out these helpful tips to get your business set up on Google Maps for easy mobile searches.

If your business is going through a mobile optimization for your website right now, it may also be a good time to bring in new marketing elements into your mix. Consider creating a Groupon campaign and claiming your local Groupon Page to complement your mobile search listings.

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Dave Murrow HeadshotAbout the Author:

Dave Murrow is Chief Content Officer for ThinkFast Media. In his work, he creates content for technology and business companies, and national content platforms. He’s worked on the Web for years in marketing communications roles for major corporations, media outlets, and digital marketing agencies. Find him on Twitter at @DMurrow.

Any views, opinions, advice, or endorsements herein are the author’s and are not necessarily the views of Groupon or its partners.

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