Getting Into Your Customers’ Pockets

Over the last few years it’s become inescapable. More and more people can’t seem to go for a half hour without pulling a phone out of their pocket and checking to see what’s new.

Practically every business wants to find a way to make their name show up on their customers’ little screens, but many are confused about how to do it. Do you need an app? A mobile optimized site? Must you tweet, or is Facebook enough?

The answers to these questions will be different for every sort of business. Twitter is a fantastic tool for anyone hawking impulse buys. The food truck that tweets its location and daily specials has become a staple of many urban areas. Facebook is a great place to engage people in a conversation about a new product you’re selling, and many small businesses find Foursquare is an excellent way to build up customer loyalty. For many companies, the best bet may be to throw the same information up on multiple platforms since it doesn’t take much more time and may reach different audiences.

Where social media is free, getting an IT consulting firm to build you an app or a mobile-optimized website can get pricey. The businesses that have the most use for their own apps are those, like banks, that customers need to interact with frequently. Mobile sites can be helpful if your regular site has a lot of complicated information that could get confusing on a tiny screen.

In general, though, there are some easy ways to make sure your main website looks good on a smartphone. It’s important to make sure words are actually text, not part of a graphic, especially key information like your address and phone number. Avoid flash, since a majority of mobile devices won’t play it. The best way to figure out if your site works for mobile devices is to try it out. But don’t just use your own iPhone. Borrow a friend’s android phone, your sister’s iPad and whatever else you can get your hands on and check how good your site looks on them all.

Once you’ve got a decent mobile site, and a social media presence to drive traffic to it, you can be confident that everywhere your customers go, you’re riding along in their pockets.

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