According to a Google study this year (2013), two thirds of smart phone users expect websites to cater for the device, providing as good a user experience as on their desktop.
And to add to this, Mashable suggested that 2013 will be ‘The year of responsive website design’. But such anticipation has not been matched- 45% of businesses still don’t even have a mobile site or app
The decision to have a mobile friendly website or a responsive website design can depend on whether you are a small business or a larger organisation and the type of business which you are in.
There are two types of marketing- push and pull- and depending on what business you are in, the type of marketing collateral may differ, but the objective is very much the same.
If you are sending out brochures, direct mail or email, then you are promoting to sell products/ services to retailers, wholesalers and, indeed, prospects. This is ‘push’ marketing.
Designed specifically to build demand and generate business for your products and services, ‘pull’ marketing targets prospects. With any luck, those prospects will come full circle and become a paying customer.
But when push comes to pull, how can we make them work together?
Websites used to be viewed on desktop screens. Now, websites are viewed on desktops, laptops, tablets and smart phones.
Businesses, companies and even networking sites are finding that their websites, and their landing pages, are being viewed across multiple devices.
For one, Facebook is undergoing a mobile revolution with four out of five of the 24 million UK users, logging on to the networking site each day using a smartphone or tablet computer.
And the restaurant and food industry are embracing the mobile movement more than other business sectors. A survey carried out by DudaMobile, found that restaurants and food services make up 28% of the total percentage of small to medium-sized businesses.
When you hear the words ‘sales tracking’, it is often associated with large chunks of data which aren’t interrelated with other business platforms. Consequently, tracking often isn’t thought of as even an option for SME’s.
Experts expect online sales to rise by 12% in 2013, but there are still 22% of people that state they would never buy online, even if they research on the Internet. If you are offering a multi-channel sales platform, you need to take every sale into account when measuring the effectiveness of your marketing mix.
To cut to the chase, if you provide customers with the option of buying over the phone, without sales tracking, you will not see where these sales are originating from.
Bridging this gap between website page visits and telephone conversations is Response Tap, which is essentially a tracking service.
There are two ways you can drive traffic to a website: organically or non organically, e.g. paid search advertising.
Non organic paid search adverts will continue to work for your business as long as you continue to pay for them.
For small businesses, this can be an expensive means of acquisition.
It’s not only the up-keep costs of paid search advertising that are a threat to your websites rankings. Are you familiar with Google Panda and Google Penguin? These are algorithm updates which are aimed at reducing a websites search engine rankings if they are ranked as a ‘low quality site’.
Therefore it is essential that your website is managed and maintained to avoid falling into these traps.
If you need a new website, it’s possible that you could get help towards the cost.
Whether you are a new business start-up or an existing business that has finally decided to take advantage of online exposure there may be help out there for you.
It could even be that you began with one of the free or low cost websites, and have either outgrown it, or it just doesn’t do what you want it to. Quite often limited capabilities are the reason why a templated site may be cheaper. Whichever category you fall into, providing you are a business enterprise, (and this would include charities and non-profit organisations), you may qualify for a grant or funding help. Continue reading