Your Mobile 3-Step

responsive-stopwatchSo, you’re about to meet that local client. Do yourself a favor — one that will take a whopping five minutes of your time.

Below are three quick tasks you can perform on any mobile phone prior to your meeting with any business. And by the way, there are more than just three tasks, but these three are pretty helpful. Why these three? Because they give you a quick read on three vital pipelines to the business: mobile/search, physical, and phone. Plus the number three works here, so humor me.

1. Visit the mobile site:
I know, shocking, right? We sit with thousands of clients each year to help them grow their businesses. One situation that happens a lot — way too much — in rooms filled with client management and media executives, why have so few taken the time to visit the client’s mobile site recently? That is, if they have one today, even with Google’s April Mobilegeddon (game-changing algorithm updates) shrinking in the rear-view mirror.

It is a big deal to have a lacking mobile presence today. And it takes you all of 10 seconds to verify this. Regardless of the latest stat you may have read, many businesses are lacking in mobile presence.

Even for those who have mobile-friendly / responsive sites, run a quick test: Is it truly thumb-friendly? Can I make an appointment / see merchandise? And above all, is the click-to-call feature activated? We have more than a few clients who we’ve advised months ago, “Give your mobile site a click-to-call.” We check back on their sites (seeing no changes), then remind them, but still … nothing. “Web guy / vendor too busy” is not a valid excuse. It’s a sign that it’s time to get a new web guy / vendor.

2. Make the call:
Just as earth-shattering as the mobile-site fly-by is the phone call. Remember when we used to make phone calls? Well, many customers still do. So, call the first phone number you see on their mobile site (and yes, let’s pray it is a hyperlinked click-to-call!). If you’re waiting seven rings for an answer, or the voice at the other end is not what you’d expect, that’s an issue.

You’re about to open a pipeline of leads to a new business partner. If those leads don’t convert, in which direction will the dreaded “finger of blame” point first?

Instead of answering that question, don’t even let it get to that point. You’re doing yourself — and more importantly, your new client — a huge favor by resolving this issue first.

3. Mobile-Google the biz:

Google-MobileSearch-PhysicalTraffic

Want to know peak times for a local biz?

In July, Google added a new feature to their mobile search that displays physical store traffic for many businesses. If you haven’t seen this yet, do so now. Think of the nearest auto dealer and try it. No, this isn’t Google Analytics. This is a good estimate of physical shopper visits to local retail site(s).

Google uses the same GPS-enabled technology for physical business traffic reporting as they do to show you which highways are clogged with rush-hour traffic on their Google Maps app. They don’t have this for all businesses yet — noting that they have prioritized places that people visit most often first. In other words, if the business in question should be attracting lots of traffic and you’re not seeing physical traffic displayed when doing a Google mobile search, that could be cause for concern. Or an opportunity.

That was easy, right?

Of course, there are always more than three things you can do here. Your clients deserve and appreciate your thoughtful preparation. This mobile 3-step should give you a running head start.


ESA ROI2018


Dave Eckstein, ESA & Company | Real. Local. Results: 2012Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.


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