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Generating Leads With Mobile Marketing & Responsive Design


Global and local marketing experts know that responsive web design is not news. Mobile marketing has been a buzzword since 2013, which is the equivalent of a few eons in SEO time. However, numerous small business owners and enterprise executives still have not fully embraced mobile marketing strategies.

Mobile Marketing Goes Beyond Apps for Local Businesses

Mobile marketing strategy does not start or end with custom apps. In fact, apps might not be the best way to generate leads. It can be cool to have a personalized app, but it might not translate to increased sales. Currently, hundreds of thousands of apps are available on iOS and Android platforms. Searching for a branded app can be similar to searching for a site that is not optimized on Google. It might not be the most effective inbound marketing strategy.

Responsive Web Design and Return on Investment

Mobile marketing is not only for avid tablet and smartphone users. Responsive web design boosts overall search rankings, especially since the Google algorithm is tweaked approximately 500 times per year. Local marketing experts know the value of top rankings for multiple types of local search. Instead of only conceptualizing mobile marketing as an app on a smartphone, consider the following types of local search:

  • Voice search in personal vehicles
  • Search for travel purposes
  • Tertiary search rankings on local business listing services

Additionally, end-users have high expectations for mobile sites. Responsive web design goes beyond making content accessible. Most end-users expect mobile sites to load in about three seconds regardless of the type of connection. Responsive web design increases visibility on a basic level. Users have every reason to click on a competitor’s site. Instead of an option, responsive web design has become essential to visibility.

Transitioning From Online Visibility to New Customer Acquisition

Top rankings can be encouraging. However, national and local marketing experts know real value comes from turning increased online visibility into leads. After initial visibility is achieved, different methods can be used to turn site visitors into customers. A strong call to action coupled with a highly functional mobile site is crucial to prompting end-users to take the next step. One-click contacts and other site design features make it easy for people to contact a local business, which goes back to the first rule of online marketing:

Make it as easy as humanly possible for the end-user to make a purchase.

Mobile marketing largely connects online and offline sales strategies. Boost returns by making it easy to acquire new customers. In other words, make it easy for end-users to become new customers.

Key Takeaways for Mobile Marketing and Responsive Web Design in 2014

Responsive web design and mobile marketing are not new concepts. However, they have become essential parts of internet marketing strategies for local businesses. Marketing experts suggest the following:

  • Invest in responsive web design.
  • Think beyond mobile apps when developing a mobile marketing plan.
  • Recognize that mobile marketing strategy can boost search rankings on other devices.
  • Maximize ROI by making it as easy as possible for end-users to become new customers.
  • Have a strong call to action and site features that support the call to action.

Written By

For nearly three decades, Chris Marentis, founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL's Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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