Does your website have a strategy for social, local and mobile (SoLoMo) technologies?
The power of SoLoMo lies in the interplay between social media, local business search presence and mobile device usage. The majority of mobile phone users are now equipped with a smartphone; an increasingly powerful communication tool. Almost instantaneous pathways to information have been opened up to us though high technology and the ability to carry it in your pocket. All smartphones have some form of geo-location which can be used by marketers and businesses to target the consumer. With this comes an oppportunity to consider in your ongoing web marketing strategies. Here I will explain the elements of SoLoMo and how they affect your business.
Social media provides businesses and consumers with a platform for discussion and engagement with each other. Added to this, over half of all people with smartphones use them to login to social networks. Social media campaigns, advertising and company pages have the power to drive highly targeted traffic to your website.
There are certain businesses that lend themselves to this integration of mobile technology, search and social platforms. A restaurant based in your town centre could increase their number of diners by ensuring optimum local visibility. Google+ Local (for instance) creates opportunities for small to mid-sized businesses. Getting your site visible for locally relevant searches is much easier provided you have an up-to-date, enhanced Google Local listing. Good online reviews are playing more of a role in search engines pushing certain sites and establishments to the fore that are locally optimised. Happy customers can be incentivised to leave reviews on the most popular review sites. Making sure you have a presence on the top review platforms (including Google+ Local) will give consumers the chance to do this. This will ultimately maximise your search visibility for mobile and desktop internet search.
Mobile internet searches have become standard in our daily lives, and just the same as desktop internet searches, are culturally and contextually defined. There are differences behind the objectives and expectations of mobile search. As aforementioned, the user walking through town on the lookout for a bargain may use their phone as an aid to ‘shopping around’. Mobile apps and technology give business an opportunity to promote goods and services through money off vouchers, one-day sales and other deals exclusive to mobile. And it’s not just applications and social media that draw the attention of your prospective customer. Getting your site prepared for mobile device traffic is a good idea. Research and experience shows that if a user arrives at a page that takes an age to scroll across, with miniscule links or other commonplace elements of dysfunctionality they will certainly not persevere through to the buying stage. Users expect, or much prefer, landing on an easily navigable page with the most relevant and useful information within their grasp. To see what your site looks like on various devices – visit Screenfly.
This current and growing trend should spark the interest of business people with websites everywhere, particularly those who retail online. Social, Local and Mobile combined gives even the smallest of local traders the chance to pull in highly targeted traffic that will convert into profit. To remain or become a competitive force, you need to take into considerations the forces of SoLoMo.