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Everyone has heard of the fear of failure, but the fear of success is what prevents many small business owners from taking advantage of the recent innovations in mobile marketing. Many people are afraid that their current staff and even themselves are not up to speed on the technology required to manage mobile marketing campaigns. Others might believe that their current marketing methods could use some improvement, but they are unsure of where to begin. One strategy that is proven to work for any business, large or small, is mobile marketing. It’s a relatively recent marketing development and is quick, easy, and extremely cost-efficient.

It starts with a mobile or responsive website.

Mobile-friendly websites are designed to display properly in any smartphone, regardless of the make, model, or screen size. They also automatically adapt as the customer transitions from smartphone to laptop or tablet. This is an important consideration, as for some purchases, the journey may begin on the smartphone and be completed on a tablet or PC.

But perhaps even more importantly, Google and other search engines give higher rankings to businesses with websites that are what is called ‘mobile friendly.’ If your website is not mobile-friendly, then you are losing new customers each and every day. If in doubt, simply submit your website url to any one of dozens of online tools that will measure your site’s performance. Check out Google’s PageSpeed Insights service as a starting point.

Understand and get creative with coupons.

According to TechCrunch, 80% of all online adults now own a smartphone, and approximately 70% of Millennials search for coupons on a regular basis using handheld technology. If your small business is experiencing a particularly slow week in sales, then simply upload a new coupon to your mobile website or social media account and measure the response rate. Statistics show that businesses get more overall value from their online marketing investments when ads are accompanied with coupons.

Leverage the power of social media.

Who doesn’t love to play around on social media from time to time? Why not connect your mobile media site to your Twitter, Facebook, and Instagram accounts? As a small business owner, you can now follow your mobile customers around online. You can post customer testimonials, solicit customer feedback, and use the resulting information to develop new products and services. You can even remind them of upcoming sales and promotions, share instructional videos that might entice them to visit your business, and of course, offer those wonderful coupons.

No company should be too big to fail, and no business is too small to succeed. One of the tremendous benefits of living in the Digital Age is that technology is advancing at such a rapid pace. Designing and installing a mobile-friendly website now takes only a few hours instead of weeks.

Here at Big Red Cloud we spent time deliberating on how best to ensure that we had an accounting software website that was responsive / mobile-friendly. The excellent research from Google on the Zero Moment of Truth or ZMOT, showed how important a responsive website is as potential customers move from device to device gathering information before making their purchase decision.

Don’t let fear of success hold you back from entering the world of mobile marketing. The future is now.

Marc O'Dwyer

After completing a Graduate program in Marketing, Marc’s impressive sales career began at Allied Irish Banks, Pitney Bowes and Panasonic where he received numerous Irish and European sales performance awards and consistently exceeded targets and expectations. In 1992, Marc’s entrepreneurial spirit led him to set up his own business, Irish International Sales (IIS). Initially, this company was a reseller for Take 5 Accounts and Payroll software. Within four years, IIS became the largest reseller of Take 5 in Ireland, acquiring four other Take 5 resellers. He also found time to set up two mobile phone shops under the Cellular World brand and a web design company offering website design services for small businesses. In 2001, he bought the majority share in a small Irish software business, Big Red Book. At that time, the company was losing money. The company became profitable within two months, and Marc then acquired a payroll company to compliment Big Red Books Accounting products. In 2003, IIS were appointed as Channel Partners with SAP for their new SME product, SAP Business One. Marc sold his Take 5 business and concentrated on developing this new market for SAP As a result, by 2007, IIS was recognised as the largest Channel Partner for SAP in EMEA (Europe Middle East and Africa). In 2008, the IIS Sales Manager bought the Company from Marc in an MBO. He launched Big red cloud in June 2012, the online version of big red book, to date the company successfully converts 59% of trials into sales and the number of customers is growing rapidly. Marc continues to run both Big Red Book and Big Red Cloud which now support 75,000 businesses. He is a very keen sportsman, having played rugby for 20 years, represented Leinster at under 16 and under 20 levels, and league squash with Fitzwilliam Lawn Tennis Club for 10 years. Marc has competed in 11 Marathons, including the London and Boston Marathons, and has completed several Triathlons and Half Ironman races. He has also completed six Ironman Races in Austria(x2), Frankfurt (Germany), Nice (France) , Mallorca (Spain) and Copenhagen (Denmark)

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