How Mobile Technology Has Changed Business
It’s not just customers who are benefiting from a greater integration with mobile technology – businesses are also seeing improvements in productivity and management as a result.
Mobile Technology for Your Business
There are now hundreds of apps available on mobile for project management, operations management, monitoring and maintenance, customer service, and communications; all geared towards bringing traditionally offline businesses online in a big way.
Logistics and Tracking
For many companies within the trade and manufacturing industries, getting your products and services to your customers is a big part of your business.
Being able to monitor, review and respond to changes out in the field in real-time allows you to provide not only a better service to your customers, but allows you to cut down on waste and resolve issues as soon as they arrive.
Many businesses, such as Amazon and eBay, already use tracking data to alert their customers to changes to their orders, but you can take it even further with customisable mobile apps.
Want to know if your delivery to Scotland will arrive on time when the weather takes a turn for the worst? Using integrated apps and software designed for businesses on the go can collate this information and display it to you in real time via your mobile.
The manufacturing and construction industries rely heavily on their equipment for day-to-day operations, and when something breaks, it can bring your whole business to a standstill.
There is software available now that can be linked to your mobile device that allows you to monitor the health and performance of your equipment, even if it is located off-site.
Companies such as British Gas use technology like this to alert them to potential issues with their customers equipment so they can act quickly, sometimes before the customer is even aware there is a problem.
Responsive monitoring like this ensures you are always one step ahead of any issues or complications that may arise and you can take measures to ensure they don’t affect your business.
Co-ordination and Communication
Whether you are a small, family-run plumbers operating within a single city, or a large-scale nationwide delivery company; you will always need to communicate effectively with your people on the ground.
We often forget that the primary use for mobile phones is to be able to communicate on the go, but this is one of the most important features.
Calls, video conferencing, voice-to-text programmes, GPS and email can all come together to help you have eyes and ears on all aspects of your business, no matter where in the country your people are working.
Make Sure Your Google Business Listing is Up-to-date
As well as getting the most out of mobile technology for your staff and business, there are also improvements you can make to your website to improve the experience for every customer that pays you a visit.
Your Google Listing shows up whenever someone Googles your business name and is often the first route for customers to your website.
So, with that in mind, you need to ensure it is always up to date with the correct contact information, reviews, opening hours and directions.
It also helps Google identify your business for local SEO, so potential customers within your local area are more likely to see your website in their search results when searching for items or services you offer.
Keyword Research is Vital
Customers won’t just be searching for your business name; they will be searching for the products or services that they need.
You need to have a solid keyword strategy in place to ensure Google knows what it is you do and can direct the right customers to your site.
It’s not just about shoving a few high volume keywords onto your pages either; it’s about carefully constructing each service or category page to accurately reflect what it is offering.
For mobile users, this means ensuring that only the necessary content is visible on each page so it’s not bogged down with too much text. This can restrict your keyword usage, so it’;s about finding that perfect balance between informative and streamlined.
You can read more about creating a keyword strategy here.
Longtail Content on Mobile
This refers to the questions that customers may be asking that are more than just a keyword or phrase.
For example, a business in the logistics industry may find that customers often ask;
- How much for delivery?
- Can I get next day delivery?
- Can I ship items to multiple locations?
- How can our business reduce our carbon footprint?
These longtail queries require more complex answers, and so are ideal for blogs and FAQ pages which inform and assist your customers, and may lead onto leads or sales.
Desktop websites have no problem displaying these pages, but if you are focusing on the mobile market, you need to ensure that this longer content is still readable on mobile and tablet.
Slow loading pages or bad formatting on pages with lots of content can instantly put off customers looking for answers.
Being Online When Your Customers Are
With global economies working together more than ever these days, the traditional 9-5, 5 days a week schedule is becoming less common.
So, if your customers are online between 11pm and 3am, 7 days a week, you need to put provisions in place to ensure you are available when they need you.
Many customers will not be searching for your business when sitting at their desks; they will be relaxing in bed and searching on their phones, or travelling by train and scrolling on their tablet.
Whether that’s through Live Chat functions, a responsive contact form, or an automated alert system, you need to be the ones potential customers can rely on, no matter where they are or what device they are on.
If you are trying to generate leads or sales via mobile, you want to make the process as easy as possible.
Having overly-complex sign up forms, or poorly formatted ones, are a big turn-off for mobile users, as they want to click and go as quickly as possible.
The best way to ensure this is to only have one action per page, also known as the 1:1 ratio.
Remember; one page = one call to action. This makes life as simple as possible for your customers, and on mobile, you can streamline the page even further by removing bulky images and extra content so they don’t have to scroll too far to find what they need.
This also raises the question of Gated Access areas of your website, such as downloadable content, e-books and brochures, and what to do with it. If you are going to have a payment wall, it needs to be easily accessible from mobile devices.
Pop-ups and logins on mobile are more difficult to manage and you don’t want to frustrate your customers into abandoning their visit. Ensure that any sign ups or pop up boxes are properly formatted and responsive for mobile devices.
Stay on Top of Updates
The mobile browsing world is constantly changing and updating, and websites that were beautifully responsive 5 years ago may not be now.
Stay on top of recent updates and changes to mobile design to ensure you are always top of your game within your industry.