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3 Small Businesses Crack the Mobile Marketing Code

The “Google and Your Business” Blog has an interesting piece up today profiling three small businesses that are using mobile marketing.

There’s some great data in the article.  Here are key points to help you crack the small business mobile marketing code:

A 275-Year Old Family-Owned Orchard

Lyman Orchards claims to be the 12th oldest family-owned business in the United States.  How do they know that?  The orchard, based in Connecticut, was deeded way back in 1741.

Yet, despite being a very old and traditional agricultural business, the owners have kept up with the times.

The business attracts customers by serving as a place for outings, offering seasonal themed activities including a corn maze, and shipping gift baskets.  In 2012, they opened a golf course.  And right now in the autumn, it’s “pick your own” apples and pumpkins time at the orchard.

Another way Lyman Orchards has kept up to date is through attracting customers via mobile devices. For that they use Google My Business to provide driving directions, hours of operation, phone number and photos for people searching on their phones for activities. According to Claire Mudd, Google’s head of small business marketing:

“Nowadays, consumers are 38% more likely to visit and 29% more likely to consider purchasing from businesses with complete listings online (emphasis added). And because 4-in-5 consumers use search engines to find local information like store addresses, business hours, product availability and directions, small businesses need to make sure their information is available when their customers are looking for them — especially on their mobile phones.”

Marketing Tip:  Update your Google My Business listing with seasonal information, hours and photos to attract would-be visitors when they are on their mobile phones searching for something to do.

A Crafts Supply Business

Crafting may be a traditional hands-on hobby. But that hasn’t stopped Blitsy, a crafts supply store, from leveraging technology to create useful information for customers.  The company uses YouTube to create how-to content. Want to know how to create a black cat banner for Halloween, using cardboard, string and pipe cleaners?  Or how about a Holiday countdown calendar?  As the post notes:

“In our age of instant information, sharing knowledge and useful content can influence purchasing decisions. In fact, one in four shoppers (26%) say online videos are their go-­to source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday purchases (emphasis added). When it comes to providing the right information at the right time, video can convey a company’s message and story more dynamically, providing a better experience to curious potential customers, many of whom are watching on-the-go. More than half of YouTube views now come from mobile devices.

Marketing Tip:  Create videos to tell your company’s story, share how-to advice or otherwise engage customers. Video content is big on mobile devices.

T-shirt and Printed Item Business

The third business profiled is Print Syndicate. While that name may not mean anything to most consumers, the brands it markets under may.  Sites like LookHuman.com sell “print on demand” phone cases, home decor, clothing and more. Print Syndicate, based in Columbus, Ohio, aims to help customers get “beautifully designed, high-quality products” that allow them to express who they are. Writes Claire Mudd:

“Given that 30% of online shopping purchases now happen on mobile, Print Syndicate has ensured that all three of their brands have mobile-friendly sites showcasing their latest and most clever Halloween shirts.”

Marketing Tip:  Make sure your eCommerce store is mobile friendly and highlights seasonal items and anything trendy, front and center.  That way you take advantage of impulse purchases and current hot trends.

Do these three small business mobile marketing stories inspire you? If they can do it, so can you.

The full blog post is here.

Image: Blitsy Crafts

More in: Google

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