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Why Small Businesses Go Mobile

Monday, August 19, 2013   By Mike Reddy



"The Rise of the Mobile Only User", "Mobile Internet Traffic Gaining Fast" and "Mobile's browser usage share jumps…" - these are the kind of headlines that pop up when you search the web for 'mobile vs. desktop'.

Expect that to continue. Studies continuously show that consumers are relying more heavily on mobile web browsing than that of the traditional desktop variety.

In fact researchers expect mobile web browsing to overtake desktop web browser within the next year.

What does this mean for small business owners?

It means that most visitors to your website are browsing, shopping and interacting via mobile and tablet devices. It means, get on board!

It means a shift in priorities, focusing expenditures on mobile browsing and making the necessary adaptations.

During the transition phase it is important to remember that technology is a fluctuating industry, constantly changing.

Be wise when picking and choosing which trends to invest in. Choose those that are intuitively long lasting and wide reaching.

Some tips to consider when considering the mobile market:

  • How will your mobile browsing differ from the desktop version? Be specific, not just with visuals but consider interactivity as well.

  • Remember to consider content management - two stand-alone sites means two separate sets of content and double the workload.

  • Test usability on varying mobile devices like Smartphone's and tablets.

  • Utilise analytics and make on the go information more accessible on mobile platforms.

  • Always provide the option to browse the complete site via the mobile device. Do not isolate your users to one platform or the other.

Mobile prioritisation will not require extra resources or an inflated budget. View it as more of a redirection of existing priorities.

Feeling overwhelmed? Start with baby steps, like optimising your site for mobile visitors, mobile-optimising emails and doing mobile Search Engine Optimisation.

Use mobile for social media marketing, email marketing and advertising - like Facebook updates and newsletters, YouTube, Instagram, Twitter and Pinterest.

Statistically, 74% of consumers will wait 5 seconds for a website to load on their mobile device before abandoning the site.

Many experts say that the only way mobile marketing works for small businesses is if they jump in whole-heartedly and commit to the mobile and digital functions. So if now is not the time, when is?

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.