The Benefits of Increasing Mobile Marketing Efforts

 Posted on February 25,2015 in Campaigns

As a practicing attorney, you are in business to provide professional legal services to all those who seek out your skills. But what if by increasing your mobile marketing efforts you could market these skills to a broader range of consumers?

Pew Research Center, a leading research organization dedicated to providing insight  into American trends, recently reported that eight in every 10 American adults own two or more mobile devices, with 51 percent relying on a tablet or smartphone to seek out services or to obtain daily news.

As mobile technology quickly infiltrates social media marketing, perhaps it is the opportune time to revisit or create your mobile marketing campaign. Pew further calculates that 40 percent of all smartphone users typically visit one or more social media marketing sites, such as professional websites, Facebook, Twitter, or LinkedIn on a daily basis.

If you have yet to fully develop your mobile marketing platform or have questions about the importance of including or expanding your mobile capabilities, the following information may prove beneficial before scheduling a meeting with your in-house marketing department or contacting an online marketing firm.

Keeping the Consumer in Mind

Functional and consumer-driven sites fare better when the originator develops mobile sites with the consumer in mind. The best method to achieve success in this area is to remind yourself that "mobile" means your prospective clients are continually on the go. Some of the key principles you should keep in mind with your mobile website include:

• Focus on specific demographic,
• Keep the design clean,
• Keep functionality simple,
• Post only relevant content, and
• Mirror consistency between desktop and mobile sites.

Understanding a Mobile Population

Mobile can be unofficially defined as consumers holding conversations and gathering of information on the go, anywhere, anytime. The technological advance of mobile devices has benefited not only those in the legal community but the entire consumer-driver market. To drive your mobile campaign, keep in mind prospective clients can almost always be engaged, but they can also be easily interrupted. They can also become less than trusting as those who invade their mobile space become more intrusive with unsolicited requests to engage. It is best to alert your targeted audience on how or when to respond to your marketing efforts.

Benefits of Improved Time Relevance

As the use of mobile devices increases to provide for a more timely method of communication, the use of SMS/MMS messages, also referred to as text messages, has also opened the doors to mobile micro-blogging that allows for brief and spontaneous messages that did not exist in prior web-based marketing.

Although this is positive news, marketers must remember that the consumer drives which message filters will ultimately separate or disconnect personal or business-related conversations. Therefore, filters should be taken into consideration when adopting a mobile marketing plan.

Locating Your Target Market

With the advancement of smartphone technology, it is now possible to strategically pinpoint the location of your targeted demographic and once established, easier to engage in a relevant conversation or marketing efforts.

By utilizing location-based services, an attorney engaged in mobile marketing can now assess the proximity data and contextual information as key contributors to the overall marketing plan but be prepared to overcoming the obstacle of those consumers wishing not open to this type of identifying technology.

Keeping Ethics in Mind

As a representative of the legal community, it is imperative for attorneys to be mindful of ethical considerations. With the advancement of mobile devices, consumers can often appear as one with their smartphone or tablet.

An over abundance of mobile alerts or updates to any prospective client may come off as "creepy," especially if the communication was not warranted, thus attorneys must always be mindful of posting or engaging in a professional manner as to keep their online reputation intact. Interaction and the building of a relationships should be respectful and built on mutual trust.

How consumers are accessing the Internet is undergoing a dramatic change as we witness the shift toward mobile web communications. To learn more about the benefits of increasing or developing your mobile media marketing efforts, OVC INC. offers a free evaluation of your website and options for creating an effective mobile site. Contact our experienced team at 630-635-8000 for more information today.

About the Author: Greg Wildman is the President of OVC, INC. Since 1999, Greg has developed hundreds of websites for attorneys from his company's inception as Online Video Concepts, LLC to the modern era's OVC, INC. Greg's knowledge of law firm marketing has helped many attorneys establish online presences through custom website development, Search Engine Optimization, legal directory partnerships, social media marketing, content writing and more.