Last week, I covered the first impression you provide with your mobile interactions and etiquette (your exchange utilizing phone ad a mobile phone user or your engagement with contact via mobile phone. Today let’s focus on when people search you and find your social properties via a mobile phone.
Being smart with your mobile impressions
With mobile users continuing to rise, more and more businesses have begun to realize the importance of focusing their efforts on their mobile strategy and tactics . But mobilizing your brand can be a tricky business, as most people consider the use of their mobile phones personal and private. So, how do you achieve a good balance in integrating mobile into your brand strategy?
Personal brands take heed! There’s much to learn from what business brands are doing. Well, it’s important that you make sure you create a good mobile impression of your brand. Since this is the personal space of a consumer, you don’t want to bombard the person with ads and sales-y status updates (please take note for those independent professionals and even politicians who have a Facebook page or Twitter account they are using for the professional business persona), as this can only lead to fatigue , opt-outs, people hiding your updates, un-following and un-liking you. Mobile is a different platform, and it shouldn’t be used the same way traditional media, social networks and email is used.
Personal brand lessons from business brands
Mobile simply offers a different kind of experience, as you’re able to reach people who are on the move. This is basically the platform where you can reach people wherever they are – they don’t have to be limited in the fact that they need to be online, watching TV or listening to the radio. Practically the whole world carries their mobile phone with them wherever they go, so you can imagine the possibilities of them finding your online social networks and social collateral via a mobile platform.
People on the go are different from people who are at home or in their office, on their computer, and reading your blog, your website content or interacting with your social pages. Most people won’t really buy something or fill out a long and complicated form on your mobile site, but they are more likely to do so in other channels as it stands today (the mobile interaction arena is ever changing with the advent of tablets so stay tuned here for updates on the mobile universe.)
The key question – what’s the goal?
So if you want to be smart with your mobile impressions, you need to learn how to integrate your mobile tactics with that of the other channels you use in marketing. You don’t want someone’s experience to stop at your mobile site – you want that person to become intrigued enough to want to connect with your brand using other channels.
One thing you need to remember is that mobile content should be different from web content and social content. You want to make sure that your mobile content is easy to access as well as easy to share with others.
Think of people who are on the go – most of them would merely glance or skim through your mobile content, and if they don’t find something interesting, they’re going to be moving on. So, it’s important that you offer something that’s very useful to the consumer, something that can intrigue them in so that they’ll be compelled to further their experience with your brand.
In social real estate, it’s all about location
One good way to do this is to ensure that the content you’re offering for the mobile user is relevant to the location those you want to connect with are in. Local geographic based mobile tactics become important as well as “interest based” or group focused social networks. This will give consumers a better experience of your brand, as it’s a way to reach them in a personal and engaging way.
The importance of mobile impressions for any brand – business and personal brands included – nowadays cannot be stressed.
- Assess your current social properties – is your branding consistent across all networks?
- Does you current social location connect with those you want to connect with most? The people and the industry? (i.e. the hiring manager of a large corporation might not be hanging out as the mayor of your town on four square but could be an avid Society of Human Resource Management Twitter follower and be involved in Twitter chats.)
Make sure your social properties give them that excellent mobile first impression that’s worth a second look!
Maria Elena Duron, is managing editor of the Personal Branding Blog and is also the CEO (chief engagement officer) of buzz2bucks.com – a word of mouth marketing firm. She helps create connection, credibility, community and cha-ching through mobile marketing and social commerce around your brand. She is co-founder of #brandchat – a weekly twitter chat focused on every aspect of branding.