What does this mobile-first shift mean for businesses?

Previously, the advances in technology have been led by business and have served a specific business need.  Now the advances are in the hands of the customer.  More devices means more activity and people use multiple different devices to meet 1 goal and there is little to no preference which device they’re using when this happens.

Consumers just want to achieve their goals and they expect the companies they are doing business with to help.

With less time and money to spend, mobile consumers will use multiple devices to learn about your business, compare your products/services and wait for the right offer before making a decision.  This needs to be top of mind when it comes to doing business. From easy-to-navigate sites and mobile-friendly emails to your message should be easy to access regardless of the device they are using.

1. It means being there.

If we want to get the customer experience right, we have to be customers – with all devices. Customers browse your website from their smartphone.  Is your website responsive, or will they have to fumble with a site designed for a larger screen? Your email is opened on a mobile device. Was your message there? Gone are the days that we sat down at a desktop computer and completed day-to-day business.  Today, this activity is a multi-device experience.

2. It means being simple.

With such a small space, getting things done can become a big effort for customers – think priorities. Focus on what’s important to both the business AND the customer.  The design will play a big role in the user experience here.  A simple, to the point message with a clutter free interface will let users know what needs to be done.  Utilizing well known icons, navigation paths and properly sized buttons (with gaps between them) will let users how to do it.

3. It means being integrated.

The starting point for your customers may not be where you think it is.  The more digital we go, the less attention span we have. This means companies cannot afford to have misconceptions about their customers.  People are going to leave.  The question is – “How do we get them back?”   You’ve sent the email reminder about a pending order, but will that link bring them in right where they left off?  Did you allow that returning customer “confirm” their information rather than enter it again? A little data can make a big impact here by continuing with the last interaction and  minimizing the number of steps in the process.

So where do you start?

Start with a plan.

Every action you take on social networks should be a part of a larger social media marketing strategy. Create a comprehensive social media plan and the rest of your social efforts will follow much more easily.

A social media strategy will help you understand  where you currently are in social media today, where you want to be tomorrow and how you’re going to get there.

Be specific about what you have and need. Create a schedule and stick to it. Stay focused on YOUR plan and if it’s working.  Keeping these things in mind will help you more effectively implement your plan and prevent you from having unrealistic expectations.

1. Determine what you have

A key part to creating a social media marketing plan is conducting a social media audit.  Your audit you should have a clear picture of every social account representing your business. Who controls them?  What purpose are they serving? Are they meeting your needs?  There are many different steps involved when doing a social media audit but at a high level you’ll create a spreadsheet of account information and owners (which may not be you), if the profile accurately represents your company and your mission and the process you’ll have for moving forward with updates and new establishing new profiles.

2. Determine what you need

With your audit, it should also be evident which accounts need to be updated and which need to be deleted altogether. It will also help you identify any missing networks that need to be created.  Remember to spend your time wisely on networks best meet your business goals.  Build new profiles with these broader goals in mind.  Refine and update existing accounts as well – and then refine again, and again whenever your goals change.

3. Develop a content strategy and calendar

Social media absolutely requires a content to support it. Creating and publishing content on a consistent basis can be a lot of work. Even if you’re planning on having someone else run your social show, you’re still the decision maker. When you’ve got a content calendar you can commit to, it will be less overwhelming and much more efficient. Having a clear mission and a content calendar you are committed will help you to prevent missteps like posting too many updates on one network and not enough on another, re-using content that performs poorly, or missing important dates. Having a content strategy will also help you create better performing posts by allowing time for appropriate research.

4. Measure progress and adjust

Tracking is important.  Social media analytics to track the success and reach of social campaigns. Record and analyze your success and failures, and then adjust your social media marketing plan in response.

The most important thing to understand about your social media plan is that it should be constantly changing. As new networks emerge, you may want to add them to your plan. As you attain goals, you may need to adjust them or find new goals for each network. This is a plan that is meant to change, so be flexible and open to these changes.