by Jessie Jo Blalock

Nearly 1 in every 5 Americans access the web daily and by 2012, 1 in 2 mobile subscribers will own a smartphone. Due to such a rapid growth of smartphone sales and mobile browsing, it is imperative that web designers and developers educate themselves with the best practices of strategic mobile web design. With new technologies comes a new set of challenges, in which case, remember what your mamma taught you:

Less is more

… Especially when it comes to mobile web design! Mobile design should be regarded as scaled down versions of their parent site. And since smartphone screens vary in size and shape, mobile website design must remain clean and simple.  If so inclined, you can always leave the option to visit the standard site through a simple link.

Actions speak louder than words

Literally. There is such little room for content on a mobile web page and mobile users are typically on the go, wherein mobile web designers must prioritize their content with actions (IE a login page, product search, store locator, etc.). Remember: person’s goal for browsing the web from a mobile device is vastly different than a desktop or laptop.

Cleanliness is next to godliness

Clean and semantic markup will guarantee that the browser is capable of accurately displaying the web page and provide the mobile users with a more pleasant experience with little to no errors or difficulties.

Better safe than sorry

An ample amount of white space is essential in mobile web design. Though the objective of most companies’ websites is to engage users and present them with as much information as possible about their products and services, too much content will appear chaotic on a smartphone.  Afford plenty of white space in your site design to ensure your site will be displayed properly on any mobile device.

Waste not, Want not

With mobile Internet connection speeds generally being slower than desktop Internet connection speeds and a variety of screen sizes, implementing images and pictures does more harm than good. Excessive use of images will produce an unfriendly user experience; mobile users want functionality over design aesthetics.

Executionists, Inc. offer mobile solutions for websites, click for a free consultation.

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1. Social media isn’t just experimental; it’s real ROI and can be tracked and measured

• Similar to website analytics that come with most hosting accounts, there are tools and analytics applications that measure real-time activities within social networks such as Radian6, Infegy Social Radar, Scout Labs, and Alterian
• Free sites like SocialMention.com and HowSociable.com quickly measure your influence and visibility over a broad social media spectrum

2. Get intimate with smart phones

• Social network activity is becoming more local and mobile with GPS in smartphones
• Location based services and features create competition, promote offers, and reward participants. Examples include Yelp, Foursquare, etc.
• Localized results help people connect more intimately

3. Niche social networks are rising

• People are beginning to seek out niche social networks and online communities to access in-depth information and focused discussions (i.e. Facebook links your interests or “likes” to others that share the same).

4. Search engines are becoming more social

• Search Engines are employing real time content
• Search engines are collective in nature. Social network interactions from users help in determining the relevance of search results.

5. Slow economy = rewards for shared expertise

• Consumers respond favorably to no-strings-attached advice and/or expertise from brand ambassadors, CEOs, professionals, etc.
• Engaging customers and prospects via social media develops thought leadership and credibility
• Consumers are less likely to interpret shared experience or product reviews as advertisements but rather, credible user experiences

6. Social media marketing is scalable and strategic

• Social media provides several outlets to promote and define a brand.
• Savvy brand marketers not only utilize social media as a way to market a product, but also a lifestyle, cause, or channel for customer service

7. Less Clutter, More Efficiency

• It’s easy to filter out the “noise” in social media networks with simplified design and user experience
• Posts and feeds distributed via social networks are often short and concise
• Streamlined news feeds and fresh content are now the forefront of user profiles

8. Blogging/ Micro-blogging (twitter)

• Blogging is one of the best ways to create fresh content around your brand
• With the creation of blog posts (unique landing pages), this allows visitors to easily share content across their social networks, which in turn boosts page views and site traffic
• Blogging is often a crucial strategy in enhancing organic (free) search engine ranking
• Add personality to the lifestyle of your brand and offerings

9. Social Media is becoming a part of every business’s lexicon

• SMB’s to Fortune 100 companies have already incorporated social media practices as part of their corporate culture or have hired agencies to manage their growing social networks
• Every industry has a unique approach to social media marketing, from brand enhancements to customer relations to promotional marketing.
• Social media is the new PR hub

10. Quality of relationships on social networks is improving

• The act of sharing and conversing motivates participation and exchange of information and gives users a sense of “belonging”
• Improved privacy settings enable users to strategically engage their personal and professional audience

By Jansen Granflor

A common misconception about social networks is that you have to be on them 24 hours a day to see results for your business. The truth is, all you have to do is create a basic profile on a handful of social media networks, like Facebook, Twitter, and LinkedIn, that your clients or customers already log onto. It doesn’t have to tell your entire company history, just some basic information regarding what you do, links to your website, and solid contact information. Your goal is not to gain thousands of fans and followers on these sites, but to spread the word around to a more specific clientele. The average computer user now uses social networks like Yelp to find businesses and reviews on products and services from real people. By linking your website to your social media networks, you can leverage testimonials from actual customers to web surfers. One positive review from a happy customer can open the door for so many more.

Social media profiles and company blogs are often setup by small businesses, but never maintained. The truth is social media information is very simple to update and can be used for marketing, customer service, and feedback via comments. It can also make you, the small business owner, seem hip and trendy in the eyes of your customers. The fanbase you build with these tools will bring you more business, and if you run out of things to say, you can post updates by simply announcing limited-time promotions or discounts, or introducing new products or services. Remember to always improve your SEO (search engine optimization) by linking your business to as many online directories and websites as possible, as this will not only put you on the map in your neighborhood and field of specialty, but it might also get you some media coverage, further boosting you up in Google search results.

Placing social media links on your homepage will help you increase web traffic, but keep in mind you don’t want your potential customers to link to a social media profile that hasn’t been touched in months, so update early and often. You can also use social media to get to know potential customers, by listening to their comments, and responding to their inquiries. Sometimes, they will be upfront and ask for a product or service you don’t offer, or tell you your prices are too high. You can address and reward them directly, and get to know them by name, which leads to referrals, and more business. It’s a sales pitch that doesn’t feel like one. Use social networks to tell your customers who you are, what inspired you, where you started your business, and how you got it all started. Set up a blog as a way to speak to your customers indirectly, and they can read and comment if they choose to.

Socializing is only half of social networking – the other half is networking, so use your social hub not only to get more customers, but perhaps you can meet better vendors, and cheaper suppliers. Social networking sites increase competition, but you can embrace your competitors, and exchange tips and feedback since you both experience similar issues on a regular basis. If you have a problem you can’t solve, maybe a similar business has a solution, which you in turn can pass on to help another business owner. Social media creates buzz, helps networking, and, of course, increases business for everyone. It’s a genuine way of getting to know your customers, and it doesn’t take too much of your free time, and can actually be fun, and engaging.

Jansen can be reached at jansen@executionists.com

The Executionists Crew (in matching T’s) was pleased to attend the LA’s Largest Mixer at the Shrine Auditorium on Thursday, July 23rd!  We joined Los Angeles County Chamber members and business organizations for the ultimate business networking event.  Richard (CEO and Creative Director), Temy (Project Manager and Marketing Director),  Jeanelle (Project Manager) and Erin (Art Director) attended the event.  We networked with hundreds of LA business owners, answering their questions about web design and online marketing services.  Below are our photos from the event.

Enjoy!

An important factor in successful social media marketing is to continue to create engaging communities.

1. Create focused communities around a central issue or mission where people gather to discuss similar topics, interests and news.
2. Offer resources, training, and host events to interact with community members. Gather feedback on how users would like to get involved and continue to build open relationships.
3. Promote your products and services by rewarding members for their active participation.

The Evolution of Internet Marketing
Social media is the latest step in the evolution of online marketing. There are over 200 million active Facebook users, 8 million Twitter users and other social media platforms account for millions more. By strategically using social networking sites such as Facebook and Twitter, you have the potential build your online business presence immensely.

Inform customers of your products and services
If you sell a product online, chances are that a good portion of your customers are on Twitter or Facebook, sharing opinions, asking for advice on which new products to buy, and complaining about brands they dislike. If you are in the professional services industry, your clients are probably online, letting their Twitter followers and Facebook friends know how you’ve exercised your practice to assist their needs. Now you have the opportunity to engage and reach your target audience wherever they gather.

Utilize communities to engage, listen, and respond to your customers
Rather than constantly selling and blasting product releases, we recommend that you provide free tips and resources that allow your customers to appreciate you for your knowledge and experience. Social media can help you build long-term relationships, credibility and customer loyalty.

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