Mobile Marketing is a booming industry right now and that is only expected to grow exponentially in the future. Here are 5 basic mistakes most small businesses make:

Mistake #1: Using the same front page as your website

SmartPhone users search for information on their mobile devices differently than when they search for information on their computers and the type of information they are looking for is usually different as well. The main reason for this is that mobile research is usually done quickly with the user looking for very specific information related to their immediate need, such as directions, a phone number or to locate a nearby restaurant.

Now add the fact that compact phone displays make it difficult for mobile users to navigate across several pages it becomes clear that your front page needs to be different. Ideally have a mobi site if not make sure your front page contains minimal but essential information.

Mistake #2: Not knowing your target audience

Text messaging is a great mobile marketing technique because it lets you employ both demographic and behavioral information allowing you to concentrate on particular buyer habits. Do not make the mistake of treating Text (Short Message Service) like a mass advertising media rather than the targeting resource that it was intended to be.

Mistake #3: Using MMS for hard sales tactics

Using MMS or Multimedia Messaging Service is a great way to connect with customers however there are two rules you should follow: Do not spam and offer value every time you text. Follow these two simple rules and you will gain a loyal clientele that will recommend you to others.

Mistake #4: Using only mobile marketing

Mobile marketing has an incredible ROR and should be part of a sound marking plan that utilizes several strategies that work together. For example: promote your mobile advertising by printing your short code in print ads; use a Quick Response Code embedded with your website URL on your business cards; blast a coupon to your subscribers with a link to your mobile website right in the text message.

Mistake #5: Using SMS as one way conversation

Many small business owners make the mistake of sending uninteresting one-way messages. What I mean by this is they tend to blast messages to their subscribers that only contain coupons and specials, in other words they are constantly giving a "sales pitch".

Understanding one simple concept and using that knowledge to tweak your campaign can make the difference between a successful campaign and a wildly successful one.

The concept: everyone has the basic human need to belong to a community.

The Tweak: provide a way for your subscribers to interact; ask a question or post a survey, in other words give them a way to chat with you.

Mobile marketing has a lot of great potential for any business and now is the perfect time to implement a plan.

Cheryl Campbel  is owner and CEO of 4 Winds Of Change and The Tribal Marketer. Campbel is also co-author of the book "The New Masters Of Online Marketing".

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