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The Mobile First Marketing Approach

December 18th, 2016 by gtowsley Leave a reply »


mobile first marketing

Mobile Marketing Watch,, 12/18/2016

The mobile first marketing movement isn’t going anywhere. In fact, this year was a pivotal year for a huge shift in mobile first marketing, as the number of mobile users surpassed the amount of traditional desktop users. With more of an emphasis on the mobile audience, how does this affect your plumbing marketing strategy?


For starters, Google now requires websites to convert for mobile users. Failure to comply with the new standards could result in a penalty from Google, which can significantly lower a website’s search ranking or remove it from search results altogether. Of course, if you have been paying attention of the last several years, then this comes as no surprise to you. Hopefully you have already made the necessary adjustments. If not, then it’s time to embrace the mobile first marketing approach and ensure that your website properly converts for the mobile screen.


Aside from search ranking, appealing to mobile users plays a huge role in the mobile first marketing approach. Ads targeting mobile users are becoming increasingly important. With that being said, the platform you use really matters. Facebook for examples boasts one billion active daily users, while Twitter has 320 million active daily users. And what about other sites that have been steadily gaining popularity like Instagram and Snapchat?  It’s important to not only choose the right platform where your target audience is likely to be, but also consider the limited space you have for the ad. Mobile screens are smaller than traditional desktops, so every bit of space really matters. Your ads need to be even more compelling to grab the attention of the mobile user. The layout, call to action, keywords, and images you use all really matter with a mobile first marketing approach.


A social media strategy is not the end all be all when it comes to a mobile first marketing approach. Local directory sites are also important. A whopping 97% of customers put more stock in what others customers have to say then experts. What this tells us is that consumer reviews matter, they matter a lot. By actively participating in sites like Yelp and Google Local you can encourage your customers to rate and review your business. The more ratings and reviews you have the more appealing you are and the more credibility you earn. Aside from building credibility, local directory sites are also easy for mobile users to use.


Apps also play a huge role in mobile first marketing. When it comes to plumbing marketing, and developing apps for mobile marketing it is really going to depend on your business and your brand. Apps should add value to the user and if possible solve a problem or make things easier. For example, if you set up service agreements, an app that helps customers remember when their maintenance is due. Or an app that helps customers calculate water usage to help save on their utility bills. If you have developed an app that does that and is relevant to your business, then by all means take advantage of the opportunity. Just make sure it’s the right fit for you and your business.


With the mobile first marketing approach in mind, Google has been testing Google Home Servicesin a select few markets. This chances the face of search results for users. With an emphasis on keeping users on Google longer, Google Home

Mobile First Marketing

BIA Kelsey,, 12/18/2016

Services cuts to the chase and provides users with the results they want at the top of search results. It significantly simplifies the search process. Users simply enter their zip code and the type of service they are interested in (i.e. plumbing, electrical, house cleaning), then they are paired with local service providers that meet the specified criteria. Service providers have to apply and be approved. What this means for plumbers and their mobile first marketing approach is they need to start advertising with the service when possible. Getting approval from Google isn’t the only set, a good reputation is also important. Encourage customers to review your business on existing local directory sites, in particular Google Local. With more of an emphasis switching to mobile first marketing, Google Home Services could very well be replacing Google Adwords, depending on the success and demand.  To learn more about developing a mobile first marketing strategy or the development of Google Home Services visit our website at

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