Small Business Marketing
Mobile Marketing: Fix the Customer Journey Before Adding Channels
Mobile marketing starts with what happens when somebody tries to do business with you on a phone.
Can they find the service, ask a question, make a booking and complete a payment? Fix that path before adding another channel.
Try a real buying task
Open your site on a phone using a normal mobile connection. Read the service page, open the menu and complete the contact form. Check whether the keyboard hides a field or a popup covers the button.
Test the phone number and directions. If customers visit, check that the map points to the place they should actually arrive.
Investigate performance with current tools
Use PageSpeed Insights alongside real device testing. If there is enough real-user information, compare that with the lab result. Google describes Core Web Vitals in terms of loading, responsiveness and visual stability; see its documentation.
Do not follow old instructions to use Google's Mobile-Friendly Test. Google retired that tool.
Make content usable without sound
Add accurate captions to videos where speech carries the message. Make important information available as text too. Keep text large enough to read and allow enough time to understand it. There is no need to force every useful explanation into the same arbitrary video length.
Treat messaging as a service commitment
Only invite texts or messages your team can handle. For promotional SMS, use an appropriate opt-in process and honor opt-outs. A phone number on an inquiry is not blanket permission for unrelated promotions.
Check your provider's current requirements before setting up a campaign. Twilio's messaging policy, for example, addresses consent, sender identification and withdrawal of consent. Provider rules do not replace checking the laws that apply to your use.
Test booking and payment
Walk through the actual checkout or booking flow. Look for unexpected account requirements, unreadable instructions and unclear confirmation. Offer payment methods your system supports and your customers find useful; do not add complexity just to display more logos.
Pick the most serious obstacle and fix it first. Measure completed inquiries or bookings afterward, remembering that small samples can mislead.
If more mobile activity is not translating into useful business, The Dive helps look at the full path from attention to delivery.
Related reading
A Small Business Website Audit You Can Actually Use
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