Get Found and Profit – Mobile

by Stephen Hultquist on December 28, 2010

Business is changing faster now than ever before. It’s critically important for you to stay on top of the evolving business environment, and in no area of your business is that more important than in your marketing.

There was a time when the first place your prospects would look to find you was in the Yellow Pages. They’d pick up one of those big books, look up a category, and give you a phone call.

When was the last time you used a Yellow Pages? When I ask clients and audiences that question, the answers range from “A few months ago” to “I can’t even remember it’s been so long!” The truth is that it’s so rare that hardcopy Yellow Pages may as well not exist.

So how do people find businesses like yours?

Online, of course. Using a search engine (about 84% of the time it’s Google, but Bing and Yahoo! also play in the mix), your prospects will look for your solution to their problem. They’ll type in search phrases to find your business. Will they?

In addition to finding you online, a large and growing number of prospects will be searching for you on their mobile devices. From a July Pew Research Study we learn that 34% of mobile phone users use their mobile devices to access the Internet and also observe that mobile Internet usage is growing dramatically year over year. Mary Meeker reported in her 2010 “State of the Internet” report just how dramatically mobile Internet usage is growing&emdash.and that the mobile Internet is going to overtake the fixed Internet quite soon.

So what does this mean for your business?

Simply this: Your Internet presence is your most critical lead generation asset, your management of search engines and how they rank your site is vitally important, and when anyone visits your site using a mobile device, they need to have an experience that is useful on that device.

Over the next few posts, I’ll focus in on some specifics about how to manage your web site and how to manage your search engine optimization. In the meantime, what are you doing now?

{ 6 comments… read them below or add one }

Jared Holland December 29, 2010 at 8:10 pm

I have a hard time explaining to local businesses the impact and benefits of being where people searching will find you (Google). I did meet a local dentist one time who told me him and his rival (another dentist) always tried to one up each other when it came to local search terms. I helped him and he’s been number 1 for at least 2 years now.


Stephen Hultquist December 29, 2010 at 11:01 pm

It’s interesting to me that dentists seem to be near the forefront of local and mobile marketing. There is at least one dental office management system that has a text message component so that the office can send out reminders. They are definitely ahead of most other businesses.

Your point is well taken, Jared: if you are not high on a Google search, you don’t exist. Yet many businesses still prefer to bury their heads in the sand hoping that things will go back to the way they used to be. They never will.


Linda G. Cox January 2, 2011 at 7:46 am

I couldn’t agree with you more! Social Media is where it’s at these days! I enjoyed reading this post!


Allan Douglas January 6, 2011 at 6:18 pm

I agree, print directories are dead, an on-line presence is essential, and all the newest marketing tools seem to be gravitating toward social media and mobile devices.

My Sci-Fi heart sees a time not far off when our newborns will have a cell phone transceiver implanted and we’ll be given a phone number instead of a name. Sigh.


Ilka Flood January 6, 2011 at 7:48 pm

Hi Zutchelli,

I totally agree with you. I don’t think I’ve use a “Yellow Book” for years now. (Makes a great booster chair for kids though.)

To have an online presence is very important these times. As a matter of fact they say … “If you are not online, you are in the bread line.”

Great article!



Oliver Tausend January 7, 2011 at 11:32 pm

Hi Stephen,

I don’t even remember when I used the Yellow Pages for the last time, perhaps three years ago or so. That’s why it’s crucial that our prospective customers are able to find us online.

I’m looking forward to your future posts.

Take care



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