Mobile devices now drive 42 percent of organic search traffic, according to the Digital Marketing Report Q4 2014. The report also found that year-over-year, mobile organic traffic increased by 54 percent during the last quarter of 2014. Of course, it is not surprising that mobile search is on the rise. If you are not optimizing your site and taking full advantage of the opportunities offered by mobile marketing, you could be missing out on a tremendous amount of traffic.

Brief Is Better

One of the most important things to keep in mind when developing your mobile marketing strategy is that mobile users are not the same as traditional online users. Since mobile users are on the go, they are often pressed for time. This means it is vital that you provide your mobile user base with quick to read and easily digestible information. While the trend toward longer content is now on the rise as a result of the latest updates to Google’s algorithm, not so with mobile content. In order to engage mobile users, you must keep your content quick and to the point.

Click-to-Call

In most instances, mobile users are searching for a business because they want to contact that business. MarketingProfs reports that 70 percent of mobile searches in Google results in a call to a business. Make it easier for your prospective customers to contact you by using click-to-call buttons on your mobile website. This makes it much easier for users to initiate phone calls.

QR Codes

QR codes are a great way to promote your brand and drive new customers. Easy to capture, QR codes also make it easy to deliver additional information about your business, or even pass on discounts to your customers. Consider using QR codes on your website or business card. QR codes can also be used to help customers store your business’s phone number and contact information on their phones, ensuring that your business is only a phone call away when they need you.

Mobile Savings Offers

As mobile users are often on the hunt for a business they plan to visit right away, the use of mobile coupons are a great way to drive engagement, and even encourage customers make purchases. You can also use special offers or savings coupons to convince customers to sign up to receive text messages or emails.

Leveraging Local Searches

Local searches have become an increasingly important element of mobile marketing. In light of this trend, it has become more important than ever for local businesses to take advantage of location-based services as part of their mobile marketing strategies. If you operate a brick-and-mortar business, encourage customers to check in with your business through location-based services such as Foursquare. By doing so, you will glean important information about regular customers, including how frequently they visit your place of business.

Request Reviews

More and more consumers are now searching for reviews before they use a business. An increasing number of these searches now take place on a mobile device. Rather than being wary of what your customers might have to say in a review, encourage your customers to share their experiences while they are present at your place of business. You can do so by placing signs in your business to remind them to share their experiences on sites such as TripAdvisor, Yelp, and . The key to making this strategy work for your business is to stay on top of reviews as they come in, and respond to both positive and negative reviews. Recognize that negative reviews are a fact of life, presenting tremendous opportunities for you to change a customer’s impression of your business and improve your brand’s reputation among other customers.

Mobile technology is becoming increasingly mainstream. With mobile marketing, you have the ability to reach your customers where they are, regardless of location. A proper mobile marketing strategy can help you to engage your customers while developing products and services that will suit their specific needs.