Staying within Arm's reach of your customer.

AuthorBaer, Adam
PositionSOCIAL MEDIA

Mobile responsive website

Mobile users expect a good mobile experience and delivering one boosts perceptions of your financial institution. Sixty-one percent of people have a better opinion of brands when they have had a good mobile experience.

Your website should be programmed with mobile responsiveness in mind. A mobile responsive website will configure itself to the screen dimensions of the device being used and make the website experience more user-friendly.

Mobile search

Web searches performed on a mobile device account for 25 percent of all searches. Google rules this world of search, and it's pivotal to be found in search results. There are several ways to do this:

* Local Search: The local search market is critical for financial institutions' organic search results. Search engines use location information to display enhanced results on mobile devices.

* Directory listings like Yelp and YP.com (Yellow Pages): These often rank high in the search results and offer valuable information to customers about your services, including reviews and ratings.

* Ad extensions: Google allows you to enhance your paid text ads with a feature called "ad extensions." Ad extensions help improve your ad's visibility, and ads enhanced with extensions often appear above the organic search results in the top three ad positions.

When it comes to an enhanced mobile experience there are three extensions that stand out:

* Call extensions: These allow for a small "Call" button to be placed within your ad. Users can tap the button and connect with you immediately.

* Location extensions: These extensions give users everything they need to find you when they're nearby. Users can see your address, phone number and a map marker. A link with directions to your business is included, making navigation easy.

a Application extensions: These allow users to directly download your mobile application from the Google Play or iTunes app store. Fifty-one percent of time spent on a mobile device is on a mobile app, so easy access to yours is a must.

Mobile ads

Advertising networks like Google, Yahoo and Facebook offer display ads that are sized specifically to be shown...

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