‘I Can’t Because, I Need … ’

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency? This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date. Well, this is just reality.

Does this sound like you?

Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency?

This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date.

Well, this is just reality. And if you haven’t come across this yet, bless your soul.

Having worked with both large brands and small businesses … basically, budgets of all sizes … I realized this can happen to you no matter who you are.

When it comes to mobile, I feel it happens even more due to a few reasons.

The technology is advancing so fast that older, more traditional companies have a hard time keeping their back-end infrastructure up-to-date. This means the technology they have in place may not, and most likely won’t, support some of the new and innovative tools you may want to use to meet your goals.

The experience needed to execute mobile programs the way you desire doesn’t currently exist within your reach … either internally, or affordably with a partnering organization. This means that you’re either going to force additional demand on your existing staff (or yourself) or just not meet your goals.

Both of these can be a bummer, as you can imagine. But there can be light at the end of the tunnel for you.

Instead of just putting your head down and saying “we just can’t do this” or “this isn’t fair” (I know some businesses say this. We’re all human.) you just need to shift your mindset.

If you can’t reach a specific goal due to a particular dependency and sometimes dependencies … just change your goal.

I know this sounds simple, but I’ve watched this with my own eyes at huge brands that generate billions of dollars a year to small business owners who generate a little over $100,000 a year.

Too many of us (yes, myself included) have become so reactionary that we don’t plan out our success. We just chase shiny objects that won’t even get us to our goals.

If a dependency is holding you back, you have two options.

First, your new goal is to remove the dependency. If this takes time, so be it. Put together a road map (I mean an actual calendar) working backward from when you want to achieve this goal. Then identify as many smaller milestones that will help you get there. I don’t care if one of those milestones is faxing a contract.

Do people still use fax machines? I digress …

Whether you’re a small business or a large business, small wins matter. I’m telling you, I’m speaking from firsthand knowledge. Small wins help you build momentum, show progress to the rest of the organization (or again … yourself).

Second, modify your goal based on the dependency. You’ll probably want to do this while you’re doing the option above too. 😉 If you can’t reach your desired goal because you can’t afford a certain tool or enough money for advertising (hopefully, you’re not wasting advertising dollars already, as you likely are) then change your goal.

It amazes me to see people get hung up on only one desired outcome or path to that outcome that they just take no action at all. Stop your pity party and just change your goal. You can dictate what success looks like and what path can get you there based on these dependencies.

Once you’ve figured out how to modify your path to work within your means, I want you to make that calendar again. Determine when you want to reach that goal and identify all of the small wins along the way. Celebrate each and every one in some way and report that back to the business or your employees or your family if you’re a “solopreneur.”

You can power-on and find your success in a variety of ways.

Don’t let dependencies create inaction.

Are you enjoying more of these thought pieces? Please let me know in the comments.

Share what you think is holding you back from success. Go!

5 Reasons Mobile Makes You Better

Mobile marketing can be extremely powerful, but I’ll be the first to tell you that, alone, mobile is not the silver bullet. However, when you incorporate mobile into your marketing mix, I’m a firm believer that everything else you do will get better. Why? Mobile is a part of every aspect of marketing because it’s now a key part of your customers’ lives. Period.

Mobile marketing can be extremely powerful, but I’ll be the first to tell you that, alone, mobile is not the silver bullet. However, when you incorporate mobile into your marketing mix, I’m a firm believer that everything else you do will get better.

Why?

Mobile is a part of every aspect of marketing because it’s now a key part of your customers’ lives. Period.

5 Reasons Mobile Cannot Be Ignored
1. More than 70 percent of Facebook usage is from mobile. What does that mean for you? That means social is mobile and vice versa. What are you doing to give your Facebook users the best mobile experience?

2. More than 25 percent of global Youtube views are from a mobile device. Basically, your customers don’t just need short videos on their phones. Are you holding back because you think your customers will act a certain way?

3. Did you add a URL to your direct mail campaign? You just welcomed your customers to visit your site from their mobile device of choice.

4. Do your hours change throughout the week? Your customers are searching to make sure you’re open before they visit you … from their phone. Enable your customers to take action in the moments of truth.

5. Do you send email? At least 40 percent of your database is opening your email from a mobile phone. Don’t overlook the most underrated mobile channel.

I could actually go on, but I want you to walk away with one thing: Approach every marketing initiative with the mobile user in mind and your marketing performance and customer satisfaction will improve.

Your customer decides how they connect to you, not you. It’s your job to do everything in your power to make your customers experience exactly what they are looking for.

If you don’t … well … they will just go somewhere else.

Go Deep!

If you only read one thing from me this year, this would be it: One of the biggest mistakes I see from businesses large and small is trying to do too much in mobile. When they just get started they think they need to attack all aspects of mobile at once. Their mobile website, SMS, LBS, apps, search, mobile rich media … The list goes on.

If you only read one thing from me this year, this would be it: One of the biggest mistakes I see from businesses large and small is trying to do too much in mobile.

When they just get started they think they need to attack all aspects of mobile at once. Their mobile website, SMS, LBS, apps, search, mobile rich media … The list goes on.

If you look at some of the most successful brands doing mobile, EVEN the small businesses they focus on two … maybe three platforms within the mobile space and focus on that until they can’t focus anymore.

That’s what I call “going deep.”

As a small business owner you can’t be everywhere … It’s actually not even in your best interest.

You need to spend the time on what generates results for your business. Basically, the things that put money in your pocket.

So, when you’re getting started in mobile … heck, if you’re already executing mobile programs, I’d suggest you scale back and focus on two to three efforts until you’ve really mastered them.

It will allow for you to focus your efforts, your time and your money into things that you’re giving a chance to grow.

Giving 10 percent to 10 different mobile channels won’t deliver the results you’re looking for.

As a small business owner, you should go deep with your mobile website and SMS first. If you’re adding a third, I’d recommend email.

Between those three channels, you can create systems that turn prospects into customers and turn those customers into repeat customers.

Why waste time in the beginning spreading yourself too thin?

To be successful with mobile your best bet is to go deep.

5 Tips to Create SMS Messages That Convert

When it comes to mobile marketing, there are many ways to drive your customers to take action. Whether that means visiting your website, visiting your store, contacting you, making an appointment or redeeming an offer, there is almost no better way than using SMS marketing … when done right.

When it comes to mobile marketing, there are many ways to drive your customers to take action. Whether that means visiting your website, visiting your store, contacting you, making an appointment or redeeming an offer, there is almost no better way than using SMS marketing … when done right.

You see, when you look at the top marketers who are using mobile, almost every single one uses SMS/Text messaging.

Do you think there is a reason for that?

Of course there is.

SMS gives marketers the widest reach among their customer base and offers the most effective communication channel when trying to drive immediate action.

Look at Starbucks, Macy’s, jcpenney, Lane Bryant, Crate and Barrel … They all leverage SMS as a key part of their mobile strategy.

Even Coca-Cola, the largest brand in the world, has been quoted saying it spends 70 percent of its mobile budget on SMS.

No matter how you slice it, SMS is the workhorse for many businesses when it comes to a comprehensive mobile strategy that leads to results.

The great thing about SMS is that businesses large and small can use it very effectively to drive action. Most of us want that action to be sales, and that’s when SMS can shine. At the end of the day, it’s super affordable when looking at the ROI it can generate, fairly easy to get started and very trackable.

In order to have SMS perform like a workhorse and drive the results you want, you should follow these five tips:

1. Utilize time-sensitivity in your messaging. Listen, more than 97 percent of SMS messages are read within 15 minutes. We both know your email isn’t competing with that. Because SMS is immediate, you need to make sure your messaging accounts for that and offers real value based on that immediacy. SMS is meant to be used like email or even push notifications. If you’re promoting an event that’s on Saturday, the SMS message better not go out the Monday before. It will be forgotten. You can always include a link or a promo code that can be redeemed for enhanced tracking and conversion reporting.

2. A clear call to action is mandatory. As a consumer, if you just broke through all the clutter to tell me something, you better not be delivering more noise. Make sure your messaging is clear and your recipients know exactly what action you want them to take. I’ve seen too many text messages trying to share too much info. Keep it brief. Keep it simple. Keep it clear.

3. Focus on driving customer lifetime value, not one-off engagements. SMS should be a part of your overall contact strategy. Like I said earlier, it shouldn’t be used the way you use email or push notifications. BUT, it should complement those forms of messaging. If you just try to send one-off messages vs. creating a contact strategy with SMS, you’ll be limiting just how successful you can be with SMS.

4. Know your crowd. Speak their language. When using SMS, you have limited characters to work with. Understand how consumers text, the language they use and use that to your advantage when composing your messages. If you’re too proper, it won’t come as natural for your consumer to engage. You language should fit within the text messaging environment.

5. Not everyone sleeps till 10 a.m. Oh wait, is that just me on the weekends? Not only is your call to action important, but the time at which you send your messages can be critical. Understand your customers’ time of day when delivering messages and always respect their time and time zone. I’d say never send before 8 a.m. (questionably, 9 a.m.) and never later than 6 or 7 p.m. Now, depending on your situation, it may warrant an earlier time or a later time. If I’m getting a flight reminder for a 6 a.m. flight, I better get that reminder with enough time in advance.

Start subscribing to how other businesses use SMS, especially the brands I mentioned earlier. Start recognizing what types of messages are sent when and what the call to action is. Ask yourself how you think they’d be measuring success of each message.

It will start to paint a picture for you in your own business so that when you start capitalizing on the power of SMS, these five tips are already natural for you.

What are some of the messages that you’ve found to be powerful?

3 Questions Before Implementing Any Mobile Solution

I often get super excited when I see other businesses doing cool and innovative things in mobile. You read an article here, a blog post there, see a speaker at a conference … It makes me excited … I go back to review my notes and identify all of the things I want to execute. It’s usually a long list that has some low-hanging fruit and some things that are probably not going to happen any time soon …

I often get super excited when I see other businesses doing cool and innovative things in mobile.

You read an article here, a blog post there, see a speaker at a conference …

It makes me excited …

I go back to review my notes and identify all of the things I want to execute.

It’s usually a long list that has some low-hanging fruit and some things that are probably not going to happen any time soon …

Does this happen to you?

I can’t tell you how many times I’ve been asked to figure out how to incorporate a new technology into a strategy the minute the news breaks, just because someone in a C-level position read a press release.

I then realize how easy it is as a marketer to get hung up on shiny objects, such as Google Glass, and start plotting how to leverage it moving forward. BUT, then I stop myself and ask myself three important questions.

These questions help me determine how, and more importantly when, to move forward with a new mobile opportunity.

  • What problem is this solving? This could be a customer problem or even an internal operational problem.
  • How will using this mobile solution make my customer’s life (or employee’s life) better?
  • How and how soon will it contribute to the businesses bottom line?

You see, at the end of the day I call myself a revenue marketer.

Leveraging mobile solutions that either solve a problem or make your customer’s life better usually end up in increased revenue.

This means the mobile solution you implement may not be super flashy or sexy, but it gets the job done.

That’s why so many brands still heavily rely on SMS as their mobile marketing workhorse. It just works.

So, I challenge you to ask yourself these three questions when you’re approached with an opportunity that sounds cool and innovative.

Just because someone higher up than you recommends it doesn’t mean it’s the right solution.

Innovation is relative.

Solve a problem. Make your customer’s life better. Make more money.

Have you ever had this challenge? If so, we’d love to hear about how you got through it.

4 Things Mobile Users Need

With the speed at which mobile technology and innovation is occurring these days, it’s almost impossible to keep up. With more and more consumers adopting smartphones or tablets and relying on them in everyday shopping decisions, it’s put them in the driver’s seat. As a business owner, it’s your job to keep up.

With the speed at which mobile technology and innovation is occurring these days, it’s almost impossible to keep up.

With more and more consumers adopting smartphones or tablets and relying on them in everyday shopping decisions, it’s put them in the driver’s seat. As a business owner, it’s your job to keep up.

The best way to keep up with mobile consumers is to understand their needs.

I’ve been thinking a lot lately about an interview I had with Brad Frost, a thought leader in the responsive design community. He broke down what is essentially the mobile hierarchy of needs.

He used the pictured pyramid to discuss a mobile user’s needs as it relates to a mobile website; however, I believe these needs apply to more than just mobile Web …

In fact, I think these four needs are key to business success when integrating mobile into the business.

1. Access

At the foundation of the pyramid, you have Access. As Frost will tell you, this means giving the users what they want. When we’re talking about mobile Web, this essentially means giving them the info they are looking for. If they came to your site for tips on cooking the perfect steak … they should be able to find that.

As for overall mobile strategy, you need to consider what your mobile customer needs. Can you give them access to tools that will help them in their lives? Can you give access to specials or coupons while they are on the go?

Access is the first and most important component of success with mobile.

2. Interaction

As Frost mentioned in our conversation, interaction usually results in navigation as it pertains to your mobile website.

Simply, can the user get around your site to accomplish the desired result?

When considering your overall strategy, creating campaigns that allow consumers to interact with you and your business will often lead to deeper engagement and increased conversion opportunities.

3. Performance

Performance is often overlooked—mainly because marketers make too many assumptions about our user.

Your users won’t always have the fastest Internet connection and, despite that, expect your site to load faster than the desktop, although that rarely happens when looking at most mobile sites vs. their desktop counterparts.

Your mobile strategy should be focused on performance, as well. When I think of performance from a strategic standpoint, I think of giving the users what they want as fast and efficiently as possible at my lowest cost.

4. Enhancement

At the top of the pyramid, we have enhancement.

As Frost explained, mobile is inherently different from desktop. Mobile browsers can do things that desktop browsers cannot.

If your customer needs to complete a mobile Web form, you can offer your user different keyboards to help provide important info, such as a phone number.

When it comes to strategy, it’s important to remember mobile is different. Thus, you must consider how you can leverage that in reaching your goals. Can you use location or the accelerometer to give extra value to your customers as you begin to better understand their context?

Whether you’re developing a mobile website or looking for guides as you develop a winning mobile strategy, moving forward with the hierarchy of mobile needs in mind puts you in the best position to succeed.

As a small business owner, this can be your advantage. Because, quite frankly … many big brands fail to do this today.

Now it’s your turn … What are you doing to satisfy your customer’s mobile needs?

Direct Marketing Day @ Your Desk Recap: Mobile Strategy

If you didn’t have the chance to attend Direct Marketing Day @ Your Desk, you missed out. Lucky for you, I wanted to quickly recap my session on creating a successful mobile strategy.

If you didn’t have the chance to attend Direct Marketing Day @ Your Desk, you missed out. Lucky for you, I wanted to quickly recap my session on creating a successful mobile strategy.

When looking at businesses that are truly successful in mobile, you’ll find everything they do is based off of the Mobile Success Pyramid. This is based off of Bruce Hershey’s “4 Pillars of Mobile Marketing” in that with a pyramid, each section can only be supported by the piece beneath it, making the foundational elements more important.

Let’s look at the pyramid from the bottom up:

At the foundation, you have Strategy.

Strategy is made up of a handful of things:

  • Who is your customer? If you haven’t already created customer avatars, you should do so in order to have a target marketing message.
  • What are you trying to accomplish? This is where you identify your business objectives and goals and assess your current marketing strategy.
  • Why are you in business? What is your mission, unique selling proposition or value proposition?
  • When do you need to reach the goal? All good strategies have a time associated with them. Give yourself a deadline to reach your goal and create a roadmap to get there.

As you define your objectives, make sure:

  1. They are measurable and quantifiable. Example: Increase sales by 15 percent.
  2. A timeframe is associated to the goal. Example: Increase sales by 15 percent in six months vs. the same six months last year.
  3. Your goal is realistic. Can you really increase sales by 15 percent? If your goal doesn’t mesh with your historical performance or competition, then adjust.

When you put these three together you may have a goal such as: “Increase sales by 5 percent in six months vs. the same 6-month period last year.”

The next piece of they pyramid is Tactics.

Because you’ve already defined your customer persona, you want to understand how they use their mobile devices. Knowing how each persona uses their mobile devices will lead you to your tactics.

These new mobile personas will offer you the right mix of tactics to generate the most reach and engagement with your customers.

Making our way up the pyramid, we have Integration.

Ultimately, you need to promote your mobile initiatives via other marketing channels. Mobile is the most dependent channel that exists.

Review your media channels and promotional calendars and make sure you have mobile call to actions throughout your media.

Lastly, you need to consider CRM.

This is the most difficult part for marketers today, as most use separate systems. But your goal is to combine all your data from all media channels and create highly targeted messaging campaigns.

Collecting this data throughout the customer journey means you can learn what areas convert the best for each and every customer.

This ends up with you being able to send the right message to the right customer at the right time.

Now it’s on you.

If you are just getting started with mobile, you should complete the pyramid for your own business. Don’t jump right into the tactics as, although it may work in the short-term, you will likely fail in the long run.

So how are you getting started?

Mobile Isn’t Just About Marketing

When we talk about mobile, it’s often about how we can leverage it to market offers that connect with our customers and drive engagement or sales. … You need to determine what you’re trying to accomplish and then see if mobile could help you achieve that goal. Mobile may not always be the answer. Yes, the mobile guy just said that mobile will not always be the answer.

When we talk about mobile, it’s often about how we can leverage it to market offers that connect with our customers and drive engagement or sales.

The other day, I had someone call me for advice and he was interested in leveraging mobile in his business-to-business-focused company that optimized shipping/boxing for small- to medium-sized companies.

He was unclear on how to use mobile to market to other businesses that might be interested in his company’s services and was sort of skeptical that mobile really could even work for B-to-B companies.

I asked him a simple question: “What problem are you trying to solve or are you using mobile for mobile’s sake?”

He was sort of confused for a second and asked if I could clarify. I explained that he gave off the impression that he didn’t really know why he was interested in using mobile in his business other than that people are talking about it.

You see, just like this gentleman, you need to determine what you’re trying to accomplish and then see if mobile could help you achieve that goal. Mobile may not always be the answer. Yes, the mobile guy just said that mobile will not always be the answer.

The most unique aspect of mobile is its utility. When it comes down to it, mobile can do, and be, a lot for your business that doesn’t involve marketing. You just have to approach it strategically and not tactically to start to see it this way.

Don’t jump to tactics. Trust me, you won’t find success that way.

The most successful uses of mobile are ones that are so seamless that your customers even forget they are using a mobile device.

Because mobile threads through all of our daily experiences, you should look to use mobile to help solve a business problem or eliminate inefficiencies.

I wanted to share three ways mobile can impact your business that aren’t directly tied to a marketing initiative.

Solve an Operational Problem

Not too long ago, I interviewed the head of mobile for Yamaha. We chatted about how they’ve slowly integrated mobile into their operations over the last two to five years. Yamaha originally thought it’d leverage mobile to connect with customers. But, little to their surprise, their dealers and dealer staff began leveraging the tablet application to sell on the floor.

Boats are expensive … As a dealer, you can’t afford to have every single model with every single feature on the showroom floor. So, Yamaha’s sales teams used the app to show customers what a specific product may look like or cost by using their consumer-facing tablet application.

Yamaha realized this was creating a more efficient system to deliver the latest and greatest content to the dealers and make sure everyone was showcasing the most up-to-date materials.

Shortly thereafter, they eliminated delivering printed materials for dealers and equipped them all with tablets and can now deliver the latest product information on the fly.

At the end of the day, the dealers were able to engage with customers and showcase products that would never have to be on the floor to help close deals and give the best customer experience. Oh, and they even saved money from their continual printing costs.

So, if you have a sales or business development team, think about leveraging mobile to enable them to do their job better, more efficiently and always be equipped with the knowledge they need out in the field.

Your Product or Service Can Be Mobile

Have you ever used the app Hotel Tonight or Uber? If you haven’t, you should check them out as both of these businesses rely on the mobile device to deliver amazing customer experiences. Their apps drive their business by delivering a utility to their customer.

Hotel Tonight lets you find last-minute specials on hotel rooms in the city you’re in. When you open the app, the latest room rates will display around midday and you can book for that evening.

They don’t let you book hotels in advance … only that day and that day alone.

Uber is an application that lets you request a private driver based on your location. You can order a taxi, a black car or even a nice SUV. When you need a ride, you open the app and you can see all the vehicles in your proximity. When you request a driver, the app notifies all drivers in the near proximity that you’d like a ride.

Shortly thereafter, you see which driver is coming to pick you up and the time it will take for them to get to your pick up destination. The whole business is powered via this app. Your credit card is on file, so you never even exchange any cash. The tip is included and you pay a slight premium for the service, but it’s amazing.

I was just in San Francisco for five days and used it frequently to get around. I never had to flag a cab on the corner—I just pulled out my phone and, in minutes, I was on my way.

You see, both Uber and Hotel Tonight generate business by offering their customers an easy-to-use tool right on their phones to accomplish tasks that were once a pain to complete.

These are two great examples of leveraging mobility AS your business.

Mobile Can Be a Training or Education Tool

I follow two online marketers and business owners who recently launched their own apps as a part of their overall business. Now, they didn’t just go and repurpose their content from their site and put it in an app.

They wanted to deliver tremendous value that helped their customers.

Ramit Sethi, a blogger and best-selling author of “I Will Teach You To Be Rich,” teaches people how to earn money on the side and get their dream jobs.

Over the last few years of studies and research he was able to give his students word-for-word scripts to help them get a raise, get a job, work from home and much more.

He knows a lot of the situations he trains his students for don’t happen at home … they happen while they are out and about nowhere near a computer to refer to these resources.

So what did Ramit do?

He built an app called Negotiate It that includes scripts to help you negotiate just about anything. You can open the app and find scripts to use to lower your credit rate, lower your credit bill, get a raise at your job and a ton of other common situations. He even charged about $4 and turned it into a revenue-generating product that was solving a super-specific need for his students.

Then there is Grant Cardone. He is an amazing salesman and businessperson. He frequently trains people about how to better sell and sell “the right” way that can actually impact your business.

He decided to create a mobile app called CloseTheSale, which offered scripts of closing techniques for just about every single scenario you can think of. They all have clever names and you can refer to the app whenever you’re preparing for a big sales meeting or you want a quick selling strategy to learn.

Both of these guys realized that creating an app would allow them to put so many valuable lessons in the palm of their customers’ hands to help them reach their own goals. Very specific use cases, but both demonstrate how mobile can be a training or educating tool for your customers.

As you can see, mobile doesn’t have to be a marketing tool. In some ways, these three examples indirectly affect your marketing. But their main purpose stems from something entirely different …

So, I challenge you to first ask yourself if you’re just doing mobile for mobile’s sake. If you are, you need to re-evaluate your “why” immediately.

If you’re about to get started using mobile in your business, be sure to have a problem you’re trying to solve, a process you’re trying to optimize or a product or service that could best be used by a consumer’s mobile device.

What are some non-marketing use cases you’ve seen with mobile?

4 Tips to Get in the Mobile Mindset

We’ve talked about SMS, mobile websites and mobile email. But, as you may know, those are just tools to get your job of marketing your business done. Yes, building these into your strategy are the core foundations of mobile success, but mobile is more than technology … Mobile is about your customer. Now, I’m not here to shout out stats, because I’ve provided those before. And, frankly, you’re here … so you know adding mobile to your business is critical. Your customers are mobile … therefore, your business needs to be.

We’ve talked about SMS, mobile websites and mobile email. But, as you may know, those are just tools to get your job of marketing your business done.

Yes, building these into your strategy are the core foundations of mobile success, but mobile is more than technology …

Mobile is about your customer.

Now, I’m not here to shout out stats, because I’ve provided those before. And, frankly, you’re here … so you know adding mobile to your business is critical.

Your customers are mobile … therefore, your business needs to be.

Now, before you go and plan your strategy and determine the appropriate tactics to reach your goals, you need to put yourself in the mobile mindset.

I recently attended Mobile Marketer‘s Mobile FirstLook event in New York in which many brands, such as Coca-Cola, Sephora, MillerCoors, Nissan and JetBlue discussed their strategies.

I noticed that all of these individuals work within their entire organization to help them think differently about the mobile opportunity.

Making sure you have the mobile mindset and your organization is on board and you’re more likely to succeed.

Here are four tips I learned from the top brands on getting in the mobile mindset:

1. Think about your mobile opportunity across your organization.

Mobile isn’t just about marketing. Can mobile enable your sales team to sell more effectively? Can mobile optimize tasks to save time? Can mobile save you money by cutting down on transaction fees?

Before you think SMS, QR Codes or apps, think “How can mobile add value to all of the other parts of my organization?”

2. Stop making it complicated.

Believe me, I know it’s super complex and overwhelming to keep up with the latest and greatest technologies.

Coca-Cola focuses on six aspects of its mobile programs. Those are the six that work for THEIR business. They may not be the same for your business, but you can’t worry about ALL the possibilities of mobile. Focus on the handful of things that will most impact your business.

3. Work with the right partners. Ones you can trust.

Luckily, we don’t have to do all of this alone. In fact, if you try you’re more likely to get frustrated and give up. Aligning yourself with the right strategic partners and technology partners is important.

Again, every business is different, so you need to make sure that the workflow and process of your partners matches the style of your business. You most likely want to enjoy working with them, too. Make sure personalities mesh well.

Finally, I don’t care how big your company is. Mobile is no longer a “nice to have.” No matter the size of your business, you can find someone who knows more than you do and who is able to offer services.

4. Stop waiting.

This was probably the most powerful statement of all. So simple, but it needed to be said.

With technology advancing so fast, some businesses find themselves waiting for the next great thing in order to start. Guess what? When you do that … you never start.

Listen, nobody is going to do it for you … it’s on you to dive in and get the process started.

If you’re dilly-dallying and finding excuses to wait just a little bit longer … quit complaining and start taking action.

Yes, you’re going to make mistakes, and that’s fine. But what you learn from those mistakes will be an important part of your growth.

Starting now is the only way you’re going to learn what works for YOUR business.