It's impossible to read anything about marketing today without running into one big word: Mobile.

But here's something you might not have heard yet: Mobile marketing is practically made for small and medium-sized businesses (SMBs), for two primary reasons:

1. Most mobile searches are for local businesses. Local businesses tend to be SMBs, which means that most mobile searchers are looking for you.

2. Search marketing, whether mobile or otherwise, is the easiest marketing to control. Set your budget where you're comfortable, start and stop with the click of a button. Can marketing get more appealing? Only if free ice cream is involved.

So let's talk about how you can get mighty with mobile, and zero in on your audience.

Based in part on the elements included in a whitepaper about mobile strategy (PDF) created jointly with Larry Kim, founder and partner at WordStream, the article will discuss how to...

  • Wrap you head around the realities of mobile
  • Understand user context in mobile search
  • Get started with your mobile search marketing campaign

Wrapping your head around the realities of mobile

We're starting here because we know your secret: Most small and medium-sized businesses do not have a mobile-optimized website. Only 6% of SMBs have a mobile site, according to a 2014 study by Hibu. Six percent! It's almost like you think this mobile thing is a silly trend that's going to pass (like Gangnam Style).

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image of John Gagnon

John Gagnon is a digital marketing pro who helps others get smarter about search marketing through his role as Evangelist at Bing Ads. He is an award-winning speaker and a popular contributor to PPC blogs and digital marketing publications.

Twitter: @JMGagnon