Since my client's company is a local, service-based business in the Chicagoland area, I was a bit confused by this request. Why did his company want to spend the time, money and resources to build an app that would gain very little traction in the iPhone and Android stores? I began to understand that he had an appetite to create a better mobile presence. It was more of an attempt to keep up and stay relevant vs. actually building a true mobile app.

That said, I proceeded to explain and define some of the common terminology being used, and the key differences between them:

# 1. Mobile compatibility

If a website looks good on a mobile device, you could say it's compatible or responsive. Meaning, a visitor may have to zoom in and out to view the content, but it's streamlined, looks clean and functions well. Most web agencies these days build websites that are compatible with most popular mobile devices. If yours isn't, reach back out to the agency that provided the service and request this very basic improvement.

# 2. Mobile version

Some companies use mobile versions of their website. What does this mean? Well, when the website is accessed by a mobile device or tablet, the design and styling changes. Most mobile versions of websites focus on the content, so visitors are able to browse around quickly and conveniently. I refer to this as thumb-savvy. There are dozens of mobile site providers with cost-effective solutions, including Mobify, Wirenode and Onbile - just to name a few.

# 3. Mobile app

Developing a true mobile app, and offering it to the public may or may not make sense for your business. This is something that only you know the answer to. Obviously having static presence on a mobile device is worth it's weight in gold - but will your app have a function that isn't already offered through your website? If your intent is purely informational, you may want to ensure your site's mobile compatible or invest in a mobile version instead. If you're interested in developing a true mobile app, I'd recommend getting in touch with your web partner to decide on purpose, function, and best practices.

If you're not sure what to do, get some advice from a trusted third-party. And at the very least, feel confident knowing that your site's compatible with the many mobile devices accessing it on a regular basis.

Quick Tip: Check your Google Analytics (or whatever website tracking software you use) to see how many visitors access your site with a mobile device (go to Audience > Mobile > Overview). The results are typically very surprising.

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# 1. Recognize Your Window of Opportunity

Because an elevator pitch is designed to maximize the sales opportunities in a very short period of time, each second needs to be planned, developed, and refined to produce the most efficient pitch possible.

Economy is the key word here. You need a pitch that:

1. Connects with the target and inspires a desire to learn more
2. Gets the most out of each word and (3) delivers the right information

Remember that you aren't trying to close a sale while giving an elevator pitch. You're only trying to spur on more interaction. Design your pitch with this in mind, and have faith that a well-developed pitch will open the door for further conversation.

Related: The Pitching Bible: Paul Boross On Pitching Successfully

# 2. Focus On Benefits - Not Attributes

Although an elevator pitch is your chance to put your products or services on display, you need to kind in mind that there's a right way and a wrong way of accomplishing this. While your business's attributes may be attractive, the features that most affect your target are the benefits you are able to provide.

Focus on how your company's products and services can benefit your target. At the most basic level, the only thing your prospect cares about is finding out what you can do for them.

# 3. Tell A Relevant Story

A good elevator pitch involves a sharp, specific, well-developed opening and a strong closing that prompts the consumer to take further action. But the best way to connect with your consumer is by packaging all of these attributes into a small narrative that fits into the time frame you've been allotted.

• This can be as simple as telling a story of a past client, and how your company was able to make a significant impact that yielded a variety of benefits.
• The most important thing to remember is that customers, like all people, enjoy stories, and following a story that's relevant is easier than following a sporadic list of stats, benefits and transitions.

A developed narrative will also make your pitch smoother and easier to deliver, taking the pressure off you and positioning your elevator pitch for success.

Related: I Am A Presenter, Get Me Out Of Here!

# 4. Practice And Perfect Your Pitch

Whether it’s just you or an entire sales team, you’ll want to practice your pitch until you get it fine-tuned and dialed-in. Go over your pitch on paper first. Then, rehearse it dozens of times. There are several sales pitch auditing tools on the web that could help you and your team review, visualize and optimize your pitch over time.

How about you? What have you done in the past to help improve your sales / elevator pitch?

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# 1. Getting more exposure

In today’s social media society, visibility is vital to being a leader among your competitors. A few short video testimonials can draw quite a bit of attention, which often times will encourage your visitors to share your content with others on sites like Facebook, Twitter, etc.

Not only will this help increase exposure across social media networks, it will also help your search engine rankings. This makes it easier for prospects to find your business, access your website and purchase your products and services.

# 2. Touching individuals in different ways

A video testimonial can easily answer a customer's questions, almost acting as a visual form of a FAQ. This can provide both visual and audio reassurance of a company, its products, and its staff.

For some customers, a video testimonial adds credibility to the website and adds a personal, one-on-one experience.

Related: Online Video: Likes Through A Global Lens

# 3. Linking your videos to your social media properties

Websites that also leverage social media pages for their business can reap the benefits of these videos testimonials by showcasing clips on YouTube and Facebook for a double-dose of visibility. This can be another strategy used to gain more followers and momentum online.

# 4. Displaying important information above-the-fold

Some visitors prefer quick information when they visit a web page. Most people don't appreciate pages of content and dozens of confusing links to navigate through.

Video testimonials, if used properly, can summarize common questions about:

• Pricing & billing;
• Discounts;
• Warranties;
• The company's return policy.

Related: Simple tips to produce online video

# 5. Boosting credibility and putting your visitors at ease

Not only will these video testimonials serve as a visual source of information, but they also have the ability to put potential customers at ease. If a visitor has never used your company's product or services before, this can boost your credibility and make them feel comfortable buying into your offering or simply reaching out directly for more information.

What about you? Do you have any success stories where you benefited greatly by leveraging customer video testimonials?

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