As marketers, we know that effective mobile marketing is no longer an added extra, but an absolute necessity in today’s growing digital world. We are a world of scrollers, swipers and tappers and we use our mobile phones for just about everything. You can get in front of the right customers at the right time with an effective mobile marketing strategy. You can communicate and interact with potential leads and find out more about them. We have come up with our top 10 tips on how you can create a fool-proof mobile strategy. Let’s take a look…
1. Make your website mobile-friendly
You must ensure your website is optimised for mobile devices and will load quickly for the user. Most internet users are accessing the internet on their smartphone or tablet, with 80% of us having our mobiles on us at all times.
Your website and landing pages must be responsive to mobile devices, with all images, audio or video content modified to appear correctly. Potential customers can be easily put off by bad web design, and they will not recommend you to their friends and family.
2. Make mobile marketing the heart of your business
You must recognise the potential with mobile marketing and make it central to your marketing strategy.
You need to remember to include mobile marketing in your offline marketing plan as well. You should include links to your mobile website or app and consider giving customers an incentive to download it, such as 10% off their first purchase or get involved in a loyalty scheme.
Mobile marketing is affordable, quantifiable and interactive as well as being immediate.
3. Mobile-friendly content
When creating content for your website, you need to remember to keep mobile devices as your priority. Screens are much smaller, and you need to think about the text font, as well as keeping larger chunks of text to a minimum. You can use sub-headings, bullet points and images or videos to break up these sections of text.
Mobile users are on the go all the time; they do not have time to scroll through lengthy articles. They want news and information in easy-to-digest formats in the form of infographics or videos.
If you include links to other pages or websites, make sure they are optimised for mobile devices too and re-read everything before posting it to ensure it is suitable for a mobile device.
4. Use social media effectively
Most of the engagement on social media comes from mobile devices, so it is vital you include it in your marketing strategy. You should have a presence across all available social networking sites but analyse where your target market is at most of the time.
Generate conversation with your followers by asking questions, post a poll or ask them to tag a friend. Reply to comments individually if possible.
Use your social media account to advertise, allowing you to reach new customers quickly and effectively. By using analytic tools, you will be able to see where your target audience like to hang out online, at what time of day and what demographic they fall into. This way, you can tailor your advertising campaign and make the content and graphics appeal to them personally.
5. Google my Business
When searching for a local company, most mobile users will type it into their search bar on their smartphone. If you want to get your business out there, you need to get yourself on the local map. Google My Business makes this easy and works on both mobile and desktop devices.
When you are listed, mobile users will be able to locate your business when they search.
6. SMS Marketing
Sending and receiving text messages is still are one of the most common uses of mobile phones. SMS marketing is a cheap and easy way to get in contact with your target audience.
Because the channel is direct, it is highly effective for achieving specific marketing goals like increasing revenue and increasing brand awareness.
The level of engagement with SMS marketing remains strong, with 98% open-rates often within the first several minutes a message arrives.
7. Speed and ease of use
You need a mobile website which adds to or equals the desktop experience. If your mobile site is slow or is complicated to use, people will hit the back button and leave as quickly as they arrived. In this day and age, people have no tolerance for slow technology, and they won’t return to your website or recommend you to a friend.
You must ensure the website is fully optimised for mobile devices and that it works at high speed. If you find it is still slow after testing, it might be time to consider using a different website provider.
You also want the website to be simple and easy to navigate. Mobile users will soon get bored if it is too complicated to use.
8. QR codes
Using a QR code on additional advertising material will direct potential customers directly to your website just by scanning a small barcode.
The mobile user will either be directed to your landing page, or the app store if you want them to download your app. A QR code can be added onto a flyer, poster or business card for easy scanning. They can also be useful for collecting leads.
9. Multichannel mobile marketing
Link your social media accounts to your website and your blog and conduct multichannel marketing campaigns to target the most significant amount of people possible.
Ensure your social media tabs are up-to-date and are on display on your website and blog posts and also use them in promotions.
To get the most out of your mobile marketing plan, you must track and analyse all your actions to see what works and what doesn’t. Effective marketing relies on tracking, and real-time monitoring will mean you are up-to-date with mobile features.
Mobile heat maps are a great way to show you precisely what people did on your mobile site, who they are, what action they took, and where they clicked. They can also help you see how load times affect people’s app usage.