Today, the average user spends the majority of their “online time” on their smartphone or tablet, and during the majority of this time they’ll be multi-tasking. This means if you’re serious about growing your business and making the most of your marketing budget, you need to focus a significant proportion of your time and money on your mobile audience.
Ultimately, if you want to really develop your brand online, capture the interest of your target audience, convert this interest into sales and grow your business you’ll need to develop a mobile specific marketing strategy. This strategy must identify exactly how you are going to drive mobile traffic to your mobile ready website and how this website is going to move users along your “conversion funnel.”
Here’s five quick tips to help get you started;
1. Responsive Website Design
Before thinking about how you are going to reach your target audience on their mobiles, make sure your website is optimised for mobile browsing. The size of a mobile screen is significantly smaller than a desktop or even tablet screen, which means your website needs to recognise the size of the screen it is being viewed on and adapt accordingly so that visitors get the best possible experience.
In a nutshell the main aim of your mobile marketing efforts is to generate an initial interest in your product/service that drives traffic to your website. So you’re wasting your time and money if you’re going to be sending visitors to a website that offers a poor mobile user-experience, your conversion rates will certainly suffer significantly.
2. Display Advertisements
Having gotten your stunning mobile friendly website in place, you can’t expect to suddenly have thousands of visitors coming to your website daily and spending their well earned cash. The famous phrase build it and they will come certainly was not meant for websites. If you’re not a big well known brand with a strong established presence, you are going to have to go out there and get it.
We find one of the most effective ways to do this is through display ads. Display networks though Google provides a great opportunity to place your advert on mobile sites that your target demographic is most likely to be browsing. Just be sure when designing your ads to keep in mind the screen size they will be viewed on – make sure you are using concise copy and clear images with “call to action buttons” that are easy to click on a touch screen. Here’s a great example;
3. Social Marketing
When it comes to mobile marketing, social media is a must, because the overwhelming majority of social media users do so on their mobile. Just try and recall the last time you used a desktop to browse social media, other than stealing a quick 30 seconds at work when your boss has his back turned.
With so many different channels available for your business, it can be hard to no where to start. We always advise not to spread your efforts across all of them as this simply won’t work, instead work out which ones will work best for your target audience and concentrate most of your efforts here.
As a whole we tend to find Facebook advertising to be the most effective way to reach your target audience, especially if you’re a B2C company looking to drive traffic to your website. The demographic profiling capabilities on Facebook is second to none, allowing you to target users on characteristics such as age, gender, location, interests and occupation. So if you have a good idea of what your customers look like, you should be able to use this feature very effectively.
You can also choose to specifically target mobile devices, allowing you to design your ads specifically to meet the requirements of a smaller screen. Before you start, be sure to check out the unique attributes of your chosen platform and adapt your advert accordingly. For example, if you’re going to be pushing out a video on Facebook, up to 85% of videos viewed are in silence, so you’ll need to ensure your video still get its message across without using audio.
4. Make your email marketing mobile friendly
Capturing email addresses of interested parties should still be a key part of your online marketing strategy. Yes it might not be as exciting and glamorous as social media, but if done correctly it can be far more effective. Just think about it for a second, this list contains hundreds, if not hopefully thousands of people, who have already expressed an interest in your product. So pay them the attention they deserve.
The overwhelming majority of eCommerce emails get opened on a smartphone, so by now it should go without saying that the content needs to be optimised for this. There are some simple steps you can follow to create a better reading experience for recipients, which should increase click throughs to your website;
- Always use fonts that are easy to read; you can’t go wrong with good Arial.
- Stick to one column of text
- Use images that keep their appeal on smaller screens
- Always use buttons with a clear call to action.
- Keep your subject line short and concise.
- Get your important copy in the 1st two lines.
There are some great online “newsletter providers” available, all of which are either free to use or very affordable, and extremely user friendly. The majority of these will automatically adapt your content to work on mobiles, but we’d always recommend sending yourself a trial message or two before hitting the send now button!
5. Think Micro
Mobile users don’t want to read paragraphs and paragraphs of text. Your customers wants to be able to find the content they are interested in as quickly as possible, and they want the information to be as accurate and concise as possible.
With this in mind, you’ll need to carefully think about your target market and what is most important to them. Once you have identified this, ensure that this information is put right in front of them so that they can’t miss it. If you’re selling a number of different products on your website, you’ll need to take the time to consider each one of these individually and adapt their web page accordingly.
As with any marketing, the most important aspect here is to always keep your customer at the centre of what you do. If you do this along with adapting your content to suit the needs of a smaller screen you will significantly increase your chances of driving mobile traffic to your website and increasing your mobile conversions.
Oh and one last tip, always make sure you take the time and effort to tailor your landing page, this will significantly increase your conversion rates.