A mobile marketing strategy uses a combination of marketing channels to connect with an audience through a mobile device, and generates leads through these channels. Which channels you use depends on where your customers spend their time and what type of content they're consuming on their smartphone.
- Responsive website
Ensure your website has a responsive design, allowing users to reveal buttons, text, and webpages within the website.
- Mobile search
More than 60% of Google searches taking place on a mobile device, ensure your SEO is focused on mobile users too.
- Email marketing
Mobile is responsible for at least 50% of all email opens, according to data from Campaign Monitor. Make sure the email newsletters you deliver to your subscribers are optimized for viewing on most mobile email platforms.
- Social media
Some social networks are designed for mobile, it is essential your profiles are optimised to convert from mobile users.
- Mobile apps
Depending on your business, this may be beneficial when it comes to direct conversions. I.e.: it is great for a local delivery focused restaurant or a chain of venues, but unnecessary for a single site venue.
- Virtual and augmented reality
Virtual and augmented reality are two of the newest opportunities in digital marketing, and in some cases, all a user needs is a smartphone to enjoy it. Whereas virtual reality (VR) simulates entire environments through a smartphone, augmented reality (AR) literally "augments" the appearance of what's in front of a user when they look through their mobile screen. Numerous companies have already taken advantage of this technology to offer branded experiences to their customers and even help them make better purchase decisions. Home decor vendor, Wayfair, for example, recently created an AR feature as part of its mobile shopping app that lets its customers see what an item might look like in a certain spot in their home.
To launch a mobile marketing strategy through these channels, focus on these areas first:
- Identify your mobile users
See if site visitors are indeed using mobile devices to visit your site and what devices they are using most frequently. Knowing the devices used to visit your site most frequently, such as an iPad, Android, Blackberry, or iPhone, will help you prioritize optimization efforts toward those devices.
- Set measurable and realistic goals
A good first goal would be to build your opt-in database. If you'd like to optimize your site for mobile, consider starting with the content assets that drive the most leads to your site.
- Create a test base
Identify some loyal customers on which to test new mobile campaigns. Mobile requires customisation, and a short test phase in which users can give you feedback will help catch glitches and create a better user experience before a large-scale rollout.
- Create short forms
You can ask users to fill out forms, but pare down the fields as much as possible. Typing on a smartphone is a nuisance at best and difficult at worst, so shortened forms and those with pre-filled options the user can scroll through are ideal.
- Don't hide content behind multiple clicks
If a user would click three times to get to a webpage on their desktop, they might only put up with two clicks on a mobile device before giving up.
- Use features specific to mobile devices
Take advantage of all the great features of today's mobile devices when thinking of mobile marketing campaigns. For example, you can use GPS to let users check-in at your venue (you can even provide a reward for those who do), offer click-to-call functionality, and provide QR codes that lead to a targeted landing page.
- Create content tailored to small screens
Shorter content that is formatted in bitesize chunks is ideal for the mobile experience. Embrace bold headings, bullet points, and numbered lists to break up longer paragraphs and make it easy for the reader to find what he needs.
- Add big buttons and CTAs
People need to be able to easily tap on their phone's screens when navigating a website, and thumbs come in all shapes and sizes. Enhance the size of your most important conversion points just a little bit so your visitors can easily select the button they intended to select.
While mobile marketing is a widely accepted approach to business growth, not every channel will be right for you. Continue monitoring what works and what doesn't, and refine your own best practices to fit the needs, interests, and location of your customers.