Mobile marketing involves using smartphones, tablets, or other mobile devices to personally connect with the intended audience. It commonly employs techniques such as location-based targeting and AI-powered systems. Yet, concerns remain regarding consumer behavior and data exchange in the online realm.
In consideration of your target audience’s comfort level, what additional methods can be employed to effectively execute mobile marketing and achieve sales and leads?
1. Investing in communications campaigns
Invest in communication campaigns for all employees in order to keep them engaged and to enhance their role as brand ambassadors, as they are highly loyal, motivated, and often underestimated. Encourage all employees, regardless of their position or the organization they belong to, to attract new customers by offering incentives. By doing so, you will not only achieve a significant improvement in customer acquisition but also encourage higher levels of employee engagement.
2. Using QR codes
QR Codes have seen a significant increase in usage due to the pandemic, which has necessitated touch-free solutions. These codes are simple to generate, highly trackable, and applicable for both local and national marketing campaigns. They enable you to direct potential customers to any desired destination.
3. Personalizing promo for humor
When it comes to personalizing promotional efforts or adding humor, it is important to ensure that they provide value to the individual. If you are sending promotional content to someone’s personal device, it should resonate with them, empathize with their needs, and be in accordance with the requirement for double opt-in.
4. Receiving consent from your audience
Cold SMS marketing is not recommended in today’s times. When someone contacts consumers via SMS to sell something, it makes them very sensitive as it intrudes on their privacy. It is important to make sure that the audience being targeted has given their consent to be reached out to, and then plan accordingly based on their response to your initial message. Avoid excessive phone calls or SMS messages.
5. Using SMS efficiently
When done correctly, SMS can have a significant impact on generating leads and driving sales, despite its seemingly outdated nature.
Before incorporating text message marketing into your marketing plans, it is crucial to comprehend and adhere to the laws specific to this channel, which differ from those of email. Once this understanding is achieved, focus on creating impactful messages that correspond to the inherent urgency associated with text messaging. By doing so, you can successfully integrate this powerful channel into your marketing strategies.
6. Reformatting for smaller screens
Mobile marketing encompasses more than just mobile campaigns; it also involves guaranteeing that your campaigns have an equally appealing appearance on desktop devices as they do on mobile screens. Prior to sending out a newsletter or e-blast, it is essential to verify its compatibility on mobile devices. Occasionally, an aesthetically pleasing newsletter may not function effectively on a mobile format. Adapting the content to fit smaller screens is crucial for enhancing engagement, readability, and overall success.
7. Implementing an AI-driven system
It is crucial to invest in an AI-powered software system for efficient automation of your marketing efforts. The advantages of data-driven, focused content provided by this type of marketing are beneficial even for the smallest businesses. While utilizing AI technology, it is important to personalize the content and incorporate intelligent keyword optimization.
8. Using location-based targeting
Location-based targeting has the potential to effectively attract customers to retail stores by focusing on individuals in the vicinity and enticing them with incentives such as time-limited offers, storewide sales, in-store experiences, or complimentary gifts upon purchase.
9. Making the message about the audience
When restructuring the text, the main focus should be on emphasizing the benefits or value that the reader can gain from the product or service instead of using promotional language or unnecessary details. The objective is to address the reader’s pain points and offer solutions that can result in increased sales, time saved, or the alleviation of other difficulties. The aim is to keep the focus on the reader and what they can gain by generating a lead.
10. Sending direct messages to your audience
Sending mass direct messages to targeted leads is a highly successful mobile marketing strategy that can be implemented on various platforms such as discord and Instagram. It is crucial to keep the messages concise and focused, aiming to guide the clients towards alternative content to explore or direct them to a website or social media page for further engagement and contact.
11. Making your website a progressive web app
To ensure your website is a progressive web app (PWA), it should be built to offer a user experience resembling that of a native app while being delivered through the web like any other website. This enhances the mobile customer experience, prolongs user engagement on your site, and consequently improves conversions. To check if your website qualifies as a PWA, you can easily conduct a Google Lighthouse audit.
12. Understand Heuristics
Heuristics, developed by Jakob Nielsen in 1994, are ten usability principles used to assess the visual appeal and ease of usage of software. This aspect holds significance in mobile app development, as the app is primarily intended for user interaction. Consequently, it is imperative to create an app that is intuitive.
When thinking in a methodical manner, remember to consider several heuristics principles.
- Your mobile app’s design should match the real world. Use concepts, language, and conventions that are familiar to your users.
- Give your users control and freedom. This means they should have the option to undo a mistake or cancel an interaction.
- Follow platform and industry conventions. Users’ experiences with other products and software set their expectations. Maintaining consistency ensures that words, situations, or actions mean the same for your users, whether using your or your competitor’s app.
You don’t have to be a mobile app developer to acquire knowledge about heuristics. It is possible to employ an app development team or utilize tools for constructing an application. However, being acquainted with these principles can guarantee the continuous usage of your mobile app.
13. Make your message clear and concise
When implementing mobile marketing, it is common to have a restricted character count. As a result, it is important for your message to be concise and clear. Provide instant value and include a direct call-to-action to inform your target audience about your message and guide them towards the next necessary actions.
14. Keep your web design simple
When considering the situation, it should be noted that individuals using mobile internet access your website on a small screen. Consequently, a cluttered web design will present difficulties for these users when trying to navigate through your site. Therefore, it is advisable to choose a clean and minimalist web design due to the fact that having fewer design elements will result in a faster website load speed.
To reduce the amount of space your website menu occupies on mobile, you can also opt for using the hamburger button and decrease the number of menus on your website.
15. Prioritize website speed
If it takes ten seconds for your website to load, Google states that the bounce rate will increase to 123%.
Bounce rates refer to the quantity of individuals who visit your website and quickly leave without taking any action. Your website’s ranking on search engine results is not influenced by the bounce rate. Nonetheless, it signals that the elements on your website hinder visitors from converting into clients or customers.
To ensure that your website is loading fast, especially on mobile, you can improve its loading speed by following these steps.
- Compressing your images and CSS. High-resolution photos and large codes make your website take a while to load. That said, you can use tools that can compress and reduce the size of the images you upload on your website without compromising quality. Some tools let you reduce CSS code size to make your website load faster.
- Use Accelerate Mobile Pages (AMP). It is a web component framework spearheaded by Google and Twitter to improve a website’s performance on mobile devices. It restricts HTML/CSS and JavaScript and stores your website in a cache, enabling your web page to load almost instantly.
- Check your web host. Your website can impact your website’s performance. That’s because your web host plan has limited bandwidth, determining how much data it can transfer. If possible, consider upgrading your plan to move to a more reliable web host.
16. Address privacy and security concerns
When receiving messages from unknown phone numbers, people often feel cautious. Therefore, it is advisable to improve the content on your mobile platform and guarantee that your business has a strong representation.
When sending an SMS, it is possible to utilize your brand name as the sender’s name rather than solely a basic mobile number. It is recommended to avoid requesting sensitive information such as a customer’s address or credit card details through SMS.
To ensure transparency and legitimacy, consider including a link to a registration form in your message. This way, recipients can verify the content’s source and be confident that there are no questionable activities involved.
17. Choose the right mobile ad format
The distraction caused by banner ads on mobile may be bothersome to certain individuals, whereas they would be more receptive to viewing a 5-second video advertisement. Therefore, it is crucial to carefully consider the mobile ad format that is employed. The essential aspect is utilizing analytics tools to determine the mobile ad format that yields a return on investment. The selection of key performance indicators to monitor will vary based on the characteristics of your business.
If you run an e-commerce business, it can be beneficial to assess the sales generated by your mobile advertisements. If you are the owner of a startup, it is essential to calculate your cost per install (CPI) and cost per loyal user (CPLU). For businesses that cater to other businesses (B2B), it is advisable to track your return on ad spend (ROAS).
