Mobile marketing campaigns are a crucial aspect of digital marketing, given its widespread use among individuals today. Similar to emails, mobile devices are readily available to almost everyone.
Small businesses can improve their conversion rates by using simple techniques in their mobile marketing strategies. By integrating these strategies into a multichannel marketing solution, small businesses can effectively target more customers with personalized offers.
How mobile marketing strategies for small businesses can boost conversion rates
The increasing number of over five billion mobile device users demonstrates the significance of marketing to smartphone users in order to enhance brand awareness and boost conversion rates.
- Sixty-eight percent of email campaigns are opened on a mobile device.
- Mobile ad spending accounts for 72% of the digital advertisements purchased in the U.S.
- Digital marketers spend over half of their budget on mobile advertisements.
- When used as part of a multichannel marketing approach, mobile marketing can lead to more sales.
- Smartphone use encourages 70% of people to make purchases in store after using their phones to get more information about a product or service.
- More than 90% of businesses that use an advanced personalization strategy saw revenue growth in 2018.
- Mobile devices are responsible for over 40% of the transactions that people complete online.
1. Location-based marketing
By employing geofencing, a location-based marketing technique, you can target mobile users within a specific area if your small business has a mobile app. Enhance your email experience by integrating your account with Salesforce, the top integration available.
This is particularly beneficial for small businesses that operate physical stores. It can also be advantageous for online platforms that provide local suggestions, such as food delivery or travel services.
A majority of marketers, specifically over 80%, affirm that location-based marketing results in positive impacts on three main metrics: an 85% boost in customer base, an 83% surge in response rates, and an 83% enhancement in customer engagement.
2. Responsive site design
Your goal is to ensure that your website, mobile ads, and marketing content are not only mobile friendly but also mobile optimized.
Mobile optimization has the potential to triple the likelihood of increasing mobile conversion rates to 5% or higher, but only 35% of companies utilize it. Approximately half of all websites with mobile optimization employ responsive design.
Besides responsive site design, there are alternative strategies you can employ to enhance the performance of your website. Mobile-specific development platforms, incorporating HTML5 into your site, and implementing adaptive design are the most prevalent methods for optimizing your website.
3. Optimize your site for mobile traffic
If you direct your mobile visitors to a version of your website that is not compatible with their devices or does not adjust to different screen sizes, you risk losing a substantial portion of your audience. According to recent data gathered by Broad Band Search, the amount of time spent on mobile digital media in the US has surpassed desktop usage, with mobile accounting for 55% while desktop usage is at 42%.
In order to successfully expand your small business, it is crucial to engage in mobile marketing to gain an advantage over competitors who have not yet embraced mobile strategies. When accessing a desktop version of your website on a mobile device, users would generally have an unsatisfying experience. Remember that mobile users are often occupied and prone to distractions.
To start, it is important to empathize with your customers and consider their perspective. Each buyer has their own specific questions related to their persona. Additionally, there are certain general inquiries that you should be knowledgeable about in order to evaluate the quality of the mobile experience you are offering.
- Does mobile website have a simple navigation structure?
- Does it have a quick page load time?
- Are buttons and clickable elements easy to tap on?
- How easy is it for customers to purchase/subscribe via their mobile devices?
- How long is mobile content?
Why are these questions crucial? When mobile users experience a loading time of more than 3 seconds or encounter difficulty in navigating between pages to find desired information, their frustration increases, leading to a lack of interest in your product.
When constructing your mobile website, ensure that the content is concise and straightforward. Consider incorporating more visual elements, but bear in mind that the suitability will depend on your target audience. If you are torn between two ideas, remember that conducting A/B testing is always beneficial.
4. Track your mobile customer behavior
If you fail to consider how consumers or site visitors engage with your content on their mobile device, you risk losing track of their progress in the sales funnel and overlooking the chance to deliver specific messages to them.
When you launch your mobile-friendly website, it is important to consider that customers’ behavior differs between desktop and mobile environments. Therefore, don’t forget to analyze your mobile analytics. This can be done by filtering traffic based on device in Google Analytics and comparing engagement metrics to those from desktop users.
When analyzing your mobile analytics, you should be able to answer the following questions in order to determine if your mobile content needs adjustment. Do not assume that your mobile version is performing well just because your desktop version is.
- How many people are coming to our site via mobile?
- What keywords do mobile users access to find you?
- How does mobile site convert mobile traffic?
Do mobile users stick around or simply access the page and then leave?
By segregating these analytics from the desktop version, you will be able to assess the performance of your mobile marketing strategy and subsequently enhance it to a greater extent.
5. Optimize your mobile ads copy
Setting up your campaign on Google or Bing Ads can be a time-consuming process. When it comes to creating mobile ad content, it may become challenging to come up with new and innovative ideas. In such a situation, you may consider using the content you have already created for your desktop ads.
If you follow this thought process, you will need to optimize ads and extensions for mobile devices. This means you will have to make adjustments to the length of your ads. According to Google Ad policies, mobile ads should have less than 60 characters in length, and the links should range between 15 and 17 characters.
6. Leverage the power of SMS marketing
According to studies, it has been found that text messages have the highest open rate in the market, with 98% of them being opened and read.
What are the ways in which you can fully utilize SMS? One significant advantage of SMS is its capability to attract the attention of potential customers in a spontaneous manner. As an illustration, you can employ SMS messaging for:
- Making announcements
- Giving out a coupon or promotion
- Sending offers
- Carrying out to-do surveys
- Sending traffic to your landing page
- Increasing brand awareness
- Building customer loyalty
- Providing customer support
For small businesses, there are numerous ways to utilize SMS marketing effectively. Below are some excellent suggestions for small business owners to consider.
7. Integrate mobile marketing into your marketing strategy
Prior to creating your mobile campaign, it is important to keep in mind that mobile marketing is merely one tool in your marketing arsenal. Utilize it as a component of your comprehensive strategy rather than relying solely on it. You should be able to provide responses to the following inquiries.
- Who are your customers, and who are you trying to reach?
- How will your target audience gain access to your mobile content?
- Who will want to engage with your mobile content?
- What is the specific goal your mobile customers have?
Addressing these questions will help you determine the role your mobile marketing strategy should have. It is crucial to comprehend the integration of mobile marketing with your current email marketing, landing pages, PPC ads, and inbound marketing in order to understand that mobile marketing does not exist independently.
8. Voice search optimization
As voice-enabled smart devices become more commonplace in households, the use of voice search is growing among people.
By 2022, more than half of households worldwide are projected to possess a voice-enabled device, indicating a 42% surge compared to current ownership figures. Out of those without a voice-enabled device, 34% express a certain level of interest in acquiring one.
Voice search has the capability to boost sales. The typical actions individuals engage in subsequent to conducting a voice search involve reaching out to a discovered business via phone, checking out a company’s website, or going to a nearby store. All of these actions have the potential to generate sales.
9. Utilizing text messages for marketing purposes
The first step in a successful text message campaign is providing people with the opportunity to choose to receive future messages. A majority of individuals, specifically three-quarters, do not have any issue with receiving SMS messages from their favorite companies. Additionally, 90% of people read these messages within three minutes of receiving them. Consequently, text messages have exceptionally high open rates, with individuals reading nearly 100% of them.
When considering the use of text messaging in your mobile marketing strategies, it is worth noting that digital coupons can be a highly effective technique. In fact, coupons received through text message are utilized ten times more frequently compared to coupons obtained from alternative sources.
10. Videos and GIFs
Videos and GIFs have become the preferred choices for enhancing mobile strategies, as people no longer have the patience to read lengthy messages in their inbox. They now seek entertaining and easily understandable content.
Regardless of the amount of time it takes, almost 75% of individuals have a preference for watching a video when acquiring information about a new product.
When you integrate video into your social media campaigns, you successfully promote customer engagement. More than 50% of consumers will interact with a brand after viewing a video on social media. This percentage is even greater when targeting millennials for engagement.
11. On-site and in-app support
Maintaining customer retention rates is one of the top reasons why focusing on customer experience is important. An effective way to enhance their experience is by providing easily accessible support. Whether it’s through a live chat feature integrated into your website or an in-app support option that enables immediate connection, customer support plays a crucial role in ensuring a positive customer experience.
More than 40% of individuals who access your website anticipate finding a live chat option. The proportion increases to approximately 50% for customers using a mobile device to browse your website. Live chat is the favored means of communication for nearly half of the population.
12. Personalize campaigns
By collecting a small amount of information about your website visitors or customers, you can create targeted campaigns that take into account their location and their interaction with your website. This makes personalization one of the most powerful targeting strategies for small businesses.
If emails are not personalized, 52% of people who receive them will shop elsewhere, and customers have this expectation.
In addition to email marketing, personalization goes further—51% of individuals desire companies to predict their requirements and provide digital advertisements based on past interactions, and 80% of individuals are inclined to buy from companies that offer personalized deals.
13. Opt-in forms
One crucial digital marketing best practice is obtaining people’s consent to communicate with them. Whether your goal is to expand your email list or enhance your text message marketing, you must utilize opt-in forms.
An opt-in form can range from a basic popup on your website to a more elaborate offer for an eBook download, which would necessitate providing an email address.
