The power of mobile has spoken, and as of 2014 mobile browsing overtook desktop browsing for the first time, with more of our online time now experienced through the screen of the SmartPhone or tablet (SmartInsights 2015). However, it seems that all too many businesses are failing to truly get to grips with mobile marketing and all that it can deliver; so here we take a look at 10 straightforward and super easy to implement mobile marketing tips.
1. Supercharge your business growth through a well-structured email campaign
Email marketing is far from an ineffective marketing medium. In fact as many as 44% of email recipients report having made a purchase based upon a promotional email within the last 12 months (Convince and convert); and with 53% of all emails now being opened on mobile (Camping Monitor 2015) it is key to making the most of this medium. Steps that you can take to achieve this include:
- Responsive email design that adapts to any device;
- Keeping your subject lines to a mobile friendly 41-50 characters;
- Utilising pre-header text;
- Keeping your copy seriously concise;
- Driving your visitors to a mobile friendly destination (see our next point!).
2. Get your website mobile supercharged
Assess whether your online presence is truly ready for the Mobile consumer. This means polishing your website to go beyond being merely responsive (e.g. to fit to any size device) to really make the browsing experience optimised for mobile. Here’s how to do just that:
- Make your website simple, with copy that is condensed, forms that are simple and navigation that is easy to use within the finite space of the mobile.
- Avoid technologies that don’t work on all mobiles, such as Flash and Java, as well as features that are hated by mobile browsers, such as pop-up windows.
- Test, test and test again – Never stop adapting to feedback from mobile testing and stay on top of just how your competitors are polishing their mobile presences.
3. Be super smart when it comes to business marketing via text
Provide your consumers with a real reason to sign up to your text marketing messages; provide them with exclusive discounts or offers, or deliver downloadable content via email. Once they’re signed up, be sure to encourage your users to take a specific action, such as taking a survey, visit your website or purchase a product.
4. Make the most of WhatsApp
WhatsApp will soon be launching their business package for streamlined communications from business to consumer. However that isn’t to say that you can’t already make the most of this medium. We’ve written a great blog post on just what this platform is already delivering for the average business on ‘WhatsApp for businesses’.
5. Tap into Mobile Social Media
Connect with the 1.65 billion active mobile users on social media (We Are Social 2015); key steps to tackle this may include:
- If you have a physical business serve up ads based upon those who are close to you through foursquare ads;
- Take a different approach with each social network so you’re not repeating the same messages, and ensure you make the most out of each platform’s strengths and features;
- Make the most of customer engagement by using a tool such as Mention, so you can capitalise upon replies and engagements on the go, direct from your own mobile.
6. Got a physical premises? Offer rewards for Facebook check-ins
Facebook check-ins capitalise upon the most important and powerful forms of marketing – that of consumer to consumer advocacy. To encourage this you can offer you customers rewards whenever they check into your business via Facebook.
7. Streamline your customer journey from printed materials to online through QR codes
Printed materials such as direct mail are seriously underestimated as to their effectiveness, yet with 89% of consumers being influenced by direct mail into making a purchase online, you really should be making the most of it (Central Mailing).
One way to achieve this is to include QR codes on your printed materials, so your consumer can be led seamlessly from the physical world, into the digital one, at the literal click of a button.
8. Harness the power of the mobile searcher through directories
Mobile searching, just as browsing, has now overtaken searches from the desktop, and businesses can’t afford to not factor this into their strategy. Here’s some ideas for winning the business of those Googling by SmartPhone or tablet:
- If you have a shop, or physical premises that you serve customers from, then you need to be on Google business;
- Refer to tip two and make sure your website is mobile friendly (Google also specifically states that this is one of the many ranking factors that they consider when working out which website to place where within their search results);
- If you’re investing in Pay per Click on Adwords, be sure to make the most of their targeted adverts for mobile users, this can also help you break down the differences in visitor behaviour (and if these visitors convert better, you can focus on gaining more mobile searchers).
9. Do you trade online? Offer your consumer an online delivery tracker
If you sell online then you should understand the importance of keeping customers in the loop when it comes to their deliveries. An online tracker can then provide to be worth its weight in gold.
10. And finally… one for the long road… Consider whether you could add value to your business with an app
This last point is far from a quick and easy to implement tip, but a potentially important one nevertheless. An app can truly drive business growth, but only if it provides your consumer with a unique advantage that makes their life better.
To consider this idea, take a look at your customer – what are their main pain points in life, and how can you help them overcome this?
A few well-placed examples of great apps in action would be a fitness and lifestyle tracker, from a sports clothing company; a dog training app from a pet store or a meditation app from an online yoga retailer.