Mobile is the most personal medium and one of the most popular…and it’s growing fast. In fact, eMarketer reports that mobile ad spend will top $100 billion worldwide in 2016…51% of digital marketing. That’s an amazing 430% increase in just 3 years.
More and more customers are using their smartphone and tablets to engage with brands via apps, email, social media, and text. They expect a flawless mobile customer experience that seamlessly integrates with the email and web experiences they have with a business.
If you want to tap into this rapidly growing market and improve your strategy, you need to consider these 9 mobile-specific tips.
Make sure your design is mobile-responsive
People want to see text that loads properly and is optimized specifically for mobile visitors, not just your regular website down-sized. Plus, your social media sharing widgets, and comment plugins also must be mobile responsive, as well. That way, viewers will actually enjoy viewing and engaging your business on their smartphones and tablets.
SEO…another reason to be mobile-friendly
Google search incorporates a mobile-friendly component into their algorithm. This feature basically looks at your site and tries to determine if it’s mobile friendly or not. If not, then it will drop your site down in the rankings below other mobile-friendly sites.
Recognize the importance of “SoLoMo”
SoLoMo, (short for Social-Local-Mobile) refers to the integration of social, location-based, and mobile marketing tools into cohesive customer acquisition platforms. A few common SoLoMo platforms are Foursquare and Groupon. Every mobile experience should be both social and local to help consumers discover what’s around them. Small businesses, in particular, with largely local consumer bases should take advantage of SoLoMo marketing.
Use suitable “local” keywords
Keywords are particularly important in mobile marketing to make sure that you include the local area in conjunction with your keywords, since mobile customers are typically searching locally. Remember to keep your keyword phrases small, utilizing no more than three words.
Customize your message
Be selective in the content you make available via your mobile site. Some website content, like corporate history or FAQs, might not be valuable to a mobile user. However, important information, like your company’s location and phone number and special offers should be placed front and center.
Have mobile-specific calls to action
Catch your mobile users’ attention fast. One of the best ways to do this is including sales and special offers first on your mobile site. Including an opt-in that allows your users to receive alerts when you have new offers can help boost your response rates even further. A bonus tip: If you’re going to use QR (quick-response) codes in your ads, make sure people can actual scan them (like not on a moving bus, on a billboard, or in an elevator where there’s no wireless signal). Don’t forget to include a specific call to action as well as a QR code, like “Scan for free information.”
Be sure you’re app-ealing
Last year, mobile apps surpassed television as the medium with which consumers spend the most time. While the mobile web accounts for only 13% of the amount of time spent on mobile (generally used for basic searches), native apps are typically faster, more interactive and serve as a dynamic two-way communications channel. Apps can utilize smartphone features like push notifications, the camera and the phonebook, and they allow businesses to get creative with personalized offers, loyalty programs and exclusive content. So while having a mobile-optimized website is important, to truly deliver an enhanced mobile experience, apps are where it’s at.
Your own app allows your business to stay top of mind by occupying coveted real estate on a user’s mobile device. And while apps are capable of delivering experiences that other mediums cannot, it’s imperative to consider how your app’s functionality addresses your target audience’s needs, desires and intentions. The easier, better or more enjoyable you can make your customer’s lives, the more they’ll use your app.
Deliver in-the-moment solutions
Forbes points out that people are turning to their mobile devices for quick, in-the-moment advice, help or information. They expect instantaneous, bite-sized answers, that Google calls “micro-moments,” of which there are 4 types:
- I-want-to-know moments (“What is the capital of Illinois?”)
- I-want-to-go moments (“Where is the nearest grocery store?”)
- I-want-to-do moments (“How do I cook scallops?”)
- I-want-to-buy moments (“I want to consult with a nearby lawyer.”)
Test, test, test
Compared to other media, mobile is fairly inexpensive. So, don’t be afraid to test different strategies to see what works best and what doesn’t. Mobile has so much to offer; don’t limit yourself to just one type of advertising. For example, try your hand at text message marketing.
Mobile marketing lets you reach your customers and prospects anytime, anywhere. And with sky-high open and click-through rates, your efforts are more likely to have direct, positive results.
If you’re looking for help with your mobile marketing strategy or your mobile site, simply give Solamar a shout!