77% of Americans own smartphones and check it 52 times per day, using it for everything from checking work emails to keeping in touch with friends on social media. The popularity of mobile devices has brought about a paradigm shift in consumer purchasing habits impelling marketers to transfer their focus from traditional marketing towards mobile. In 2019, mobile advertising spends worldwide amounted to 190 billion U.S. dollars and it is expected to surpass 280 billion dollars by 2022.
Having a mobile marketing strategy for your business is a must. In this article, we’ll show you how to leverage mobile marketing for your small business.
What Is Mobile Marketing?
Mobile marketing is the use of technology to reach a target audience through their smartphones or tablets. There are several channels through which you can target an audience on their mobile devices such as text messages, push notifications or even by creating an app for your business.
If you own a mobile device, you must already be familiar with the dozens of ways businesses are reaching you throughout the day through ads, text messages, in-app notifications or push notifications.
You may even have clicked on several of these ads, so you already know how well they work. Here’s some data which further establishes that every business needs to stress on a mobile-first marketing strategy.
- 60% of consumers click on mobile ads at least weekly.
- Over 40% of online transactions are now done on mobile
- 51% of smartphone users have discovered a new company or product when searching on their smartphones.
- 82% of smartphone users consult their phones while in a store.
- Globally 4.48% of the tablet users and 3.35% of the mobile users convert.
Benefits of Mobile Marketing
1. Helps You Reach A Wider Audience
Most people are within an arm’s reach of their mobile devices and check it multiple times a day. Streamlining your mobile marketing strategies can help your business reach these people, raise brand awareness and build your online reputation.
2. Reach Customers having a High Purchase Intent
Data from Google suggests that there has been a significant increase in “near me” searches over the past few years and local searches have a much higher purchase intent. When a customer searches for the “best salon near me” on a mobile device – it is quite evident that he/she is looking to avail of its services. Having a mobile marketing strategy in place help you reach these customers at a time when they are ready to buy.
3. Offer Better Customer Experience
Reaching your customers directly on their mobile device through text messages or push notifications can help your business build better customer relations over time. You can disseminate relevant information about new offers, deals, upcoming offers or sales or even intimate them about events.
4. Send out Highly Personalized Marketing Messages
Mobile marketing helps you reach your existing customers or customers who have shown an interest in your product or services through text messages, push notifications or in-app notifications. It is more like a direct interaction between a brand and a customer based on previous purchase history or customer interactions. You can send out personalized marketing messages and reach customers in real-time through location tracking on mobile devices.
5. Set Up Highly Targeted Campaigns
The most common form of mobile marketing requires customer phones, emails or app downloads. These customers are more likely to convert as you are targeting your existing customers or an audience who have already shown an interest in your products and services
Mobile ads can be specifically targeted to local consumers through their device’s location. Hyper-local ads have a much higher response rate as compared to other ads.
Creating a Mobile Marketing Strategy
Now that we understand the benefits of mobile marketing, it is time to create a mobile marketing strategy.
1. Identifying Your Target Audience
The first step to any successful marketing strategy is understanding your customers, their needs and their purchasing habits. Start by creating buyer personas for the different types of customers you are looking to target.
You would need to consider both demographic data such as age range, gender, income level, and education along with behavioral aspects which include their browsing habits, time spent on mobile devices and purchasing habits. Having a clear picture of your target audience helps you to determine channels and craft your marketing messages accordingly.
You can use data from Google Analytics to get more information on people who are viewing your website on mobile devices.
2. Setting Your Mobile Marketing Goals
The next step is to determine the goals you wish to achieve thorough mobile marketing. The question you need to answer at this stage is that why did you decide to supplement your marketing efforts with a mobile strategy; what did you aim to achieve.
Within the ambit of the broader goal to increase sales, one could be looking to increase brand awareness by reaching more people on their mobile apps or looking to engage with existing customers on an ongoing basis by sending out updates on offers/sales or generating feedback on services or offering better customer experience on mobile devices.
Once you have a clear goal in mind, you would also want to analyze your current presence on mobile devices and the strategies that are already in place, in what way are they lacking and how would you like to improve on them.
Now you are ready to set KPIs which are in line with your overall goal. KPIs should be specific, measurable, attainable, relevant, and timely. Correlate each KPI with the minimum acceptable level that you must achieve within a given time frame. Some common mobile marketing KPIs include:
- Increase Engagement rate on App/social media
- Increase Conversions from text messages
- Conversions from Email messages
- Increase Retention rate on mobile apps
- Increase Return on Ad spend
Mobile Marketing Techniques
There are several channels through which you can reach your target audience on their mobile devices.
1. Optimizing Your Website For Mobile
Mobile accounts for 79% of all web traffic. Having a mobile-optimized website is no longer an option as a majority of your customers are accessing your website on their mobile devices. Poor navigation or bad website design affects your reputation as a brand. 79% of shoppers say they are put-off by slow-loading websites and would not return to purchase from a website if it takes more than 2 seconds to load.
Having a mobile-optimized website is the bare minimum you must do in order to get started on a mobile-first strategy. First off, perform a manual audit. Check your website on different devices; design, navigation, buttons, links, landing pages. The question you need to ask yourself at each stage is that would you, as a user, find it convenient to navigate through your website on a mobile device, click on buttons, fill out forms, or place an order.
Make a note of all possible areas of improvement. The next step is to use Google’s mobile-friendliness tool to test your website’s mobile performance. This will give you a clear idea of the specific areas that need improvement. Simply enter the URL of your website and Googe will provide a complete list of all things you need to work on. Now you can ask your web developer to work on each aspect to make your site mobile friendly.
If you are building your website from scratch- here are a few pointers that could help you
- For starters select a responsive theme for your website which automatically optimizes your content for different screen sizes.
- Go for a reliable web host that keeps your site running fast and improves its mobile-friendliness.
- Ensure that the font size and image sizes and quality are optimized for viewing on tablets and mobile devices.
- Navigation should be simple and clean.
- Ensure that buttons and links are clickable on mobile.
- All forms on your website should have a responsive layout
- Optimize pop-ups for mobile
To reduce the bounce rate you must ensure that your site is quick to load and is responsive. You can employ Google’s Mobile Speed Test tool to check the load time of your website. Here are a few ways in which you can improve your website’s speed.
- Enable Caching: This allows servers to store your website files in the user’s local device so that each time the user visits your website, the server will automatically serve the cached version.
- Use a Content Delivery Network (CDN): Using a CDN ensures that your files are copied and stored at servers spread all over the world so that when visitors located at different geographic locations access your site, they are served by local servers significantly reducing load time and bandwidth usage.
- Compress your images.
Enable Accelerated Mobile Pages (AMP)
Google introduced Accelerated Mobile Pages (AMP) as a way to improve load times and create a mobile-friendly version of your website. This involves filtering out large HTML codes or unnecessary elements on your website and serving the AMP version to users who access your site on a mobile device.
2. Optimizing Email Campaigns for Mobile
55% of emails are now opened on a mobile device. Therefore, it becomes important to optimize your emails for mobile devices. Here are a few tips you can implement to optimize your emails for mobile.
- Use a responsive design that optimizes your content for different devices and screen sizes.
- Pre-header text: This is the first line of your copy which appears just below the subject line of your email. Ensure that you grab the attention of your audience right from the word go.
- Keep your copy concise: Remember people have short attention spans. No one wants to scroll through tonnes of content to find the relevant information. It is best to keep your copy precise and to the point.
- Optimize images.
- Focus on a single CTA and placed it as far up the copy as possible.
- Highlight your CTA buttons: Buttons and icons need to be a little larger(45-57 Px) on a mobile screen for easy navigation. Leave around 10px padding around buttons.
- 20px-40px white space around texts increases comprehension.
- Ensure that any landing pages you are directing your customers to are optimized for mobile devices.
- Perform A/B tests to determine which subject lines/ times/ days of the week/CTA’s work best for you.
- Check your email on multiple devices before you send it out.
3. SMS Messages
Text messaging a highly effective form of advertising because it is a direct communication channel that can be personalized according to your requirements.
Text messages have a 160-character limit, so use your words judiciously. Here are a few tips to get the best results from your SMS marketing campaign
- Use a professional text messaging service that allows you to send messages in your brand name.
- Keep your copy crisp, clear and concise.
- Focus on one call to action.
- Use UTM links: If you are re-directing your customers to particular landing pages, ensure that you use links with UTM parameters to track and monitor your campaign.
- Optimize your landing pages for mobile.
- Segment your customers: This helps you to personalize your campaigns based customer information and purchase history.
- Set up automated messages: You can send out automated messages when a customer takes certain actions on your website or app such as completing a purchase or leaving item in the cart or even filling out a subscription form.
- Determine the best time and day of the week to send out messages.
- Finally, monitor your campaigns.
4. Social media
- 90% of Facebook’s users access it through the mobile app
- 85% of the time spent on Twitter is on a mobile device
- Instagram is almost exclusive to mobile users
- About 80% of Pinterest’s traffic comes from mobile devices.
So, if social media is a part of your strategy, then optimizing the experience on mobile should be your first priority. Automatic formatting works for social networks like Twitter and Instagram, however, you would have to optimize your Facebook page for mobile devices. Header images that work on the Desktop version of Facebook may get cropped on mobile devices. Additionally, while optimizing your page you must keep it in mind that are several other features such as navigation tabs in the left-hand column of the desktop version are not available on mobile Here are some other things you should consider while creating your social media strategy for mobile users.
- Research the best time to post; Ideally, you should be posting your content at times when users are most likely to be on their mobile devices.
- Focus on visual content: Use high-quality images and optimize image sizes for the different platforms that you looking to target. Use the minimum of text on images.
- Create more video content.
- Keep your captions short (160 characters) and eye-catching.
- Have clear CTA’s on your posts.
- Redirect only to mobile-optimized landing pages
- Leverage the power of hashtags
- Add location tags to posts to increases visibility.
- Optimize your ads on social media platforms for mobile users.
5. Mobile Ads
- 51% of customers use mobile devices to discover new brands and products.
- 91% of smartphone owners purchased or planned to purchase a product after seeing a relevant ad.
- Mobile plays a significant role in purchases of 60% of B2B buyers
- By 2020, mobile advertising is expected to represent 80% of all U.S. digital ad spending.
In a world where consumers are spending 8-12 hours each day on their mobile devices, mobile advertising is definitely one of the most effective ways to reach your target audience.
There are several options available to marketers looking to advertise their products on mobile. Knowing your target audience and having clearly defined goals help you and determine which channels would work best for you.
Google drives 95% of all paid search ad clicks on mobile and is definitely a great starting point for marketers looking to target customers on mobile. However, ads on social media platforms such as Facebook, Instagram, Twitter, and Native Mobile advertising are also a lucrative option.
- Mobile advertising on Facebook produces better results than ads that appear on desktop-only.
- Click-through rates on Sponsored Stories are 12 times higher on mobile devices than on desktop sites.
- Videos ads account for more than 50% of Twitter’s advertising revenue
- 20% Instagram Stories by brands receive a direct response from the viewers.
- Mobile native ads comprising of sponsored content, social media ads, in-feed ads are non-intrusive and viewed three times more often than banner ads.
- The engagement index on Native Mobile Ads is 20-60% above average.
6. Mobile Application
With over 2.2 million apps in the Apple App Store and almost 3.5 million in Google Play store, it seems like every other business owns a mobile app. A robust mobile application could help you drive engagement, support e-commerce and build long-term customer loyalty. Globally, the average user spends over 3 hours a day on mobile apps.
In the United States, an average user has around 104 apps installed on their mobile devices. However, on the flip side, they use only around 35 of those on a monthly basis and 23% of apps are used only once.
With the growth of technology, developing an app for your business no longer puts a strain on your pocket, however, maintenance and updates may require significant resources.
If you feel that it makes sense for your business to have an independent app, your main concern should be customer acquisition and retention. It can be tough for consumers to discover your app in a crowded market. The right kind of app marketing campaign can help your app build an audience and retain it in the long-term.
- App Store Optimization (ASO) Just like your website needs SEO to appear on the first page of search results, App Store Optimization helps your app gain visibility in the app stores and increases organic downloads. By optimizing App Name, Title, Logo, Screenshots and App Rating and keywords, you can help the right users find your app.
- Push Notifications: Push notifications are alerts or text messages that appear on the home screen of a user’s mobile device and get stacked away in the notification sections if the user fails to check them when they are received. A user must have downloaded your app to receive them. Push notifications can increase user engagement with your app up to 88% and also have a positive impact on retention rates. You can use Push notifications to send out various kinds of information to your consumers.
- Give updates like order confirmation or delivery status, or offers on items left in the cart.
- Notify users about special offers, events, new additions or app updates.
- Use device location information to send out personalized messages.
You can also send images, videos, or sound files via rich push notifications.
- In-App Messages: In-app messages are the notifications or alerts users receive when they are using a mobile app. In-app messages that appear in response to a user action can increase conversion by 4X times. In-app messages can also help you to increase the time spent on the app and retention rate by 2-3.5X times.
You can use In-App messages to:
- Give a personalized recommendation or suggestion.
- Request a review or rating.
- Promote new products
- Offer help via tutorials
Optimizing Your Mobile Marketing Strategy
For any marketing strategy to be successful you need to track the performance of each initiative that you take and analyze the results. This helps you determine which of your actions are yielding the best results and areas that can do with further improvements.
With the number of customers using mobile devices continuously on the rise, every business stands to gain from a mobile-first marketing strategy.