Have you thought about your mobile marketing strategy yet? If you haven’t yet gotten around to developing it, you’re missing out on a powerful lead generation funnel that could potentially reach far broader and wider audiences than your traditional advertising does.
Mobile marketing has become a “must have” for many businesses, regardless of whether or not their product is an app or packaged goods. Considering that one in every five people now owns a smartphone, and 91% of people in the US do, it’s more important than ever to have a plan for getting your brand messaging to these audiences. Think about how often the average person looks at their phone in a day, an hour, heck, even a minute! It’s a far more personal and direct connection than you get from watching a commercial on television or flipping past a print ad in a magazine.
Getting started can be as simple as optimizing your marketing strategies for people using a mobile device–whether this means making your website mobile-friendly, or developing an app to complement your Web or retail offering. According to a Google report, 90% of online users utilize multiple screens sequentially to accomplish a task over time. So you need to create a seamless, optimized experience that can start on an Android or iPhone, continue to a tablet, and finish on a laptop.
The three key factors to include when optimizing for mobile are:
Responsive design: Make your site appear properly formatted and designed across any device. 67% of users are more likely to purchase a product or service from a mobile-friendly device (Google Report). Make it easy for them by ensuring they can find and buy what they’re looking for in just one or two clicks. To test out how your website looks across devices now, use Hubspot’s Device Lab.
Lead generation: While it may not be as straightforward to generate leads on mobile devices as with your regular marketing tactics, it’s a very profitable way to reach your audience through a growing channel.
Mobile ROI: Responsively designed websites can result in very high conversion rates. However, tracking these rates can be difficult.
Having a responsive design is actually practical for your business and has an array of additional benefits. Let’s examine these benefits:
#1: Higher conversions
There is a large percentage of people who will leave your site if it’s not optimized for their consumption experience. Companies with mobile-optimized sites actually triple their chances of increasing their mobile conversion rate to 5% or above (Adobe).
#2: It’s easier to maintain than apps
Believe it or not, even though responsive design looks different on your tablet, mobile device, and desktop devices, it is actually just one device that conforms to the size of the screen. Marketers, pay attention! This means you only have to update one version of your website, and it will still be easy to use across all of your devices! The result? Saving money and bottlenecks, as well as the time it would take to develop an app from scratch.
#3: Improves SEO
First, it’s essential to optimize your webpages for keywords you are trying to rank for. By having one responsive website, you’ll only have to optimize your content once because your pages will automatically update across devices. If you had a desktop and separate mobile version of your site, you’d have two URLs with two sites to optimize. Responsive design consolidates your efforts into one, which also prevents you from publishing duplicate content.
#4: It calls for better usability
Google released a report that consumers have these top requests for mobile:
- 76% of users want a business’ mobile site to fit the small screen of their smartphone better.
- 64% said they want to only scroll up and down, not left and right.
- 69% of users called for bigger buttons that are friendlier to their fumbling fingers.
- 74% of users want mobile sites to look clean and efficient.
Having a responsive design makes all of these requests come to light and makes the mobile site clean and efficient. Now let’s look at some actionable ways to use your optimized mobile site to bring in business.
Six tactics for generating leads through mobile marketing
Generating leads through mobile marketing requires taking a step back and thinking about ways you can optimize the information and content you already have for mobile experiences.
Employ Progressive Profiling Forms: Forms with tiny fields are frustrating to use and lead to mistakes. Yet we know that forms are the core of conversion on webpages. The way to avoid this is with progressive profiling–this allows you to set up iterative forms that enable you to designate which questions appear based on what you already know about a particular lead.
Create Simple Calls-to-Action: Go for an image with clear, readable text. That means short, to-the-point CTAs that get your message across quickly with only a few words.
Provide Discounts & Customer Loyalty: Promo codes, customer loyalty discounts, and on-location specials that can be redeemed through mobile devices are great ways to attract and keep customers.
Optimize for a Mobile Screen: There are a few easy rules to live by here. First, frontload your content so that they see the most important message early in case they are short on time. Next, make it easy to digest: bold your headlines, make them short and tweetable. Finally, A/B test to see what performs better!
Make Your Phone Number Clickable: People are much more action-oriented on their phone. Making your phone number clickable in the text can get visitors to that point of conversion faster.
Try a Simple Text Campaign: There’s plenty of room for growth in the SMS channel. Try offering people a discount simply by texting while they’re in the store. This can turn a prospect into a lead very quickly, and then you can continue to offer them occasional text discounts for repeat business.
Putting all these best practices into action is what leads us to our final topic to cover:
How to unlock mobile ROI
Mobile has a tracking problem, not a conversion problem. Conversion rates are extremely high, but we are still figuring out the best ways to track it.
Mobile has its largest impact offline through in-store interactions, phone conversations, and app usage. But advertisers aren’t tracking these metrics. According to Deloitte’s “The Dawn of Mobile Influence” report, $159 billion in retail sales were influenced by mobile in 2012–a much higher number than what is recognized in advertising.
Now, there are tons of ways for consumers to convert using their mobile devices. Not only do these options allow for better usability and interaction between consumers and businesses, but it also allows for unique opportunities for advertisers and savvy companies–both offline and online:
Online – On-Device Conversion: Most businesses allow consumers to purchase directly while using their mobile device. Ideally, it should be just as easy to purchase on mobile as it is on a desktop device. Otherwise, you may lose a customer to a competitor.
Online – Mobile Apps: As of June 2012, 50% of U.S. smartphone owners said they have used mobile commerce apps (Nielsen). With an app you can typically purchase an item in just two steps, making these apps efficient alternatives to mobile websites.
Offline – Click-to-Call: Believe it or not, some customers still want an easy way to make calls to a business using their smartphones–a quick call is often the best solution when there is no time to fill out a form and wait for the company to make contact. Comcast was able to get a 270% higher click-through rate than desktop ads just by providing its phone number in search ads and on its mobile site.
Online – Cross-Device: 90% of people use multiple screens sequentially to accomplish a task over time (Google). Keep this cross-device purchasing flow in mind when building your mobile strategies.
Offline — In-Store: Mobile users are mobile, on-the-go, and dependent on constant Internet access. This allows them to check competitive pricing but also make other informed decisions before making a purchase. It also gives advertisers the opportunity to interact with customers with a very high intent of purchase.
Final thoughts on mobile marketing
Your business may be having trouble measuring the value of your mobile presence right now, but after some careful calculating, you can actually figure out the accurate ROI.
Consider the different conversion types you can measure in mobile and how that relates to your business. Are you mainly using an app? Are you using a mobile site? What options and/or buttons are being clicked the most often? What patterns do you know about your customers that can help you assign values to their actions? What data do you already have that can be applied to your mobile presence?
Considering these questions and adopting some of the tactics we’ve outlined above will give you a solid basis for your mobile marketing strategy. Good luck!
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