Rising from a small rumbling just a few years ago, mobile marketing has now grown into the latest golden ticket to online marketing success. Mobile devices are now delivering 42 percent of the organic search traffic across Google, Yahoo and Bing, according to one recent study – and you can rest assured your competitors are baking mobile marketing strategy into their processes and riding the wave. Soon enough, a mobile marketing strategy will be all but mandatory: Google has signaled that mobile performance may increasingly influence organic ranking, leaving sites that perform poorly on mobile devices to shrivel up.
It’s clear that putting your business in the palm of your customers’ hand is critical to search engine optimization and your overall digital marketing success. But where does one start? What are the pitfalls and best practices of a mobile marketing strategy?
Our quick hit list of mobile marketing strategy dos and don’ts can help you formulate your mobile marketing approach and get on the road to being a mobile marketing champ.
What is mobile marketing anyway?
First things first – just what does this ubiquitous term “mobile” mean?
Mobile digital marketing refers to marketing efforts intended to reach audiences and influence decisions via phones, tablets and similar portable devices. Mobile optimization refers to the steps taken to create a version of your website that’s optimal for use on a phone, tablet or other mobile device. Mobile-friendly optimization can include incorporating big buttons, easier to see text, more prominent contact information and other graphic features that enhance convenience for a consumer using a small screen on the go.
You’ve got an idea of what mobile marketing involves. Now on to a few tips for your mobile marketing strategy!
Mobile Marketing Strategy Tips
1. DO Make Sure Your Web Design Is Responsive
Once upon a time, online marketing targeted people using roughly the same screen size. In an age of tablets, phones, phablets, and more, screens come in an increasing number of sizes, and a website needs to instinctively detect that screen size and adjust visual presentation. This is extra important for mobile: If a screen doesn’t resize properly, important calls to action and other key sales information may never make it in front of your audience. If you are using WordPress or a similar CMS, invest in templates with built-in responsiveness; if you’re working with a web design firm for a ground up build, put mobile responsiveness high on your site wish list.
2. DON’T Assume That Covers Your Entire Mobile Effort
A responsive website is critical – but that’s only half of the battle! Mobile sites may require more simple and direct calls to action (or CTAs) than would be appropriate on your normal desktop site. If your standard desktop site’s content makes the grade, you’re in good shape. If the CTAs don’t exactly speak to a person who’s on the go, you may want to look into a mobile-specific framework (essentially a mobile-only version of your site) where you can develop some phone-friendly content.
3. DO Visit Your Site On Mobile
You’d be surprised how often businesses have never actually tried to visit their own website on mobile! Before and periodically after any mobile marketing changes, visit your own website on a tablet and even a few different types of phones. Remember you’re a consumer – does your site work easily? Do you struggle to see the text? Most importantly, would you hang around this site, or hunt for a competitor with an easier to navigate interface? Let your own experience help guide you in this baseline part of forming a mobile strategy
4. DON’T Ignore Speed
Responsiveness, mobile-friendly interfaces with large buttons, and direct CTAs take you far down the mobile marketing field – but speed is what really scores the touchdown. Think of how frustrated you get when a site won’t load on your desktop. That frustration increases exponentially when a person is searching for services on a mobile device. To a mobile consumer especially, every second counts. The longer your site takes to load, the more likely they will depart. Use Google’s speed checker tool to figure out how long it takes your site to load in mobile and take the recommendations for improvement to heart.
5. DON’T Assume Your Clients Aren’t Mobile
The mobile marketing discussion often centers on service-oriented industries. But mobile has plenty of value beyond ordering a pizza or finding a local restaurant. How often have you killed time on your mobile device browsing various sites, and later returned to take an action? Your path to purchase started innocently on mobile – and CEOs and other decision makers in the business-to-business sector are not immune to the same process. Mobile can be high in the funnel of businesses with long sales cycles, but it can be an important place for micro-conversions like bookmarking and other steps that are not limited to one type of audience.
6. DO Tailor Email Marketing and PPC Campaigns to Direct Mobile Clients to Deep Pages
Because mobile audiences so often are on the verge of an immediate conversion, the name of the game is making it easy for them to make quick, informed decisions. Ensure your campaigns lead them to mobile-optimized landing pages or deeper site pages where they can convert quickly and seamlessly.
While other digital marketing trends have waxed and waned, mobile marketing seems here to stay as consumers become more and more detached from their desktops. Take the steps now to get your mobile marketing effort right and get in on the ground floor.
How mobile ready is your website? Does it pass Google’s test? Contact AIS Media for a complimentary mobile website analysis and consultation.