Considering that 57% of users wouldn’t recommend a business with a poorly-designed mobile website to their friends, an effective mobile marketing strategy is clearly imperative to success. From building a responsive, engaging and multi-faceted online presence to creating optimised campaigns that grab your audience’s attention, mobile marketing has the potential to grow your website traffic, and therefore leads, no end. In this post, we discuss how to create an effective mobile marketing strategy so that the results are always worth it.
Let’s Start With Some Stats…
- According to Google, 61% of users are unlikely to return to a mobile website they had trouble loading, with 40% of these people choosing to visit a competitor’s website instead (MicKinsey & Company).
- 69% of consumers between the ages of 18-39 use their mobiles to research products before they buy (AUM Core).
- 78% of mobile searches for local business information result in a sale. That’s even higher than desktop searches (comScore).
- 83% of mobile users state that a flawless experience across all devices is very important (IMPACT).
…From Stats To Steps
So, how do you create an effective mobile marketing strategy? We outline the steps below:
Step 1 – Know Your Audience.
Go back to basics and start by researching into your target audience. How old are they? What are their interests? What devices are they using? What types of mobile marketing will not only grab their attention, but make them engage with your content? From SMS, MMS and banner ads to QR codes, apps and the website itself, there’s certainly much to choose from.
But don’t leave it there. What specific type of content, such as video, text or influencer marketing does your audience respond best to? Gen Z, for example are known to heavily engage with video, with 71% of them watching 3+ hours of online video each day. It’s no surprise then, that big companies such as Ben & Jerry’s, Converse and Nike have integrated video into their strategy. Ben & Jerry’s, ‘Climate Justice Now’ video is a particular favourite of mine, educating viewers on the importance of seeing climate change not just as an environmental issue, but as an economic issue, effecting jobs and food supplies. It encourages people to stand up and take part in marches similar to the ‘Peoples Climate March’ featured in the video. It’s inspiring, well-edited and presents the brand as one that cares.
Buying personas and location-based mobile marketing has also proven effective, with 87% of mobile marketers seeing benefits, including:
Overall, get an in-depth picture of who your audience are.
Step 2 – Define Your Message.
What is your mobile campaign going to say? How is it going to appeal to an audience that’s on the go? Remember that consumers have different priorities and needs when scanning information on their phones, so you better get the main points in their quick!
To compare, let’s consider Cancer Research. Their television adverts are known for sharing personal stories of suffering and survival, and the benefits that ongoing research will undoubtedly bring. Though emotionally-driven, reading these stories on a phone may prove difficult and therefore not induce the desired response. By integrating a simple yet effective mobile strategy – ‘Text BEAT to 70200 to donate £3 today’ allows all touch points to work in unison. Featuring this simple message on mobile banner ads extends this message further.
Step 3 – Make It Easy.
In the same vain as step 2, make the call to action and end point easy to get to. Instead of a lengthy form that users need to fill in to sign up to your service, make the mobile version quick to boost uptake. Make the check-out process clear and concise, allowing users to save their addresses for repeat purchases.
Step 4 – Test, Update And Find Success.
Have a few ideas that you want to test? Then do it. The great thing about digital marketing is that it is flexible, meaning you can target your audience with two (or more) different ads and see which one is most effective. Real-time analytics will show you what is and isn’t working and you’ll be able to adjust your strategy accordingly. It takes some testing, but you’ll find greater success the more you learn and improve.
Thinking of integrating mobile marketing into your digital strategy? Why not call us today on 0161 327 2635 to discover how we can help you.