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With the rise in the number of mobile phone users, mobile marketing became a new marketing strategy for businesses. The number of mobile users is currently at 5.22 billion – which is 66.6% of the world’s population.
With social distancing and businesses competing to increase leads, mobile marketing plays a crucial role. Most people spend time on their mobile devices, making it easy to reach a broader target audience.
If you’re wondering what makes mobile marketing important, today is a lucky day for you. We’ve covered the topic in detail in our comprehensive guide below.
Let’s find out more!
What Is Mobile Marketing
Mobile marketing is simply marketing to users who use mobile devices like tablets and phones. It is a multi-channel marketing technique that targets a specific audience.
With mobile marketing, users have access to timely and location-based information. For example, if you have an app for your eCommerce store, you can send push notifications to a customer anytime and anywhere.
Mobile marketing can be successful if you use the right strategy. With the rise in mobile users, you can drive leads without extending your marketing budget.
Mobile ads that appear on your mobile devices are types of mobile marketing. Upon clicking on an ad, you can land on a website, social media pages, email, etc..
Mobile Marketing Strategies
The number of mobile phone users continues to grow every day. Most people use the devices as they are not restricted for use like in desktop devices.
According to statistics, an average user spends 4 hours and 10 minutes on the phone daily. Mobile devices drive 55.7% of the web traffic, while desktops drive 41% of the traffic, and tablets drive 3.5%.
For a business, adopting mobile marketing helps in engaging customers and converting leads. Lucky for you, there are so many options to use like, MMS, geofencing, and push notification.
Let’s look at each of the strategies.
- Mobile Push notifications
As a mobile phone user, you must have come across the push notifications several times on your browser or apps. Push notifications are clickable messages that direct you to a specific landing page.
Marketers use push notifications to communicate an offer, sales alert, reminders, or pass information to the audience. For example, an eCommerce store can promote offers for various products using notifications.
Push notifications appear on a mobile app and are crucial when creating awareness and converting leads. However, as a marketer, you need to be careful about how you send the messages.
Avoid sending too many notifications to avoid users having to uninstall the app. For you as a marketer to use push notifications, your audience should have installed your app.
- SMS and MMS
Another convenient type of mobile marketing is SMS and multi messaging services (MMS). With SMS, the marketer sends a short message to the target audience, prompting them to take action.
For example, you can send a short message to your new customers requesting them to take a quick survey after service delivery. On the other hand, an MMS has text, audio, and visuals.
As a marketer, using MMS and SMS increases engagement. 80% of customers track orders using text messages, while 77% are receptive to businesses sending messages.
So, why should you not be open to sending messages to your customers? MMS and SMS are not new to both customers and marketers. Using messages as a mobile marketing strategy can help to drive leads to your business.
In addition to sending messages, ensure that you leave a link to your preferred landing page.
- Location-based mobile marketing
An example of location-based marketing is geofencing. Let’s look at an example. Have you been to the airport, and seconds later, you have a notification from Uber with ride discounts or other transport-related information?
Now, this is where location-based marketing on mobile phones applies. Another example is with Starbucks and Burger King. The two companies have set specific addresses. If you’re near the location, you receive a notification with information about them.
It can be an offer, the day’s menu, discounts, among other relevant details. Geofencing can be successful if you manage to do it right. Customers are likely to convert, especially if you have an enticing offer. Also, ensure that you have the relevant CTAs and links that prompt a user to take action.
- Mobile App marketing
The Covid 19 pandemic has led to a significant change in how people request services. There has been more mobile apps downloads between 2020 and 2021.
Most people spend a lot of time on their mobile phones. For example, they could be accessing social apps like Instagram, Facebook, or even browsing for services.
In 2020, over 204 billion apps were downloaded, which was approximately a 6% increase from the previous year. Google play store was leading with a higher app download as compared to the Apple App Store.
The increase in app downloads has led to marketers using the platforms for mobile marketing and sales. Based on your customer’s buying cycle, you can advertise products on the app to let them know that you have other products they can consider buying.
To attract mobile users to view and click, you can use videos, banners, images, and text. Your audience may end up converting or walking to your store for purchasing.
- In-game marketing
Most smartphone users have already installed game apps on their mobile phones. You can advertise new game features, pricing, and coupons. You can use video ads, banner ads or display ads to attract clicks without losing your customers.
- Social media marketing
Social media marketing works for all business types. Whether you’re in B2B or B2C, social media helps to reach a wider audience. How often do you come across ads on your Instagram, Facebook Business Manager, or Linked In apps?
With Instagram, you can monetize the app and start making money from it. You can use shoppable posts that direct users to the website or a specific offer page.
With over 3.96 billion users on social networks, you can generate leads and increase sales by marketing on the platforms. The number is yet to rise as more people continue to access social pages on mobile devices.
As a marketer, you need to take advantage of a large number of mobile users and ensure that you reach a broad audience. If it gets too overwhelming then you may also consider talking to a marketing coach to help you ride the tide.
Mobile Marketing Tips To Drive Leads
From the mobile marketing definition, it’s clear that marketers can reach their target audience without using smartphones and tablet devices.
But, how do you drive leads through mobile marketing? With the right mobile marketing tips, you can create awareness and convert customers to your business.
Before you implement mobile marketing, here’s what you need to know beforehand:
- Have a mobile-responsive website
Before you run your website, make sure that it displays on all mobile devices. Your website should adjust to the various screen sizes. With the Google mobile-friendly test tool, you can run a test to check if your site is responsive.
An unresponsive website does not attract clicks. Smartphone users surpass desktop users and by far. To be specific, According to Oberlo, mobile phones generate 56.75% of web traffic.
As you design your website, ensure that you’re using a mobile responsive theme. Otherwise, you will end up losing traffic.
- Optimize content for mobile screens
Another tip to have in mind when creating content is to optimize it for smaller screens. That is, the content should be visible and easy to view on mobile devices.
Mobile marketing has a higher conversion rate, considering most people use mobile phones. If you’re creating content for small screens, make sure you test it on mobile devices before publishing.
For example, check how the headlines and fonts appear on the screen. Remember, a desktop view will always be different from the mobile display.
- Design a mobile app that represents your brand
Mobile marketing aims at capturing an audience that uses mobile devices like smartphones and tablets. Designing an app for your brand helps to stand out from the competition and drive leads.
If you’re in eCommerce, a mobile app can attract downloads and sales. You can run ads on the app, offer discounts and publish relevant information on the app.
- Send short, precise messages.
MMS and SMS are types of mobile marketing. It’s not common for anyone to miss a brand message as most people have their mobile devices at hand.
It’s easier to get a reply from your customers through text than using other forms or messaging like emails. Messages have a higher engagement rate and are easier to personalize.
With an SMS, you can write a short, captivating message, then attach a link, offer, or promotion for your customers.
- Make use of Geofencing
With mobile marketing, you have multiple strategies to make use of to drive leads. Geofencing is a successful strategy that businesses are adopting to use.
For example, if you’re running a restaurant, you can set the location within specific geographical boundaries. When your customers are within the area, your ads display the latest information like meals and offers.
Geofencing relies on technology like GPS and RFID. You’re more likely to win potential customers using geofencing.
- Your website should be easy to navigate.
Having a simple, easy-to-navigate website is a bonus when attracting leads. Most people will leave your site if they cannot find what they are looking for with a few clicks.
If it’s an eCommerce site, the product and checkout pages should be close to the homepage. Remember, you’re targeting people who are using mobile devices, which translates to a smaller screen.
Site navigation is part of SEO. It should be easy for anyone to use your site with just a few clicks. You can also look for website design inspirations to have ideas of how to go about your site.
- Optimize your site for speed
A website should take about 2-3 seconds to display. Otherwise, your customers will bounce off. Website speed is not for desktop websites only.
You can use Google’s speed insights to check the performance of your site on mobile devices. However, this does not mean that you ignore website speed on desktop devices. Make sure that your website loads faster on all devices.
- Implement mobile marketing Ads
Mobile marketing can also use ads. Your ads can appear on search results based on the user’s search query.
Ads are more targeted as compared to organic posts. Paid ads have the potential to reach prospecting customers who are likely to convert.
The benefit of using mobile ads is that you can test various CTAs like call extensions. When the user clicks on the ad, they can make a call to the specific ad owner.
For example, you can sponsor a Google ad on the day’s menu and include a CTA with your restaurant’s contacts. That way, it increases the chances of customers making calls and requesting a delivery.
- Create a Listing on Google My Business.
Google my business works for both desktop and mobile devices. With Google my Business, you include the basic information about your business.
Although not limited to the list, you can include your address, location, contact information, and direction. Besides, your customers can check the reviews before making a decision.
When a user searches the internet, your business may appear on the search results. Since the information is easy to view, more users can end up converting.
- Have user-friendly landing pages
What do you want your customers to see when they click on your landing page? Here’s a tip on how to drive leads and convert customers with a landing page.
If you have new products that you want to create awareness of, attach the link to the specific page. That is, if the product page is your landing page, then do not leave a link to your contact or home page.
A user-friendly landing page is easy to navigate, has the appropriate information that matches the ad, and has the necessary CTAs.
- Market through social media apps
Mobile marketing is diverse. You can use various apps like Facebook, Instagram, and Whatsapp. As most people are currently using social media, the platforms have a higher engagement and conversion rate.
With social media, you can run organic posts as well as paid ads. When you’re creating social media posts, ensure they are captivating enough to attract clicks and engagement.
- Multi-channel marketing
Earlier on, when we were defining mobile marketing, we mentioned the word multi-channel. It means that you’re marketing in more than one channel.
That is, you can use push notifications, SMS, MMS, social media, and videos to reach your target audience. As a business, you need to be diverse to maximize traffic and attract leads. Besides, it helps you market to an untapped audience.
- Create awareness through apps and messages
Discounts and offers attract customers to make a purchase. You can send personalized messages to your customers and let them know that you have specific product offers.
You can also have discounts and offers for new customers who download your app. It’s easier to convert such clients and let them know that you value them.
It also encourages your customers to read your messages. However, make sure that you do not spam your customer’s inbox with promotional messages.
- Optimize your ads to increase downloads
Similar to how marketers optimize content for users and search engines, you also need to optimize your app to maximize downloads. For example, if you have an app like HoneyApp that boosts sales and maximizes revenue, you will have to optimize it for downloads.
You can make sure that the logo is visible and attractive to the eye. Besides, you can list the essential features for people to know what to expect from the app.
Benefits of Mobile Marketing
By now, you can list a few benefits of mobile marketing. So, what is in for you when using mobile marketing:
- It is timely and drives engagement – if you’re sending a short message to your customers through MMS and SMS, you’re able to reach their inbox at any time. Hence, it is convenient;
- Cost-effective – mobile ads are cheaper compared to other forms of marketing;
- You can use location-based marketing to drive leads and convert potential customers;
- Mobile marketing is fast. You can send messages to your customers about an offer and increase sales within minutes;
- Mobile marketing reaches a broader audience. Most people currently own a smartphone. Therefore, if you’re relying on SMS and MMS, you’re likely to convert more people.
Mobile marketing is a successful form of online marketing that attracts leads to your business. With our guide, you can implement a type of mobile marketing that works for you and your audience.
Make sure that you have a mobile-friendly website that is easy to navigate. Before you begin, start by identifying who your target audience is, what appeals to them, and then follow the tips above.
Mobile marketing helps to create awareness, generate leads and convert customers. Are you ready to implement mobile marketing in your business?