Mobile Marketing Strategy: tips and benefits on how to get started
Giving up on your mobile marketing strategy?
If you want to start over, now is the perfect time to do it because everyone is going mobile these days. You’re probably reading this on your smartphone!
And this is becoming more and more common as people spend 69% of their digital media time on their mobile devices. What’s more is that 59% of smartphone users expect websites they visit to be mobile-friendly.
No wonder 68% of companies are now paying close attention to mobile marketing. These are just some of the best reasons why you need to build a smart strategy to create a better mobile experience for your customers.
So, here are some steps to getting started.
Create a plan and follow through
A plan on paper is just a plan if you don’t follow through. Work on it and set clear goals that will take you to places.
There’s no way you can maximize the full potential of your mobile marketing strategy if you stop at building a mobile-friendly website (although it’s important). But you also have to ask yourself questions and think how your customers will reach you.
How will customers find you? What do they expect to read or find out on your website? Where can they sign up to receive newsletters? Is your online presence strong enough to attract traffic?
How your customers use mobile devices
How your customers use their mobile devices may vary depending on personal reasons. Some search for local businesses through Google, while some prefer to browse through social media.
Meanwhile, there are those who always show up at an establishment because they received a coupon deal through SMS.
One way to find out what the majority of your target customers do is by running a survey. Ask them what type of mobile device they use regularly; where do they access your content; and what types of content they read or visit on their mobile devices.
Alternatively, you can use your website’s analytics tool to collect more data.
Ready to take it to the next level?
Prepare your content and optimize it in a way that can be read clearly on different mobile devices. Here are a few techniques:
For written content
- Use bullet points
- Write short but catchy headlines
- Use subheadings
- Keep paragraphs short (two-three sentences each)
For graphics/visual content
- Resize your photos to up your page loading speed
- Adjust your font style and size accordingly
- Use a responsive web design
- Write short and concise text messages (greetings + offer + expiry + where to redeem + call-to-action)
- Offer something of value
- Use a SMS keyword and mobile short code
Metrics & analytics tools to track performance
Once everything is set up, you will want to know how effective your mobile marketing strategy really is.
For example, if your focus is on SMS because you attract more paying customers through this, you can get insights from your platform’s reporting tool. This will show you stats and figures like your click-through rates.
Are people responding to your text messages? Are people clicking through your links? Are people redeeming every coupon you send them?
What can you do about unresponsive customers? Create a more compelling content?
Insights are key to perfecting your strategy. So, keep track of your performance and make improvements on those that need it. But also keep strategies that perform best to continue on providing a great mobile experience.