Smartphones, tablets, wearables… there is no denying it: we are in 2017 and we live in a mobile world. Mobile Marketing is no longer an option, but rather a fundamental pillar of any digital marketing strategy. But fear not! With these 5 mobile marketing ideas, you will find a way into your client’s pockets for sure.
1) Make your website responsive
There is no excuse: your website has to be prepared to be seen correctly, practically and attractively on screens of all sizes, and the answer to that is being responsive.
Last year, Google announced the launch of the new “mobile-first” indexing, which in time will become even the default. Companies without a mobile website are destined for failure, so be sure not to make that mistake!
Marketers who have not updated their websites will soon begin to feel the negative effects or their mistake, while those who have already taken this step can focus on the next one: improving the user experience.
One thing is clear: the easier you make things for your users, the easier it will be for them to convert into clients. A smooth mobile experience that makes the purchasing process easier is one of the best investments you can make for your brand. Focus on these two ideas to begin your optimization process:
- Focus on improving loading times. Mobile users have much less patience than desktop users, and often use weaker internet connections.
- Offer the options of logging in of signing up using social profiles, rather than forcing them to create a profile from scratch. This makes it much easier for them to continue with their purchasing process rather than giving up halfway.
2) Include an option to pay via mobile
We all love having our lives made easier, don’t we? This rings true especially for mobile users. The less steps they have to go through, the easier it will be to get them to convert. Which is exactly why big companies are already changing their processes to allow paying by mobile.
If you don’t want your brand to fall behind, 2017 is the time to implement payments via mobile devices, and with that I don’t just mean smartphones and tablets: smartwatches and other wearables count too!
It is undeniable that people are getting over their fear and hesitance towards online shopping. Nevertheless, new platforms and formats are always met with some initial resistance, so it is always good to be cautious. If you want to be sure you are doing right by your mobile marketing strategy, my recommendation is definitely to investigate and read up on payment platforms until you find one that offers security as well as simplicity.
3) Increase the ways to interact with your brand
Users are not all the same, nor are all purchasing experiences. Which is why it is so important to offer users different ways to communicate with your brand. Here are some ideas to start off:
- By clicking on an ad’s image.
- By calling directly from their smartphones.
- By messaging you on social media.
- By seeing offers and placing orders through an app.
- And if you have a physical store, give them all possible ways to find it! Why just give them an address when you can include a map?
Another very important thing to remember of course is that people use a large variety of mobile devices to get online and do their shopping. Make sure your mobile marketing is compatible with different devices and operating systems.
4) Make the most of coupons and discounts
Remember when our parents would cut out coupons from newspapers and magazines to take them to the store? Well, mobile marketing can use this same strategy to attract clients… slightly more conveniently and efficiently!
No one goes anywhere without their smartphone nowadays, meaning the risk of forgetting our coupons at home is all but nonexistent. Being a simpler process, the conversion rates are higher. As if that weren’t convincing enough, mobile coupons take advantage of opportunities to attract your clients’ attention, by, for example, combining them with geolocation technology and sending them push notifications to tempt them with offers close to their location at that moment.
To make the most of your discount strategy, you will need to come up with ways to create irresistible offers and adapt them to each situation. Marketing automation can help you manage different profiles to make sure you make the perfect offer at the perfect time. And if you want to create a certain sense of urgency and time pressure to encourage conversion, try combining these coupons with temporary content on social media, such as Snapchat.
5) Join mobile social networks!
Speaking of social media, here is my last piece of advice: use mobile social networks in your mobile marketing strategy.
Networks such as Instagram, Snapchat and Periscope use mobile to its full potential and create unique opportunities. After their incredible success over the last years, they are not only a side note of marketing strategies, but rather a vital piece to the puzzle.
But, as all marketers know, social networks come and social networks go, and although one in particular may seem to be taking over the world today, there is no guarantee that anyone will even remember its name not long after. The trick is not to stick only to the more conservative options, but rather to diversify in order to minimize the risk.
My advice is to communicate and spread your message using different channels, while always adapting your content to each network’s unique features. In the end, it is the same techniques marketers have been using for decades: what works on a billboard in the street probably won’t work for a TV commercial. If you want to impress your clients and get your mobile marketing to work, diversify, adapt and thrive! Good luck :-)