Mobile Marketing Tips

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For years, marketers were told that the number of global mobile device users would eventually surpass desktop. In 2014, that prediction came true and changed the face of marketing forever. 80% of Internet users own a smartphone.1 There isn’t a question of whether or not mobile marketing is valuable anymore — the data says it all.Mobile is now a crucial part of the purchase cycle. Is your business up to par? If you aren’t able to connect with your mobile audience, which we now know is the majority of your online audience, you’ll miss out; especially if your competitors excel at it.It’s time you checked in on your mobile marketing campaign to see if it’s really reaching users the way it should be. Assess the needs of your business with the following questions and take advantage of our mobile marketing tips.

mobile website

FACT: 91% of small business websites are not optimized for mobile.2
  • We’ve already described why having a mobile-friendly site is important to any business, but how do you even know if your site is optimized to begin with? You can use several free tools available around the web to analyze your site just by crawling it. This feedback is quick and direct, but also very technical. If that’s not thorough enough, run through a checklist to see how your site matches up.
  • Think about your experience as a mobile website user. What are some features that make you want to leave a site or abandon a transaction? Consider the do’s as well as the don’ts.
  • When in doubt, choose a responsive site. A responsive design automatically adjusts the page to the size and type of device. In other words, a singular page can be used for mobile, tablet and desktop. Responsive design templates are available on the most popular content management platforms and are becoming the norm for most small businesses because of their versatility.
  • Some experts recommend a dedicated mobile site, as something tailored specifically for mobile use can lead to a better customer experience. However, if not executed properly, it could become a much bigger investment (time and money) than it needs to be. It can also be an issue for SEO depending on your strategies (i.e. duplicate content).
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FACT: 61% of customers have a higher opinion of brands when they are offered a good mobile experience.3
  • Optimize your current marketing efforts for mobile. Great examples of mobile opportunity are the click-to-call and app extensions in pay-per-click advertising. Enabling features like these allows for a much more seamless customer experience. With a single click, your customer can call your store or download your map. Some display vendors have tools for cross-device experiences. Remove any excess steps between your customer and the conversion.
  • Emails are a common way to communicate with many customers in one fell swoop. Are your emails optimized for the mobile experience? While not all email-marketing tools are paid, the amount of time you spend sending mobile unfriendly emails is a waste. Time is money. If an email won’t load properly or is challenging to comprehend via mobile, the user will delete it and the message will be lost. Use your time wisely and find out the best ways to communicate with your mobile customers via email.
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multiple devices

FACT: Mobile users convert at a rate of 1.43% on average, while desktop nearly triples that at 4.66%.1
  • As mobile usage increases so does the use of multi-platform purchases. Research suggests that the mobile shopping experience tends to be a research phase with the actual conversion occurring on a desktop computer. Don’t knock yourself out of the running in the first stage by focusing all your efforts on desktop! Make sure that the customer experience is just as good, if not better, on mobile as it is on desktop.
  • Marketing is based on being top of mind for your customers’ needs. Avoiding mobile optimization guarantees you’ll lose out when they go to make the purchase later on. However, changing your message drastically in order to capture the mobile user could cause problems later on. Make sure your message is consistent on both mobile and desktop. Brand awareness and consistency should come first.
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woman using phone

FACT: 90% of the time spent on mobile devices is spent in apps.1
  • Apps aren’t for everyone. Many times when we think of mobile marketing, we think of personalized apps instead of our mobile presence. It’s no wonder, because we are always in our apps ourselves. While popular, that doesn’t mean apps are appropriate for every business. Of the time spent in apps, the most hours are spent in social (34%), entertainment (17%) and gaming (15%) — shopping doesn’t even come close. Do some research before you invest in building an app to see if it makes sense for your business.
  • Instead of creating your own app, research other apps that are already available. Reward programs like Spring Rewards, which has its own app and website, can create leads to your store in return for offering small discounts to potential new customers. They also work as a third-party frequent buyer program and encourage return visits.
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woman planning social content

FACT: Nearly 71% of social media users are likely to make purchase from companies they are connected to on social media.1
  • The average consumer spends 127 minutes on social media apps per day.1 Some customers may find your social pages through a quick web search, while others find you through mutual Instagram connections or a great review on the Yelp app. What’s key here is that social media is a network! That being the case, there are many means by which a customer can find you. Maintain profiles so that you can capitalize on those connections and keep those profiles consistent across the web.
  • Consider this potential scenario with your Google Local Listing. If your potential customer is on-the-go and needs to find your location, an optimized local listing will allow them to click the address and be taken directly to an app that provides directions. Without that simple transition, your customer may grow frustrated, simply choose the next business down and get directions there. Be proactive and use the tools you already have to your advantage.
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Consumers are constantly on their phones. Our cellphone usage takes up 18.75% of our day on average.1 Is your business accessible to those avid users? The mobile user experience has not only overtaken desktop, but it has also revolutionized the way we consume. Use this as a new avenue of opportunity and bolster your efforts in marketing to your mobile customers.

References

1Chaffey, D. (April 27, 2016). Mobile marketing statistics 2016. Retrieved May 02, 2016, from http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

2Gazdecki, A. (n.d.) 91% of small business websites not mobile optimized. Retrieved February 9, 2015 from https://smallbusiness.yahoo.com/advisor/91-small-business-websites-not-mobile-optimized-211121517.html

3Beal, V, (October 29, 2013). 10 mobile marketing tips for small businesses. Retrieved February 9, 2015 from http://www.cio.com/article/2381406/marketing/10-mobile-marketing-tips-for-small-businesses.html

Barbara Davidson

Babs is a content writer at Enova International, Inc. with a Bachelors in Cinema Studies and English from the University of Illinois (ILL-INI!). She loves binge watching musicals, reading in the (sporadic) Chicago sunshine and discovering great new places to eat. Accio, tacos! Find out more about her on Google+.

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