The move to mobile marketing is taking off at crazy levels. With Google’s latest algorithm update, the over-hyped Mobilegeddon, taking the marketing world by storm lately, you’ve probably started thinking about mobile marketing strategies.
Many businesses who aren’t that tech savvy have a hard time keeping up with what they need for their business. This article is going to go through a step by step process that will guide you from the pure desktop marketing of old to the modern era of mobile marketing.
Before you even get started with your mobile marketing you have to know what your goals are. You can do any number of things:
Knowing what you have now, and where you want to go, is always the first step. There’s no point in fretting about having a mobile website built only to discover you already have a responsive website which works in a mobile setting. Assess all of your mobile assets, assess your mobile goals, and then move forward.
If you’ve already have one, great. Feel free to tweak it a bit to better match other goals you established above. If you don’t have one built you’re going to disappoint anyone who visits your website from a smartphone or tablet. Desktop versions of websites don’t look right on these devices, and they function poorly.
Your goals for a mobile website should:
The more you can integrate your mobile website with other mobile marketing goals the better off you’ll be. Nothing in digital marketing should exist in a bubble, create connections everywhere.
Creating one website which looks great on everything from a 40 inch flat-screen, to a 4 inch smartphone sounds like a pipedream. It is, however, possible if you have a responsive website built. These websites are built using a grid that aspects of the website ‘sit’ on. When the grid shrinks the website shrinks these aspects.
This can make it so you don’t have to get into complications with multiple websites for different device sizes, and relying on device detection software. The trade off may be some integration issues as you won’t have that separate website for smartphones with pop-ups for SMS campaigns – but even then a talented developer can reach a work around.
Mobile users are not typically sitting at their desk watching reruns of Seinfeld. They’re out there in the real world getting their tasks done and they need easy to access information. They don’t want a mess of links, pictures, and an excess of menus.
Part of having a mobile website or app is knowing what your customers want when they’re out on the go:
The last bit of ease of navigation concerns calls to action. Letting people know what content is where, and how to get it, helps both of you. They get the content they want, you get to give them that content and keep their attention.
This includes sayings like “Download Now,” or “Tap Now,’ so they know right away where the links are. It can also include using the Google Play and Apple Store icons.
The holiday season is a great time to plan for the launch of your mobile marketing plan as so many people get new devices. You can be there, launching your new mobile marketing website across social media, and getting your mobile app or web address firmly entrenched in that new phone.
This is also a great time to start mobile marketing ad campaigns on Twitter, Google ad networks, and Facebook. Making it a limited time offer, ‘get it before December 24!,’ will create a sense of urgency that works well too. Include free app downloads as part of these and be on people’s new devices for, well, as long as they don’t delete it.
A big part of any mobile marketing campaign is using SMS, or text messaging techniques. The problem is that SMSs are very personal; most people still expect to see messages from friends and loved ones. When they look and it’s some brand trying to sell them something they can actually get angry.
How you’ll work with this is by making sure that the content you send via SMS is as urgent as something that an actual person would send them. This means that it will need to be time sensitive. “We only have 5 left,” or “Just 24 hours remain” are the types of time-sensitive calls to action that work best.
If you’re really cautious, give consumers the chance to decide how often they’re contacted. Start your SMS campaign by creating separate lists of people who sign up for daily, weekly, or monthly messages. Different people have different tolerances and needs for SMS marketing. This puts the power in their hands. Literally!
Currently, about 60% of the population accesses some form of social media via their mobile device. Your mobile strategy and your social media strategy must work together. Sending out a tweet when you know your customers are out shopping can help sway them to visiting your store. A YouTube video they watch during the week can help them decide on planning a weekend shopping trip.
This is why having an audience on Twitter, YouTube, Pinterest, and other social media websites is so important. What if your audience is currently dead? How will you get anyone’s attention if you have ZERO retweets? Our Twitter retweets service can boost those numbers, and get your natural audience engaging again. Our YouTube views service could help you get more people watching your videos as these see your views shoot up. With the explosion of video on mobile devices, this is an opportunity that you can not overlook.
Keeping social media as part of your mobile marketing is an essential step. 60% of users agree, and that number is always climbing.
You can’t tack mobile marketing onto the rest of your online marketing as an afterthought, or use it as an extension of your desktop marketing. You’ll need specialized mobile:
The mobile marketing consumer is frequently the same person as you find on a desktop, but their needs are different on mobile. You can’t think of mobile marketing as just another way to put ads on a screen that are shrunken from your ‘real’ marketing. You must take advantage of mobile tools like:
Mobile has opened a whole new door very wide for marketers who know how to build a campaign. Giving mobile marketing its own space, rather than treating it as an afterthought, could quickly see it bringing more customers through the door than your desktop campaigns of the past!
All images by Vanatchanan / Shuttestock