Where is a person the most likely to see a commercial? On a channel that they watch the most? And where are they the most likely to see a billboard? On a route of their daily commute? So, following this logic, where are they the most likely to encounter an ad or a targeted marketing effort? Probably on a device they use the most.
We’re, of course, talking about mobile phones.
Here are five ways to improve your mobile marketing and benefit quickly and efficiently.
1. Mobile-Optimized Website
While the majority of your audience will access your site via an app, there are a lot of those who will use their mobile browser and go straight to your site. If your site takes too long to load, they’ll leave disappointed. The truth is that the majority of people browse your site via phone, and they expect a fast loading speed. Failure to produce so will only hurt your bottom line.
The first thing you need is a mobile-friendly layout. This means vertical instead of horizontal scrolling, clearly defined clickable elements, a resolution that adjusts to the screen size, and a lot of whitespace (for risk-free scrolling).
The content for your site needs to be mobile-friendly, as well. If you’re using text-based content, you need to choose an appropriate font and stay clear and concise. Mobile audiences are not likely to read a 4000-word-long whitepaper on their phone. Again, a lot of whitespace, skimmable text, and clearly defined segments will make your content mobile-friendly.
If you’re making videos, you need to understand that the majority of mobile users don’t have their sound on. This is why your videos need to work even without sound. Use captioning services and add subtitles to the mix to make it all work.
2. Great Mobile Apps
The most important thing when designing an app is understanding how it will align with your overall marketing strategy. Sure, an app is its own thing, but it’s not really a standalone feature. It needs to serve a bigger purpose and fit into your overall plan.
First, you need to understand the app behavior patterns of your audience. How do they interact with apps? The data on this is widely available, and you can analyze and collect it. Your work on an app is never really complete.
If you don’t have data, you can start with the market research and the competitor research. The main reason why so many businesses fail is because they launch products that there’s no market need for. The second reason is the fact that they prefer to learn from their own mistakes rather than observe those who came before them.
The design needs to be user-friendly, and the notification system needs to be calibrated so that it’s non-imposing. Sure, you want an app to be a constant reminder, but you don’t want it to annoy its users so much that they end up uninstalling it or putting it on mute (this would defeat the purpose).
Keep in mind that, since last year, even the iPhone supports push notifications, which may end up being vital to your marketing efforts.
3. Messaging Bots
Mobile users have less patience than their desktop counterparts. They take less time to respond, and they’re more susceptible to impulse purchases. This is why messaging bots are so ingenious and so effective.
You can use bots on all channels you use; sure, a popup chatbox on your site is a great start but why not also use them on social media? You can push your sales or do post-sale follow-ups on Viber and Telegram with great success. With a Telegram bots list, you can easily enhance your outreach and improve your upselling and cross-selling opportunities by a wide margin.
Another way you can use these bots is as a customer service tool. Chatbots are already quite sophisticated and with the help of the modern NLP, they’re capable of resolving the majority of customer complaints. In fact, the modern NLP is so advanced that, most of the time, customers won’t even be sure if there’s a person on the other side of the screen.
Keep in mind that this is also an amazing way of gathering feedback and taking surveys. Previously, we talked about surveying your competitors and monitoring your users to see how they interact with your data. Well, if you already have a question, why not just ask it directly? In order not to forget, not ask it quickly enough, and avoid phrasing it wrongly – use bots!
4. Location-Based Marketing
Just try to imagine a person using their phones. Sure, a lot of people just play on their phones while at home, but a lot of people are using them on the move, as well. So, what you need is a moment to consider location-based marketing.
When you’re out and using your phone, you’re often looking for local services. This is why geotargeted advertising, geofencing, and location-based push notifications are so incredibly effective. In fact, they may even be potent enough to make one make an impulse decision to make a purchase or visit a business.
Roughly four out of every five offline purchases happen as a result of a local mobile search. This means that a person has either used their phone to check your location and offer, or used it to do a quick research (price comparison) before they make a purchase.
The first thing you need to do is consider investing more heavily in local mobile SEO. The proximity alone won’t get you on the radar of your customers. You need to fight for your rank, and the first step is to get your business listed in as many business registries as possible – like Google My Business, Yelp, etc.
5. Mobile Payment Options
We’ve already mentioned the importance of impulse purchases, and the best way to make these faster is to make payments available via mobile. This way, a person can receive a message/notification on their phone, and they can purchase their phone without ever having to look for their card or log into their bank accounts.
Google Play accounts can be funded from Google Play gift cards, which means that you can just deposit these funds and make quick purchases in seconds. A similar thing can be done with these in-mobile stores and platforms like Apple Pay and Samsung Pay.
Other than this, you should integrate payment gateways like Stripe, PayPal, and Square.
Now, a decision to implement is not the same as proper implementation. To do this, you need to pick as many reputable providers, offer multiple options, and always optimize for security. These are the three big requirements that your customers will have, even if they can’t express them as accurately.
These quick and convenient purchases can already eliminate a huge portion of your shopping cart abandonment rate.
Boosting Your Mobile Marketing Will Appeal To The Largest Demographic Among Your Customers
The key thing to remember is that while the majority of your customers use mobile phones, not all of them will buy this way. This means that your mobile marketing will reflect on desktop and even offline purchases. No one can deny the role and significance of phones in our lives and why would this be any different in the marketing world?
