What is Mobile Marketing Strategy? A Beginner’s Guide in Four Steps
- Digital Marketing, SEO, Social Media, Social Media Marketing, Website Optimization
- Lean Marketing, mobile marketing, mobile marketing strategy, Social Media Marketing
- February 22, 2019
What is Mobile Marketing Strategy?
The average adult spends nearly 3 hours a day on their mobile device. Smartphones now dominate both the mobile phone market and the time of your average customer. Adult Canadians are spending a combined 72.5 million hours using their phones every day.
Why? The answer is as simple as one word: Convenience.
The smartphone is the most convenient device that we currently have for chatting long-distance, searching for services, and shopping. This provides huge opportunities for business growth, which is why it has become a norm for many small businesses (and almost all large businesses) to implement a type of digital marketing called mobile marketing strategy. If you would like to improve your presence on mobile devices by arranging a mobile marketing strategy of your own, Lean Marketing has a few tips to get you started.
Step 1: Remaking your ads
For the remainder of this article, keep in mind that any content you create, especially advertisements, is being viewed on a screen the size of your hand. A cluttered, busy screen can be annoying to readers on a computer monitor, but it can be unreadable on a smartphone or tablet.
Usually, your best option is to create two sets of ads: one that appears on monitors and another that appears on mobile devices. On your mobile ads, make sure that your SEO keywords are in place and your message is clear, but remove any unnecessary detail.
You can look at the content on your own phone and experiment with sizes and proportions until you have the best balance of information and readability. This extra effort will go a long way in making your customers happy and confident in your professionalism.
Step 2: Making your website mobile-friendly
If you own a smartphone, you have probably met a few mobile-unfriendly websites. They have cramped and jumbled formatting, they cause you to misclick because the links are too close together, and they eat your data with large image files and videos. To ensure that your customers’ experience with your website does not leave a sour taste in their mouth, optimizing it for mobile use is vital.
For most businesses, a large and visible phone number somewhere on the front page is a good start. Many phones detect these numbers and turn them into links, which allow customers to call you in a single click.
If your website has videos, keep them short and to the point. For mobile users on the go who skip videos to save on data, ensure that any vital information about your product or service can be found in text elsewhere. Text and small images load quickly, which can be an advantage for smartphones with lower processing power, saving your customers’ data and time.
There are many small tweaks that can be done to your website’s design to make it as mobile-friendly as possible. Drop-down menus and large links make efficient use of space, and text that is large enough to read on a phone screen saves customers the hassle of constantly zooming in and out.
It may be time-consuming to test, edit, and re-test your website, but thankfully there are programs to help you. Google’s Mobile-Friendly Test is a very fast and simple service provided by Google for free. It not only allows you to instantly see what your website looks like on a phone or tablet, but provides recommendations for how to improve the user experience.
Step 3: Mobile marketing for social media
Unlike a website, you don’t have much control over the design of your social media feed. Thankfully, the big social media marketing platforms (Twitter, Facebook, and Instagram) do an excellent job of keeping their design mobile-friendly. Instead of design, your focus should be on making your content relevant to the mobile user and taking advantage of the tools and resources that these platforms provide.
According to a 2019 study conducted by Ignite Visibility that examined how marketers will shift marketing dollars through 2021, marketers of all business sizes plan to invest more in social media over the next three years, with small businesses planning to invest the highest percentage of their marketing budget on social media marketing (SMM). Due to the low cost of social media marketing (SMM) compared with other online marketing services, businesses of all sizes found social media marketing to have the highest ROI.
Social media marketing is especially effective at providing individualized content to the public. Useful information is available about your customers and the customers of your competitors through the things that they volunteer to their social media. If most of your customers share an interest, you can cater to that interest to better serve your customer base.
You can also send ads through social media that only reach customers with certain interests, keeping them informed and minimizing spam. This is known as audience targeting.
Mobile marketing helps focus your audience targeting even more by using what is known as location tracking: using the location data on customers’ cell phones to target ads to them if they are within a certain region or near a certain location. Combining the knowledge of your customers’ interests with location tracking can allow you to advertise a specific sale, deal or event to the customers that you know will appreciate the information and take action on it.
Step 4: Making an app
You may be tempted to do this the moment you decide to plunge into mobile marketing, but creating a mobile app is the final step for a reason. Your website and social media will always be seen by more people and will be your first impression to many, so they should take priority. Apps still have an important role to play, however.
Apps market much more to current customers than potential ones, since they are downloadable programs that a non-customer would have no reason to install. With that in mind, your company’s app should be focused on providing your customers with added convenience and offers.
Apps can access a mobile device in ways that other marketing media can’t. If you can think of a way to make your business more valuable through the functions of a smartphone (using the camera to conduct face-to-face troubleshooting, for instance), your app can make you a much more attractive choice to your customers.
Every customer is different, so your app should be able to give your customer the exact functions that they want. Some customers may find certain functions or qualities of the app intrusive or annoying, so a healthy list of settings should be available for them to use.
For example, you can have a “Night Mode” that displays the app with darker colours, or a “Receive Notifications When…” list that lets customers choose what they want to be informed of. Programmers and graphic designers can go into much greater detail when it comes to common convenience features, and listening to their recommendations while they help you create your app is vital.
Lean Marketing and Mobile
This article What is Mobile Marketing Strategy? can provide you with direction, but the process of establishing a strong mobile presence can require complex and nuanced online marketing strategy. Lean Marketing, in Edmonton, AB, is staffed by seasoned professionals in every aspect of marketing, including mobile.
We pride ourselves in taking your company’s unique strengths and showing them to the general public, and we specialize in building an online customer experience that creates ever-improving results the longer we work with you. If you are interested in the expertise we have to offer, contact us using the information below!