With the rapid proliferation of mobile devices and BYOD policies, more customers than ever are turning to smartphones to review products and make purchases. Clearly, now is the time for marketers to make sure that their mobile strategies are optimized to capture the attentions of this ever-growing customer base. With that goal in mind—and several takeaways from an article on entrepreneur.com
Here are 6 tips for boosting mobile marketing:
1. Use the correct keywords- In the article, author Brett Relander, a social media and mobile marketing specialist, says that, “proper keyword usage is just as important to mobile marketing as it is to content marketing.” In tweaking their mobile platforms, Relander says that marketers need to use the correct keywords, along with business-specific keywords. He also reminds marketers that since customers on smartphones are often searching locally, it’s important to include the locale of the business in the keyword optimization. Relander also emphasizes that while the goal for marketers might be to land in the top ten searches on a desktop search, since mobile users don’t like to scroll, the goal should be to land in the top three mobile searches.
2. Include contact information – Brick and mortar businesses using mobile marketing need to include basic contact information, such as a physical address and a map, says Relander. Otherwise, it can be difficult for shoppers in their area to find them through organic searches. And while it sounds old school, Relander says that brick and mortar businesses need to be included in local business directories and listings.
3. Connect with customers – As Relander points out, a big advantage of mobile marketing is that it makes it easier for marketers to connect with their target customers than search engine marketing does. “That being said,” explains Relander, “you need to make mobile marketing a priority in your overall strategy in order to tap into that advantage. If you are running a sale or have a new offer, make sure you include it on your mobile site first because this is likely where your customers will look first.” In addition, Relander says that providing users with “opt-in” options to receive alerts for new offers will drive response rates even higher.
4. Get creative – To marketers that are afraid to drift away from the tried and true when designing a mobile website, Relander says that they need to experiment and get more creative with mobile in order to drive engagement. That’s because today’s users “are often looking for an entertainment aspect when using their mobile devices,” Relander claims.
5. Get compatible – With the constant release of new mobile devices—the iPhone6 being the most important of late—Relander warns marketers that mobile campaigns could miss out as customers fail to find them due to incompatibility issues. To make sure that doesn’t happen, Relander says it’s mandatory for marketers to, “…make certain your marketing materials and site are compatible with all mobile devices.”
6. Use Big Data for hyperlocalized marketing – While not specifically addressed in the entrepreneur.com article, hyperlocalized marketing is a powerful tool for boosting mobile marketing. This is particularly true in light of statistics that show that most shopping takes place within a 10-mile radius of the customer’s home. Using IP geolocation technologies and big data analytics tools, marketers can instantly combine location data with social data insights. This allows them to deliver highly targeted, personalized, and relevant information such as discount coupons and banner ads directly to their mobile customers in real-time and in context with where they are and what they are doing. Done correctly, these personalized ads are welcomed by consumers who see them as genuine attempts by brands to better meet their needs.
The mobile explosion has presented businesses with many challenges and opportunities. As mobile-enabled customers grow to expect more personalized and targeted mobile marketing experiences, companies whose marketers use these and other tips and tools to optimize their mobile strategies will only stand to gain going forward.
