We are clearly in the mobile era — people are absorbed by checking their text messages, reading online articles and scrolling through their social media newsfeeds when commuting and standing in lines. In some ways, this technology saturation is bad, but for marketers, it can be a very strong tool for better conversion rates.
But before plunging into mobile marketing, there are some essential facts to consider. For example, search engine's preference for mobile optimised sites and the especially tech-savvy smartphone users. Not only do consumers expect products to be good, they are expecting round-the-clock support and also, engaging posts they can relate to. Your brand has to stay relevant and memorable.
3 Mobile marketing tips for acquiring leads
1. Consider target life cycles
Don't treat all mobile users as if they are cut from the same cloth. Different leads are at different points in their buyer’s journey with your brand. One prospect could find your website by searching for the best service providers in the area and another might be looking up your brand name to see your opening times. You need to identify your keywords and segment your contact lists to better appeal to new and existing prospects.
Users that have simply stumbled onto your site, blog or social media page should find your content appealing and engaging. To help new prospects find your brand, you need to focus on keywords that are more likely to be used in mobile searches. Mobile keywords are usually much shorter and are often brand or location based.
To further improve the quality of your content, consider Google's Hummingbird search algorithm. Released back in 2013, this algorithm update is based around voice searches and questions, starting with "Who, Why, Where, and How" which are more common on mobile. This can be quite fun to test as well, simply perform a voice search on your smartphone and check the results.
In a nutshell, think about why people are looking for something rather than what they are looking for. A content strategy should be designed to answer their needs, not just provide them with facts. - Steve Masters
Most importantly, you will want to have a mobile optimized site and content in order to remain relevant for your mobile users who will not want to struggle through poor design or slow loading times. According to a mobile study by Google: 61% of users are unlikely to return to a mobile site they had trouble with and 40% said they’d visit a competitor’s mobile site instead. So you need to make sure that your website is fast to load and easy to navigate.
A mass texting service is one of the best ways to re-engage leads that have gone cold. You can spark interest with deals, tips and more through text marketing software that will deliver your message right to their device.
Retaining customers is less expensive than obtaining new ones, besides - you have already spent all that effort in getting them. Invest a portion of your budget to send special deals for returning customers or create a loyalty programme on your mobile app and encourage sharing on social media. B2C and B2B inbound marketing primarily focuses on providing value and maintaining solid relationships with past and future customers.
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2. Use CTAs
Conversion campaigns focus on getting a specific action from your visitor. You might, for example, utilize a CTA to get your users to sign up for your SMS messaging list, enabling you to send messages straight to their device.
Other common conversion goals include:
- Increasing website traffic
- Gaining email contacts
- Getting social shares
- Achieving a purchase decision
A conversion campaign might be in the form of email, text message, social media posting, blog or more.
You might want to push abandoned cart reminder emails to increase sales or remind your readers of an important promotion at your brick and mortar location via text message. It is important to keep a singular goal and gently push your users towards that end in order to reduce confusion and improve results.
3. Anticipate preferences
Personalized marketing is incredibly important to mobile customers. Your brand can offer campaigns that focus on an event or piece of information that is only offered once to please a specific group of users. You can also use a user’s shopping history to send out sales alerts on specific products or even news stories.
Do mind that sending too many push notifications is quite intrusive, and so it should be done lightly, and users should always have the chance to opt out or regulate their frequency. According to Kapost, brands that used content that was crafted due to established buyer personas saw a 45% increase in sales volumes.
These three campaign types are essential for forming a great cross-channel mobile marketing automation strategy.
If you are ready to start working on mass appeal through text messaging and automated services, you can contact us at Trumpia. If you are still not quite sure, jumpstart the process by grabbing your free copy of this powerful Mobile Marketing Success Kit.