If you’ve been ignoring mobile as a marketing channel, chances are you’re missing out on a ton of leads.
Mobile ads can be six times more effective than desktop ads. People are in love with their smartphones. Every time there’s a free moment, we instinctually check our phones to read emails, search the web, browse social media, etc. This means there are great opportunities for marketers to reach and engage their audiences through an exciting new channel, and it’s crucial to incorporate mobile into your overall marketing strategy. Because people are so enamored with their smartphones, you have the potential to engage mobile users at an even higher rate than your desktop users.
Here are 3 tips to ensure your mobile marketing is performing at the highest level:
1. Think Mobile-Specific
If you want your mobile visitors to convert, put yourself in their shoes. Think about what needs they have, and what content they want. This doesn’t mean you need to build a mobile-specific site, but you should be able to deliver mobile-specific content, quick links and calls to action (either with a mobile site, or CSS and server-side coding). This will help you dramatically increase mobile user engagement and mobile conversions. Here are some ways to think mobile-specific:
- Use different calls to action: If you’re a software company, offering mobile visitors to sign up for a free trial isn’t the best call to action. Does your software even work on mobile? Perhaps, “Sign up for Newsletter” or “Call Us Now” are much better suited for a mobile visitor.
- Trim down forms: Filling out forms takes time on mobile. Try narrowing your fields or eliciting certain info that a mobile user might be more apt to fill out. For example, is it easier for a user to type their name or their email address into a field? Which is more useful for you?
- Mix up your content: Mobile is all about “Now.” Smartphone users are going to click and share content that draws them in immediately. Make sure your mobile content is concise and engaging.
- Re-prioritize content: Mobile users are looking for different info as well. It’s important to prioritize that info accordingly and monitor what info mobile visitors are accessing. This will help you determine which user flows to promote and allow your visitors to be more efficient in finding info and converting on your site.
- Video Content: Videos are very effective at engaging smartphone users. In fact, 51% of mobile traffic comes from video consumption. Video is a great way to drive mobile visits through social media, email campaigns and/or mobile ads.
- Link Email Campaigns to Mobile Landing Pages: 43% of email is opened on mobile. If you’re running frequent email campaigns, make sure you can redirect mobile users to a mobile-optimized landing page (especially given our stat above that mobile landing pages improve conversions by 40%).
Thinking from a mobile user’s perspective will enable you to be much more effective at engaging and converting mobile visitors. Don’t simply take all of your desktop content and squeeze it down for mobile. Rather, rethink your content, calls to action and campaigns for the mobile user.
2. You’re Only As Good As Your Load Times
Load times are crucial when it comes to mobile. Research shows that for every one second delay in load times, you experience a 7% drop-off of traffic. So if your web page takes over five seconds to load on mobile, chances are you’re experiencing at least a 35% drop-off, simply due to people not wanting to wait. Additionally, 40% of users would go to a competitor’s site after a bad mobile experience.
If your pages aren’t loading as fast as possible, you are most certainly missing out on potential conversions and those prospects are very likely to go to your competitors. Building a web experience without thinking about load times is like building a car without thinking about the engine. Sure, the car my look beautiful, but will it get you anywhere? Will it perform for you?
So what are some solutions for ensuring optimal load times? One route would be to use mobile-specific solutions, e.g., a mobile website or mobile landing page. These solutions are light, fast-to-load and designed specifically for mobile devices. The user does not need to pinch and zoom and they have an experience formatted specifically for their device. Landing pages that are optimized for mobile perform 40% higher compared to landing pages that aren’t. A typical mobile web page should be 150-250 KB, which will enable it to load lightning fast on any WiFi, 4G or 3G connection.
The other option for ensuring fast load times is a responsive approach combined with server-side coding techniques. Many websites are currently being designed responsively, which is a great approach for ensuring your site looks good on every device.
However, one of the major downfalls to responsive design is that it takes forever to load on mobile. I’m talking anywhere from 15-30 seconds. One way to cut down on those load times is to use server-side detection, which will deliver a smaller image sizes, less CSS files etc. to mobile users, thus dramatically reducing load times. (You can read further on Responsive Server-Side design here).
3. Continuously Optimize
Although this may go without saying, attaining a high conversion rate on mobile is not as simple as building a mobile landing page and just letting it run. If you want your campaigns to do well, you have to continuously monitor and optimize their performance.
In order to do this, make sure you have a system in place that allows you to effectively track all mobile activity. This will help you learn about your mobile visitors (e.g., what actions they’re taking, what info they’re looking for and what content they’re sharing), thus enabling you to be much more effective in your mobile marketing.
Because mobile moves so quickly, it’s also important to make sure you have a system in place that allows you to easily make changes without needing to go through IT or your agency. This ensures you’re keeping your content fresh and up-to-date, and most importantly, responding to your visitor's needs.
Your mobile audience is growing fast and in order to be successful, it’s crucial to pay attention to them. Your web visitors can now connect to your site through many different devices, and it’s important to understand what goals these users are trying to accomplish. Are they killing time on social media? Are they searching for directions? Are they researching a recommendation or referral from a friend?
Mobile needs to be an integrated component of your marketing mix, and it’s crucial to continually monitor and update your campaigns to ensure they’re performing at the highest level. If you can effectively do so, there’s a very good chance mobile will be your most successful marketing channel.
Title image edited from original by Axel Bueckert (Shutterstock)
Editor's Note: Read more about mobile's marketing potential in Ashley Eckel's 5 Things You Should Know About Your Mobile Consumers + How to Use that Data